Tag Archives: Advertising

73% of CEOs think marketers lack business credibility because of a lack of business strategy alignment

Posted on August 8, 2011 by Darren Woolley

The Fournaise Marketing Group interviewed more than 600 large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia. Do marketers lack business credibility because of a lack of business strategy alignment?

Posted in interesting observations | Tagged Advertising, agency solutions, benchmarking, business, business strategy alignment, Darren Woolley, Fournaise marketing group, Marketing, strategic alignment, strategic marketing consulting, TrinityP3 | 5 Comments

Is Calling Yourself a Media Auditor Misleading and Deceptive?

Posted on May 18, 2011 by Darren Woolley

There are a number of people and companies in the marketing and advertising category who call themselves auditors and yet do not provide either the auditing process or have the rigor or professional body recognition of being auditors. More here:

Posted in media planning & buying | Tagged Advertising, agency solutions, auditors, audits, benchmarking, cost benchmarking, media, performance benchmarking, strategic marketing consulting, TrinityP3 | Leave a comment

Five reasons agency compensation should not be relationship based

Posted on May 12, 2011 by Darren Woolley

Don’t get me wrong, measuring and managing a high quality relationship is important between agencies and marketers. But at the ANA Marketing Financial Management Conference last week in Phoenix, Arizona, there was a presentation by Sarah Armstrong from Coca Cola on Value Based Agency Compensation

Posted in agency remuneration / compensation, Evalu8ing - Relationship Performance Monitoring, industry news & trends, interesting observations | Tagged Advertising, agency compensation, agency monitoring, agency solutions, business strategy alignment, communications, Marketing, operations assessment, strategic marketing consulting, TrinityP3 | 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

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

Is advertising sexist?

Posted on February 24, 2011 by Darren Woolley

Following the discussion at Mumbrella Question time last year about the lack of women in senior roles in media and advertising, I was at the Communications Council Circus Festival when Charles Wigley from BBH finished his presentation with this video … Continue reading →

Posted in interesting observations | Tagged Advertising, BBH, Charles Wigley, Circus Festival, Communications Council, diversity, Marketing, Mumbrella, sexist | Leave a comment

Strategically aligning your agencies to your marketing requirements

Posted on February 18, 2011 by Darren Woolley

How many agencies do you need and what type? With increased market diversity, sophistication and fragmentation, brand marketers are finding themselves engaging an ever increasing number and variety of specialist agencies. It was not long ago that many marketers when … Continue reading →

Posted in agency search & selection | Tagged 2B, Advertising, alignment, as it, capabilities, current state, future state, Marketing, requirements, roster, strategic supplier alignment, strategic supplier model, supplier roster | 1 Comment

Advertising Agencies: It’s a Man’s world, but not always in a pitch?

Posted on February 7, 2011 by Darren Woolley

At the Mumbrella Question Time, late last year, the question was asked about women in senior industry roles. You can see the response to the question below, or check out the story on Mumbrella. But for those still in denial … Continue reading →