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Insight & opinion

 

B2B Marketing: $38bn of worldwide marketing budgets wasted on poor digital marketing

B2B Marketing: Proxima Digital Disconnect research

B2B Marketing look at Proxima's research into the Digital Disconnect; exploring why the inability to measure the effectiveness of digital marketing means that up to $38bn of global marketing budgets are being wasted every year.

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Digital marketing: the blurring between agency and client worlds

Blurring between agency and client worlds

It is clear to us all that times are changing in the media arena and that the lines of responsibilities (or rather outcomes) are blurring.

With an ever increasing level of sub-contracting and work sharing going on amongst digital agencies/providers, it has become harder to measure the strength (let alone the boundaries) of a solitary agency, devoid of the numerous value contributors that now feed into it.

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Digital Marketing Magazine: Six in ten digital adverts are not seen by humans – so where is the value in digital marketing?

digital_marketing_magazine_logo

Digital Marketing Magazine discusses Proxima's latest research: The Digital Disconnect which highlights up to 35% of all web activity fraudulent or artificial and 54% of online ads not even seen by a human – the truth is that between 40% to 60% of global digital spend is potentially wasted.

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Spend Matters: 6 in 10 digital adverts are not seen by humans - so where is the value in digital marketing

Spend Matters - Proxima Digital Disconnect

Spend Matters discusses Proxima's research: The Digital Disconnect. While digital may be the fastest-growing channel, with spend on digital marketing set to consume around 50 percent of total advertising budgets in the UK, how much of that investment is reaching the right audience? 

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Wallblog: Infographic - Six in ten digital adverts are not seen by humans

Proxima in the press

Wallblog provide key highlights from The Digital Disconnect infographic, available here. The infographic outlines trends from our recent research into digital marketing spend. Digital may be the fastest growing channel, with spend set to consume around 50% of total advertising budgets in the UK. But the research asks how much of that investment is reaching the right audience?

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The digital debate - are digital budgets being wasted?

CMOs should embrace procurement

The importance of being able to assign tangible ROI to a multi-faceted marketing campaign that uses both traditional and digital methods is a top priority to brands, according to participants on our recent digital marketing panel discussion.

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Buyers Meeting Point: Webinar notes - The Digital Disconnect

Proxima in the press

Buyers Meeting Point outline the highlights from the digital disconnect webinar, available here. Webinar panelists Mark Simester, Marketing Director at Warburtons, Charles Ping, Chief Executive at Fuel, and John Butcher, Marketing Specialist at Proxima outlined in the webinar how procurement can play a role in better managing digital marketing spend.

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The Digital Disconnect

An executive's guide to driving better commercial outcomes from digital marketing

The digitization of media has created a plethora of new opportunities for companies to better communicate, connect and deliver goods and services to the world. However, in this fast moving environment, how many are investing in the right digital tools and channels to support key business objectives?

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Aligning procurement to get more from your marketing spend

Aligning procurement with marketing

The marketing landscape is an ever evolving entity; with trends, movements and best practices as changeable as the wind, marketers face the often insurmountable challenge of constantly staying ahead of their competition. And, while there are many opinions on where marketers should be focussing their attention, or “the biggest challenges for CMOs today” (a quick google search will deliver a plethora of articles), something that will always remain a critical consideration for marketers is the ability to get more from their marketing spend.

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Up to 60% of global marketing budgets being wasted every single year

LONDON, UK - 3 August 2015 - New research by procurement services provider Proxima, finds that spend on digital marketing such as search engine optimisation, mobile apps and video-on-demand services in 2015 is failing to deliver the value companies should expect. With 50% of total advertising budgets in the UK (totalling around £7.9bn), and around 30% in the US (around £32.9bn) being spent on digital marketing, poor commercial management means brand and commercial content is not reaching the right audience.

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accountingWEB: Gain control of your marketing expenditure

Gain control of your marketing expenditure

Proxima's John Butcher talks to accountingWEB around the role procurement can play in ensuring the CMO and CFO can attain better control over digital marketing spend.

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Spend Matters: Proxima research - how to fix the 60 percent of digital budget spent ineffectively

Spend Matters - Proxima Digital Disconnect

Spend Matters discuss Proxima's research: The Digital Disconnect, which explores why global companies are wasting up to 60% of digital marketing budgets through commercial mismanagement of spend, plus offers best practices for overcoming this disconnect.

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CMOs should embrace procurement

CMOs should embrace procurement

The length of a relationship between marketing agency and client is often a relatively accurate measurement of a successful partnership. Though every agency-client relationship is structured differently, particularly now with so many specialist agencies in the market, recent studies suggest a typical contract length is in the vicinity of three years. That’s not a very long time, particularly when compared to the typical relationship length between company and legal representation or company and auditing firm (and also when taking into account the time it takes to on-board a new agency).

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Supply Management: $37bn spend on digital advertising 'wasted' study estimates

Supply Management: Proxima Digital Disconnect Research

Supply Management highlight a recent study by Proxima entitled The Digital Disconnect which explores why up to 60% of digital marketing spend is wasted by global businesses every single year. 

