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

Share Tweet +1 ShareI 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 roster. … Continue reading

Posted in interesting observations, marketing process optimisation, strategic management | Tagged , , , , , , , , | 2 Comments

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

Share Tweet +1 ShareLast 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 asked … Continue reading

Posted in interesting observations, strategic management | Tagged , , , , , , , , , | 2 Comments

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

Share Tweet +1 ShareThese 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 in … Continue reading

Posted in agency solutions, Evalu8ing - Relationship Performance Monitoring, interesting observations, marketing process optimisation, strategic management | Tagged , , , , , , , , | Comments Off on The power of aligning public relations and advertising in your marketing strategy

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

Share Tweet +1 ShareWhen 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 Species … Continue reading

Posted in agency solutions, interesting observations, marketing process optimisation, strategic management | Tagged , , , , , , , , , | 2 Comments

Achieving business strategy alignment starts with a common language

Share Tweet +1 ShareMy 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 agencies. … Continue reading

Posted in agency solutions, interesting observations, marketing process optimisation, strategic management | Tagged , , , , , , , | Comments Off on Achieving business strategy alignment starts with a common language

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

Share Tweet +1 ShareHow 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 get … Continue reading

Posted in agency search & selection, agency solutions, social media & digital marketing, strategic management | Tagged , , , , , , , , , , | 8 Comments

Media negotiations and media buying benchmarking

Share Tweet +1 ShareOne 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 agency … Continue reading

Posted in agency solutions, marketing process optimisation, media planning & buying | Tagged , , , , , , , , , , | Comments Off on Media negotiations and media buying benchmarking

The importance of chemistry meetings in the advertising agency selection process

Share Tweet +1 ShareI 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 asked … Continue reading

Posted in agency search & selection, agency solutions, strategic management | Tagged , , , , , , , , , | 4 Comments

Top 10 most common ways advertisers waste money

Share Tweet +1 ShareWhile 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 to … Continue reading

Posted in agency remuneration / compensation, agency solutions, Top 10 | Tagged , , , , , , , , , | 5 Comments

Improved creative agency selection using strategic workshops

Share Tweet +1 ShareSince 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 really … Continue reading

Posted in agency search & selection, agency solutions, industry news & trends, strategic management | Tagged , , , , , , , , , | 5 Comments