October 6th, 2010 By Jack Morton
Check out Bruno Gralpois’s new book on fixing agency-client relations. It’s a solid diagnosis of a significant problem, with a healthy mix of viewpoints represented… including those of Gralpois and other clients (he’s at Microsoft) as well as agency people like my colleague Eric Samuelson (a virtual evangelist on the subject of procurement and the need to re-brand this dreaded function and make it more a part of agencies’ as well as clients’ process).
Quoth Eric: “I believe the agencies’ only way to positively influence the raging procurement debate is to develop and fully integrate procurement within their organizations. This will then elevate procurement from a theoretical debate to collaborative innovation between clients and agencies.”