It's time to eliminate three words from the marketing procurement vocabulary: "commodity," "vendor" and "supplier."
According to Merriam-Webster, "commodity" is defined as:
Marketing is absolutely not a commodity. Marketing builds brand awareness, differentiates a product from its competition, creates loyalty and develops long-term relationships with the customer. Marketing -- and marketing procurement -- is about driving value rather than solely reducing costs. Strong marketing can drive exponential business growth. Marketing is absolutely not "subject to ready exchange." Different marketing approaches will produce different results. Marketing is a "differentiator."
Merriam-Webster defines "vendor" as:
Yikes! In my twenty-year agency career, I was called a vendor exactly once. It was demeaning and insulting. I responded back by saying that a vendor sells hot dogs at the ballpark and, instead, the agency was a marketing partner to the client.
Also from Merriam-Webster, a "supplier" is:
This word isn't quite as negative as "vendor," but it still stings a bit, as it implies the product or service being provided is a "commodity." In a limited number of cases, it can be applied to marketing -- e.g., the purchase of paper for in-store signage. But marketing procurement would be better off also eliminating (or severely restricting) the use of the word altogether.
Instead, let's consider words like "partner" and "alliance."
Marketing procurement should consider the above perspective in their actions, as well as how they are presented on their respective business cards, i.e., their job titles. Who would you rather work with, the "Director of Vendor Management" or the "Director of Media and Agency Partnerships?" The "Commodity Manager" or the "Alliances Manager?"
Words matter! The ANA Advertising Financial Management Conference (April 28-May 1 in Phoenix) is the industry's largest gathering for marketing procurement and agency finance. Let's continue this discussion there.
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