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Media Post: Viewability + fraud = you're wasting a lot of money

Media Post: Proxima Digital Disconnect

Media Post explore Proxima's latest research into The Digital Disconnect, highlighting why global businesses are wasting up to 60% of digital marketing budgets on ineffective digital marketing activity.

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Digital Marketing Show: Up to £37bn of global marketing budgets being wasted every single year

Digital Marketing Show and Proxima

Digital Marketing Show discuss Proxima's Digital Disconnect research, which explores why companies are wasting up to $37bn of global marketing budgets every year due to ineffective digital marketing practices.

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Strategy Eye Digital: Digital ad bubble in danger of bursting

Strategy-Eye-Digital and Proxima

Strategy Eye Digital report on the increasing disconnect between the money spent on digital advertising and the actual return on investment. Highlighting Proxima's latest research: The Digital Disconnect, Strategy Eye Digital take a look at the reasons behind this disconnect and how companies can overcome it.

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in-tend: Auditing needs an MOT

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Proxima discuss why auditing needs a check-up in April's edition of in-procurement magazine from in-tend. Looking at the current reforms and regulations, Proxima's Richard James identifies the opportunities that have arisen from this changing audit market, and how companies can use these to their advantage when tendering their audit. Find the full article on page 34.

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Procurement is the 'marriage counsellor' between agency and client

Procurement as a marriage counsellor between agency and client

I’ve been noticing more and more the disconnect between agency fee and creative output. My observation is that a significant number of buyers (more than you might think) that pay a premium on agency fees, rarely get the best creative work. This observation fuelled a recent panel discussion I sat on during this year’s Advertising Week Europe.

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The evolution of the audit market - live discussion

Procurement can help CFOs navigate audit market

Every five years companies in the FTSE350 will have to rotate their auditing partner, and it is interesting for me to see how that will help drive the timing of when the remaining companies that haven’t tendered, choose to tender and who they choose to include in the tender process.

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ICSA: The right firm and the right terms

ICSA: The right firm and the right terms

With new regulations requiring businesses to tender their audit more frequently this offers companies a chance to revisit a key supplier relationship; enabling them to run a tender that will encourage closer relationships, promote best practices and drive additional value.

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Procurement Insights: Audit tendering process will force procurement professionals to go beyond traditional boundaries

Procurement Insights: Audit tendering forces procurement beyond boundaries

Procurement Insights' Jon Hansen looks at how mandatory audit rotation will force procurement professionals to go beyond traditional boundaries.

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Financial Times: Auditors - shopping around

Financial Times cover Proxima's audit market research

Are companies long-term relationships with their auditors a thing of the past? The Financial Times discusses our research into the UK audit market, and why many more companies are choosing to shop around when it comes to buying audit services.

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Proxima offers further commentary around audit tendering debate

Guy Strafford: Proxima discuss the audit market

Continuing our campaign to support FTSE companies tender their statutory audit, Proxima have again been asked by the Financial Times for commentary around the topic of mandatory audit rotation.

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5 top tips for maximising your next audit tender

Guy New

Just one year ago the Competition and Markets Authority proposed reforms that mandate all FTSE350 companies tender their audit services every ten years; and in April 2014, this reform was also passed by the European Parliament. The new rules also require Public Interest Entities (PIEs) to change auditor every 20 years.

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Accounting Today: The virtues of mandatory audit rotation

The virtues of mandatory audit rotation

Proxima's Richard James discusses the virtues of mandatory audit rotation with Accounting Today and looks at how audit rotation can benefit both company and auditor in the long run.

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Professional Services: what are we paying for, exactly?

Richard James: Proxima's Professional Services expert

As supply management evolves into a strategic business function, one of the key roles procurement teams often play is to challenge stakeholders to justify what they are paying for. In “traditional” cases this is relatively easy: you can count the number of laptops you need to buy, you can benchmark the wholesale price of utilities, you can understand the need to use a recruitment agency to find new or replacement staff.

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The Accountant: Audit needs a check-up

The accountant: Audit needs a check up

Proxima's Richard James discusses why regulatory change has shaken up the sleepy world of audit and why this could lead to a key opportunity for companies to reassess their relationships with auditors.

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Director of Finance: Audit needs a check-up

Directorof Finance: Audit needs a check-up

Director of Finance speak to Proxima's Richard James about the new rules around statutory audit rotation; and why this could be a valuable opportunity for companies to revisit a key supplier relationship.

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Global Banking & Finance Review: Competition Commission reforms make audit a procurement challenge for FTSE350

Global-Banking

Global Banking & Finance Review cover our research into the UK audit market, highlighting why the reforms by the Competition and Markets Authority are creating a challenge for procurement.

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Procurement Leaders: Reforms shake up audit market

Procurement Leaders: Reforms shake up audit market

Procurement Leaders discuss Proxima's research into the UK audit market. The research highlights that although over half of the FTSE350 companies have been using the same auditor for a decade or more; proposed reforms by the Competition and Markets Authority are encouraging more firms to tender.

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Spend Matters: More top companies tendering audit services in response to new reforms

Spend Matters: More top companies tendering audit services

Spend Matters discuss our research into the UK audit market and why new reforms are forcing companies to learn more about the audit tendering process. 

