Marketing Dive – Though advertising agencies have long pushed for a seat at the table where they would have a greater understanding of their clients’ business issues, supply chain-related moves are a response to more recent events. The pandemic-fueled rise in direct-to-consumer e-commerce means marketers have to understand where products might — or more importantly, might not — be available as they put together their plans.
“Clients like the idea of integration, but whether bringing logistics into the fold will really save brands time and money is yet to be proven,” said Greg Paull, co-founder and principal of agency search consultancy R3. “Do holding companies have the talent, platforms and processes to leverage logistical data and feed it into the overall work they do for clients? It hasn’t been articulated.”