what does marketing procurement look for in your agency?

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Entourage is a leading multi-channel new business agency that specialises in working with a wide range of marketing and digital agencies. Over recent years marketing procurement has become more and more of a key decision maker when it comes to agency selection. The good news is that in a lot of cases they have made big leaps forward in their understanding of agency services and the disciplines they are buying. For this reason we thought it would be useful to get the opinion of one of the leading procurement consultants, Tina Fegent, on the current procurement landscape and how agencies can tailor the way they approach this department. Her client list includes brand giants such as Adidas, BBC, Debenhams, Vodafone, William Hill, John Lewis and Waitrose but also has the unique insight having also worked agency side for Lowe Advertising and Grey (here's her website if you'd like to know more (http://www.tinafegent.com)

TRANSCRIPT

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

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?”

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…

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?”

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…�

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?”

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…

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?”�

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)

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?”�

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…

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.”

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?”�

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…�

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.”

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?”�

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…

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.”

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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