Monthly Archives: December 2011

Why collaboration can simply lead to more meetings and not great business strategy alignment

Posted on December 23, 2011 by Darren Woolley

I recently sat in on a number of meetings with a marketer and their agencies to discuss how they could get a greater level of collaboration between the various marketing teams and the agencies on their roster. The ideas that … Continue reading →

Posted in interesting observations, marketing process optimisation, strategic management | Tagged agency roster, business strategy alignment, Darren Woolley, marketing management, marketing process optimisation, strategic alignment, strategic management, strategic marketing management, TrinityP3 | 2 Comments

If structure follows strategy how is marketing strategically positioned in your organisation?

Posted on December 21, 2011 by Darren Woolley

Last week I went along to speak to a financial services advertiser at their six monthly marketing planning day. They asked me to talk about the various types of marketing departments. When they called me and asked if I could … Continue reading →

Posted in interesting observations, strategic management | Tagged Australia, Darren Woolley, Marketing strategy, marketing structure, restructuring marketing, strategic alignment, strategic management, strategic marketing management, supplier alignment, TrinityP3 | 2 Comments

The power of aligning public relations and advertising in your marketing strategy

Posted on December 19, 2011 by Darren Woolley

These days, many consumers form their impressions of organisations, brands and products through what they read, hear and see in the editorial and news sections of the media as much as they do through paid advertising in the same media. … Continue reading →

Posted in agency solutions, Evalu8ing - Relationship Performance Monitoring, interesting observations, marketing process optimisation, strategic management | Tagged agency solutions, Darren Woolley, Evalu8ing, marketing process optimisation, Marketing strategy, public relations, relationship performance monitoring, strategic management, TrinityP3 | Leave a comment

How the scientific method can be used to ‘test and learn’ marketing strategy

Posted on December 16, 2011 by Darren Woolley

When I was doing my Bachelor of Applied Science at RMIT, our first year included a study unit on the Theory of Science and the Scientific Method. In this unit we read Darwin’s The Origin of Species and discussed the … Continue reading →

Posted in agency solutions, interesting observations, marketing process optimisation, strategic management | Tagged agency solutions, Darren Woolley, marketing budget, marketing plan, marketing process optimisation, Marketing strategy, scientific method, strategic management, test and learn, TrinityP3 | 2 Comments

Achieving business strategy alignment starts with a common language

Posted on December 14, 2011 by Darren Woolley

My friend and colleague Clement Toulemonde recently shared a list of phrases commonly used in English language that are often misinterpreted by the listener. I suddenly realised that this happens often in meetings between marketers and their agencies. The cause is … Continue reading →

Posted in agency solutions, interesting observations, marketing process optimisation, strategic management | Tagged agency solutions, business strategy alignment, Darren Woolley, marketing process optimisation, strategic alignment, strategic management, strategic planning, TrinityP3 | Leave a comment

Why your agency may not be your best solution for your digital strategy alignment

Posted on December 12, 2011 by Darren Woolley

How did you select your digital agency? Did you need a Facebook page or a microsite or perhaps some banners ads and the creative agency said they can do that so it was easier to just get them to do … Continue reading →

Posted in agency search & selection, agency solutions, social media & digital marketing, strategic management | Tagged agency search, agency selection, agency solutions, Darren Woolley, digital agency, Digital Marketing, digital strategy, procurement management, social media management, strategic management, TrinityP3 | 8 Comments

Media negotiations and media buying benchmarking

Posted on December 9, 2011 by Darren Woolley

One of the many services we provide our clients is media buying benchmarking. Our methodology looks at not just the discount rate but also the added value negotiated on behalf of the advertiser by the media agency in the context … Continue reading →

Posted in agency solutions, marketing process optimisation, media planning & buying | Tagged agency compensation, agency remuneration, agency solutions, Darren Woolley, marketing process, media benchmarking, media buying, media buying benchmarking, media strategy, process optimisation, TrinityP3 | Leave a comment

The importance of chemistry meetings in the advertising agency selection process

Posted on December 7, 2011 by Darren Woolley

I was talking with a colleague in the UK about the “pitch” process and he mentioned that they do not run chemistry sessions because “they are a waste of time”. I was surprised and curious. I asked him why and … Continue reading →

Posted in agency search & selection, agency solutions, strategic management | Tagged advertising agency selection, agency search, agency selection, agency solutions, chemistry meetings, Darren Woolley, pitch process, procurement consultants, strategic management, TrinityP3 | 4 Comments

Top 10 most common ways advertisers waste money

Posted on December 5, 2011 by Darren Woolley

While a lot of effort goes into negotiating lower prices with agencies and other suppliers, there is a much larger opportunity in focusing on reducing the waste in the advertising process. Some of these are easy to address, others can … Continue reading →

Posted in agency remuneration / compensation, agency solutions, Top 10 | Tagged advertising benchmarking, advertising processes, agency compensation, agency remuneration, agency solutions, cost benchmarking, Darren Woolley, strategic management, strategic marketing consulting, TrinityP3 | 5 Comments

Improved creative agency selection using strategic workshops

Posted on December 2, 2011 by Darren Woolley

Since 2007 we have been offering our clients an improved and more effective way for selecting their strategic and creative advertising agencies. The Strategic Workshop approach has provided agencies and our clients with a methodology for really being able to … Continue reading →