Agencies have to acknowledge that it’s not always marketing procurement that is responsible for the aggressive purchasing tactics at large brands. We have a role in educating them and influencing client behavior. Frequently, the client’s behavior and tactics can be a direct response to the agency’s actions or lack of actions.
Our Chameleon team was able to negotiate better terms, pricing and KPIs that positioned the agency as a better partner to their client.
This resulted in >30% margin improvement for our agencies to date and quantifiable value that is tracked on an ongoing basis.