Hasta La Creative!

Marketers and their procurement people are learning to love each other several years into a marriage arranged by their senior corporate executives, even if they don’t always see eye to eye.

A new survey by the Association of National Advertisers finds relations between marketers and marketing procurement executives have improved markedly in the past year, though procurement people see the relationship as happier than the marketers do, and the two sides still haven’t aligned their goals.

The survey, which was set to be presented at the ANA Financial Management Conference in Naples, Fla., May 5, found 61% of procurement executives and 55% of marketers rated their relationship quality as 7 or higher on a 10-point scale. The roughly 150 respondents were split fairly evenly between the two sides.

Continue reading at AdAge.com