2012 ANA Thought Leadership Magazine

2012-ANA-Thought-Leadership-Magazine

"3 Important Ways Procurement Can Add Value for their Marketing Stakeholders" by Richard Benyon addresses the rise in importance of marketing agency management (MAM), generally described as a blend of procurement and finance processes that allow an organization to better manage its external marketing investment. This article dives into the three ways MAM can add value to marketing and leverages these strategies.

"3 Strong Foundations" extends this discussion and looks at three important foundations that need to be put in place: people, processes, and systems, in order to extract maximum value from client-agency relationships.