19. Cornered to Wow - how procurement-led world makes marketers more daring
In this episode I try to identify the silver lining for the troubling trend of making all brand building decisions with dominant role of the procurement department in our organizations. Procurement must compare to make their decisions - what if we take that option away from them? What if we turn to game changers and innovators with whom we might be building our brands more effectively, and thus successfully escaping from the naked numbers in an excel file laying out manhours fee. Creative people out there will definitely appreciate it - and total level of innovativeness in the market may rise in so many fields. Please share your thoughts as always on pentonica.net. Enjoy!