Procurement rather than marketing is now responsible for more than half (51%) of agency negotiations and implementation of contracts, according to a survey of 43 members of the Worldwide Federation of
Advertisers, whose members include Coca-Cola, Unilever and McDonald's. More than one in ten (11%) reported that procurement teams are carrying out the process on their own. Only one in five contract
negotiations are reported to be led by marketing and supported by procurement, down from one in four three years ago..
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