How to measure the cost of switching advertising agencies

Share Tweet +1 ShareThis is a guest post by Dan Hestbaek – Co-founder and CEO of Hestbæk Consult, the leading Marketing Management Consultancy in the Nordic region. Prior to an agency search process, many clients often ask us: 
“What is the … Continue reading

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Global Marketing Insights: Putting the customer experience first

Share Tweet +1 ShareI recently attended the Contagious Magazine presentation in NYC on Frictionless Commerce as part of the ANA WFA Global Marketing Conference. The session was held at the Google Creative Labs down in the Meatpacking District and was … Continue reading

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Vestas’ CMO Morten Albaek urges Marketing Leaders to take a “Transparency Pledge”

Share Tweet +1 ShareOn May 10 in New York, I attended The Internationalist 100 to celebrate the announcement of the annual list of 100 Marketing Leaders. The event, “Brand Growth in a Socially Transparent World,” had some excellent speakers including: … Continue reading

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A simple test for your strategic marketing and business initiatives

Share Tweet +1 ShareThis is a guest post by Shawn Callahan – Founder of Anecdote, a management consulting firm that uses its expertise in story to inspire enduring change. Richard Rummelt, in Good Strategy / Bad Strategy, opened my eyes to a simple … Continue reading

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The strategic opportunities of applying the Cynefin Framework to Marketing and Advertising

Share Tweet +1 ShareMy friend and colleague Shawn Callahan @unorder was working at the Cynefin Centre at IBM until he started his own business called Anecdote a few years ago. One of the areas he focuses on is using story … Continue reading

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A personal story that is not about advertising agency remuneration, but could be

Share Tweet +1 ShareI was reflecting on the recent conversations I have had in regards to media agency remuneration, both globally as a strategic partner of the WFA and locally with our strategic partnership with the AANA, and thought that … Continue reading

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Tips on how to bridge the digital advertising divide

Share Tweet +1 ShareThis is a guest post by Stephan Argent – a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 When it comes to digital and “traditional” media, clients and agencies seem to have come to a … Continue reading

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The world’s worst advertising agency scope of work defined by a marketer

Share Tweet +1 ShareI know that no one except lawyers, and some procurement people enjoy reading contracts, but in fact contracts are interesting and important documents as they define the terms and conditions of a relationship between two parties. My … Continue reading

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ANA Marketing Financial Management Conference, Boca Raton, Florida – Final Day

Share Tweet +1 ShareThe final day of the conference closed with a focus on the challenges shared by the CFO and the CMO, courtesy of IBM, the challenges of managing global marketing services and the on-going challenges of agency remuneration, … Continue reading

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ANA Marketing Financial Management Conference, Boca Raton, Florida – Day 3

Share Tweet +1 ShareThe focus is on profitability and margins not costs and price today with a view of the industry from Wall Street by Brian Wieser, Pivotal Research and a panel discussion on Media Trading Desks and a discussion … Continue reading

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ANA Marketing Financial Management Conference, Boca Raton, Florida – Day 2

Share Tweet +1 ShareGlobal growth will continue to be patchy, so how do we maximise the opportunities. Today was about obtaining a view of the world from four very different perspectives: The economic perspective – John Swadener, PwC & Larry … Continue reading

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ANA Marketing Financial Management Conference, Boca Raton, Florida – Day 1

Share Tweet +1 ShareThe pre-conference session kicked off with a presentation on the “maturation of marketing procurement” detailed in a session presented by Steve Lightfoot from the WFA and Paul Duxbury from SPIRE Worldwide. Through research and case studies developed … Continue reading

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Is your advertising agency a supplier or a partner?

Share Tweet +1 ShareWhile many people in the industry talk about being in partnership with their agency or with their client, the majority of remuneration models do not support this position. Many advertisers and their procurement executives take a buyer/supplier … Continue reading

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The new media buying landscape requires marketers to outperform the market to benefit

Share Tweet +1 ShareThere is the joke about two guys on an African safari. Suddenly a huge lion jumps into the centre of the camp and the two start running away from the lion. One of the guys stops and … Continue reading

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Paris AdForum Summit April 2012 – The added value of communication agencies?

Share Tweet +1 ShareThis is a guest post by Florence Garnier – a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 “We are operating in one of the most competitive sectors of all,” says Maurice Lévy, … Continue reading

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