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First, we would like to thank our readers for allowing us to be part of your marketing procurement journey. When we first founded RAUS Global, we identified five core values we embody across work and life. They are 1) independent advisors, 2) purpose-driven, 3) industry collaboration, 4) trusted innovators, and 5) community members. In our first year of existence, we could deliver across all five disciplines through our work with industry partners, driving thought leadership through articles, individual client discussions, and our newsletter, and supporting our community through bi-weekly volunteering at Westside Coalition against Hunger and NYCares. Our industry collaboration has been demonstrated by RAUS Global, which led a consortium of partners during pitches worth 1.5 billion US dollars of media spending in 2024 alone.
We have seen a large amount of great content to share with our audience! It is becoming increasingly more difficult to curate the newsletter. The key focus areas are still a) programmatic media, 2) retail media, 3) inventory media, and 4) the agency pitch.
RAUS Global attended the ANA Media Conference in Orlando earlier this month, along with 500 in-person and virtual attendees. The topics were focused on how brands and agencies can partner to deliver better ROI on media.
Other key events for marketing procurement, finance, and internal audit to attend are listed at the bottom right in the Newsletter.
In other news, RAUS Global continues to be focused on driving better DEI representation across brands. We are excited to host a session at the ANA Advertising Financial Conference with the Charles Group, a black-owned independent agency. We are also working with OWNIT, a consortium representing women-owned independent agencies.
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Marketers fear uncovering major ad issues - and more from the ANA Media Conference
By Jack Neff, AdAge
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‘Fear of finding out’ emerges as talk about agency transparency resurfaces; Kimberly-Clark dives deep into its agency review, and GM readies for the cookieless future.
A sense of FOFO, or fear of finding out, floated around the Association of National Advertisers Media Conference in Orlando earlier this week as marketers look to ignore some of the more undesirable issues currently plaguing the ad world.
That would include discovering the dark side of agency dealings when their brands appear in media where they shouldn’t, such as made-for-advertising websites, and how controlling the frequency with which consumers see their ads may become more complicated than they thought.
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Inventory Media – What have Clients got to fear?
By FUEL Media Marketing
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Much has been written recently about Inventory Media and its significant position in client media choices.
Nick Manning of Encyclopedia recently laid out the facts and reached well-drawn conclusions that participating clients should know. Nick's key conclusion is that clients' trust in their agencies' business practices is at risk.
Fuel Media & Marketing suggests clients may wish to dig even more deeply.
To do that, we should summarise the background into the relevant steps. These can be described in the following way:
Step 1. Many years ago, the best agencies aggregated their clients' negotiating volumes to generate an initial advantage in the TV and print markets. Typical leverage outcomes would have included a competitive share of premium break slotting and program-type slots.
In time, inventory transactions were introduced.
Step 2: Discounted pricing. Agencies were juggling and allocating advantages to clients based on importance (often subjectively decided).
Step 3. In today's market, we have a straightforward situation whereby agencies are broking inventory-derived media; the agency trades in media it has not yet sold or planned to sell. A mix of volume-based extras/premium advantage and cleared media is bought at a discount. The pool of inventory media is then presented to clients as a discounted media package.
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Advertisers need to start asking agencies new questions
by Stephen Broderick, MMC
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Financial auditing has had to evolve with the proliferation of digital channels to ensure agencies are keeping to the commercial terms of their advertiser contracts, says Stephen Broderick, CEO of Media Marketing Compliance.
The Full Picture
“Get the full picture, just don’t focus solely on the fee. In fact, the other piece of advice that advertisers would do well to listen to, is get a good media contract lawyer or at least use the ANA media template as a starting point”.
It’s always astonishing to reflect that if a supermarket wants to build a new warehouse, there will be a plethora of steps executives will go through before the decision gets anywhere near C-suite approval. There will be in-depth rounds of meetings with procurement and other departments before the board is asked to sign off on plans to press the button to spend, say, £20m. In advertising, you have the same company spending hundreds of millions of pounds on media with nothing like that level of sign-off or scrutiny.
