Monthly Archives: July 2006

The future agency model

Posted on July 26, 2006 by Darren Woolley

Tomorrow I am participating in a panel discussion on the future agency model as part of the Advertising Marketing & Media Summit in Melbourne. On the panel there are three agency heads, a media agency head and me, but no … Continue reading →

Posted in agency remuneration / compensation | Leave a comment

Who owns the brand?

Posted on July 24, 2006 by Darren Woolley

I recently facilitated a session with an agency and advertiser where the discussion about “Who owns the brand” came up. The advertiser was saying they wanted the agency to take custody of the brand expression as the marketing department was … Continue reading →

Posted in marketing process optimisation | Leave a comment

Storytelling the new power strategy in marketing?

Posted on July 21, 2006 by Darren Woolley

An article today in AdAge tells of how Miller Beer in South Africa used a local storytelling tradition to turn high brand awareness into trial amongst the non-users. The power of storytelling is extensively reported for both change management and … Continue reading →

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Talent fees for advertising lagging the entertainment & media industry

Posted on July 20, 2006 by Darren Woolley

One of the big issues for advertisers is the cost of talent fees. While Australia does not have the “residual” payment system used in the USA, the increasingly divergent media options is causing a cost multiplier effect in regards to … Continue reading →

Posted in television & electronic production | Leave a comment

Not all consultants are equal

Posted on July 19, 2006 by Darren Woolley

Business consultants are increasingly focusing on the marketing and advertising category both here and in the US. A recent discussion in AdAge highlighted the increasing use of business consultants like IBM, Accenture and McKinsey in the advertising space. Locally, Booz … Continue reading →