Why collaboration can simply lead to more meetings and not great business strategy alignment

Share23 Tweet +12 Share2Shares 27I recently sat in on a number of meetings with a marketer and their agencies to discuss how they could get a greater level of collaboration between the various marketing teams and the agencies on their … Continue reading

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If structure follows strategy how is marketing strategically positioned in your organisation?

Share19 Tweet +12 ShareShares 21Last week I went along to speak to a financial services advertiser at their six monthly marketing planning day. They asked me to talk about the various types of marketing departments. When they called me and … Continue reading

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The power of aligning public relations and advertising in your marketing strategy

Share36 Tweet +12 Share3Shares 41These days, many consumers form their impressions of organisations, brands and products through what they read, hear and see in the editorial and news sections of the media as much as they do through paid advertising … Continue reading

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How the scientific method can be used to ‘test and learn’ marketing strategy

Share39 Tweet +12 Share3Shares 44When I was doing my Bachelor of Applied Science at RMIT, our first year included a study unit on the Theory of Science and the Scientific Method. In this unit we read Darwin’s The Origin of … Continue reading

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Achieving business strategy alignment starts with a common language

Share8 Tweet +11 ShareShares 9My friend and colleague Clement Toulemonde recently shared a list of phrases commonly used in English language that are often misinterpreted by the listener. I suddenly realised that this happens often in meetings between marketers and their … Continue reading

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Why your agency may not be your best solution for your digital strategy alignment

Share32 Tweet +13 ShareShares 35How did you select your digital agency? Did you need a Facebook page or a microsite or perhaps some banners ads and the creative agency said they can do that so it was easier to just … Continue reading

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Media negotiations and media buying benchmarking

Share20 Tweet +12 Share8Shares 30One of the many services we provide our clients is media buying benchmarking. Our methodology looks at not just the discount rate but also the added value negotiated on behalf of the advertiser by the media … Continue reading

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The importance of chemistry meetings in the advertising agency selection process

Share24 Tweet +12 Share5Shares 31I was talking with a colleague in the UK about the “pitch” process and he mentioned that they do not run chemistry sessions because “they are a waste of time”. I was surprised and curious. I … Continue reading

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Top 10 most common ways advertisers waste money

Share10 Tweet +11 ShareShares 11While a lot of effort goes into negotiating lower prices with agencies and other suppliers, there is a much larger opportunity in focusing on reducing the waste in the advertising process. Some of these are easy … Continue reading

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Improved creative agency selection using strategic workshops

Share21 Tweet +13 ShareShares 24Since 2007 we have been offering our clients an improved and more effective way for selecting their strategic and creative advertising agencies. The Strategic Workshop approach has provided agencies and our clients with a methodology for … Continue reading

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