Tuesday, January 5, 2010
Planning Your Next Move in Ad Land
A new decade might mean a fresh start, but there will be significant challenges ahead in ad land. Ad Age asked its correspondents to look ahead to the coming year and identify the single-most important issue faced by the industries they cover in 2010.
Chat with any agency executive these days and there's a good chance the dreaded "procurement" word makes its way into the conversation. It's a safe bet that pushback from agencies will continue in 2010.
Although clients have long invited procurement departments to weigh in as they choose their ad agency partners and decide how to compensate them, the amount of power procurers wielded grew as the economy worsened and marketing budgets were stretched. In 2009, it wasn't chief marketing officers, but procurement officers who were increasingly leading the discussion in ad-agency reviews. Decisions in some of the biggest pitches of last year -- from media duties for Danone to creative duties for Volkswagen and UPS -- leaned heavily on what procurement had to say.
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