I spent some time last week at the first European ProcureCon Marketing Services conference. It was a very successful event, with some 150 delegates from a range of largely blue-chip companies, and representing countries from Finland to New Zealand! My personal involvement with procurement functions trying to get to grips with the marketing spend category goes back some 25 years, and I had some successes and failures in my time as a CPO in several large organisations. It’s a category where procurement has been slow to increase influence, but according to figures presented by the World Federation of Advertisers at the event, we have gradually reached a position where the procurement function is estimated to have between 50-80% spend coverage in the category (depending on the geographic maturity, with firms in Europe at the top of the scale and South America at the bottom).
Six Best Practices for Procuring Marketing Services [PRO]
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