Iceland shakes up the Christmas competition

Iceland shakes up the Christmas competition

Eszter Farkas Blog, Retail

It’s that time of the year when the people of UK are waiting for the big reveal of retailers’ Christmas ads. But this year is different. So far, most of the publicity surrounded Iceland’s advert, a supermarket that is the UK’s smallest when it comes to large supermarket chains. Whether it was intentional and orchestrated by Iceland’s strategists we don’t …

How to incentivise advertising agencies

How to incentivise advertising agencies

Steven Sargent Blog, Marketing

There are a number of different methods that companies can use to measure marketing performance.  A good way to think about these is to divide them into three categories – Advertising Performance, client Account Performance and Business Performance – these then cover all the metrics considered to be of key importance. As part of your regular advertising activity you will …

Fourth Source: Procurement – Better understanding means better business in a post Brexit marketing world

4C Associates In the press

Procurement has always been a source of friction in marketing. Marketers don’t like procurement; it’s that simple, we are the enemy. This is also not helped by the industry perception that Procurement as a function lacks agility and creativity, both assets which are central to marketing and all that it stands for. But, with better communication and understanding this can, …

Digital Marketing Magazine: Think Lean in Marketing

4C Associates In the press

When reviewing marketing spend, all too often organisations focus on the broad budgetary issues that they have, want and need to solve, from ‘how can I buy or do this for less?’ to ‘why can’t my agency hit the brief first time every time?’. To address these types of issues there are a number of steps that can be taken …

Procurement and Supply Australasia: The future of marketing procurement

4C Associates In the press

Marketing is one of many functions which was put under growing pressure following the economic crisis. As a result, many businesses have seen increased collaboration between procurement and marketing. The latter needing an ally in the quest to maximise value and the former enjoying a more strategic role within the business. But what’s next? Milan Panchmatia, Managing Partner at 4C Associates …

The future of marketing procurement

The future of marketing procurement

Milan Panchmatia Blog, Procurement

Marketing is one of many functions which was put under growing pressure following the economic crisis. As a result, many businesses have seen increased collaboration between procurement and marketing. The latter needing an ally in the quest to maximise value and the former enjoying a more strategic role within the business. But what’s next? How can a forward looking business …

Is this the death of marketing procurement-

Is this the death of marketing procurement?

Milan Panchmatia Blog, Procurement

This was the topic of this week’s webinar hosted as a debate between 4C and Spend Matters. The contention from Spend Matters’ Managing Editor Peter Smith was that following the demise of marketing procurement within PepsiCo all marketing procurement might be doomed. Peter, as we all know is a persuasive speaker who really knows his procurement, and he contends that …

Why Marketing Procurement Still Has a Place

Why marketing procurement still has a place

Milan Panchmatia In the press

Towards the end of last year, PepsiCo sent shockwaves through the business world when it announced the dissolution of its marketing procurement department. Responsibility for agency spend and other fees now sit with the business’ individual brands. Many in the marketing industry have welcomed the change. Some see it as a means to bring in creative agencies and new ways …

Marketing and procurement – making the relationship work

Milan Panchmatia Blog, Procurement 0 Comments

A challenging economic climate has seen many marketing departments put under increased pressure to optimise spend and reporting. Marketers across the globe have found themselves with little option, but to turn to procurement for support. In many companies this “mandatory” collaboration has led to a blossoming relationship. I do not doubt that many marketers were sceptical when they first began …