WFA-改变全球营销采购观念和贡献.docxVIP

P PPrroojjeecctt SSpprriinngg 4 Content Introduction to Project Spring 2The CMO View 3About Introduction to Project Spring 2 The CMO View 3 About this document 4 PART I: Marketing Procurement Foundations 5 PART II: Current Perceptions 15 PART III: The Way Forward 21 Process 23 People 28 Performance 31 Partners 36 Conclusion 38 Appendix: WFA’s Global Sourcing Board 39 About the World Federation of Advertisers 40 Part I: Marketing Procurement Foundations Marketing procurement as a discrete discipline started over 25 years ago. There has been suspicion that traditional procurement principles can be applied to marketing agencies where outputs are not repeatable, and the impacts are hard to quantify and thus value. Although criticism of the function exists, whether imagined or real, it was reassuring to see that, for most respondents, the procurement role for marketing was still considered as important to their businesses (Fig. 2). 87% couldn’t imagine a world without marketing procurement Fig. 2 - Do you agree with the following statement? “I could imagine a world without marketing procurement” – all respondents 13%87%I could imagine a world 13% 87% One noticeable contradiction to this were the responses from those that reported into Finance. Fig. 3 shows a marked increase in the belief that marketing procurement was here to stay for those respondents. Fig. 3 - Do you agree with the following statement? “I could imagine a world without marketing procurement” – reporting into finance 5%95% 5% 95% world without marketing procurement? - reporting to Finance Agree Disagree WFA Sourcing Forum member,Project WFA Sourcing Forum member, Project Spring survey, August 2018 absorbed by marketing operations ” counterparts, our function will be will be a world of procurement, not marketing procurement. If we do not provide valuable and strategic support to our marketing If marketing procurement does not clearly appear as a different service from traditional