gency Management
BY
RICHARD
BENYON
3
important ways
procurement can
add value for
their marketing
stakeholders
Over the past five
years one of the most
noticeable trends in
marketing has been the rise
in importance of marketing
agency management
(MAM), generally described
as a blend of procurement
and finance processes that
allow an organization to
better manage its external
marketing investment.
An illustrative example of
the increasing importance
of MAM is the number of
attendees at the ANA’s May
2012 Advertising Financial
Management Conference in
Boca Raton, Fla. More than
550 delegates attended,
the largest turnout in the
history of the conference.
The growth in numbers
each year illustrates how
this discipline has gained
traction. Further, Kimberly
Collins, leading analyst at
Gartner Research, predicts
an increased focus in this
