Monthly Archives: September 2010

Why self assessment surveys are flawed in client / agency relationships

Posted on September 19, 2010 by Darren Woolley

When British drivers were asked to assess driving ability in a survey: 1. 40% rated the overall standard of driving as bad but only 2% rated their own driving as bad 2. 24% rated the overall standard of driving as … Continue reading →

Posted in Evalu8ing - Relationship Performance Monitoring | Tagged Advertising, agency, Aprais, buyer, Client, Decideware, Evalu8ing, improvement, Marketing, measurement, media, performance, relationship, Self assessment, supplier | Leave a comment

Do you want Account Management or Account Service from your ad agency?

Posted on September 18, 2010 by Darren Woolley

Look, I know you may think this is knit picking but I have noticed that some people talk about Account Service and other call it Account Management. Personally I have always said Account Management. What do I mean? The people … Continue reading →

Posted in marketing process optimisation | Tagged Account Management, Account Service, Advertising, Digital Marketing, Events, Job Titles, media, PR, process, Promotional Marketing, public relations, responsibilities, roles, Sales Promotions, titles | Leave a comment

Challenges facing marketers in managing their agency relationships

Posted on September 13, 2010 by Darren Woolley

This is a modern marketing fairytale I presented on August 19 2010 at the AANA Hothouse on Agency / Client Relationships held at Cockle Bay, Sydney, NSW. (Photos of the day) It tells of the challenges marketers face in managing … Continue reading →

Posted in agency remuneration / compensation, agency search & selection, Evalu8ing - Relationship Performance Monitoring, interesting observations, marketing process optimisation | Tagged AANA, Advertising, agency, alignment, Client, Collaboration, Darren Woolley, Evalu8ing, Hothouse, Marketing, relationship, TrinityP3 | 2 Comments

Reasons why performance based remuneration or payment by results often fail

Posted on September 4, 2010 by Darren Woolley

Performance based remuneration or payment by results (PBR) is a component of many agency remuneration deals, but the fact is that in most cases both agency and client will tell you that it does not work. The concept of providing … Continue reading →

Posted in agency remuneration / compensation | Tagged Advertising, Compensation, marketing agencies, media, payment by results, PBR, performance based remuneration | Leave a comment

Seriously workshopping the value of creativity in marketing

Posted on September 3, 2010 by Darren Woolley

Much is discussed about the importance of ‘creativity’ by both advertisers and their agencies. Many creative awards focus on recognising and rewarding creativity in various categories, disciplines, media and channels. But with so much attention and focus on the importance … Continue reading →