MERCADEO Versión en español
ANA: The Marketing Procurement Department will not disappear
Manuela Walfenzao| 19 de noviembre de 2015
Duggan: Adquisiciones todavía puede aportar un valor significativo a la comercialización
More than two thirds of procurement and financial professionals said in an survey carried out by the Association of National Advertisers (ANA) that PepsiCo’s decision to eliminate its Marketing Procurement Department will not become a trend in the industry. The survey sample was comprised by 148 members of ANA.68% of the people surveyed said that PepsiCo’s move is not an indicator of a wider industry trend. Another 15% said that this strategy can be a sign of new things to come. Several consider that the decision made by the food and beverage giant doesn’t necessarily adapt to other organizations because brand teams don’t have the necessary skill sets to handle marketing procurement. Others feel that if marketing teams become responsible for procurement, they risk becoming less effective.Bill Duggan, ANA EVP, said: “Procurement can still bring significant value to marketing. Procurement provides expertise in areas that are beyond the skill sets of most marketers. At the vast majority of ANA member companies, marketing procurement is not going away.”Earlier in 2015, ANA published a survey that revealed that both clients and agencies were not too sure of the value that procurement adds to the client-agency relationship. Only 10% of the agencies said it was valuable, whereas 47% of clients think it is important.
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