10 programmatic questions to ask your prospective media agency

Whether you refer to it as Programmatic Advertising or Programmatic Media – the term “Programmatic” continues to be one of the hottest topics among marketers, agencies and publishers alike. As marketers seek to educate themselves, talk to their agencies and look at alternatives, they’re repeatedly told – “ask the right questions” – which is all well and good if you know the right questions to ask. But what are the right questions? Continue reading

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Creating transparency and trust in media – Part 1 “The Agency”

The perception of media agencies as lacking in transparency, and therefore trustworthiness, has long been a challenge. The events of the last twelve months, centred around the well-publicised issues at Mediacom, have sparked huge debate on the topic of agency transparency in the Australian market and beyond. In this session we discuss ways in which trust barriers could be overcome, and what you as a marketer need to consider in order to build a better relationship with your media agency. Continue reading

Posted in agency remuneration / compensation, agency solutions, marketing procurement, media planning & buying, social media & digital marketing | 1 Comment

Marketing Management – The fourth P is pricing and the value of everything

Jon Manning, CEO of Pricing Prophets and Sans Prix discusses with Darren the fourth and often forgotten P of marketing – pricing. They talk about the role of pricing and the behavioural economics insights on pricing, plus they explore how pricing works in professional services and particularly advertising and marketing services. Continue reading

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How many producers do you need to make a television commercial?

When the credits roll on the latest Hollywood blockbuster you will notice there are a number of producer credits including Executive Producer, Producer, Effects Producer, Line Producer and the like. The producer is the person responsible for making sure the outcome gets delivered. While a television commercial is usually a smaller spend and scale than a full length feature film (but not always) it begs the question “How many producers does it take to make a television commercial?” Continue reading

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The potential media value of excess stock – a case study

There are countless ways to utilise corporate trade as a business solution to create extra value. Corporate Trade, most commonly known as barter, has been around for decades. In this case study we look at an FMCG client that is a new entrant in the Australian market facing the challenge of short-dated stock. Continue reading

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Agency vs Client-side – Digital Survey 2015

After 7 years in the digital industry, working agency-side, I’ve lost count of the number of times I’ve heard this question asked. I’ve heard it in the pub, around the water cooler and even in the boardroom. Ask around your own office, and you will likely hear how “the grass is greener”, or that “clients have it easier”, but is this right? Are you better off client-side? Continue reading

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Why agency negotiations are never as straightforward as you think

Negotiations can be difficult things, especially when either party is speaking a different language. And believe it or not, marketers and their agencies do often speak a different language, which is why these negotiations can become protracted and frustrating. Here are a few of examples of how the process can go hopelessly wrong. Continue reading

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Did TEDx Sydney fail customer experience expectations?

I attended a TEDx for the first time earlier this year and had high hopes of an amazing experience. For many years I have enjoyed and been informed by the many and varied talks on TED and was hoping that the live experience would be all of that and more. The fact is I left before half the day was over because either I had too high an expectation, which was not met, or the organisers were unable to translate the online experience to the live experience in a meaningful way. Continue reading

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Is digital, data, and technology advice keeping you awake at night?

Many marketers have been confidentially opening up to us as to how confusing and conflicting all the digital, data and technology advice is these days. On the one hand they tell us that they trust their agency partners. But on the other, they are being bombarded every week by a myriad of alternatives. Many are finding it increasingly difficult to know where to turn. Continue reading

Posted in agency solutions, data & direct marketing, social media & digital marketing | 2 Comments

Managing Marketing – Are your agencies agents or independent contractors?

Managing Marketing is a podcast hosted by TrinityP3 founder and global CEO, Darren Woolley. Each podcast is a conversation with a thought-leader, professional or practitioner of marketing and communications on the issues, insights and opportunities in the marketing management category. Ideal for marketers, advertisers, media and commercial communications professionals. Continue reading

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What do marketing business alignment and design thinking have in common?

There’s a distinct noise building at the moment around the concept of design thinking and its application to management as a way of improving how companies are structured for optimal workflow, productivity, innovation and, importantly, competitive advantage. If you are not familiar with design thinking, it is a fairly straight forward concept of applying the traditional design process utilised in product development, architecture, engineering and technology … Continue reading

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Getting smart about a neglected part of marketing management

It’s the curse of many a right-brained marketer to be drawn to the shiny and new. We’re all guilty of it to an extent, if we’re honest. It feels much more exciting as a day job to be dealing with the marketing possibilities, innovation and general sexiness of digital channels or social media than to turn our attention to, for instance, the somewhat less racy world of print buying. Continue reading

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Are media audits still relevant in a digital and data driven world?

John Billett is considered by many as the father of the media audit. Billetts, the UK media audit company he founded in 1993 and sold to Ebiquity in 2005 was a global brand in the category. Yet only two years ago he wrote publicly on where the media audit process had gone wrong. He went on in another article to explain why it was nearly impossible to get a poor media audit result. If the man who had made a fortune in media audits is now questioning the veracity of the media audit process, why is the industry still using the process to benchmark their media performance? Continue reading

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