Marketing
Marketing is one of the largest spend areas for many companies, however it is also an area where the return on investment is particularly hard to quantify.
It is a daunting area for most companies to review as there are often many agencies used for a variety of sub-categories. These sub-categories cannot always be tackled using the same methodology, so specific expertise within each area is required. In addition, companies can often have long-standing relationships with their agencies and do not believe that traditional procurement processes apply.
In our experience there are substantial opportunities for almost every organisation to improve the value or reduce the costs (either or both) of their expenditure.
Marketing sub-categories include:
- Media planning/buying
- ATL/BTL creative
- Digital media and creative
- Market research
- Promotional items
- Event management
- Sponsorship
Some of the challenges we typically find in this area include:
- Disparate spend across many sub-categories
- Various fee structures across sub-categories and agencies
- Difficulty engaging stakeholders
- Tasks/services not straightforward and difficult to specify