Robert Clark
Aug 10, 2016

Procurement’s role: aligned or sidelined?

The role of marketing procurement is often misunderstood, but brands need to choose whether to abandon or embrace.

Balancing act: Procurement success hangs on close alignment with the brand’s marketing team.

Marketing procurement might be likened to the plumbing of the ad industry. Even the most spectacular campaign relies on the nuts-and-bolts solutions brought by the humble marketing procurement team.

Like actual plumbing, you’d think you’d notice it more when it’s not there. But Pepsico is putting this analogy to the test by doing away with marketing procurement, sparking a good deal of discussion among marketers. 

Six months ago the beverage firm...

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