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Supply Management: Top companies changing auditor more often

Supply Management: Top companies changing auditor more often

Proxima's Richard James talks to Supply Management about why the top UK companies are switching auditor more frequently; and why research shows that the number of companies tendering their audit looks set to rise dramatically.

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A fresh pair of eyes

Guy Strafford: A fresh pair of eyes

The traditional way to explain the role of an auditor is that they’re a watchdog, not a bloodhound. They keep an eye on what’s happening, sit up when something looks suspicious and occasionally bark when they see something dodgy. The job is explicitly not turning over every rock they can find to test ethics or legality - no bloodhounds chasing the bad guys through the woods here.

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Financial Times: BDO revenues rise above $7bn for first time

Financial Times: BDO revenues rise

The auditor BDO has seen larger revenues than ever before this year. The Financial Times discusses how Proxima's research into the UK audit market can explain this rise.

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accountingWEB: One in four FTSE 350 companies switch auditor

Accounting Web: One in four companies switch auditor

Companies change many things regularly, but are usually reluctant to change their auditor. Proxima's research, featured in accountingWEB, highlights a growing trend of FTSE 350 companies tendering their audit.

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Audit services: Four reasons why it pays to be a first mover

Richard James: Proxima Audit Services

During the original dot-com boom, the idea of first mover advantage gained massive currency. Staking out a digital domain before anyone else showed up was considered the best way to guarantee success – gaining mindshare, customers, and above all, experience and personnel that would be denied your rivals.

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Financial Times: Accountants warn on audit market reforms

Proxima and the Financial Times

Proxima's Guy Strafford speaks to the Financial Times around the consequences of sweeping changes to the UK audit market, and the implications that this has for both auditors and their customers.

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Tender touches for better audits - five recommendations

Richard-James-Proxima

Following new regulations and a deep desire to restore lost public faith in business, audit is making a conceptual comeback. The European Commission’s new rules on mandatory tendering for audit every ten years (along with increased scrutiny; demands for transparency in the audit process; and controls on what other work your auditor can do) make the process of choosing and contracting and auditor incredibly important.

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Infographic: Accountants warn on audit market reforms

Guy Strafford - Proxima

When analysing the current FTSE 350’s use of audit services, our research highlights the impact of the Competition and Markets Authority’s reform on the UK audit market – finding that there is more happening under the surface than meets the eye...

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Accounting Today: Audit rotation best practices

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For publicly traded companies, the audit process is among the more arduous and mundane of all corporate responsibilities. Accounting today discuss Proxima's best practices guide to the audit process.

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What’s better for procurement: Mad Men vs Math Men?

Guy Strafford and Jonathan Cooper-Bagnall Math Men and procurement

Many people love to believe the world is driven by “Eureka!” moments – flashes of inspiration or genius leading to a revolution in thinking. 

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The Challenger manifest: fortune favours the brave

Guy Strafford

Over the centuries, the development of thought and constant challenge of the world around us has enabled mankind to achieve some amazing breakthroughs, which have transformed our lives:

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The Challenger banks

Ian Ingram

In 1596 Shakespeare wrote the Merchant of Venice - a play in which a young Venetian merchant, named Antonio, signs an interest-free loan to help his friend, Bassanio, romantically court (with lots of money) Portia, the woman of his dreams. The catch is that if Antonio defaults on the loan, Shylock (the financier in this scenario) has the right to take a literal “pound of flesh”.

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Canary song

Canary song

The headline on a capital markets report looking at bond yields was worrying: “Canary in the coalmine”. Canaries were useful to miners because, although small, they sing sweetly until they get a whiff of gas and then they abruptly stop singing. The miners say a short prayer for the little bird, then get out as fast as they can.

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The real issues keeping CFOs up at night

Ian-New

Deloitte recently published an article in the WSJ highlighting 10 Issues that are keeping CFOs up at night.

Whilst the Deloitte list highlights some of the important issues, we’ve reached out to our own network (of client teams and readers) and come up with five additional issues that are most likely to make their way to the top of the CFO’s agenda over the second half of 2014.

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Are you dis-'content'?

Content Marketing and lessons for procurement

The idea of a supply chain for a business sharing 'content' used to be so simple. But it’s not just digitization that’s shaken up the natural order of creator, publisher, retailer and consumer. It’s the way we think of middlemen.

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Publishing: a story of supply management

Guy-New

Twenty years ago the web promised a relentless march of disintermediation. For publishers, often seen as the classic middle-man, the prospect was scary. But all has not been lost…

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Gaining competitive advantage through effective supplier management at Norland

Norland

Rachel Lee, Group Procurement Director, for Norland Managed Services speaks with Proxima about leveraging supplier relationships to create a competitive advantage.

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No cost is an island

Guy-New

It’s striking how many CFOs count leadership of a cost saving programme as a major part of their role. There’s nothing wrong with making procurement more efficient and streamlining the cost base, of course. But the best finance functions treat it as part of their commercial contribution, not a traditional bit of hard-nosed accounting.

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