The future agency model

Share Tweet +1 ShareShares 0Tomorrow I am participating in a panel discussion on the future agency model as part of the Advertising Marketing & Media Summit in Melbourne. On the panel there are three agency heads, a media agency head … Continue reading

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Who owns the brand?

Share Tweet +1 ShareShares 0I recently facilitated a session with an agency and advertiser where the discussion about “Who owns the brand” came up. The advertiser was saying they wanted the agency to take custody of the brand expression as … Continue reading

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Storytelling the new power strategy in marketing?

Share Tweet +1 ShareShares 0An article today in AdAge tells of how Miller Beer in South Africa used a local storytelling tradition to turn high brand awareness into trial amongst the non-users. The power of storytelling is extensively reported for … Continue reading

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Talent fees for advertising lagging the entertainment & media industry

Share Tweet +1 ShareShares 0One of the big issues for advertisers is the cost of talent fees. While Australia does not have the “residual” payment system used in the USA, the increasingly divergent media options is causing a cost multiplier … Continue reading

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Not all consultants are equal

Share Tweet +1 ShareShares 0Business consultants are increasingly focusing on the marketing and advertising category both here and in the US. A recent discussion in AdAge highlighted the increasing use of business consultants like IBM, Accenture and McKinsey in the … Continue reading

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