In Parts 1 and 2 of this series, I looked at a number of observations from a recent Advertising Age article examining how the marketing and agency world is looking at procurement’s involvement in marketing spend with equal degrees of fear, cynicism and acceptance. In this post, I’ll continue on with this analysis, looking at ways procurement is getting involved in tackling marketing spend while taking full consideration of price and other factors. I’ll start by sharing one example from the article of how P&G has put in place a new executive to tackle marketing spend — one with a direct materials background — and then I’ll expand the discussion by offering up additional tips for how procurement organizations can most effectively tackle marketing spend. Let’s begin.
Articles in this series
- Marketing Spend -- The Straight Dope From the Spending Culprits (Part 3)
- Marketing Spend -- The Straight Dope From the Spending Culprits (Part 2)
- Marketing Spend -- The Straight Dope From the Spending Culprits (Part 1)