The right media strategy is more important than the right price

Share37 Tweet +12 Share4Shares 43Cheap media can be like discount beef for a Hindu or half price pork for a Hasidic Jew. There is no point saving a fortune on the buy if the product you are buying is wrong for the audience. … Continue reading

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Top 10 ways to ensure transparency and accountability in all your print productions

Share8 Tweet +12 ShareShares 10When people think about print production, most marketers and procurement people think about printing. Actually putting ink on paper is less than 30% of the print production cost and yet this is where most of the … Continue reading

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Top 10 ways to avoid ending up in court for misleading and deceptive conduct

Share9 Tweet +11 ShareShares 10There is nothing more wasteful, costly and not to mention embarrassing than having your commercial or advertisement removed from air and getting a court order to provide an apology and correction. It has happened to a … Continue reading

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Top 10 considerations when selecting a new media agency

Share16 Tweet +13 Share2Shares 21Media continues to be the single biggest investment for most marketers and advertisers, yet the option continues to expand with more choices and more specialists entering the market place. So how do you go about not … Continue reading

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Top 10 questions to ask a strategic marketing consultant before you engage them

Share46 Tweet +12 Share8Shares 56Lets be honest here, there are many consultants claiming to have expertise in the strategic marketing management space, but how do you separate the professionals from the recently redundant or the washed up? After all, anyone … Continue reading

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Top 10 considerations in selecting a new creative agency

Share17 Tweet +12 ShareShares 19In a world of increased fragmentation and diversification marketers are faced with a decision between specialist and convenience. Traditional creative agencies have diversified their offering and are providing a range of services, but it is often … Continue reading

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Top 10 ways to ensure financial compliance from your agencies

Share4 Tweet +12 ShareShares 6With increasing pressure on budgets and expenditure outside of the retainer such as production the prime area of incremental revenue creep for agencies, it is important that there is a rigorous, but not onerous, process to … Continue reading

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World’s “next practice” in advertising agency selection

Share6 Tweet +12 ShareShares 8There has been much discussion on pitch processes in the industry globally in the past 12 months. In the UK ISBA and the IPA have launched a website called TheGoodPitch while in the USA the ANA … Continue reading

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Lack of financial acumen may stop marketing being aligned to business strategy

Share32 Tweet +12 ShareShares 34I have written before about the perception of marketing by CEOs (73% of CEOs think marketers lack business credibility) and CFOs (‘Being “good for the brand” is not a business case) in organisations, but two things this week … Continue reading

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How accountable agency remuneration can improve client agency relationships

Share7 Tweet +12 ShareShares 9The secret to developing a fair and sustainable agency remuneration model is  having a process that is based on what you want the agency to deliver. In this case the agency can be any agency from … Continue reading

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Top 10 ways to avoid trouble when using music in advertising

Share7 Tweet +12 Share3Shares 12Music is a powerful component in television commercials. The right music track can increase the cut through, become the nemonic of the communication and help target a specific audience. Yet music copyright, performance rights and mechanical … Continue reading

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Strategic business alignment for your digital agency

Share15 Tweet +11 ShareShares 16If your creative agency is now digital, and your media agency is digital, your PR agency is digital, your sales promotion company is digital and your digital agency is now digital then where does responsibility for … Continue reading

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Top 10 tips for fostering collaborative agency solutions

Share11 Tweet +11 ShareShares 12With many projects requiring multiple channels of communication, marketers are managing many specialist agencies. This requires being able to manage these groups to maximise their collaboration and outputs. Most of the tips below are simply good … Continue reading

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