A recession may push procurement and ROI further up the agenda.
ROI, procurement and fees may be three of the oldest subjects in the industry, but they never fail to spark debate among agency folk. And if the accusation from some critics is that the debate always fails to move forward, then 2007 was a year of real progress.
For example, last year's survey saw procurement cited as the number one challenge for agencies, while this time around concerns about purchasing departments slipped down to sixth place on the worry-list. Some 54% of respondents claimed their relationship with procurement had improved, and just one agency reported a deterioration.
Credit needs to be paid to a better approach from many corporates, according to Universal managing director Mike Ford. 'Many …