This guest post by Ivan Skoric, head of digital production at Charterhouse discusses the benefits of decoupling in digital marketing, looks for answers behind the recent report that procurement and marketing are still in conflict, particularly in relatively new areas of spend, such as digital marketing.

In this latest guest post, Paul Broeren, managing director of marketing and media procurement specialists Quadrivium identifies some of the short term myopia that is tainting procurement’s approach to marketing spend and explains why there is a better way...

Procurement top to bottom dislikes being called a home of ‘bean counters’ and being seen as a straitjacket that creative types have to wear. But despite the growth of the function’s influence, when it comes to marketing procurement, CPOs need to think creatively themselves if they’re going to change the perception of them.