:: adgruntie :: Creativity vs. Cost Cutting

+ Procurement needs to change its cost-cutting mindset in order to face the challenges of modern business, M&C Saatchi UK group chairman Moray MacLennan has warned the profession.

Speaking at the CIPS marketing and purchasing conference in London, he told delegates: “I realise there are pressures to pursue cost-cutting. But I think it will result in the communications, advertising industry and marketing becoming a numbers game. Creativity squeezed out, talent dried-up and inventiveness gone.”

He urged purchasers to look at the bigger picture, where creativity was needed more than ever to differentiate companies in an increasingly competitive market.