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Understanding how procurement works can help agencies secure more clients, says Scopen Africa. This is according to the research company’s Agency Scope 2017/2018 report, which indicates that 54% of advertising and media agency negotiation processes are led by marketing departments, while in 41% of those processes marketing and procurement departments are present. The study also found that 63.7% of marketers are influenced by an agency’s offering and 36.3% make their final decision based on the agency’s costs – which is why the procurement department needs to be involved. Procurement departments, with their focus on selecting suppliers that are viable and have sustainable business models and good track records, need to be taken seriously by agencies, says Johanna McDowell, partner at Scopen Africa and CEO of the Independent Agency Search & Selection Company. “Being in direct contact with a company’s procurement department when looking for business opportunities is therefore a good id...

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