Why your media agency should love to give you value and not just drive down costs

The race to the bottom has been talked about for years. And some advertisers are already there. The costs cannot really get much lower without the media agency having to pay the advertiser for actually booking their media space. Still the advertiser is pushing for more, because the CFO/CEO is looking for “easy wins” and is not willing to pay for it. Continue reading

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Managing Marketing – Journalists, confidentiality, PR and pitches

Nic Christensen, Deputy Editor of marketing news site, Mumbrella, shares his thoughts on how well or perhaps how poorly agencies and marketers engage with journalists. He and Darren discuss the role of journalists covering a profession like marketing and also the concept of commercial confidentiality when it comes to the trade media. Continue reading

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Why the media agency ‘Mediapalooza’ could be a huge waste of time

Mediapalooza it may be, billions of dollars may be involved, important it certainly is. But without huge change from the client side, then it really will amount to nothing more than an agency partner swap, soap-opera style. Continue reading

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Is marketing procurement an investment or an insurance policy?

Interestingly, there is a proportion of the population that believe they do not need insurance for their homes, their cars or their life. They are willing to take the risk that nothing will go wrong. But with something as complex and as expensive as your media, advertising and marketing budget can you afford to take the risk? Continue reading

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The moving target of online marketing and eCommerce

It’s Friday and once again I have gladly flown from Sydney to Melbourne to help co-host Jacki’s show, alongside Grant Arnott, Managing Director of ‘The Media Pad’ and specialist ecommerce content provider. In today’s show we share ideas, strategies and advice gleaned from our own experiences with online marketing and eCommerce. Continue reading

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Implementing an output-based cost marketing model – Case study

The client’s marketing function was decentralised and operating across eight different business divisions. Budgets were fragmented, processes were inconsistent, and multiple campaigns and initiatives were being created independent of each other. The marketing effort involved more than 120 marketing FTEs working with an agency roster of almost 100. Continue reading

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Managing Marketing – Storytelling in business and marketing

Shawn Callahan, founder of Anecdote, discusses storytelling with Darren and how it is applied to business, marketing and advertising. Shawn shares some of his observations on where often marketers and their agencies get the storytelling concept wrong and questions the merits of story-doing, the latest trend in the advertising industry. Continue reading

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Is market research worthwhile or a waste of time?

‘Taking Care of Business‘ is one of the few dedicated radio business programs that focusses on all businesses large and small. Today I co-host the show with Jacki and we take a look at the pro’s and con’s of market research with guest Simon Edwards, Senior Partner at TKP. Continue reading

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How to build brand personality and give yourself a voice

Today our opinions are attached to our names and faces. The corporate head shot is used more online than in the annual report. We say what we think and it’s out there, permanently, open for interpretation, nuances misinterpreted, intent lost in translation. And attributed to our real selves. So, to those clients with terror in their eyes, I assure them that of course there is another way. Continue reading

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6 marketing management tools developed to provide optimal performance

Yes, technology is impacting all aspects of business and especially marketing. But it is interesting that there are very few search, pitch or marketing management consultants who invest in technology to innovate their processes to increase the utility or robustness. Continue reading

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Wondering how media advertising got so screwed up? Read on.

When Pivotal Research Group recently downgraded many of the advertising Holding Company shares from hold to sell, the market was shocked. Especially as this was driven by the apparent huge revelation that media agencies within these holding companies were receiving undisclosed payments from media owners. But why such a shock? Continue reading

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Why marketers and procurement experts should embrace more often

In agency-land, I hated procurement teams, as did many of my colleagues. There, I’ve said it. We would lose business that a marketer wanted us to have, because procurement would get involved late in the piece and run a dagger-shaped calculator through the agreement, signing instead to the cheap alternative. Continue reading

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2 good reasons to shoot your TVC offshore

We have all heard the term, ‘the copywriter just wrote him or her self an all expenses paid holiday’. These scripts usually open with the line, “We see a couple hand in hand on a tropical beach”. Now if the agency is in Sydney, New York or London we know this will be an expensive exercise. A degree of cynicism begins to creep into the whole exercise from those at the agency or in the clients marketing department that will not be going to the tropical beach. Envy is part of human nature, but I will put all this aside and focus on some very good reasons to shoot off shore. Continue reading

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Implementing a marketing model to match specific business needs – Case study

The client’s marketing function was decentralised and operating across six different faculties and entities. Strategic governance was either inconsistent or entirely absent, budgets were fragmented and independently managed, there was no common campaign development process, and multiple campaigns and initiatives were being created across the organisation with no control or idea of ROI. Continue reading

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