A positive story to end the year on

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.

Media Auditing guide

Bit of a blogtastic week I have had - hope that you have found all  or at least some of the postings of interest.

The WFA have just published a really good guide that helps you when looking at selecting a media auditing company.  I think that they are essential in any media pitch and also vital in helping the ongoing relationship of the client and the media agency.  They have to be careful of the line that they tread.  I have seen recently a relationship that appears too cosy with the agency and that rings alarm bells for me.  But if they are well managed and have clear objectives and a reporting structure, they more than earn their fee.

You can access the document via the WFA website - click here - Media Audit paper