The lack of transparency in media agencies is due to the agency remuneration models used

Share31 Tweet +11 ShareShares 32While the statement that the industry is on the “cusp of a meltdown” is melodramatic, the current media agency remuneration model is unsustainable. But many in the industry have known this for a number of years. … Continue reading

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A fresh approach on how to use “paid, earned and owned” media

Share31 Tweet +11 ShareShares 32The terms paid, earned and owned media are fairly well established in the parlance of marketing and especially media and channel strategy. But recently in NYC at the WFA Global Marketer Conference I saw this research … Continue reading

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Advertising is rarely a manufacturing process, but sometimes it can be

Share27 Tweet +11 ShareShares 28A client’s procurement team asked me to review their current services contract to ensure it reflected current ‘best practice”. Apart from the usual problems with intellectual property, the clause that jumped out was that the agency … Continue reading

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Challenging some of the strategic notions of media agency structures and services

Share29 Tweet +12 ShareShares 31Recently the trade press in Australia had a headline that screamed: “Woolley questions RACQ agency consolidation” The story linked my opinion on agency consolidation, which is that it is not right for everyone, with the fact … Continue reading

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Aligning marketing expectations to marketing budget when establishing the agency scope of work

Share9 Tweet +13 ShareShares 12A marketer recently provided their extensive scope of work to their preferred agency so the agency could provide a remuneration proposal. The problem was that the proposal was almost double the marketers budget for the agency … Continue reading

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Advertising industry addresses negative connotation, but it could be too little too late

Share10 Tweet +12 ShareShares 12Katharine Schafli, Business Director at TrinityP3 Hong Kong sent me a link to this story in AdWeek titled “Advertising gets face lift to attract young talent”. Andrew McMains reports that the 4As and advertising agency Arnold … Continue reading

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It is difficult searching agency details unless you know where to look

Share21 Tweet +12 Share1Shares 24A marketer was questioning the cost of us providing a market review of agencies suitable for their requirements as they had a comprehensive list of suitable agricultural specialist agencies already. I asked how they developed the … Continue reading

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Poor manners leads to poor business strategic alignment with suppliers

Share79 Tweet +12 ShareShares 81I am often amazed at the simple basic rudeness that is tolerated within marketing and advertising, but which leads to poor communication, poor alignment and a large waste of time, effort and resources. There have been … Continue reading

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Turning advertising production costs into financial assets

Share22 Tweet +12 ShareShares 24One of the most overlooked assets are the digital assets created by the advertiser’s agency, design companies and direct marketing companies. It seems that for many advertisers the production process is a consumable one, with new … Continue reading

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Another reason why marketers and procurement should engage a search consultant

Share23 Tweet +12 ShareShares 25Apart for knowing the industry and having knowledge of the agencies and their capabilities, culture and conflicts, search consultants are able to act on an advertisers behalf without alerting the industry to a possible review. Recently … Continue reading

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When marketing pitch consultants get agency remuneration wrong

Share22 Tweet +12 ShareShares 24Had a phone call the other day from an agency CEO. It seems that they are in negotiations with a potential client and another consultant (a competitor) is managing the process. The consultant has proposed annual … Continue reading

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