A practical guide to buying advertising, digital and media services that maximise campaign performance, improve commercial transparency and deliver better return on marketing investment.
Part of the SmartBuyer Procurement Guide Series.
Agency proposals often look impressive, but pricing models, media rebates, production costs and performance metrics can make it difficult to know where your money is really going. Without the right commercial approach, organisations frequently overspend while achieving disappointing results.
This guide provides a practical buying process that helps procurement and marketing teams evaluate agencies fairly, negotiate commercial terms with confidence and maximise the value of every marketing pound.
It distils what experienced marketing procurement specialists do differently, so you can achieve better commercial outcomes without compromising creativity.
It distils what experienced practitioners do differently, so you can avoid the costly mistakes that are only obvious in hindsight.
If any of these describe you, this guide will earn back its 15 minutes.
Most organisations only review their marketing agencies every few years. Our specialists buy marketing services every day. This guide distils years of commercial buying experience into a practical process you can apply with confidence.
Every SmartBuyer guide is written by an experienced procurement specialist with real, hands-on delivery experience in the category — not theory. Our network of 500+ specialists has bought this category for organisations across the public and private sector.
Free · SmartBuyer Procurement Guide Series