Procurement - blessing or curse?

Barbara Bacci Mirque

Discusses the increasing involvement of advertisers' procurement and strategic sourcing departments in producing advertising.

Procurement – Blessing or Curse?

Barbara Bacci MirqueSVP, ANA

Over the past few years, much has been written about the struggle between advertising agencies and advertiser procurement/strategic sourcing personnel.

After initially cursing the impact of procurement/strategic sourcing on the creative process, agencies are now resigned to working with them. In fact, the American Association of Advertising Agencies (AAAA) offers its members courses in communicating in the language of procurement and interacting effectively with client procurement staff. Although agencies will rarely refer to procurement as a blessing, agency finance personnel have told us that unlike their marketing counterparts, procurement is...

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