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Elevating the Role of Marketing Procurement with Procurement Leaders

September 23, 2013

By Bill Duggan, Group EVP, ANA

Last week I had the opportunity to attend the Procurement Leaders conference in Boston and present a session, titled “Elevating the Role of Marketing Procurement” with Sal Vitale.  Sal is category leader, media procurement at Johnson & Johnson and the co-chair of the ANA Procurement Task Force.  The three key takeaways from our session are highlighted below.

Takeaway #1: Marketing is an investment to be maximized and not an expense to be minimized. 

Takeaway #2: Marketing procurement must evolve from a tactical role (cost reduction) to a more strategic one.  

Takeaway #3: Procurement needs to more closely align their measures of success with marketing colleagues.

The white paper, “Elevating the Role of Marketing Procurement,” upon which this presentation was based, can be found here: www.ana.net/elevatingprocurement.

ANA “Procurement Day” is October 22 in Chicago hosted by BP, This is a complimentary event for ANA members and other interested client-side marketers and details are here: www.ana.net/membersconference/show/id/MOC-OCT13C.

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