How to get more value from your media agency

Last week, I wrote a post about why you should care about media agencies being placed closer to the strategic centre of your agency roster – and just as importantly, why that isn’t happening enough. You can read it here. Why is fine, but How? This week, I thought I’d consider not the why, but the how. What steps can you take to overcome the challenges posed by last week’s piece? To aid those of you who aren’t my regular readers (whose number, I am sure, is legion), I’ll do this by re-capping the challenges, and suggesting some solutions. Continue reading

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How to align your digital marketing to marketing

Welcome everybody this afternoon to this one hour Webinar. As the title says we are going to focus on aligning digital marketing funnily enough to marketing, which is a hot topic that everyone is talking about in terms of digital marketing and what’s its role and when we talk to clients we actually say “it’s not about digital marketing, it’s about aligning digital to marketing”. I’m going to take you through a series of examples and talk a little bit about some of the findings that we’ve had with specific clients. So the digital big bang, we know the world’s gone digital, those of us that worked in marketing in the 90’s saw the rise of digital. We saw social media come on in 2005 and now it’s just exploding. I won’t go through this chart in detail but you know probably as well as I do that it’s very technology driven. Continue reading

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How to make best use of your media agency services – and why you should care

Being ‘the lead agency’. It’s been an agency goal, a badge of honour, a holy grail, a source of increased influence, kudos and revenue for as long as I can remember. More often than not, within any given marketing client with more than one agency, there’s more than one claimant to the throne. Either internally, externally or both, there will be a kind of fixed determination to consolidate this position, whether the marketing client wants it or not. Having grown up in media agencies, I’ve experienced first-hand a broad spectrum of internal tactics designed to elevate the media agency into some kind of lead position. But media agencies, historically, have fought a losing battle, more often than not. The clients generally defer to, or appoint outright, the advertising agency to a lead role, based on ‘brand’ and ‘creative’ taking the lead in the linear approach to campaign execution. Continue reading

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How to cure programmatic media buying fever

When eMarketer predicted Canadian investment in programmatic was likely to exceed $1billion by 2017, coupled with a 100% increase in mobile programmatic activity this year, ‘programmatic’ certainly caught our collective attention. Factor that growth with concerns around advertising fraud, arbitrage, value chain transparency and an unparalleled surge in media reviews, and the marketing community appears to have what might best be described as ‘programmatic fever’. While some marketers rely on their agencies to guide them, others are looking at programmatic buying as a deeper opportunity to recast the role of media and their media agencies. And the fever rises. Continue reading

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Managing Marketing – the challenges facing marketers in an increasingly complex marketplace

Debbie Morrison is the Director of consultancy and best practice at ISBA, the voice of British Advertisers. She shares her insights on the challenges facing marketers and their procurement partners and the work ISBA is doing to help their members address these complex issues. Continue reading

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The death of the Data Analytics and Marketing divide

‘Data scientist’ is this year’s hottest job, according to job site Glassdor.com.Tech companies like Amazon, LinkedIn and Uber, along with traditional marketing companies and organisations such as the NSW Government with their Data Analytics Centre (DAC), are all hiring data scientists to help make sense of the mass of data being captured by their digital platforms. With the change in product analytics, user engagement modeling, lifetime value analysis, dashboards, location based models, pricing and communications testing, these companies and organisations all know the power of working with structured and unstructured data. However many companies have been slow to adapt. Continue reading

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How marketers can find an agency that is the perfect match for their next project

For more than a decade TrinityP3 has been collecting information on agencies using our online Agency Register. It provides TrinityP3 with a single source of data on the market place and is what we use when providing our clients with a market review as part of the tender process to select new agencies. But the TrinityP3 consultants, who regularly meet with these agencies to verify and update the information on the Agency Register were reporting that many of the agencies on the register were too specialist or too small to be under consideration in the larger Agency Of Record tenders we are often commissioned to manage. Continue reading

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How marketers are moving from agency relationships to a series of affairs

At the start of last year an agency in Amsterdam created a new phone app that was promoted as being ‘Tinder for marketers’, where marketers could simply swipe through the best agencies in town and add the one they fancy to their pitch list. Then about the same time this year an article in AdWeek caught my attention regarding the misalignment of expectations between agencies and their clients on media. The article referred to the results of an annual research report by New Business Consultants RSW/US. Reading the results of their survey highlighted a number of very interesting trends they had identified in the market. 74% of marketers reported to using two or more agencies to support their business, up 12% on the previous year. More than 40% of marketers expect the amount of project work to increase in the coming year. Continue reading

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The marketer’s guide to the many languages of social media

Success in social media marketing does not rely entirely on the quality of content or number of connections your business has. Though nailing the quality of content is paramount, social media marketers ought to embrace the need for designing specific content for each platform to meet the needs of the majority users of the platforms. This is mostly important when you consider the different kinds of people popular with different social media platforms. The majority of people found in Facebook are different from those on Twitter or Instagram. Same is true for their content preference. Your success in using these platforms will depend largely on mastering the kind of content to post in each platform to capture the attention of the specific users. Continue reading

Posted in industry news & trends, interesting observations, social media & digital marketing | 1 Comment

Top 10 things to look for when choosing a content marketing agency

Everyone says they can do content nowadays. Creative agencies have built out content arms, PR agencies are now “content marketing” agencies and most companies are looking to bring the skill in house. So which way to go? If you are ambitious about brand publishing and are looking at specialism around content and social, here’s how to find the right agency for you. Continue reading

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How to improve the agency pitch process: Stop pitching!

The roller-coaster life of advertising agencies is never more exaggerated than when The Pitch is on. Firstly, you celebrate because you got on the (long or short) list in the first place. The troops are fired up. Every utterance by the client and/or their consultant, the media and pub gossip is examined in minutiae. Then you have the guys in the agency who aren’t working on The Pitch and have to keep the rest of the business humming along when resources are being allocated to The Pitch. Continue reading

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Client agency relationships in advertising: 4 problems that cause breakdowns

When I first started out in marketing, we had a full service agency that handled all of our advertising and media needs; they were the true ‘one-stop’ shop and, at the time, it worked really well. From the client perspective we only had one agency relationship to manage, and as a result we invested a lot of energy into making sure it ran smoothly. In our eyes, the agency was a true business partner, not just a supplier, and they were treated as such. Over the past 20 years however, the advertising and marketing landscape has shifted dramatically; with new media, creative channels, a shift in the role of the consumer, speed to market and increased real-time performance accountability meaning there are few agencies who can offer the one-stop solution, and this means more agencies are now needed to deliver on a client’s business. Continue reading

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Smarketing – The Death of the Marketing and Sales Divide

This post is about Smarketing (apparently a term coined by HubSpot) – the need to align Marketing and Sales. It follows on from Part 1: The Death of the IT and Marketing Divide , where I looked at the challenges that Marketers (CMOs) and IT Managers (CIOs) are facing due to the technology revolution. “Marketing and Sales” or “Sales and Marketing”? Before I get into it, you may be wondering why I wrote “Marketing & Sales” when most business people refer to it as “Sales and Marketing”? I’m not saying that one is more important than the other, it’s simply because chronologically, from a customer’s perspective, marketing comes before sales in the communication process. People don’t buy things without first finding out about them. Continue reading

Posted in customer relationship management, industry news & trends, interesting observations, marketing process optimisation | 4 Comments