The realities of procurement and pricing were central issues for both Adam Harter and Lee Nadler as they weighed the challenges from all sides. Harter said that Pepsi had gone to both extremes at various times, focusing on good creative and good advertising with little regard for cost as well as having been, at times, more focused on a financial procurement decision-making process at the expense of creative.
Harter said, “We recognize when we shift too far into cost and efficiency, we lose some of that magic and so that’s a constant debate that we’re having internally. It will always be a point of contention.” Hear his insights on balancing the two.
Having run his own agency at one time, Nadler was sensitive to the challenges facing agencies. He spoke about how agreed-upon production markups or agency commissions are a thing of the past and could be driving agencies into areas outside their core competencies to try to generate revenue.
However, Nadler stated, “Clients, companies like ours, we will invest in growth. So what are the opportunities for you as an agency and some ways if you have a deep enough integration as a media company to be able to come to the table, put down some chips, and make an investment in our growth. And if we win, we all win.”
Watch more of this lively exchange hereand view all the round table discussions with senior industry executives at www.LegendsLeaders.org.
The Legends & Leaders Video Series was made possible by a generous grant from Warner Brothers Media Sales and is presented by Jack Myers KnowledgeExchange and MediaVillage.
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