How to involve procurement in managing the advertising budget

Steven Marcus and Alan Krinsky

The principles of `procurement’ have evolved from being a set of purchasing techniques to being an integral part of business management in which value is increased and waste avoided.

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...

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