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Monthly Archives: July 2015
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
Posted in agency search & selection, agency solutions, interesting observations
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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
Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing procurement, return on investment
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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
Posted in data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, mobile marketing, social media & digital marketing
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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
Posted in agency remuneration / compensation, agency solutions, case studies, marketing procurement, return on investment, strategic management
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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
Posted in industry news & trends, interesting observations, Podcasts, strategic management
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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
Posted in industry news & trends, interesting observations, marketing process optimisation
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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
Posted in social media & digital marketing
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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
Posted in agency remuneration / compensation, agency search & selection, agency solutions, Evalu8ing - Relationship Performance Monitoring, iPhone business app, marketing procurement, resource rate calculator
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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
Posted in agency remuneration / compensation, agency search & selection, agency solutions, marketing procurement
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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
Posted in industry news & trends, return on investment, television & electronic production
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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
Posted in agency remuneration / compensation, agency search & selection, case studies, return on investment, strategic management
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