Monthly Archives: March 2011

TV Production: Paying for “flavour-of-the-month” or the best solution?

Posted on March 30, 2011 by Darren Woolley

There is a fashionable element to advertising and creativity. Reading the zeitgeist of the market place and tapping into this can be an extremely valuable attribute in driving the brand perception. In television production, this can influence the choice of … Continue reading →

Posted in television & electronic production | Tagged advertising production, director choice, location choice, production budgets, production costs, production techniques, television, television production budgets, television production costs, TV, tv advertising production, tv production budgets, tv production costs | Leave a comment

How good a storyteller is your agency?

Posted on March 28, 2011 by Darren Woolley

Storytelling has been embraced by agencies and marketers as an important communication skill. In presenting their credentials, some agencies talk about telling the “brand” story or developing the brand story, while other proclaim they are the storytellers for their clients. … Continue reading →

Posted in interesting observations | Tagged Advertising, agency credentials, Anecdote, anecdotes, brand experience, branded stories, Marketing, Nick Law, RG/A, stories, story test, storytelling | Leave a comment

If your current agency arrangements are not working try something different

Posted on March 18, 2011 by Darren Woolley

At the AANA Congress in early February this year I spoke about the growing complexity in the market place and the need for adopting a different approach to this complexity. Since then I have had a number of conversation with … Continue reading →

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing process optimisation, media planning & buying, social media & digital marketing | Tagged creative agencies, digital agencies, Graphic design agencies, Media planning & buying, Media strategy specialist, Packaging design, rationalisation, Retail activation, roster, Sales promotion agencies, search engine optimisation, Social Media Specialist, strategic alignment, vendor management, Word of Mouth specialist | Leave a comment

Evalu8ing agency relationships in siloed marketing structures

Posted on March 11, 2011 by Darren Woolley

Client Category: Technology Industry Issues: Managing Agency Relationships across multiple business silos Challenging Problem: The business is structured across five Business Units (BU), all working with a common creative agency and media agency. Previous attempts to measure and manage these … Continue reading →

Posted in case studies, Evalu8ing - Relationship Performance Monitoring | Tagged agency relationships, alignment, business silos, Marketing, measurement, multiple stakeholders, organisational alignment, performance improvement, relationship management | Leave a comment

Open tenders are not the best way to select agencies

Posted on March 8, 2011 by Darren Woolley

I was recently in a meeting with a marketer and their procurement team discussing a forthcoming agency review. When we got to discussing the process, I was asked by the head of marketing what process would be best. Before I … Continue reading →

Posted in agency search & selection | Tagged Advertising, agency search, agency selection, Closed tender, marketing digital, marketing services, media, Open tender, public relations, sales promotion | Leave a comment

What it takes to get one actor to play two parts

Posted on March 7, 2011 by Darren Woolley

CGI (Computer generated imaging) can be used to create amazing effects in commercials. But sometimes it is the CGI effects that you can’t pick that are the most amazing. In David Fincher’s The Social Network, the Winklevoss Twins were played … Continue reading →

Posted in television & electronic production | Tagged Advertising, CGI, computer generated imaging, production, production costs, ROI, television advertising, Television production, TV, visual effects | Leave a comment

Procurement panels do not always deliver on their promise

Posted on March 4, 2011 by Darren Woolley

Recently I have noticed that the traditional procurement “panel” approach to supplier management has been increasingly failing to deliver. One of the key reasons for this is the increasing diversity in agency services, specialities and core capabilities driven by technology. … Continue reading →

Posted in agency remuneration / compensation, agency search & selection | Tagged Advertising, Agencies, Digital, graphic design, Marketing, panels, public relations, roster rationalisation, sales promotion, suppliers, vendor | Leave a comment

Why global media pitches happen and how to win them.

Posted on March 2, 2011 by Darren Woolley

MediaSense in the UK recently ran a survey in global media pitches, which we participated in and have now published the results in this SlideShare presentation. Some of the main finding were: • Relationship issues are the main drivers for … Continue reading →