Monthly Archives: October 2006

Advertising effectiveness versus Advertising efficiency

Posted on October 27, 2006 by Darren Woolley

Earlier this week the AFA launched their Advertising Effectiveness Awards, of which P3 is an official supporter. It is interesting looking at the discussions around effectiveness – primarily the results achieved. As the chairman of the AFA Effectivness Awards, Matthew … Continue reading →

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Where some creative agency people are doing their best (and worst) work

Posted on October 26, 2006 by Darren Woolley

In The Australian today, Simon Canning has drawn attention to the Campaign Brief blog. Campaign Brief is the national and regional magazine of the advertising creative community, often referred to in agency pitches to new clients because they publish a … Continue reading →

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The role of external provider benchmarking in marketing process improvement

Posted on October 25, 2006 by Darren Woolley

The marketing process While marketing is more than simply marketing communications such as advertising and direct marketing, the marketing processes invariably leads to a point where external provider are engaged, be that to plan and buy media, create advertising, undertake … Continue reading →

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Is it too little too late for some traditional media?

Posted on October 24, 2006 by Darren Woolley

For years advertising agencies and their clients have demanded greater flexibility from traditional media. Why can’t there be 20 second TV spots or 40 second radio spots? Why can’t there be newspaper ads that weave through the editorial or outdoor … Continue reading →

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Why ANZ should cancel their advertising with News Limited

Posted on October 13, 2006 by Darren Woolley

In B&T yesterday, they reported that “ANZ has pulled all its advertising from News Limited properties including print, online and pay TV provider Foxtel, in retaliation to a front page story printed by The Daily Telegraph and other News Limited … Continue reading →

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Managing a brand with multiple stakeholders

Posted on October 5, 2006 by Darren Woolley

In AdAge this week, it was reported that as Sony struggles “to transform itself into a digital powerhouse, Sony Corp. is reaching out to multiple ad agencies to create its first corporate branding campaign in years.” “The effort will be … Continue reading →

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A creative solution to the demise of the 30 second TVC

Posted on October 3, 2006 by Darren Woolley

A recent post on Forbes website has a creative approach to addressing the declien in effectiveness of the 30 second spot provided by Ken Krimstein, Creative Director at Seiter & Miller Advertising in New York City. His options to address … Continue reading →