The attached article by Avi Dan in Ad Age offers a succinct and accurate summation of the current state of affairs regarding client/ agency relations and the role of procurement.
Once agency leaders and client side marketing individuals take an honest, introspective look at the situation they will be in a much better position to re-establish their position as valued strategic partners. Linking client marketing investment to successful outcomes and building C-suite awareness of marketing’s contributions to the organization’s goals will go a long way in improving confidence in the marketing services supplier network.
This improved confidence, combined with the ability to establish a causal impact of an agency’s contributions on the client’s return on marketing investment will serve as necessary building blocks in distinguishing the agency and optimizing compensation … Read More.