Marketing procurement is set to feature in 50% of agency appointments next year. According to FindGood, the London-based Marketing Agency Search & Selection company that conducted the survey of over 4,300 client-side marketers- the largest ever of its kind.
Online PR News – 15-November-2012 – London – "The purpose of the survey was to predict marketing spend trends for and to determine how agency selection decisions are being made," says Kimberly Mears, FindGood's Managing Director.
The big news for agencies is that the role of marketing procurement is likely to increase - 34% use procurement already and a further 8% will do so this year. That suggests that in 2013, over 50% of agency appointments will involve marketing procurement for the first time. So those suppliers who do not embrace working with professional buyers needs to start thinking about how they can.
The full survey results are available to download for free at http://findgood.co.uk/marketing-procurment-report/
Other points of note are from the survey
- Marketers are still saying very clearly they prefer to work with smaller agencies
- A majority of respondents (64%) would prefer to work with owner-managed firms.
- Only a minority (10%) of respondents wished to work with an international agency network.
Likewise, a majority of respondents (74%) would prefer to work with small communication agencies with 0-35 employees.
FindGood is an agency search and selection for marketing and communication agencies. consultancy Following an extensive study of healthy client/agency relationships, FindGood was created to help client-side marketers to select the best marketing agencies for their needs.
Previous research shows smaller UK integrated communications, advertising, design and digital marketing agencies are turning out excellent work, but are often overlooked by clients or indeed cannot find suitable client briefs. Likewise, when selecting a marketing agency, client-side marketers often rely upon agency recommendations from others within their networks whose needs may be very different to their own.
By adopting a fee structure uniquely suited to SMEs, FindGood’s marketing agency search and selection service works to offer free expert counsel for agencies and clients new to working with an agency intermediary.