Agencies are valued partners in advertisers’ evaluation programs. They act as respondents in the relationship surveys our clients conduct, often they’re invited to play a role in shaping the program, and certainly they will engage to act on the findings.

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Most agency management programs help companies manage their agency relationships, deliver process efficiencies and savings. But did you know there is more untapped value that Marketing isn’t getting that can help brand teams make more informed decisions and deliver insights to the leadership team to help drive Marketing strategy? During this webinar, Decideware and LinkRFx will share with you how to move up the value pyramid to deliver more strategic value. 

In this webinar, you will learn:

  • Stronger marketing investments are possible when Marketing, Operations, Procurement, and Finance collaborate and optimize agency management
  • Marketing Procurement isn’t all about cutting costs, they can be enablers for marketing leadership for brand planning and measuring brand/agency activity against topline marketing strategies  
  • A well-designed agency management program delivers insights for swift decision making


Most decisions made in the agency management arena are time-critical and must be accurate. This places an emphasis on having processes and systems in place that collect information efficiently, often across multiple geographies, business units and with different agency types.

Adopting the world's best BI tools enables Decideware to help clients optimize their agency management programs.

Over the past 12 months, Decideware has invested in business intelligence software.  This BI layer makes the complex task of analyzing data and answering key business questions, a simple and quick process. 

Many advertisers have trouble making use of data that could help them better manage agency performance, relationships and spend optimization. That data is often presented in Excel spreadsheets and it’s very hard to make sense of it.

Data provides greater insight into ad production costs.

Brands spend a lot of money on advertising to reach their audiences, and production costs are a big part of the investment. It's always important for advertisers to weigh the costs of production with the required quality of the end product and advertising objectives. Simply cutting costs could result in less effective campaigns with negative outcomes bigger than the production cost savings. That said, advertisers want to optimize their investment and get the best value for the money. 




Agency Management Leaders

This year's Procurecon Marketing conference was held in Nashville, with just under 200 agency management and marketing procurement practitioners in attendance. The size of the conference was perfect for networking, and we had the pleasure of hosting our first Agency Management Leaders dinner, with 20 marketing procurement directors and senior managers getting together to trade ideas and make new connections. Much of the value of these industry conferences occurs outside the official sessions, so it was a pleasure to help facilitate some of these discussions in a less formal environment!



The ANA and WFA will hold its ANA AFM Committee and WFA Sourcing forum next week from December 8-9th in New York, NY.  

"It's become a recent tradition for the ANA and WFA to hold yearly, back-to-back meetings of the ANA Advertising Financial Management Committee and WFA Sourcing Forum in New York."



ProcureCon for Digital & Marketing Services will hold its annual meeting next week from November 16-18th in Nashville, TN.  

"ProcureCon for Digital and Marketing Services is North America's only event specifically dedicated to issues pertinent to marketing procurement. This meeting has content geared toward all maturity and experience levels and contains a host of industry leading speakers to tackle important marketing procurement topics." 

WFA and Decideware Host Webinar on Marketing Procurement Business Intelligence

Recently, the WFA and Decideware held a webinar which explored how marketing sourcing teams can better leverage data to make smarter, more effective strategic sourcing decisions. The webinar included information on:

- How marketing sourcing organizations currently handle data;
- Ownership and management of data sets and their usage;
- Where opportunities lie for better reporting and visualization.

The webinar can be viewed here: https://www.youtube.com/watch?v=kxB1xre30pM&feature=youtu.be


At a recent ANA West Coast committee meeting, Olga Payne (Nestle Purchasing Manager) and Richard Benyon (Decideware Inc CEO) presented a one hour case study on how Nestle has successfully applied Business Intelligence to their Scope of Work program.

Few would argue that the future of effective and successful advertising & consumer communications lies in the proper utilisation of multiple marketing channels via relevant messaging and content. Marketers are seeking better integration, and are looking beyond TV, print, banners and paid search.

AdAge recently posted an interview with Nissan CMO, Roel de Vries, who discussed the future of advertising agency models, but ultimately the discussion focused at many important areas that I want to explore bit further.  I'm going to look at four key themes from this interview. Even though I'm in agreement with what has been covered in the article, I want to go bit deeper into explaining why. 


The ANA AFM West Coast Chapter will be holding it's next meeting on September 15th at Nestle's office. During the meeting, Richard Benyon, CEO of Decideware, will co-present with Rene Dedeyko, Strategic Procurement Manager - Advertising, Nestle on "Using Agency Data Analytics to Gain Purchasing Efficiencies & Cost Savings." 

Seeing the Light

In a Sea of Data How to Apply Business Intelligence to Marketing Procurement and Agency Management

The June 2015 edition of the ANA Magazine has just been released and Decideware features in a thought-leadership article on how business intelligence can be applied to marketing procurement and agency management.

In this article, Richard Benyon overviews the importance that data plays into marketing decisions and overall agency management. Currently, the processes need to make these decisions "suffer from significant overhead: it is slow to collect, labor-intensive to centralize,and often suffers from poor quality and transpositional errors."

Furthermore, Richard overviews the benefits of Business Intelligence and focuses on the importance of collecting data efficiently, using visualization in data mining (to help identify patterns), and understanding the statistical foundations used to make better decisions. 

The ANA Magazine is distributed to 32,000+ ANA members.

It is available via the ANA site or click here:  http://www.ana.net/am0609sp


We have just released a new eBook that covers how to apply Business Intelligence to Marketing Procurement and Agency management. If you are an executive who works at a large advertiser, who has responsibility for managing relationships with marketing & communication agencies, and are looking for new ways to optimize those relationships, then this eBook is for you.