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Page 1: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage | Q & A

Q&A�A�window�into�what�marketing�procurement�looks�for�in�your�agency

Page 2: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question�

“�In�your�experience�has�the�

relationship�between�agencies�

and�procurement�improved��

over�the�last�few�years?”

Page 3: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question

�In�your�experience�

has�the�relationship�

between�agencies�

and�procurement�

improved�over�the�

last�few�years?

Tina��Answer

Agencies�are�getting�better�at�knowing�what�Procurement�wants,�and�Procurement�generally�accepts�it�needs�to�know�more�about�each�of�the�marketing�categories�it�is�buying.�A�good�relationship�is�where�all�three�parties�-�Marketing,�Procurement�and�the�agency�-�are�open,�and�communicate�regularly.�I�am�a�fan�of�6�monthly�360�degree�client�relationships�audits�so�everyone�is�always�clear�on�where�they�stand.�In�my�experience,�Marketing�can�often�play�the�game��of�hiding�behind�Procurement�as�the�bad�guys.”

“�Yes�I�think�it�has…

Page 4: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question� “�What�do�you�think�are��

the�key�factors�behind��this�improvement?”

Page 5: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question

What�do�you�

think�are�the�key�

factors�behind�this�

improvement?

Tina��Answer

Agencies�are�taking�time�to�learn�more�about�Procurement�-�I�offer�procurement�and�negotiation�training�and�I�know�many�others�do,�including�the�industry�trade�bodies�and�this�is�great�to�see.�But�while�organisations�do�invest�in�general�procurement�training,�I�think�they�could�do�more�to�cover�the�specific�categories�in�marketing�procurement.�It’s�a�vast�area�-�media,�advertising,�direct�marketing,�press�relations,�print,�digital,�experiential�and�so�on.�No�one�buyer�can�cover�all�of�this�as�effectively�as�someone�who�can�focus�on�only�one�category.”

“�Education…�

Page 6: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question� “�How�can�agencies�

make�your�life�easier?”

Page 7: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question

How�can�agencies�

make�your�life�

easier?

Tina��Answer

If�Procurement�has�asked�you�to�complete�a�template�in�a�certain�way,�please�do�so.�The�reason�is�we�have�to�ensure�consistency�in�our�analysis.�

‘But�it’s�not�just�that,�there�are�other�things�you�can�do.�You�can�help�educate�Procurement�so�they�understand�what�you�do�better.�Or�share�best�practice�reporting�or�management�information�around�client�teams,�have�a�Procurement�toolkit�of�best�practices�so�you�can�deal�with�procurement�clients�in�the�same�uniform�way.�And�stand�up�for�yourselves,�don’t�feel�bullied.�Procurement�respects�that.”

“�Follow�instructions…

Page 8: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question� “�What�are�the�top�three�

things�Procurement�looks�for�in�an�agency?”�

Page 9: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question

What�are�the�

top�three�things�

Procurement�looks�

for�in�an�agency?�

Tina��Answer

1.� �Procurement-friendly�agencies�that�understand�and�accept�our�role.

2.� �Flexibility�when�discussing�scope�of�work,�rates�and�ways�of�working.

3.� �Someone�who�is�proactive�and�transparent�-�if�you’ve�done�a�volume�based�12-month��deal�with�a�print�supplier�or�a�post-production�house,�come�and�tell�me!��(No�one�has�ever�done�that�by�the�way��but�it�would�have�such�an�impact�on�the��on-going�trust�in�the�relationship)

Page 10: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question� “�How�do�you�like�to��

be�approached�by�an�agency�that�wants�you��to�consider�them?”�

Page 11: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question

How�do�you�like�

to�be�approached�

by�an�agency�

that�wants�you�to�

consider�them?

