Procurement and media-types

29 November 2011
Rebecca Ellinor, managing editor, Supply ManagementProcurement professionals are increasingly getting the opportunity to be involved in more challenging areas of spend and from the start of a deal being considered. A lively roundtable debate held at Supply Management towers gathered together buyers who are involved in the purchase of digital marketing and yielded some interesting results. For one thing, digital marketing means different things to different people and organisations. The lines blur between traditional marketing and IT, requiring these professionals to strike up strong and effective relationships with both sets of stakeholders. They also need to have a watchful eye on measurements of success. How do you know, for example, that someone visited your website because you invested in marketing online, instead of a TV advert or poster at a bus stop? And now it seems, creative types are also getting in on the act. They are increasingly facing procurement professionals in negotiations and presentations and have decided if you can’t beat ‘em, join ‘em. A blog by Advertising Age says Toronto-based ad holding company MDC Partners appointed its first CPO, Brett Colbert, in the hopes of helping its member agencies change the dialogue, and the largest holding company in the world, WPP, also recently hired a former senior procurement officer from Kraft Foods, George Dan. Bill Duggan, executive VP at the Association of National Advertisers, said he was surprised more haven't done it sooner. “I think it’s a good thing for agencies. It could potentially help some agencies to get some clients to change the conversation from savings to value.” This is a conversation procurement professionals have been wanting to have for some time.
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