Tag Archives: Marketing

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

Amazing how business strategy has aligned to the Cluetrain Manifesto

Posted on July 4, 2011 by Darren Woolley

The Cluetrain Manifesto and how it affects strategic business alignment! I have included the 95 Theses here. Read through, it is amazing how business strategy is aligning to this manifesto, but you could argue for some the change is too slow.

Posted in social media & digital marketing | Tagged business, business strategy alignment, Darren Woolley, Marketing, marketing strategy consultants, strategic, strategic alignment, strategic marketing consulting, TrinityP3 | 1 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

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

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

Is benchmarking the real failing of marketing procurement?

Posted on February 7, 2011 by Darren Woolley

There is a lot of discussion and questioning of benchmarking. I recently found this article titled “Is benchmarking the real failing of global marketing procurement?” on Businessweek.com from Freedman International. Heavily drawing from the article in AdAge by Avi Dan … Continue reading →

Posted in agency remuneration / compensation | Tagged Advertising, benchmark, benchmarking, benchmarks, costs, Marketing, outcomes, outputs, remuneration, resource mix, resources, salaries, scope of work, service levels | Leave a comment

11 trends in marketing services for 2011

Posted on January 17, 2011 by Darren Woolley

In December was invited by Simone Puterman, Editor at Bizcommunity in South Africa to contribute to their Marketing & Media 2011 Industry Trends feature. With the slow emergence from Global Financial Crisis, there is a focus on the role of … Continue reading →