It's about balance and it's about communication
Advertising Procurement is tough but... It is a tricky field to play in but we love it because of the challenge and the unique blend of subjects. Accomplished advertising purchasing requires subtle bringing together of the dissimilar disciplines of marketing and procurement. One reason so many try and fail in the field is due to a lack of respect for this fine balance. Marketing bias approaches lead to sub-optimal deals while procurement bias application can lead to unsustainable commercials and cause severe disruption to communication plans.
To achieve excellence in Advertising Purchasing it is necessary to take a thorough understanding of marketing and its objectives, to examine with equal focus the procurement objectives and bring these differing aims together focusing on the best long term interests of the company
Listen, Understand, Work Together ...