The 30 essential marketing posts from 2015

2015. What a year!The Mediapalooza started in the USA and spread around the world. Major global advertisers placed billions of dollars up for pitch and huge media accounts moved from one agency network to the next like changing deck chairs on the Titanic. And the discussions on media transparency continue. Meanwhile marketers continued to juggle budgets, delivering performance, managing agency rosters and the integration of digital and data into the marketing process. Closer to home STW Group is set to become STWPP Group as after more than 15 years Sir Marty makes his move on Singo’s legacy in a debt for equity swap. Who will be next in 2016? Time will tell. Continue reading

Posted in agency remuneration / compensation, agency search & selection, data & direct marketing, industry news & trends, marketing procurement, media planning & buying, social media & digital marketing, television & electronic production | Comments Off on The 30 essential marketing posts from 2015

7 best practice tips for Marketing Dashboards

Most marketers have too many dashboards, and not enough distilling of data into a few key metrics that will offer potential insight by identifying shifts. I have worked with a variety of companies over the past 12 months to help them refine their dashboards, so I thought I’d share 7 best practice approaches with you in this post. Continue reading

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Managing Marketing – Using brand journalism to build a brand and its audience

Rakhal Ebeli, CEO of Newsmodo shares his thoughts with Darren on new fatherhood, content marketing, brand journalism and the role of brands as content publishers. Specifically he shares examples of where some brands are getting it right and the resources and partnership they have to deliver the strategy. Continue reading

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TrinityP3 consultants marketing predictions for 2016

The TrinityP3 consultants work with advertisers, marketers and procurement across all categories, across all sizes from local advertisers to global multinationals, across Asia Pacific. This places us in a unique position to be able to identify the the trends happening within the market place. Here, 12 of the TrinityP3 consultants join me in making predictions for 2016 for marketing management across all disciplines. Continue reading

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The most popular concepts in marketing procurement

When I started TrinityP3 Marketing Management Consultants in January 2000, I had never heard of marketing procurement and only had the most peripheral understanding of the procurement function.What led me to starting my own marketing procurement consultancy 15 years ago was a Bachelor of Applied Science degree, five years in medical research and then 15 years as a copywriter and then a Creative Director in advertising agencies. So I guess, as I have since discovered, probably the typical career path into procurement, meaning typically atypical. Continue reading

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Best marketing ideas and marketers 2015

Well it’s almost the end of another year. As a marketing management consultant, and a data-driven strategist, it’s easy to get caught up writing posts about all the challenges marketers are facing. However for this post, I want to change tack, and look at some of the inspirational people, processes, statistics, and creative campaigns that I’ve come across this year. Continue reading

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Advertising agency fees: You only get what you pay for

The saying goes, “You get what you pay for”. But recently we have noticed that some marketers have an expectation. They think they can get more than they pay for every time they go to market. It is hard to tell if this is due to the fact that the services on offer have no measurable value and therefore have no value or if it is because like a magic pudding you can simply keep cutting costs to zero and still get the value you demand. Continue reading

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The challenges of marketing in a carbon constrained future

As the world leaders and their negotiators assemble in Paris to finalise an agreement to work together to keep carbon emissions below 2oC, the question should be asked ‘what does this mean for marketers’? Whether you believe the scientists that anthropologic climate change is a major problem or you hold an opposing ideological view, there is a global consensus afoot that will influence the way we live our lives and the manner that business is conducted in the future. Continue reading

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Managing Marketing – Merge direct marketing tactics with digital to make sense of big data

Anton Buchner, Managing Partner of Front Foot Marketing discusses with Darren the way the discipline of direct or interactive marketing can inform marketers on the best strategy using technology and data to more effectively engage their audience. Continue reading

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The secret replies of the marketing generalists

There’s been some interesting reaction to my recent blog post on the secret death of the marketing generalist.
Naturally, some senior marketers have been getting really quite cross about it. They’ve been claiming that the view I took undermines their positions and cedes ground to those in marketing who would base more and more on data and technology and less and less on insight and ideas. It feels like an oddly willful interpretation of what I wrote, I have to say. And to assume that nothing about the way marketers go about their jobs needs to change seems very strange. Continue reading

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