We're happy to announce a new paper by Peter Smith (Executive Editor, Spend Matters UK/Europe) focusing on the marketing process and how you can separate procurement of creative and production activities, in addition to the other elements that go into your marketing strategy.
Here’s an excerpt: “No-one wants to go back to the bad old days of Agency mark-ups and opaque billing. But good creative work has to be funded somehow, and stripping out everything else by over-enthusiastic ‘de-coupling’ can leave the Agency in a position where the client simply isn’t attractive any longer, or good creative work is diluted by what happens elsewhere in the delivery process and supply chain.”
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