A toehold in marketing_2
17 August 2012
Q: In the past, my department has had no involvement in the procurement of marketing services. I know it is a multi-million pound budget and feel that we could really add some value. Where do I start?
A: Peter Williams, director of group procurement at WPP Group and CIPS past president, writes: Marketing is a high-value, complex market and professional supply chain techniques can yield huge benefits here.
A good starting point is to recognise that, within marketing services, there are many different markets. For example, advertising agencies offering...