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The Marketing Procurement Pioneers

Marketing Efficiency Done Strategically

Sometimes efficiency means getting "more for the same," like when we perform media cost optimization portfolio analysis. Sometimes efficiency means getting "the same for less," like when we re-negotiate uncompetitive contracts, administer Request for Proposals (RFP), or find strategic substitution opportunities. And sometimes, efficiency means strategic in-sourcing of work, strategic out-sourcing of work, or streamlining and automating processes.

CEOs, CMOs, CFOs, and Wall Street investors reward those that deliver efficiencies.

Marketing Procurement Best Practices, Surge Consulting
Marketing Strategic Sourcing, Marketing Procurement Best Practices, Surge Consulting
Strategic Sourcing vs. Purchasing

Enlightened Marketing Procurement™

Strategic Sourcing  ≠  Purchasing


While many companies deploy a "three bids and a cloud of dust" widget-purchasing approach, we strategically source the Marketing spend (e.g. ad agencies, media agencies, marketing services consultants, printed materials, ad production suppliers, etc...).

In addition to capturing pricing concessions through RFPs and contract renegotiations, we capture savings through:  demand management, strategic substitution, in-sourcing, outsourcing, discretionary spend policy fortification, e-procurement, payment term modification, and tax optimization, as well. 


Media Cost Optimization

We start with the planning parameters you provide to your advertising agency:  target demographic, TRP goals, CPM goals, day-part mix, etc...  We then use our proprietary Media Cost Optimization Modeler™ to identify program portfolio alternatives that satisfy the planning parameters cost optimally. 

We consistently deliver 20%+ media cost efficiencies, particularly for large TV advertisers.







Media cost optimization Surge Consulting Marketing Procurement
Sample Media Optimization Output
Our Specific Service Offerings:
  • Strategic Sourcing (e.g. Agencies, Customer Insights, Media, Marketing Services, etc…)
  • Procurement Outsourcing and Staff Augmentation
  • Marketing Procurement Training
  • Marketing Procurement Maturity Diagnostic Assessment
  • Spend Management Automation (via Surge’s proprietary SMART™ Tool)
  • Marketing Procurement Organizational Design
  • Media Investment Optimization and Price Benchmarking
  • Supply Management Fortification (e.g. Policies, Risk Management, Compliance, Performance)
  • Process Standardization and Simplification (PS2)
  • Agency Search, Contract Assessment, Benchmark, and (Re) Negotiation

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