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Announcing ANA Webinar Friday, March 14, 2014 at 1:00pm (Eastern) : How Procurement Executives Can Help Manage Marketing Spend

ANA Webinar: How Procurement Executives Can Help Manage Marketing Spend: Friday, March 14, 2014 at 1:00pm (Eastern)

Steven Wales, COO of Decideware, is co-presenting a webinar with Christine Eaton, Sr. Sourcing Manager, Advertising & Agencies from General Mills as part of the ANA's Procurement Series.

To Register

Webinar Description

Procurement is known to deliver measurable benefits in helping corporations obtain the most appropriate materials at the best available cost. However, in the area of professional services procurement, and more specifically the relationship between procurment and their marketing colleagues and advertising agency suppliers, there sometimes appears to be a degree of misalignment. So while we fully acknowledge while marketing services is a distinctly different category to many other types of supply, it is also possible to apply techniques developed in the more advanced areas of procurement (namely Strategic Sourcing and Supplier Relationship Management), to lift the return on marketing spend. Procurement can work successully with Marketing and agencies to get better results. 
In this ANA webinar, Steven Wales, chief operating officer of Decideware and Christine Eaton, Sr. Sourcing Manager, Advertising & Agencies at General Mills will discuss the five key stages in the lifecycle that marketers have with their agencies and how procurement techniques and tools can be applied to generate an efficient return on your marketing investment.


Begins: Friday, March 14, 2014 at 1:00pm
Ends: Friday, March 14, 2014 at 2:00pm

Decideware whitepaper makes ANA Encore Newsletter edition


Decideware's new whitepaper, Marketing Procurement, Similar but Different has proven so popular with ANA members that it was included in the ANA's Encore Newsletter edition.

The Encore edition is a collection of top rated marketing insights from the past week.  



 ANA Events  Brief


January 5, 2014


Welcome to ANA Encore. Here are the top member-rated marketing insights from the past week. Enjoy.


Keep a Child Alive: Digital Death Campaign

In its Digital Death campaign, Keep a Child Alive convinced select celebrities with a massive social following to sacrifice their digital lives until one million dollars was raised towards HIV/AIDS. >>>

Payment Terms: Current Practices for Marketing Services

A recent ANA survey of client-side marketers found that payment terms for marketing/advertising services are either being extended or kept the same. To learn more key findings, download the white paper "Payment Terms: Current Practices for Marketing Services." >>>

Marketing Procurement: Similar but Different?

This white paper examines the five critical stages in the life cycle of a client-agency relationship and includes a range of proven strategic supply management techniques that you can use to get the most effective and efficient return on your marketing investment. >>>


 The paper is also available from Decideware, Inc. COO Steven Wales;





Decideware whitepaper released to ANA members

Decideware's new whitepaper, Marketing Procurement: Similar but Different was promoted as available to ANA members shortly after Christmas via an email blast. 



 Marketing Procurement: Similar but Different?

This white paper examines the five critical stages in the lifecycle of a client-agency relationship and includes a range of proven strategic supply management techniques that you can use to get the most effective and efficient return on your marketing investment


Note, ANA members and other advertisers can also access the paper directly from Decideware via Please send an email and we will provide you wth a copy of the paper.

Decideware sponsors ANA / WFA Dinner in NY 11 Dec.

A quick note that we are pleased to again sponsor the ANA / WFA dinner in NY, details below ...


7 East 54th Street
Between Madison and Fifth Avenues
New York, NY

Cocktails at 6:00pm (private dining balcony) and dinner at 7:00pm
RSVP for the dinner to Janine Martella at ANA (  


2013 ProcureCon for Digital and Marketing Services Conference in Dallas

Gaining Rapid Traction

The 2nd annual ProcureCon for Digital and Marketing Services Conference took place in Dallas Nov 13th - 15th.

Decideware were proud to be key sponsors of this event which is proving to be highly successful addition to the marketing procurement calendar. Indeed, it and the ANA Financial Management conferences are proving to be core to this important segment of spend management.

Some of the topcs discussed are covered in this post below.

Marketing Procurement is Different

Many of the presentations reinforced the subtle differences around the marketing procurement category, and how practitioners need to be cognizant of the creative nature of the stakeholders they deal with.

Melanie Howard of 3M discussed how she gained influence in the category through building trust with her marketing colleagues over time, delivering them wins before moving deeper into the value chain.

The question she asked when she first started on this path was that marketing are being asked to demonstrate ROI, can procurement help them get the data they need and build processes?