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How to tackle measurement as Google rolls out open-source marketing mix modeling
By Chris Kelly, Marketing Dive
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Meridian arrives as the tech giant’s deprecation of third-party cookies begins to upend long-standing tactics and MMMs are having a moment.
With the death of third-party cookies underway, the pressure is on marketers to adopt new solutions for targeting, tracking and measurement before long-standing tactics become inoperable by the end of the year. While many of Google’s efforts to lay the groundwork for a cookie-less future have centered around its Privacy Sandbox proposals, the company this month announced plans for another tool that could help marketers looking for new ways to measure the effectiveness of their advertising.
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Crafting a Winning RFP: A Guide to Finding the Right Agency Partner
by Christine Moore, RAUS Global
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When embarking on the journey to find a new marketing agency, the Request for Proposal (RFP) process often serves as your first interaction with potential partners.
This phase is critical, not only for assessing the capabilities and fit of the agencies but also for setting the tone of the relationship you’re looking to build. While the RFP process is widely acknowledged as flawed, with some companies unable to bypass it due to policy or procedural constraints, there are ways to navigate this challenge effectively and ethically.
The subtleties of your RFP can significantly impact the perceptions of your organization, signaling whether you are seeking a genuine partnership or merely a transactional vendor relationship. The nuances in your approach and the respect you show towards the agencies’ time and resources can make your company stand out as a client of choice.
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by Emily Howard, FastCompany
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Forget the balancing act: Work-life integration can help you maximize your effectiveness while giving yourself and your employees a break.
As I dropped my daughters off at school one morning, I realized something had to change. Their new 9:15 a.m. start time threw my usual routine into chaos, overlapping with the start of my workday. Not long ago, that conflict would have caused a lot of stress and tension, making me feel I had to choose between my cherished roles as a business owner and a mom.
The concept of work-life balance was supposed to make it easier for people to juggle work and family responsibilities, but too often it’s had the opposite effect. To many, the idea of balance means treating work and life separately. In contrast, integration allows for a healthy overlap of career and personal duties, whenever it makes sense.
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ami+partners Response to the ANA Programmatic Media Supply Chain Transparency Study
By Mark Reiss, ami+ partners
By Mark Reiss, ami+ partners
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In December 2023, the ANA published the Programmatic Media Supply Chain Transparency Study. The study revealed that DSP and SSP costs represented 29% of programmatic media spend, and low-quality traffic (non-viewable, made-for-advertising websites, fraudulent) represented 35%.
The ANA presented solutions to this problem and outlined a recommended action plan. ami+partners (AMI) understands that this study might have created additional questions and challenges. So, we'd like to propose and present a different, parallel perspective.
First and foremost, Having a well-defined media strategy and specific goals is crucial for a successful programmatic program. Ideally, programmatic media is used by advertisers to achieve their goals (orders, revenue, website engagement) with greater efficiency than directly purchasing partners.
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Brands add AI restrictions to Agency Contracts - Behind the growing trend.
By Garett Sloane, AdAge
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Brands are demanding stronger AI safeguards in their contracts with ad agencies, setting up tension between marketing firms racing to adopt generative AI and clients worried about all the ways the technology could steer them wrong.
"Recently, we won three new pieces of business, and in the [master service agreement], it says, 'You're not allowed to use AI of any kind without prior authorization,'" said one independent ad agency CEO, who spoke with Ad Age on condition of anonymity to protect clients' identities. So, that even means they don't want us to use AI to help work on concepts, not just anything that goes out the door."
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1) independent advisors
2) purpose-driven
3) industry collaboration
4) trusted innovators
5) community members
| Women in Marketing Procurement is a community dedicated to fostering learning, driving innovation, and celebrating success within the realms of marketing procurement, agency management, and marketing operations. This group aims to empower its members by providing a platform for knowledge sharing, professional development, and the advancement of women in these critical fields | | |
WWW.RAUS-GLOBAL.COM
Visit our website to learn more about our team and the different areas of marketing procurement that we serve.
You can also find news and articles as well as our quarterly newsletter.
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