Marketers split on role of procurement amid UM CEO’s call to ‘put them back in their box’

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Dempsey

The role of procurement in agency negotiations has split a panel of top marketers, with their involvement branded damaging by one expert but described as beneficial by Visa’s local marketing chief.

The debate at Tuesday’s Secrets of Agency Excellence forum in Sydney followed remarks by UM chief executive Mat Baxter who said powerful marketers with influence in their businesses could “put procurement back in their box where they belong”.

Caroline Dempsey, Visa’s head of marketing for Australia and New Zealand, said her recent first experience of working with procurement was a positive one, suggesting they can “add value” by asking pertinent questions.

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