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Tag Archives: value
Is creativity really valued in marketing & advertising?
At the Caxton Award Weekend last October I delivered this speech questioning if marketers and advertisers really value creativity, the big idea and such. Or just as importantly do agencies actually value the creativity that they spend so much time … Continue reading
Posted in agency remuneration / compensation
Tagged advertisers, Caxton Award, Compensation, creativity, Margin, Marketers, production, profit, remuneration, value
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Lack of Measurement and Innovation Has Turned Agencies Into ‘Vendors’
US pitch consultant and member of the LinkedIn Pitch Doctors, Avi Dan of Avidan Strategies, recently wrote “Lack of Measurement and Innovation Has Turned Agencies Into ‘Vendors’” in AdAge that “Most agencies are pretty much the same. They have the … Continue reading
Posted in agency search & selection
Tagged AdAge, agency, Avi Dan, Compensation, Creative, Digital, media, Procurement, remuneration, search, selection, value
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An interesting analogy on creativity and ideas
From Milton Mastrocessario, VP Creative Director at McCann Erickson in São Paulo, Brazil. He wrote: Always when this season come to town I remember part of “Zorba the Greek”, written by Kazantzakis, (bellow the part I’m talking about) just to … Continue reading
Posted in agency remuneration / compensation, interesting observations
Tagged Advertising, Compensation, Concepts, cost, creativity, Ideas, Investment, Marketing, media, remuneration, value
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2010 – A year of faking it?
In my inbox this morning was an email from Julian Martin at Brand Central titled 2010, a year of faking it. In it he highlights that at a time when innovative thinking has the potential to drive true differentiation and … Continue reading
Posted in interesting observations
Tagged agency, banks, Compensation, innovation, negotiation, Online, politics, price, remuneration, retailers, value
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Is creativity valued in marketing and advertising? – Caxton Speech
This is the speech I gave at the Caxton Awards this weekend past in Noosa, Queensland. DW: I think on a weekend and at an event like this, designed to recognise and acknowledge creativity, it is worthwhile taking some time … Continue reading
Seriously workshopping the value of creativity in marketing
Much is discussed about the importance of ‘creativity’ by both advertisers and their agencies. Many creative awards focus on recognising and rewarding creativity in various categories, disciplines, media and channels. But with so much attention and focus on the importance … Continue reading
What is value based remuneration for advertising and media agencies?
Retainers are still the most common form of remuneration for advertising agencies in the major markets. These retainers are based on resources multiplied by direct salary costs by overhead factor and then multiplied by profit margin. But how do you … Continue reading
Some people do not understand the value companies like TrinityP3 add
TrinityP3 was founded by me in January 2000 following 15 years of working in advertising as a copywriter and creative director. In that time we have worked and assisted more than 100 major advertisers. But then this week, Seven Media … Continue reading
Posted in interesting observations
Tagged Advertising, Agencies, James Warburton, Marketing, media, MFA, purpose, remuneration, Seven Network, television, value, value creation
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50 Most Valuable Australian Brands
Brand Finance has recently completed its annual study on the 50 Most Valuable Australian Brands. It is available for download here. In launching the second study of Australia’s 50 most valuable brand portfolios, Tim Heberden, Managing Director of Brand Finance … Continue reading
Posted in interesting observations
Tagged Brand Finance, brand value, losers, Marketing, value, winners
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What is your agency retainer really paying for?
Retainers have become the most popular type of remuneration model for all types of advertising agencies including media, creative and increasingly digital and other marketing services. These retainers are based on resources being supplied by the agency to deliver the … Continue reading
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