Procurement increases involvement in marketing agency selection

8 August 2013

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9 August 2013 | Ceri Allan

 

Procurement’s role in helping select new marketing agencies has increased sharply this year.

 

According to a survey by FindGood of 4,300 client-side marketers, 42 per cent are using marketing procurement when selecting marketing agencies – an 8 per cent increase since the start of the year.

The findings come as a survey from the IPA, the professional body for advertising and marketing, reports a more mixed picture of procurement’s role in a range of pitch processes.

 

According to the IPA’s survey, where procurement was involved:

 

Some 45 per cent of respondents indicated timetables and deadlines were agreed set and adhered to, compared to 64 per cent where there was no procurement involvement.

 

Only 24 per cent of respondents indicated the client’s budget was clear upfront, compared to 44 per cent where there was no procurement involvement.

 

22 per cent of respondents indicated feedback from interim meetings was clearly actionable, compared to 50 per cent where there was no procurement involvement.

 

In just under half of cases (48 per cent) where procurement was involved in the pitch, respondents indicated their involvement was perceived to be both transparent and fair, although a significant minority (31 per cent) disagreed.

 

And just 34 per cent of respondents agreed with the statement that where there was procurement involvement, the selection techniques were appropriate, while 38 per cent disagreed.

 

However, the survey also indicated that in two-thirds of cases where there was involvement of procurement, their role was clearly identified at the start of the process.

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