Tina��Answer

“�If�they�have�seen�something�in�the�trade�press�re�a�project�that�I�am�working�on�then�it�is�usually�too�late��to�be�included�in�the�process.�But�please�email�me�or�ring�me�and�register�your�interest�as�you�never�know.�But�please�do�it�straight�away.�I�have�had�approaches�from�agencies�3�weeks�after�something�has�appeared��in�the�press,�that�is�not�impressive�as�why�has�it�taken�so�long�-�things�do�move�quickly.�But�please�be�sensible.�Why�approach�me�if�you�are�a�small�digital�agency�for�a�Media�contract?�Believe�me,�I�do�get�them…

Page 12: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question

How�do�you�like�

to�be�approached�

by�an�agency�

that�wants�you�to�

consider�them?

Tina��Answer

Overall�I�preferred�to�be�approached�by�email.�I�always�respond�and�then�I�may�arrange�a�meeting�to�come�in�and�see�your�credentials.�I�don’t�mind�phone�but�of�course�if�I’m�in�meetings�it�may�take�time�to�respond.�At�least�by�email�I�can�keep�a�record�of�you.�If�we�do�meet�please�prepare�your�credentials�so�that�I�can�clearly�see�the�ROI�from�your�campaigns.�It�just�sometimes�feels�that�the�presentation�hasn’t�been�prepared�with�my�role�in�mind.�Not�that�the�creative�side�isn’t�important�but�there�needs�to�be�a�balance.

As�mentioned�I’m�also�very�active�on�twitter�and�open�to�receiving�thought�leadership�you�think�is�relevant�for�me�or�an�invite�to�a�seminar.”

Page 13: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question� “�How�do�you�like�to��

keep�in�touch�with�agencies?”�

Page 14: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question

How�do�you�like�to�

keep�in�touch�with�

agencies?

Tina��Answer

Twitter�feeds�are�great�to�see�what�people�are�up�to.�I’d�suggest�getting�your�social�media�feed�sorted�out.�Procurement�folk�do�their�research,�so�a�really�poor�or�weird�Twitter�or�social�media�interaction�can�damage�you�-�I�know�it’s�supposed�to�be�a�bit�of�fun,�but�there�has�to�be�something�worthwhile�business-wise�otherwise�there’s�no�credibility.�See�Wieden�and�Kennedy’s�(W2Optimism).�They�don’t�take�it�in�turns�for�the�grads�to�be�in�the�tweet�seat,�the�MD�does�it.�I’m�not�saying�that�this�is�always�possible�but�just�don’t�get�the�most�junior�person�because�nobody�else�wants�to�do�it…�

“�Email�mainly…�

Page 15: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question

How�do�you�like�to�

keep�in�touch�with�

agencies?

Tina��Answer

Invites�to�seminars�and�breakfasts�or�thought�pieces�are�great�as�well,�we�don’t�often�get�invited�but�it�would�help�us�understand�a�lot.

Finally�if�I�get�back�in�touch�with�you�be�responsive!�If�I�email�or�call,�I�don’t�want�to�wait�four�days�-�the�opportunity�may�have�gone.”

Page 16: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question� “�How�do�you�see��

Marketing�Procurement�evolving?”�

Page 17: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question

How�do�you�

see�Marketing�

Procurement�

evolving?

Tina��Answer

“�Well�I�think�it�will�become�more�global,�and�in�time�potentially�become�more�of�a�decision�maker�than�Marketing.�

��Although�I’m�a�consultant�myself,�I’d�like�to�see�Procurement�departments�develop�their�in-house�knowledge�base.�I�can�think�we�can�use�too�many�outside�consultants�–�media,�auditing,�production,�process�reengineering,�agency�search�and�selection,�relationship�management�etc.�They�all�have�a�part�to�play�but�let’s�not�lose�the�knowledge…

Page 18: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage��Question

How�do�you�

see�Marketing�

Procurement�

evolving?

Tina��Answer

��‘I�also�think�there�will�be�more�standardisation�of�templates�though�-�such�as�contracts,�service�level�agreements,�fee�structures�-�but�perhaps�more�creativity�with�things�like�performance-related�fees,�across�all�categories�of�marketing.”

Page 19: What does marketing procurement look for in your agency?

020 3176 6903

www.entouragebd.com

@entouragebd

315 Canalot Studios

222 Kensal Road

London W10 5BN

Entourage | Q & A

Q&A�A�window�into�what�marketing�procurement�looks�for�in�your�agency


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