The following post is in response to the AdAge article titled, “Planning Your Next Move in Ad Land: The Challenges and Pitfalls Ahead for the Industry 2010.”

The most successful agencies in the next decade will not be averse to procurement executives. They will neither think “dreaded procurement,” nor dread the questions posed by procurement. They are, at their essence, questions about value and differentiation. Is the agency service valuable? Is it different from the shop next door? If the answers are yes, there is little to dread. If no, then they have only themselves to blame.

Procurement is getting smarter the more they get involved. At the moment, many of their executives don’t understand our industry. That is changing rapidly. Even if they dial down the pressure (which is not likely) the rules governing agency revenues and profits will never change.

Create business value, in a way that is different from your competition. If you do, the field is yours . . .

http://www.jonesandbonevac.com/media.php