Global Agreements

Sopan Shah of Nestle and Mary-Ann Brennan of Mattel provided one of the more advanced presentations in discussing how to structure global client-agency agreements.

For Sopan a basic foundation for global contracts is to understanding exactly what your organizational structure looks like. Global, regional and local agreements all need to dovetail into this structure.

A key message from Mary-Ann was that it's vital to have your global strategy correct first, before you can properly define local Scopes of Service.

ANA In-house Agency Survey

Bill Duggan, Executive Vice President at the Association of National Advertisers provided insights into the latest survey around in-house agencies. The results show a strong movement to creating in-house agencies, and not just for traditional print or production capabilities but increrasingly for more strategic functions.

This topic generated much heat from the floor during the Q&A time. Some comments supported the efficiency argument, while others questioned whether in-house agencies can draw the talent needed to create strategic campaigns.

A copy of the survey is available via the ANA for ANA members for Procurecon 2014 attendees.

Agency Lifecyle Management

At the conference Steven Wales, Decideware Inc's Chief Operating Officer, spoke on the topic of agency lifecycle management (abstract below).

Please feel free to contact him on swales (at) decideware (dot) com if you would like a copy of his slide deck.

"Successful agency management encompasses the entire lifecycle of the client agency relationship. From the selection of the right agency, based on their proven capabilities, to the development of the agencies Scope of Work, understanding the true cost and resource mix of the agency. It continues by ensuring that the briefing process provides the agency with the best information to produce the best work and a formal performance evaluation of the overall client agency relationship.  Gain best practice and insights into what's possible by implementing an enterprise wide Agency Lifecycle Management process."

Author: Richard Benyon (Decideware)


2013 ANA Trends in Agency Compensation & the Importance of Scope of Work

Fee-Based Compensation Dominates

In a recent survey by the Association of National Advertisers "2013 ANA Trends in Agency Compensation, 16th Edition" one of the key trends is the inexorable rise in compensation agreements to use labor-based or fixed fees as the primary basis for agency compensation.

This year 81% of all client-agency agreements are fee-based, up from 75% in 2010.

This is even more pronounced in larger advertisers (spend > $500 Million) where a full 94% use fee-based compensation as their primary model. 

Labor-Based On the Rise

Also of interest is the fact that within the fee component, labor-based fees are increasing in popularity and account for 65% of all fee agreements. Output-based fees (i.e. those that are negotiated for a fixed-fee, either a specific deliverable or project) dropped from 20% to 15%.

This may be to do with the relative simplicity of labor-based fees, and certainly irrespective of the reason, both clients and agencies seem to be favoring this model.

Scope of Work Process

 With these results there is little surprise at how important a well managed Scope of Work process is becoming. It is vital for large advertisers that they can accurately define the work needed on an annual basis and have an accurate methodology for budgeting & tracking this important area of spend.

Certainly at Decideware we are seeing a tremendous uptake in our Scope of Work module. Major client companies are spending a good deal of energy on mapping their SOW processes, capturing all the key inputs, benchmarking costs and ensuring that they have all agency spend "under management" (i.e. a rigorous approval process). They are focused on the most effective (and efficient) return on their fee-based budget.

Author: Richard Benyon (Decideware)

Source: 2013 ANA Trends in Agency Compensation, 16th Edition


Decideware scores highly at ProcureCon Marketing, London

Decideware's Steven Wales scored an excellent 5 out of 6 rating for his Agency Lifecycle Management presentation at ProcureCon Marketing, London, 10-11 June 2013.
Steven noted, "The audience was well informed and greatly interested in the idea that a strategic approach to managing agencies throughout the lifecycle, enabled by purpose-build software, could lead to significant improvements in client/agency relationships and advertising performance in addition to securing considerable cost efficiencies".  
More generally, the conference was a great sucess being hands-on, delivering many topics by a roster of high level speakers representing a range of industry sectors from across Europe.  
ProcureCon for Digital and Marketing Services is a bespoke forum bringing together over 120 senior level marketing procurement professionals to benchmark against best in class collaborative practices on strategy, execution, ROI and optimisation of digital and marketing spend.

ANA Magazine Spotlight series, thought-leadership by Decideware



Elevating the Role of Marketing Procurement


Elevating the Role of Marketing Procurement – ANA Survey Results

The ANA’s Procurement Taskforce conducted a survey of 113 marketing procurement executives at ANA member companies in December 2012 / January 2013 to better understand the metrics used to measure the success & contribution of the marketing procurement organisation.

