Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: email@example.com
Often we have discussions about the value of the creative product with both marketers and their agencies and yet often little consideration is given to protecting these assets of the advertising process. Here we examine trade mark protection:
Is axing agency retainers and having the agencies pitching on a project by project basis a viable strategy? Darren Woolley of TrinityP3 looks at whether this agency compensation model has any chance of success.
There are often discussions in the industry regarding the charging of fees for intellectual property. Here are two examples where IP could be valued and make the agency / client relationship more equitable.