Monthly Archives: April 2012

The lack of transparency in media agencies is due to the agency remuneration models used

Posted on April 30, 2012 by Darren Woolley

While the statement that the industry is on the “cusp of a meltdown” is melodramatic, the current media agency remuneration model is unsustainable. But many in the industry have known this for a number of years. It is interesting that … Continue reading →

Posted in agency remuneration / compensation, agency search & selection, agency solutions, media planning & buying, strategic management | Tagged AANA, Adnews, agency compensation, agency remuneration, agency solutions, Darren Woolley, marketing and advertising, media agencies, media buying, media planning, strategic management, TrinityP3 | Leave a comment

A fresh approach on how to use “paid, earned and owned” media

Posted on April 27, 2012 by Darren Woolley

The terms paid, earned and owned media are fairly well established in the parlance of marketing and especially media and channel strategy. But recently in NYC at the WFA Global Marketer Conference I saw this research presentation by Initiative Media … Continue reading →

Posted in industry news & trends, marketing process optimisation, media planning & buying, social media & digital marketing | Tagged channel strategy, Darren Woolley, initiative media, media buying, media planning, paid earned and owned media, process optimisation, strategic alignment, strategic management, TrinityP3 | Leave a comment

Advertising is rarely a manufacturing process, but sometimes it can be

Posted on April 25, 2012 by Darren Woolley

A client’s procurement team asked me to review their current services contract to ensure it reflected current ‘best practice”. Apart from the usual problems with intellectual property, the clause that jumped out was that the agency would deliver a 5% … Continue reading →

Posted in agency remuneration / compensation, agency solutions, strategic management | Tagged advertising process, agency compensation, agency remuneration, agency review, agency solutions, Darren Woolley, marketing and advertising, Procurement, strategic management, TrinityP3 | 5 Comments

Challenging some of the strategic notions of media agency structures and services

Posted on April 23, 2012 by Darren Woolley

Recently the trade press in Australia had a headline that screamed: “Woolley questions RACQ agency consolidation” The story linked my opinion on agency consolidation, which is that it is not right for everyone, with the fact that the RACQ in … Continue reading →

Posted in agency solutions, interesting observations, marketing process optimisation, media planning & buying, social media & digital marketing, strategic management | Tagged agency consolidation, agency roster, agency solutions, Darren Woolley, Digital Marketing, media agency structures, media buying, media planning, process optimisation, strategic management, TrinityP3 | Leave a comment

Aligning marketing expectations to marketing budget when establishing the agency scope of work

Posted on April 20, 2012 by Darren Woolley

A marketer recently provided their extensive scope of work to their preferred agency so the agency could provide a remuneration proposal. The problem was that the proposal was almost double the marketers budget for the agency fee. This budget was … Continue reading →

Posted in agency remuneration / compensation, agency search & selection, agency solutions, strategic management | Tagged agency compensation, agency remuneration, agency scope of work, agency solutions, Darren Woolley, scope calculator, scope monitor, scope of work, strategic management, TrinityP3 | Leave a comment

Advertising industry addresses negative connotation, but it could be too little too late

Posted on April 18, 2012 by Darren Woolley

Katharine Schafli, Business Director at TrinityP3 Hong Kong sent me a link to this story in AdWeek titled “Advertising gets face lift to attract young talent”. Andrew McMains reports that the 4As and advertising agency Arnold Worldwide are addressing the … Continue reading →

Posted in agency solutions, industry news & trends | Tagged 4a's, Advertising agency, advertising and marketing, advertising industry, agency solutions, arnold worldwide, Darren Woolley, katherine schafli, open advertising, Procurement, TrinityP3 | 2 Comments

It is difficult searching agency details unless you know where to look

Posted on April 16, 2012 by Darren Woolley

A marketer was questioning the cost of us providing a market review of agencies suitable for their requirements as they had a comprehensive list of suitable agricultural specialist agencies already. I asked how they developed the list and was told … Continue reading →

Posted in agency search & selection, agency solutions, marketing process optimisation | Tagged agency databases, agency details, agency directories, agency information, agency review, agency search, agency solutions, Darren Woolley, strategic management, TrinityP3 | Leave a comment

Poor manners leads to poor business strategic alignment with suppliers

Posted on April 13, 2012 by Darren Woolley

I am often amazed at the simple basic rudeness that is tolerated within marketing and advertising, but which leads to poor communication, poor alignment and a large waste of time, effort and resources. There have been more than a handful … Continue reading →

Posted in industry news & trends, interesting observations | Tagged agency solutions, business strategy alignment, Darren Woolley, entitlement, market leader, marketing and advertising, Procurement, strategic alignment, strategic management, TrinityP3 | 4 Comments

Turning advertising production costs into financial assets

Posted on April 11, 2012 by Darren Woolley

One of the most overlooked assets are the digital assets created by the advertiser’s agency, design companies and direct marketing companies. It seems that for many advertisers the production process is a consumable one, with new advertising created with each … Continue reading →

Posted in agency solutions, interesting observations, marketing process optimisation, print production, strategic management, television & electronic production | Tagged advertising production costs, agency solutions, cost benchmarking, Darren Woolley, digital assets, digital benchmarking, marketing process optimisation, strategic management, TrinityP3 | Leave a comment

Another reason why marketers and procurement should engage a search consultant

Posted on April 4, 2012 by Darren Woolley

Apart for knowing the industry and having knowledge of the agencies and their capabilities, culture and conflicts, search consultants are able to act on an advertisers behalf without alerting the industry to a possible review. Recently this story appeared in … Continue reading →