The facts of the article were based on a survey undertaken by 43 members of the Worldwide Federation of Advertisers, with members including large corporations such as Coca-Cola, Unilever and McDonald’s. The survey revealed that over the last decade there has been a huge shift in the way agencies are negotiating contracts, with procurement’s contribution rising by as much as 90% over that time.
51% of members when asked said that contract negotiation and implementation was now lead by procurement, with 11% saying the process was the sole responsibility of procurement staff.
Over this same period, as procurement involvement has risen so marketing involvement has fallen, with just 20% of marketing teams now leading negotiations, compared with 26% in 2011. and supported by procurement and finance fell to 20 per cent, down from 26 per cent in 2011.
Steve Lightfoot, communications procurement manager at the WFA, told Marketing Week: “Marketing is losing its role