Marketing to women: 4 burning questions to ask your agency

In case you missed the last decade, women control over 80% of discretionary spending and are the world’s fastest growing consumer economy. Last year they were predicted to be worth $28 billion dollars. So, is your agency really connecting with the largest, wealthiest target in the world? Continue reading

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The concept of partnership is flawed for advertisers and their agencies

A marketer told me they were looking for an agency to partner with. I had heard this many times and I thought it was just another empty use of the word ‘partner’. Agencies will often say they partner with their clients. So I ask, when their clients make a loss, does the agency offer to pay back the fees to their clients so they make a loss too? Not usually. In this case the marketer was actually serious. They wanted to appoint an agency who was willing to directly link the agency’s success to the marketer’s success. Continue reading

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How Neuromarketing provides richer insights into the customer journey

Companies that leverage information and insights relevant to their business objectives can learn a lot about their audience’s preferences and behaviours. By analysing your audience’s subconscious mind, that is, to understand the ‘reasons why’, you can learn much more about your audiences than if you only investigate the ‘how’ and ‘what’. According to the latest neuroscience research, up to 95% of our decision making happens in the non-conscious, limbic mind. So, how can you tap into your audience’s subconscious mind? Continue reading

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Why high quality content creation is the secret to organic growth

When you saw the headline of this post you might have thought… oh no, not another blog about content! Why is content so important? Because the Google God said so… Google published several statements when they were just a few years old and some of them still hold true. One of them is ‘Focus on the user and all else will follow’. In this post Midge Hand explains how to create high quality content that satisfies both humans and search engines. Continue reading

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Should your agency be listed in TrinityP3’s Agency Register?

When we started managing agency search projects more than a decade ago it was fairly obvious that we would need a way of keeping up to date with the agency market. As our reputation grew, many agencies started couriering their credentials documents to us. When storage and currency of information became an issue, we decided to build our own system – The TrinityP3 Agency Register. Full details on how the new Agency Register works here: Continue reading

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What is the future of business, marketing and next generation jobs?

LIVE in the RPP FM studio every Friday, is ‘Taking Care of Business’, one of the few dedicated radio business programs that focus on all businesses large and small. Host Jacki Mitchell, is an international award winning brand, marketing and business strategist with a diverse track record that allows her to draw on a wide range of experiences across several industries. Today I am Jacki’s co-host on the show and we take a look at the of future of business, marketing and what jobs in the future will look like. Continue reading

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The importance of PURPOSE, PEOPLE and PROCESS in improving marketing PERFORMANCE

The P3 in TrinityP3 has always stood for People, Purpose and Process. Helping people achieve commercial purpose through the creative process. P3. But there is a fourth P that is so intrinsic it is unspoken – Performance. TrinityP3’s purpose is to work with those people to ensure their process delivers maximum performance. Continue reading

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When Account Management / Client relationships are too close

Whilst close relationships between agency account lead and client are always to be desired and aimed for, here are three situations where, in my view, the agency lead is ‘caring too much’ – with the result that ultimately, not enough is being done either for the agency, or, surprisingly enough, for the client. Continue reading

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Media agency transparency is not a local issue, it’s global

Anyone who has followed the unfolding controversy with MediaCom in Sydney, may feel comfortable convincing themselves that this is an isolated incident. The media agencies and their Holding Company owners want you to believe that. The problem is that it is not a problem the media agencies can solve themselves. Everyone needs to participate in putting this right, because everyone involved helped create it. Continue reading

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3 different types of pitch consultants and what you can expect from each

Since 2003 when we undertook our first pitch management project for an advertiser, we have been investing heavily in building our resources, both human and online. It is fair to say we were very much a Process Consultancy with a clear view of what would be required to add Rocket Science to our offering. It got me thinking about the journey we have come from in the area of agency roster selection and management. Here are my thoughts on what each type of consultant offers based on the current market. Continue reading

Posted in agency remuneration / compensation, agency search & selection, agency solutions, interesting observations, marketing procurement, social media & digital marketing, strategic management | 1 Comment

What I learned in 90 days as a Marketing Management Consultant

Having been on the inside for the last almost-ninety days, it has occurred to me that, much as I respect said colleagues, there is a fair amount of misunderstanding about the role of consultants in our industry. No one has asked me to write this. And it is not intended as an advertorial. But for anyone out there considering consultancy, either independently or with an organisation like TrinityP3, fresh eyes are sometimes best. For anyone not sure of our role – here are some truths, home-delivered. Continue reading

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Why are you still paying production mark-ups to your agency?

With all of the recent controversy about secret media commissions, kick backs and the like, it is no wonder that many advertisers are overlooking the same behaviour happening with agency production mark-ups. Just the other day I read a publication from a reputed local industry ‘finance guru’ who was justifying the practice of charging production mark-ups on external supplier arrangements. Yet this practice should have gone the way of the media commission. Continue reading

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Why Sydney Skinny is great training for successful agency pitching

On March 1 this year I participated in my first Sydney Skinny, the world’s largest organised skinny dip – nude ocean swim. Apart from being a fabulous way to start the day, made even more marvellous by the amazing Sydney weather, it made me reflect on the performance we put on in daily life and how this often gets in the way of making a real connection. Especially when we are trying to make someone like and respect us – such as during an agency pitch. Continue reading

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