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Category Archives: strategic management
Adding procurement and purchasing rigour into television advertising production
When the agency present “competitive” estimates for the latest television production, are you presented with the three quotes on one page, with the three costs all within 5% to 10% of each other? Is this familiar? Does this mean that … Continue reading
Posted in agency remuneration / compensation, agency solutions, strategic management, television & electronic production
Tagged agency creatives, agency producer, agency solutions, Darren Woolley, Procurement, strategic management, television advertising production, Television production, tender process, TrinityP3, tv production
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How marketers can exploit the full power of stories for brand and business strategy alignment
Storytelling in marketing is a hot topic, with a growing and well founded belief that legendary brands like Apple, Nike, Coca-Cola and Harley Davidson have been successful building great stories around their products that people naturally want to be part of. Books … Continue reading
Posted in customer relationship management, industry news & trends, interesting observations, strategic management
Tagged advertising and marketing, Australia, brand image, business strategy alignment, customer relationship management, Darren Woolley, storytelling in marketing, strategic alignment, strategic management, TrinityP3
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Strategic business alignment requires closing the gaps between the CXOs
Our Business Director in Melbourne, Tony Quail, sent me this article from CFO.com with the headline: Finance vs. Marketing - Why they still don’t see eye to eye on measures of return. I have always been interested in the perception of misalignment between … Continue reading
If you are pitching your business, how to pitch it right
It is constantly amazing the industry media frenzy that is associated with an advertiser reviewing their business. I am sure many marketers wish that their new product launch or their campaign results attracted the same level of media interest that … Continue reading
Posted in agency search & selection, agency solutions, marketing process optimisation, strategic management
Tagged agency review, agency search, agency selection, agency solutions, Darren Woolley, john west strategy, marketing communications, pitch process, strategic management, strategy planning, TrinityP3
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Paying peanuts? – It is not the smartest advertising agency remuneration strategy
No one wants to be paying too much for their advertising. But likewise, there are downsides to paying too little. We see it all the time, advertisers call us in because they are unhappy with the performance and service levels provided … Continue reading
Posted in agency remuneration / compensation, agency solutions, strategic management
Tagged advertising agency remuneration, agency compensation, agency remuneration, agency resources, agency solutions, benchmarking, benchmarking performance, Darren Woolley, overhead factor, TrinityP3, value based model
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Case studies on how production assessments can add value to television advertising costs
Since 2000 we have been providing our clients with an advertising production cost assessment, cost estimates and management services. It is often a part of our business not popular with many of the agencies (as evidenced in this video introduction … Continue reading
Posted in agency solutions, case studies, strategic management, television & electronic production
Tagged agency solutions, case studies, Darren Woolley, production cost assessments, production cost estimates, production management, strategic management, Television production, TrinityP3
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How to make the most of your media negotiation to increase value
As consumer confidence remains sluggish, advertisers are increasingly interested in understanding how effective their media agency is negotiating. This raises two main concerns: 1. What are the issues affecting negotiation effectiveness? 2. How effective are the advertiser and agency in … Continue reading
Posted in marketing process optimisation, media planning & buying, social media & digital marketing, strategic management
Tagged agency monitoring, Darren Woolley, Digital Marketing, media benchmarking, media buying, media discount, media negotiating, media negotiation, media planning, strategic management, TrinityP3, tv advertising
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