Britvic on how marketing and procurement are getting the best from agencies

A Marketer’s Best Friend: The close alignment of marketing and procurement is enriching Britvic’s agency relationships and producing stronger creative work.


A mixture of quality, creativity and commercial rigour is helping marketing and procurement achieve stronger agency relationships at Britvic.

Here, in the fifth instalment of Marketing Week’s ‘A Marketer’s Best Friend’ series, sponsored by Salesforce, Charlotte White, global marketing controller for Fruit Shoot, and Raj Bassan, senior category manager for marketing procurement, discuss the importance of being closely aligned and sharing objectives in order to build more meaningful agency relationships.

READ MORE: How to break down the barriers between marketing and procurement

Over the course of the A Marketer’s Best Friend series Marketing Week looks to explore the relationship senior marketers have with a variety of other departments across different businesses.

Click on the links to view the other four episodes looking at how close ties between marketing and HR are driving talent acquisition at GSK, why insight is creating a customer centric culture at Forbes, how marketing and operations at Subway are negotiating a period of brand transformation and how UKTV is removing the tension between marketing and finance.



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