Remember when marketing meant making a great TV ad and calling it a day? Simpler times. Now it feels like we’re building the plane in mid-air – navigating shifting social algorithms, outdated procurement processes, and an insatiable demand for content.
As someone responsible for the marketing and communications mandate of a multinational retail chain, my job isn’t just to sell products. It’s to keep the brand relevant, distinctive, and efficient across geographies and demographics. But with digital platforms evolving daily and everyone in the office suddenly an expert on viral content, staying ahead is a full-time hustle.
The truth? The rules are changing faster than we can adapt. Social media has democratised marketing but also saturated it. Traditional procurement models feel outdated. Pitching remains inefficient. And pricing often has little to do with outcomes. So how do we cut through the noise, stay relevant, and meet everyone’s expectations – internal and external?
Rethinking procurement: from cost-cutting to value-creating
Retailers love process, efficiency, and control. But when those instincts are applied to marketing procurement, they can be counterproductive. The traditional request for proposal (RFP) process often turns into a rigid, box-ticking exercise that favours cost over creativity.
Marketing isn’t a one-size-fits-all commodity. Yet procurement often treats it like buying office chairs – searching for the cheapest vendor instead of the right creative partner. This leads to agencies investing time and money into pitches that emphasise price over performance. The result? Mediocre work that ticks boxes but doesn’t move the needle.
We need a more flexible, collaborative procurement model – one that values creativity, agility, and long-term partnership over short-term savings. Marketing is about insight, storytelling and impact. Treating it like a commodity undermines its potential.
The pitching paradox: is anyone winning?
Agency pitch processes are exhausting – for both sides. Agencies pour weeks into custom strategies without any guarantee of winning the business – or being paid for the effort. Meanwhile, brands sit through rounds of presentations that often sound eerily similar.
It’s a broken system. Pitching prioritises performance over partnership, theatre over trust. The best agency relationships thrive on shared culture, mutual understanding, and collaboration – things that can’t be judged in a single presentation.
Alternatives exist. Paid pilots let brands test-drive agencies before committing. Chemistry workshops help assess real-world compatibility. Instead of running talent shows, we should build models that reflect how we actually work together.
Paying for outcomes, not hours
Let’s talk pricing. The traditional time-and-materials model – where agencies bill by the hour – feels increasingly disconnected from business realities. As a retailer, I don’t care how long it takes to develop a campaign. I care whether it drives footfall, conversions, and brand affinity.
Performance-based models, where agencies are incentivised based on results, are gaining traction. But they come with challenges. What counts as success? Short-term sales? Social engagement? Brand equity?
The answer lies in hybrid models. A base fee ensures agency sustainability, while bonuses are tied to clear metrics. This aligns incentives and encourages smarter, outcome-driven work – without asking agencies to gamble their livelihoods every time.
Content conundrum: less noise, more meaning
The demand for always-on content has exploded. But as quantity rises, quality often dips. Platforms like TikTok and Instagram have created a content churn culture, pushing brands to publish more, faster – often without considering meaning.
Is more really better? Or are we just adding to the digital clutter?
Effective brands are resisting the treadmill. They’re investing in fewer, better stories – crafted with purpose, not just speed. This means valuing creativity, not just chasing algorithms. It also means finding balance across paid, owned, and earned media – where authenticity and storytelling carry weight alongside
media spend.
Final thoughts: loyalty, agility and the myth of ‘viral’
Modern retail marketing demands a smarter, more strategic approach. That means challenging outdated procurement models, rethinking how we pitch, and building pricing structures that reflect real business value. It also means shifting from a content mindset of ‘more’ to one of ‘meaning’.
We’re not just here to sell more stuff – we’re here to build brands that stand the test of time.
But here’s the kicker: I still get asked, “Why are we tied to just one agency?” or “Why can’t we create broad guidelines and let multiple agencies chase viral moments?”
To that I say: viral content might win attention, but consistency builds trust. And trust builds brands.
Yes, agility matters. But so does strategic alignment. That’s why we don’t treat every campaign like an open audition. Loyalty shouldn’t be expected only from customers. If we want enduring results, maybe we need to show a little of it ourselves.
By V. Nandakumar, Director – Marketing and Communications, Lulu Group International
