Global Procurement Turns a Failing Relationship into a Thriving Partnership

J. Francisco Escobar

This is the story of how a major high-tec advertiser restructured a fragmented agency relationship and, with continued stewardship by Global Procurement, has managed the evolution to a true working relationship.

Global Procurement Turns a Failing Relationship into a Thriving Partnership

Clients and agency both profit from creative relationship management

J. Francisco Escobar Texas Instruments Incorporated

Where do you turn when a major, long-standing agency relationship has grown stale and routine, and the agency seems to be in control? More than likely, the responsibility lies with the client not the agency to develop and implement relationship management processes for improving dialogue and creating a win-win situation. This is the story of how a major high-tech advertiser restructured a fragmented agency relationship and, with continued stewardship by Global Procurement,...

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