Managing Marketing – What is Transcreation and Why is it Important in a Global Market Village?

Elliot Polak is the CEO of Textappeal and Newsroom, cross cultural marketing and a global transcreation and social media company. He talks with Darren on the importance of understanding cultural differences as a way of increasing effectiveness and change by using the clashes to raise awareness and engagement. Continue reading

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The Death of the IT and Marketing Divide

“How will this model fit with Sitecore’s built-in capability of automatically assigning personas based on previous historical data?” This was an intriguing question from a senior IT manager that I was recently working with, when discussing a single customer view model. With regard to this particular question there was limited understanding by the IT manager of the integration of offline data. And despite all the literature, white papers, posts and other content being written about the transformation of traditional IT teams in the digital era, and strategic partnership approaches between IT and Marketing, it was concerning to me that this IT team was not skilled in asking the right questions. So it got me thinking Continue reading

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Why every agency village usually has an idiot

For many marketing organisations, a diversified roster of specialist agencies can be an extremely effective and appropriate model. Particularly at the moment, it would seem. It’s easy to understand why. For many marketing organisations, a diversified roster of specialist agencies can be an extremely effective and appropriate model. Particularly at the moment, it would seem. It’s easy to understand why. With channels, data opportunities and technological options developing as fast as they have over the last few years, specialists are sometimes what you need. When marketers feel that they need to move faster, cheaper, and more flexibly, specialist agencies can often help them achieve that. Clients can start with a clean slate with a new agency for each new initiative. When working with individual roster agencies clients are fronted by a team of discipline enthusiasts working on a single, focused channel brief. Continue reading

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Why hybrid content creation makes marketing sense

Everyone loves content. Content is great. Content is king. Content will improve ROI and build customer loyalty. And it’s true. Content does do all those things. Content is the future of marketing. But in this discussion, one very important factor is often missed. The industry is so busy, so overwhelmed with enthusiasm that a crucial question is overlooked – how do you create content? Agencies and marketers do not need more reasons why they need content marketing. What they need is a formula for effective, efficient content creation. Continue reading

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Did the CFO set Procurement up for failure in Marketing?

The news last year that Pepsico had disbanded its Marketing Procurement function has been met with mixed reactions. The ANA was quick to explain that this was not evidence of the failure of Procurement in marketing, which they said from their polling “was here to stay”. Likewise the WFA said that the Pepsico move was evidence of the need for a more responsive and customer centric focus to their strategy. And while, unlike a number of anonymous agency comments, I do not believe this is the end, it does concern me that in the past 15 years since I founded TrinityP3 there are a number of examples which suggest procurement has often been set up for failure when it comes to marketing. Continue reading

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25 client and agency personality types that will influence relationships

In advertising, marketing and media there is a lot of discussion on the management and optimisation of the client / agency relationship. In fact any Google search of the term yields many millions of hits from the sublime to the often ridiculous. But it is clearly a hot and important topic. The marketing and advertising process is an iterative one, with input from a significant number of stakeholders within an organisation and outside suppliers. During my career a common phrase was “It is a people business” and therefore developing the right people relationships is important to achieving productive relationships. So the question is; “Is there an ideal client / agency relationship?” Continue reading

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Are your agency strategists really salespeople in disguise?

Have you noticed how there are now strategists almost everywhere you turn in marketing and advertising? Media strategists, Social media strategists, Channel strategists, Content strategists, in fact there is a strategist for almost every marketing discipline you can think of. And what about this. Have you ever met a strategist who was not recommending including their discipline in your marketing plan, or investing more? I would love to see that, a social media strategist recommending you cut your social media and put the money into another channel. Yeah, right. Talk about the fast move to the unemployment line. Continue reading

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How many agencies do you need on your roster and how do you get there?

I’m here today to answer perhaps one of the most frequently asked questions we get, that is “how many agencies do you need and what do we do about that?” . Before the webinar began, I was just listing the actual number of clients that we’ve been working with over the last year alone that have come to us with this problem. The problem is usually phrased as, “I think we’ve got too many agencies”. Sometimes there’s a solution attached to that problem, but the problem is normally expressed like that and I counted over eleven in the last year alone. And as I say, often it’s just a problem, sometimes a solution is suggested there as well like, “We’ve got too many agencies. We need to pitch which is not necessarily the solution at all” or, “We’ve got too many agencies and we’re not sure what they all do”, which is very common. Or, “We’re sure we’ve got too many agencies but we’re not quite sure about that”, and there’s another one there. Continue reading

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The client agency relationship: 8 ways to be a better client

Following an overwhelmingly positive response to our recent post ‘10 ways marketers can improve briefings to their agencies’, we decided that perhaps the best way to kick-off the new year would be to publish a ‘how to’ series of posts that marketers might find helpful as reference points. Following an overwhelmingly positive response to our recent post ‘10 ways marketers can improve briefings to their agencies’, we decided that perhaps the best way to kick-off the new year would be to publish a ‘how to’ series of posts that marketers might find helpful as reference points.

How to be a better client

So we’re kicking-off the series today with an eyebrow-raising opener ‘How to be a better client’. And even if you are a model client, your agencies love you, the work is outstanding and you’re somehow living a utopian marketing dream – have a read. Because all great clients want ways to constantly improve, right? Right. So here’s our take how all marketers can become better clients: Continue reading

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Changing agencies is changing more than just a supplier

Too often we hear of marketers who have gone through a tender process to select a new agency only to find that after the initial ‘honeymoon’ period they find themselves with as many issues as they had before the tender. Sometimes these issues are the same as before and other times they can be a whole new set of problems. When the same issues arise again it is usually because of underlying issues within the marketing team, which end up being replicated with the new agency. In this case it is important to get to the underlying causes and address these, otherwise the same problems will arise again, no matter what agency is chosen. Continue reading

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Communicating with consumers in the technology driven environment

In 2015 much of the work we conducted as TP3 consultants was to work with marketers and their teams to develop strategic marketing frameworks, roster models, and campaign process optimisation to allow better alignment with agency partners and ultimately deliver stronger marketing output to their brands. In this post I discussed and asked for a POV from Kristie Asciak. Having worked on some of the leading brands within the alcohol industry over the past 12 years. Kristie is well known within the category in her roles as a Marketing Manager and communication specialist working on integrated campaigns and who has seen the shift into a highly technology driven environment. Continue reading

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The latest trends in agency remuneration

This is the first in the series of TrinityP3 Webinars. Today we’re talking about the latest trends in agency remuneration and each fortnight we’ll be covering different issues such as media transparency and accountability, roster management, digital integration and sustainability. The first thing is, what we’re going to discuss today is remuneration considerations. What is it that we should be looking for when we’re looking at developing a remuneration model for our agencies and our client relationships? Continue reading

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