Mutual distrust stifles better value
28 August 2012
Purchasing and marketing departments, along with their agencies, are equally to blame for the distrust that stifles better procurement of marketing services.
Graham Hinton, director of advertising agency Seven Worldwide, said: “Purchasers traditionally believe that agencies always overcharge for their services.
“Buyers should ask themselves not what is the cost of the service, but what is its value.”
But marketing departments and agencies working with them were also at fault, he said.
There has been “a...