The Report was released this month and we’ve summarised 2 of the key findings, below.

Decideware is, of course vitally interested in this subject area because our solutions address key areas for process improvement identified by the respondents and we align closely with the mission of the ANA Procurement Taskforce who’s role is to:

a. define and elevate the role of marketing procurement, and

b. close the ‘gaps’ on the value of procurement between procurement and internal marketing as well as procurement and external agencies



The purpose of the survey was to better understand the metrics used to measure the success & contribution of the marketing procurement organisation



The survey focused on:

  • The ideal and current metrics used to assess the success & contribution of the marketing procurement department
  • The importance placed on each metric
  • The alignment of success metrics between procurement and marketing


Issue #1:  Which Metrics Should Define the Success/Contribution of Marketing Procurement?

The top ranked metrics currently used to measure the success/contribution of marketing procurement, are:

Cost reduction, 94%

Cost avoidance , 84%

Agency/Supplier Performance Improvement, 72%

Process Improvements, 62%

Risk Mitigation, 56%


However, while the current focus is on cost reduction/avoidance, when asked to identify the ideal metrics to measure the success/contribution of marketing procurement, the results, were:

↓ Cost reduction; 81% - down from 94%

↓ Cost avoidance; 81% - down from 84%

Agency/Supplier Performance Improvement; 84% - up from 72%

↑ Process Improvements; 82% - up from 62%

Risk Mitigation; 75% - up from 56%


Conclusion #1

So we can perhaps conclude that marketing procurement executives would ideally prefer to have less focus on cost reduction/avoidance to measure their success/contribution and greater focus on metrics including Agency Performance Improvement, Process Improvement and Risk Mitigation.



Issue # 2:  What do ANA marketing procurement executives want from Agency Performance Improvements?

In additional qualitative work with about a dozen members working in marketing procurement, the ANA sought to gain a deeper understanding of the Innovation/Process Improvements and the Agency/Supplier/Performance Improvements sought by the respondents. The results are summarised below.


Agency Management

  • 360 degree evaluations
  • Agency collaboration
  • Reduced number of agency contact points
  • Compensation models



  • Standard agency briefing tools


Creative Reviews

  • Upfront agreement on the number of rounds
  • Improve the efficiency of the number of hands touching work
  • Create more efficient review and approval processes


Media Management

  • Centralised media budgeting, approvals and billing
  • Leading marketing mix studies



  • Preferred suppliers
  • Agency regional production directors
  • Decoupled production
  • Upfront talent negotiations
  • Better management of production assets
  • Consider state production incentives
  • Offshoring production


Scope of Work

  • Standard SOW templates and standard time/staffing for specific projects
  • Centralized management of SOW
  • Align client and agency understanding of what’s important and how it’s measured
  • Weed out the noise of legacy items


Conclusion #2

Significant opportunities exist for marketing procurement executives to help their marketing stakeholders to achieve better marketing ROI.



Decideware has been providing marketing procurement executives with software to address many of these areas for process improvements. For example,


Decideware’s Evaluation Manager offers features to address:

  • 360 degree evaluations
  • Agency collaboration
  • Compensation models


 Decideware’s Briefing Manager is a solution to address the need for:


  •  Standard Agency Briefing Tools



 Decideware’s Scope Manager addresses the requirements, to offer:

  •  Standard SOW templates and standard time/staffing for specific projects
  • Centralized management of SOW
  • Align client and agency understanding of what’s important and how it’s measured
  • Weed out the noise of legacy items


 Additionally, Decideware is currently in the process of conducting research with major advertises to define a tool to address Production efficiencies.   


The full survey is available from the ANA.


Marketing Procurement Executives in Demand

Risk management strategies are boosting demand for marketing procurement professionals, according to the latest report on trends from recruitment consultancy Badenoch & Clark.

Supply Management quotes recruiter Duncan Ward as saying "Marketing procurement professionals remain in high demand, as businesses recognise a need to invest in this function to remedy any risks involved with brand exposure as part of their risk management strategy.”

This follows on from recent research indicating marketing executives are looking for marketing procurement to play a more integrated and strategic role in the marketing procurement process. Respondents to the survey recommended procurement staff co-locate with their relevant marketing team for a period or work on a project from conception through to conclusion, in order to gain a wider understanding of what’s involved.  

(Source:, 21 May 2013)