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AOP BlogCategory Management

Buying Decision Scorecard: Digital Advertising Agencies

By August 20, 2021No Comments

The AOP Buying Decision Scorecard is a new content offering created in partnership with ProcurementIQ that suggests an RFP scoring matrix for a particular spend category

Today we review the Digital Advertising Agency Services category.

The Numbers

The decision to select a digital agency partner is far more likely to be based on the technical capabilities of the provider than the cost of the service. The top two decision-influencing factors are the strength of the provider’s proposal and their preexisting reputation. These are followed by cultural fit and location. Price accounts for one-fifth of the decision.

How to Use this Information

Procurement has often struggled to build constructive, collaborative relationships with colleagues in marketing – precisely because marketing contracts are rarely awarded based on cost. Many marketing teams are worried that by working with procurement, they will be forced to allow cost to have an outsized effect on the sourcing process. By reviewing this information with marketing in advance of beginning the sourcing effort, procurement will not only be able to facilitate a fact-based discussion about the RFP scoring matrix that will be used, but it may also put to rest the idea that procurement always takes a cost-first approach.

Dig Deeper

We have partnered with ProcurementIQ to dig into their treasure trove of over 1,000 indirect category intelligence reports, with new insights every Friday. To dig deeper into the Digital Advertising Agency Services category, click here.

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