Marketing Procurement

How marketing procurement can develop sustainable relationships in the ‘new normal’

Commercially Responsible

“Pull Quote”

Procurement must ensure remuneration models and fees are competitive and, just as importantly, that agencies can operate in a commercially responsible and sustainable way

Heading to the future

The ‘new normal’ is a term now firmly fixed in our vernacular. Although what it means exactly is yet to be determined. But one thing is certain; we are being hit with a wave of unpredictability as a result of COVID-19 and the global response. As we make sense of the various predictions for what the world might eventually look like, it’s clear there are some trends already starting to emerge.

‘Value based’ partnerships and remuneration

Clients are looking to their agency partners to help navigate this strange time -drawing on their cross-sector thinking, perspectives and insights. Yet whilst of critical importance to brands facing growth challenges, these assets are difficult to attribute value to and agencies are giving these ‘high value’ services away for free. An unsustainable situation.

Traditionally, commercial arrangements between agencies and brands are based on fees for deliverables measured in hourly rates. But, if the partnership’s true value comes from intangible creative capital, we need a new kind of arrangement. Procurement teams should work with agencies to evolve anachronistic fee models and create commercial partnerships based on mutually exchanged value and quantifiable ROI.

Timely and fair, compensation for expertise

Over the coming months, brands may well ask for substantial discounts or changes to payment terms. This in itself isn’t new. But in the ‘new normal’, where many agencies have furloughed or reduced staff, the flouting of contractual terms, late payments or changes to terms, could be fatal.

Procurement must ensure remuneration models and fees are competitive and, just as importantly, that agencies can operate in a commercially responsible and sustainable way. If they fail, it’ll be at the expense of the agency’s primary commodity -talent. Ultimately depriving clients of the very thing they need to face new challenges.

The evolving role of procurement

Procurement teams have long been primary stakeholders in agency selection and retention. Now they need to become guardians of delivery and quality. But there’s a problem. Many procurement people aren’t marketing specialists, so aren’t fully equipped to take this on.

We can help by investing in effective agency onboarding, participation in project kick-offs, ensuring agreed ways of working are adhered to and regular client -agency relationship reviews. In my experience working with Nike, Pepsi and Diageo, their procurement teams have been excellent at helping protect both the client and the agency. We worked closely to reduce scope risks and issues, manage project overburn and ensure we had a shared vision.

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The influence of intermediaries and ISBA

Finally, what is the role of intermediaries and ISBA? They can provide much-needed advice on best practice and offer knowledge to marketing procurement. Intermediaries could improve transparency through the agency selection process -helping clients with agency cost benchmarking, supporting fairer and more sustainable fee negotiation and remuneration models. ISBA needs to continue providing support to marketing procurement to maintain and develop the insights that enable better decisions to be made leading to more sustainable working relationships.

Shared Ambitions

While the new normal is hard to predict, the impact of this crisis has accelerated many developments already underway. We may come to think of this time as an evolution rather than a revolution. But one thing we can be sure of is procurement’s role in helping our shared ambitions thrive through true and equitable partnerships.

About the author

Ete Davies is Chief Executive Office (Creative) at Engine Group UK

First published by ISBA as part of The New Normal, a series of thought pieces from industry leaders.

About ISBA

ISBA is the only body representing the UK’s leading advertisers. Speaking with one voice on behalf of over 3,000 brands, we advocate a trusted advertising environment – transparent, accountable and effectively regulated. Working with our network of senior marketers, we help our members make better decisions both now and for the future.

We provide Marketing Procurement professionals with access to ISBA best practice guidance and contract templates. We work with members to explore innovations and seek solutions through our decided marketing procurement group and offer insight and knowledge within the marcoms sector.

ISBA is a member of the Advertising Association and represents advertisers on the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice, sister organisations of the Advertising Standards Association, which are responsible for writing the Advertising Codes. We are also members of the World Federation of Advertisers. We are able to use our leadership role in such bodies to set and promote high industry standards as well as a robust self-regulatory regime.

The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of Marketing Procurement iQ or imply endorsement from the publisher