what does marketing procurement look for in your agency?
DESCRIPTION
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