Will procurement be the new buzz tactic adopted by US Hispanic ad agencies?

Omnicom just added procurement officers to their media buying division. We looked for some notes on the web and found the following in the HP Communities blog below.

Interesting.

Does Media Strategy and Buying Belong in Procurement?

By Scott Berg – Procurement Media Strategy HP Hewlett Packard Media Planning (2007)

That very question was asked of me in April of this year. And being a true marketing and media guy, I said “absolutely not!”

But after a few weeks of information gathering and analysis I changed my mind. And in June of this year, I and my media team officially moved to the Administration and Procurement area of HP. Let me take you through my thought process and why I believe it makes sense for some companies to transfer media into the procurement area.

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