Articles

Marketing and Procurement can leverage the insights from the right data to transform spending and savings, strategically to exceed Marketing ROI. Data can provide your Marketing and Procurement teams with highly relevant insights capable of informing decision-making and transforming return on investment (ROI).  Wrapped within the data are nuggets of information capable of driving value, […]

Turning accurate and relevant data into an obsession can transform cost management and enhance Procurement efficiencies Marketing Procurement can leverage data to ensure continuous cost optimisation and reduce inefficiencies and improve decision-making and supplier relationships. With data designed to deliver relevant and timely insights, Procurement can reimagine its role within the business and enhance Marketing

Procurement transformation led by smart solutions and agile systems are key to reimagining partnerships and creating long-term value  Historically, there has long been a disconnect between Marketing and Procurement. Instead of common ground, there was a battle between spend and priority and this often resulted in decisions that benefit neither side. Death by compromise! Yet

You can harness your data to reveal the stories hidden within your organisation and optimise your growth potential.  Data has the ability to reveal your unique brand stories which can inform your marketing procurement strategies and transform how your organisation thinks.  Your data is a precious commodity, a unique tool capable of refining your processes

Agency selection, choosing vendors whose vision aligns with your own, but importantly also has the right capabilities to drive growth will positively affect the return on your marketing investment.  This guide will articulate how making the right agency selection, proactive management, and performance-based contracts can unlock significant value to your marketing.  Establishing a consistent and

Radical cost-cutting by companies, particularly in the technology sector, will potentially have a long-term impact on their branding and marketing. Fortunately, there is another way… A recent Financial Times article revealed that the advertising agencies, particularly those working with tech companies, are seeing significant dips in profit and revenue. Cautious clients, complex economic conditions, and

Revenue and growth will always drive the financial agenda, which is why the role of Finance in Marketing Procurement needs to focus on collaboration for shared success.   Revenue and growth are high on the agenda for both the Chief Marketing Officer (CMO) and Chief Financial Officer (CFO). However, whilst this commonality exists, there can

Brands engaging with agencies need to ensure they are paying fair global agency rates and building agency relationships based on trust and transparency.   The current market is complicated. The cost of living, the economy, geopolitical instability are all factors driving up expenses and putting companies on a financial edge. Prices for everything are increasing

…TO DRIVE ENHANCED MARKETING STRATEGY AND AGENCY COLLABORATION   We commissioned a report to gain more insight into how the power of data is being utilised and affecting CMOs in the current marketing landscape. According to our latest report* of 500 marketing decision makers, nine in ten (95%) say that staying on top of agency investments

Marketing Procurement Benchmarking, what is it and how can it help you get ahead? Marketing Procurement Benchmarking is part of the marketing buying process for successful global brands. A benchmark provides a point of reference from which measurements can be made, and therefore it gives Marketing and Procurement a standard by which to measure or

Artificial intelligence (AI) has stepped straight into the limelight thanks largely to the remarkable capabilities of ChatGPT, a generative AI (GAI) interface that took the world by storm and showed  exactly how impressive this technology can be. AI in marketing is proving to be an invaluable asset – a tool that can help agencies and

Marketing benchmarking provides Chief Marketing Officers with visibility into agency performance and the opportunity to transform campaigns and creativity.   How are Chief Marketing Officers (CMOs) allocating their marketing budgets? Gartner has aptly described the current situation as one where ‘volatility becomes the new normal’ and so CMOs need to consider the cost of disruption

3 things you can do to make the most of your marketing spend and protect your marketing budget…   For marketers, the second half of the year is an opportunity to ramp up investment, build on activity to date, enhance visibility and take more market share, based on what’s been working well so far.  We’ve previously

Marketing Procurement is a dynamic and ever-changing role that’s undergoing both a revolution and an evolution. It is a slightly different beast to general procurement, as whilst both roles have many shared skills, Marketing Procurement is very much focused on aligning cost-saving with campaign strategy to optimise marketing spend. And purchasing Marketing is very different

Why is it important to compare agency costs? You want to compare your agency costs with local and global benchmarks so that you ensure you’re always paying the right price for your work. It makes sense – you want your marketing spend to go further and do more, and you want to know that your

Procurement is looking beyond cost cutting and savings towards influence, value and longevity. And that’s where Marketing Procurement Benchmarking comes in… Marketing procurement has evolved over the years to something beyond just numbers. Central to ensuring that marketing spend and agency selection are aligned with the business objectives and budgets, marketing procurement is now both

Reshape your marketing procurement intelligence, review your marketing spend and explore better clarity, transparency and insights Marketing Procurement intelligence plays a key role in today’s modern organisation. Key to meeting the evolving needs of the business, connecting brands to agencies in ways that build loyalty and longevity. However, Marketing Procurement faces its own challenges. It has to prove its

At a time when Marketing Procurement is still striving for transparency, it remains an essential principle at the heart of agency investment. In a future defined by data, marketing procurement transparency must be used to translate complexity into results and value. With the right partners, embedding open and honest communication into every engagement and marketing

It feels like marketing procurement transparency has been a buzzword in the industry for years. The IPA and ISBA launched ‘The Magic & Logic’ 16 years ago, where they identified how Agencies, Marketing and Procurement can best work together to produce profitable growth; they explained that marketing procurement transparency is key to successful relationships. The

Regular marketing agency review helps both your brand and your agencies It’s important to regularly undertake a marketing agency review to ensure that you’re all walking to the beat of the same drum. And to ensure that they support your business as you find new ways to connect with customers in complex times. Your marketing

We look at the latest Marketing Procurement trends and explore why they are so crucial to your business. Excellent Marketing Procurement is about adding value, finding greater efficiencies and doing more with less, which becomes even more critical in an economic downturn. Marketing Procurement is an invaluable part of any business and is the all-important

Why understanding your marketing ROI is important Return on investment (ROI) is a key metric for marketing. Defined as a measurement tool that helps you to maximise investments, refine campaigns, improve profitability and connect with customers, marketing ROI is a metric by which you can accurately assess the financial value of your campaigns. You want

With a recession looking likely in 2023, organisations need to find opportunity in the complexity. How can you make sure your marketing in a recession is effective? Economists are predicting recessions in 2023 across the globe. The Organisation for Economic Co-operation and Development (OECD) has said that the UK in particular is one of the

Your guide to calculating and managing an effective marketing budget. Your marketing budget is your key to meeting your marketing goals, keeping expenditure under control, and measuring your returns so you benefit from further investment in the future. It outlines all the money your marketing team plans to spend on projects over a set period