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Purchasers have welcomed a guide designed to transform the way they work with marketing and creative agencies.
Magic and Logic: Redefining sustainable business practices for agencies, marketing and procurement was commissioned by CIPS, the Institute of Practitioners in Advertising (IPA) and Incorporated Society of British Advertisers (ISBA).
Procurement plays a pivotal role in ensuring fair play between all three parties, according to the guide. And it urges purchasers to get...