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Monthly Archives: November 2010
What do agencies think about TrinityP3?
For those marketers who have not worked with us, there is often a point where they naturally wonder how advertising agencies feel about what we do. After all, there is a lot of negative press about the involvement of procurement … Continue reading
MARKETERS – Before you pitch for an agency, read this!
Earlier this year we ran a pitch for a client and about 3 weeks in I realised that I had started to take the peculiarities of whole process for granted. You see, the Marketing Director called me up one morning … Continue reading
Posted in agency search & selection
Tagged Advertising, agency, Creative, Digital, media, Pitching, PR, score cards, selection, Trade Press
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How much time does it take to run an agency pitch?
Last week I took a call from a client who is a marketer at a major advertiser. He was enquiring about selecting a digital agency and wondered “how long should it take?” “Did you mean how much time will it … Continue reading
Posted in agency search & selection
Tagged Advertising, agency, costs, Creative, Digital, media, process, resources, search, selection, supplier, time
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2010 – A year of faking it?
In my inbox this morning was an email from Julian Martin at Brand Central titled 2010, a year of faking it. In it he highlights that at a time when innovative thinking has the potential to drive true differentiation and … Continue reading
Posted in interesting observations
Tagged agency, banks, Compensation, innovation, negotiation, Online, politics, price, remuneration, retailers, value
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The future of advertising – Fast Company
A big thank you to St John Craner in New Zealand for this link to a Fast Company article on The Future of Advertising. It is about were Madison Ave, New York met with Hyper Island, Sweden and the clash … Continue reading
Posted in social media & digital marketing
Tagged Advertising, Digital, Fast Company, Mac, Marketing, Online, PC, strategy, Traditional
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Marketers buy advertising agencies on value and not price
At the Caxton Awards earlier this year I spoke about how creativity is valued and the fact that agencies were unnecessarily discounting their fees to win business, a message picked up by Paul McIntyre at AdNews TV. CommBank’s Mark Murray … Continue reading
Posted in agency remuneration / compensation
Tagged Adnews, agency, Caxtons, CBA, CommBank, Commonwealth Bank, Compensation, discounting, fees, Jon Bradshaw, Lion Nathan, Mark Murray, Marketing, remuneration
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Entertaining & communicating with customers in a connected world
At the AdForum CEO Summit in NYC early October this year I met Faris Yakob from Spies & Assassins, part of MDC & Partners. As part of his presentation on the agency he presented this video about Communications and Entertainment … Continue reading
Digital buzz words can drive you bonkers
One of the issues with any specialist area is the use of jargon and lingo that acts as a barrier and excludes people from participating in the category. About a year ago I was presenting a report on the SEO … Continue reading
Posted in social media & digital marketing
Tagged AdTech, Anecdote, Digital Marketing, glossary, jargon, lingo, Marketing, Online, Shawn Callahan, social media, terms
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