胜三（R3）：2023营销采购趋势报告（英文版）（22页）.pdf

1、Marketing Procurement Trends 2023Prepared by R3February Serving the Now,Investing in the New,Saving for Whats NextRecent years have been a hard and fast lesson in agility for marketing and procurement leaders.The urgent transition to a distanced and digital-first economy,then the threat of economic

2、slowdown and political instability and their impact on supply chains and talent,have kept key decision-makers at the edge of their seats.Through this challenging time,the worlds most successful advertisers have steered their brands through uncertainty using a combination of data,strong brand vision

3、and clear strategy.Now the call for marketing procurement teams is to be the bridge between wider business cost-efficiency targets demanded by investors and corporate stakeholders,and the need for marketing to invest in current and future consumers.This years marketing procurement trends identified

4、by R3 reflect the need for marketing procurement teams to find efficiencies in a landscape that offers greater possibilities and flexibility.From aligning the marketing organization to serve current and future ambitions,to capitalizing on new offerings and services from Holding Groups,consultancies

5、and independent agencies,the race is on to increase effectiveness and efficiency in operations and spend.DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIESMarketing Procurement Trends 2023Unlock Value in The Marketing OrganizationOptimize roles and footprint in a post-pandemic landscape.Optimize te

6、am structures through new resourcing options and affirm spend using agency fee benchmarking.Uncover Efficiencies Within The Agency EcosystemTake advantage of the agility and offerings of next generation partnership models and agencies.Identify potential savings while aligning current needs and futur