In today's multinationals you'll find more decision-makers than ever with a marketing services procurement remit. For agencies, an ongoing challenge is understanding the precise nature of the roles these execs play in the selection process, and targeting new business resources accordingly.
The old adage of 'magic versus logic' – and how to pitch your offer to marketing and procurement teams, respectively – is well known. But how relevant is this school of thought today?
To understand current priorities surrounding the purchasing of marketing services, Pearlfinders has spoken with sourcing executives at brands across the FMCG and leisure industries.