How To Involve Procurement In Managing The Advertising Budget
Alan Krinsky and Steven MarcusAlan Krinsky Associates
Say the word “procurement” to an advertising agency and most will cringe, thinking their fees are about to be skinned once again. Agencies will claim that procurement doesn't apply to their business because their product is creative and hard to measure. Yet agencies want to be compensated for the impact they can have on a client's business. And in their defense, the impact can be huge for campaigns such as the original Volkswagen “Think Small” or the classic “I Love New...