Magazine article Marketing

The Marketing Society Forum: Is It Wise for a Brand to Outsource Marketing to Cut Costs?

Magazine article Marketing

The Marketing Society Forum: Is It Wise for a Brand to Outsource Marketing to Cut Costs?

Article excerpt

England cricket sponsor Brit Insurance is axing its marketing team and outsourcing the function.

NO - FIONA MCANENA BRAND DIRECTOR, GROUP MARKETING, BUPA

In this instance it doesn't mean marketing, does it? It means promotion, marketing activation, or that dreaded word, 'marcoms'.

Marketing involves people across a business in shaping its capability to deliver customer value. It's 'the process responsible for identifying, anticipating and satisfying customer requirements profitably'.

Activities can be outsourced, but a fundamental internal process can't Even the old-fashioned 'the right product, in the right place, at the right time, at the right price' shows that marketing is about influencing what you make and sell, to create growth and profit.

It's hard to see how this can be outsourced even to great agencies. You risk cutting costs and growth.

NO - JAMES MURPHY, FOUNDING PARTNER, ADAM & EVE

If you are in a commodity market or selling white-label products, then in extreme circumstances you could maybe justify outsourcing marketing to save money short term.

If your brand is a vital part of your business, you want someone at the centre worrying about it.

Building and nurturing successful brands isn't about commoditised skills. It's about deep understanding of a business, its product and its customers and proprietorial passion about how that relationship works.

Marketing can't be relegated to mechanistic delivery of comms. It must be at the heart of product and service design, pricing and even HR. …

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