Managing Marketing – the importance of building your personal brand

Trevor Young, the PR Warrior shares his thinking with Darren on the importance of professionals developing a strong personal brand and why some marketers find it so hard to do. From his book Micro Domination he shares ways professionals can build a reputation as a thought leader in their profession. Continue reading

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The secret death of the marketing generalist

Has there ever been a more interesting, challenging time to be in marketing? Probably not – until next year that is. And no doubt the year after that. As things change in marketing – at varying rates and to varying degrees of course, depending on the category, the company, the market you are looking at and the volume with which people are shouting about it – it is always useful to look at what isn’t changing, and ask why and whether it should. Continue reading

Posted in industry news & trends, interesting observations, marketing process optimisation, social media & digital marketing, strategic management | 3 Comments

Why you need to review your agency contracts today

Contracts are not the most exciting of documents. But when you consider they set the terms and conditions for possibly millions of dollars in spend you cannot disagree they are important. But often they are overlooked. The fact is that the scope of these relationships are becoming increasingly complex. In media alone, few contracts drafted three years ago would have the clauses to cover programmatic buying and trading desk arrangements. Likewise many agency contracts still struggle with defining a copyright clause that is workable for all involved when it comes to digital programming. Continue reading

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Managing Marketing – The benefit of calibrating the capabilities of media agencies

Stephen Wright, Managing Director of Calibr8or discusses with Darren Woolley the role of media agency assessments and why media agencies find it so hard to be distinctive. Stephen also shares the insights his system, called Calibr8or, supplies media agencies and their clients into the strengths and capabilities of the agency. Continue reading

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Managing an over budget TVC production concept – Case study

An Alcoholic Beverage client sent a TV commercial production budget to TrinityP3 for assessment. When the documentation, including creative, agency and production-company quote along with the director’s treatment and production schedule arrived it was immediately obvious that the budget as presented was over the clients target production budget by more than 30%. Continue reading

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The top 10 most abused marketing buzzwords this year

Is it me? Or are we turning into a society that gets sick of things really easily? I blame the software companies. They spawned versioning. Although I do remember learning the concept of built-in obsolescence in the 80s, so I guess over the decades, we’re spiraling towards shorter and shorter attention spans and an ever-decreasing level of interest in things. Which of these 10 marketing buzzwords are you hearing people over use? Continue reading

Posted in industry news & trends, interesting observations, social media & digital marketing | 4 Comments

Bringing outsourced services in-house requires strategic management

The concept of in-house agency services is not new. More than a century ago many advertisers had their advertising services in-house. Retailers especially would often have their advertising department responsible also for the advertising production including advertising, catalogues, point of sale and the like. It only became fashionable in the second half of the 20th Century to outsource this function to external agencies. But it is clear we are witnessing a trend back to in-house services, especially for many of the larger advertisers. Continue reading

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Why is it so hard to find the perfect agency in a pitch?

In a recent discussion on a creative pitch, the procurement team informed me that they needed to go to open tender as this was the mandated approach for the organisation. I pointed out the short coming of the open tender approach for selecting agencies and provided them this link to this article I had written previously.

But more convincing than all of the reasons not to run an open tender was demonstrating to them the breadth and depth of information we have on thousands of agencies of many different types in the TrinityP3 Agency Register. Continue reading

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Finding a way out of analysis paralysis to achieve digital transformation

A CMO I previously worked with used to ask for his weekly digital report consisting only two things; total unique visits to his site and the total number of registrants in his database. Cross-referenced with his media spend report he was proud as Punch that he had 200k visits per week and a database of over 3m users. He was confused however, as to why this had no impact on his sales or share, which continued to slide. Continue reading

Posted in customer relationship management, data & direct marketing, marketing process optimisation, media planning & buying, social media & digital marketing | Comments Off on Finding a way out of analysis paralysis to achieve digital transformation

Why it is time to bring your advertising production into the 21st Century

Looking back over the past 15 years (and even the last 9 years of this blog) it is clear that while the advertising industry embraces some technology advances (such as the digital pre-press process), they can be incredibly slow at embracing those that deliver efficiencies to the advertiser (such as giving up film for digital broadcast). Continue reading

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Managing Marketing – Getting better Sales and Marketing collaboration

Peter Strohkorb, CEO of Peter Strohkorb Consulting International shares his thoughts on the role of sales and marketing within organisations and the increasing importance of aligning the two to a common business objective. In this podcast Peter and Darren discuss the various challenges and opportunities that present themselves when the two disciplines are aligned. Continue reading

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Why digital marketing needs a content approach to engage with consumers

One of the common issues I have seen over the last 12 months is the need for education in how to engage consumers with relevant and effective conversation. Fairfax Media is a good example of a company that has invested in digital marketing. They have created an in-house content marketing division called MADE, to help advertisers create content that entertains, influences and informs consumers in the digital world. Director of Client Strategy Rob Shwetz discusses the challenges for both advertisers and their agencies, and why there is a need for publishers to invest in supporting and developing a content approach to add to their marketing mix. Continue reading

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Creating transparency and trust in media – Part 2 “The Advertiser”

If you’re adhering to the 4 C’s, it will make it easier and more logical for your agency to do so, which will make it easier for you both to move forward. Sharing the same value system will generate a tighter relationship. To consider how this works in practice, we’ll now explore a number of behaviours, approaches and actions you can take to become 4-C Compliant. Continue reading

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