Who says procurement should lead the way?

I was surprised when I read Simon Thompson’s quote “letting procurement get hold of the creative process would be a disaster” (MW March 30).

As far as I know, no one is suggesting that procurement should “get hold of” (does this mean run?) the creative process. Marketing Week presumably wouldn’t run a story to say “creative directors to run commercial negotiations”. Within the tough environment that almost all clients operate, team playing is crucial. Marketers direct creative effort and their procurement colleagues often lead the negotiations.

At 4C Associates, we have seen that this can, and often does, work very well – provided, of course, that each party can understand and respect the other’s role and the boundaries of each.

Johan Denekamp

CEO, Consulting division

4C Associates

London W6

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