Time to get creative

22 December 2009
I was interested to see that the latest issue of Marketing Week has a cover feature on procurement.
  Not only does it underline the importance of purchasing in the marketing realm, but the piece also explains how marketers and buyers can succeed with some good old-fashioned collaboration. This is particularly heartening given the tongue-lashing procurement usually receives from the more narrow-minded "creatives". The main gripe for these types is that buyers are in town to cut their budgets and hammer their artistic license. Consultant Julie Constable tells Marketing Week that purchasers are simply doing their job. Others add that welcoming and working with procurement can deliver more than just cost benefits. Premier Foods’ marketing director Ciara Dilley explains: “I worry if procurement and marketing work in isolation. Each needs to support each other; if you can get this mutual respect, then you can do some interesting things.” It is widely agreed “procurement is here to stay”, the piece adds. So, for those marketers that haven’t accepted this, it is time to get really creative.
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