Research published this week by the World Federation of Advertisers (WFA) has found that experienced marketing buyers concentrate on building third-party relationships and educating the buying team about the category. The study found that it is contrary to advertising agencies’ criticism that procurement teams are solely focusing on lower fees and reduced media costs.
Here is a bit more detail on it from the SM website - supply management.
A good and spot on bit of research to end the year on as this is exactly what the more experienced procurement marketing professionals have been practicing for many years.
Have a good Christmas to those of you that read this and here's to a positive and productive 2011 in this wonderful world of marketing procurement that we work in.
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