Idea generation has never been an exact science. Think about it. How do you come up with a great idea? The answer, in reality is sometimes with great difficulty and sometimes, for an unknown reason, with surprising ease. Like I said, it’s never been a science and that’s the way it should be.
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In the last decade we have seen a growing trend for procurement’s involvement in the selection of marketing agencies. Hot on the heels of this latest recession, the role of procurement has dramatically increased in importance, and not just within public sector organisations. Here he shares his thoughts on the increasing importance of procurement and its relationship with marketing departments and agencies.
When companies outsource a marketing requirement, the procurement department is becoming increasingly seen as the ‘third’ main stakeholder after marketing and the agency. With Marketing Directors coming under increasing pressure to deliver on ever tighter budgets, often with fewer resources, they are starting to work smarter by utilising the purchasing skills of their very own purchasing departments. Recognising that a buying decision is so much more than purely driving down costs is the first step in accepting there is a better way of working together.
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When you mention the name technicolor to most people they immediately think of classic hollywood movies. The wizard of oz was one of the earliest big features to be filmed in glorious technicolor and set new standards in colour usage in film. In 1939 the company itself won a special academy award oscar for its services to the motion picture industry and its advances in bringing three colour features to the big screen.
So we were delighted to be given the opportunity, and challenge, of rebranding this Hollywood legend in April 2009. Technicolor was by this stage owned by Thomson Corporation, a large multinational with 20,000 employees world-wide that was needing to relaunch and reposition itself. One of the most significant decisions was that the parent company, Thomson, would relaunch its entire corporation as Technicolor and that meant the dust had to be blown off the Technicolor brand.
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Richard Mabbott was acting as facilitator for the meeting and laid out cases for both brand and demand. But first he explained the catalyst for the whole event: throughout 2009, he stated he had attended numerous planning meetings with clients where creative work was presented and generally well received. However, he had noticed that in a large percentage of cases, the client was asking for the brand line to be reduced or omitted altogether.
GyroHSR decided to look into the reasons behind this mini-trend in a little more detail and carried out research with 37 different clients both in Europe and the USA. The findings were detailed in a printed report supplied to all attendees (if you weren’t there, visit www.brandordemand.com to download your copy) and the results clearly pointed to a split between brand and demand. Mabbott admitted that this may be a “false dichotomy” because of the many variables that can influence such a major decision and making reference to the host city, he used football as a reference point saying that it was not a
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