Managing Marketing – Data, big data and the transformation of market research

Mark Fletcher, Director, Shop Science discusses with Darren his view on the difference between data and Big Data and the way marketers are using it to get insights into consumer behaviour and the new role of market research in validating the insights and revealing the underlying motivations. Listen to the podcast or read the transcript here. Continue reading

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“Putting stories to work” – storytelling for business and marketing

About a month ago I had the pleasure of launching a business book on Storytelling for my friend and colleague Shawn Callahan at Anecdote. Shawn has been working with storytelling and story-listening for almost two decades, firstly at the IBM Cynefin Centre and then later with his own consultancy Anecdote. He has even contributed to a number of posts on storytelling here on the TrinityP3 blog. Shawn’s book “Putting stories to work” is a distillation of all of his experience and knowledge from working with business leaders around the globe on how to use storytelling to achieve their business objectives and is available here in hardback and paperback or as an e-book here. Continue reading

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Is the IAB Programmatic Buying Fee Transparency Calculator a turning point?

Ah, programmatic trading. The bane, or the joy, of a marketing/media life, depending on which way you look at it. Unearthing true ‘transparency’ in digital programmatic trading on an individual level has, so far, been extremely difficult, for a number of reasons. For a start, clients working with the bigger agencies often sign contract addendums regarding the use of an agency programmatic trading desk (for example, Xaxis or Cadreon) as an affiliated third party to the agency itself. This allows the agency, contractually, to use the trading desk as it would any other third party supplier. The addendums often state that the client has no right to obtain financial disclosure from the trading desk as a third party – the old ‘we’re transparent about not being transparent’ line, employed very effectively in contract form. Continue reading

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Before you move forward with agency remuneration, make sure you look back

For more than a decade we have been helping advertisers benchmark and improve their agency remuneration arrangements. We do this using our extensive database of agency resource and remuneration benchmarks along with the TrinityP3 Scope Monitor. This can be done a number of ways; a review the current remuneration model against benchmarks, by calculating the remuneration going forward using the benchmarks. Typically, many marketers are more interested in what they should be paying their agency, rather then looking back on what they have paid in the past. But in fact when looking at agency remuneration you should ideally look back to the recent past to understand your current situation before you move forward. Continue reading

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3 more brands that have successfully reinvented themselves in the digital age

General Electric (GE) transforms GEekery into Uber-cool. Reinvention and transformation involves risk. The 124 year-old company, GE, is making a leap. Over the past decade, GE’s leadership team has embarked on a financial pivot, with acquisitions, spin-offs and restructures, aiming to reposition the company as being more focused and high-value. GE describes itself as:“Transforming into a Digital Industrial Company with deep knowledge of physical assets and the ability to connect and optimise them using data, analytics, and software capabilities. We are speaking the language of industry and bringing together industrial engineering with sensors, software, and big data analytics to create brilliant machines and maximise efficiency. This is just the beginning of what tomorrow will look like.” It is breaking down its divisions that have been operating as silos, and sharing innovation horizontally throughout the business, in particular with its GE Store: Continue reading

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

10 Key Chemistry Questions To Ask During An Agency Search

During most agency searches, considerable emphasis is placed on the functional capabilities of the agencies you’re evaluating: Size, scope, and capabilities, balanced against strategic and / or creative proof points – all weighed against an acceptable financial model. But just like any interview process, marketers should dig deeper to find out if the chemistry between prospective agency(s) and their marketing teams is strong enough to stand the test of time. An agency that looks good on paper or appears to tick all the proverbial boxes, may end up being a disaster if client facing agency resources and marketing teams don’t actually like each other. Continue reading

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How to incentivise collaborative agency behaviour with performance based remuneration

There has been much industry talk and discussion over the years on how to encourage agencies to work collaboratively with each other. It is a topic that we have been discussing and sharing with our clients for the past ten years. Our Evalu8ing system was developed to measure and manage collaboration between teams. And we have spoken many times on this subject around the world. One of the key issues in creating a collaborative working environment is implementing a remuneration model that encourages collaboration rather than most models, which encourage competition. Trust is an essential ingredient in collaborative relationships and if agencies are set up to compete for a share of your marketing budget, then this undermines trust. Continue reading

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Transforming Advertising Production for the 21st Century

Good afternoon everyone. I’m going to have a chat to you about transforming production for the 21st century. So I’ll give you a little bit of background about myself. I’ve been doing production related things for many, many years, going way back to the 70s unfortunately. So I’ve seen a lot of transformation throughout that time, that was the pre digital age and I’ve done that in Europe, all through Asia and in Australia all down the eastern seaboard. So this is a subject I’ve worked with for a long time, most of my career, and it’s transformed many times but hopefully today I can give you some pointers that will help you transform as well. Continue reading

Posted in interesting observations, marketing process optimisation, marketing procurement, print production, return on investment, social media & digital marketing, strategic management, television & electronic production | Comments Off on Transforming Advertising Production for the 21st Century

Managing Marketing – The marketing challenges and opportunities of customer and data

Mark Reinke, Group Executive, Customer, Data and Marketing at Suncorp Group shares with Darren the challenges for marketers in service industries in shifting the business focus to the customer and the opportunities for marketers in leading the change to a customer centric strategy. Continue reading

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Is there any difference between an Agency and a Marketing Supplier?

A common question we are asked is “How many agencies is ideal for a roster?” And while Nathan Hodges provided a comprehensive answer to this in our industry webinar series last year, the short answer is “As many as needed to get the range of tasks done that need to be done and as few as possible”. But an interesting observation is that in this process most marketers believe they have only 2 or 3 agencies, when in some cases we have gone on to identify ten or more times as many. Even when confronted with the spend data, some marketers will tell us they are just suppliers and not agencies. Continue reading

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What’s keeping the Chief Marketing Officer awake at night?

As the leading marketing management consultants in APAC, it is natural that a lot of marketers and advertisers discuss the issues that keep them us at night, from digital integration and transformation to maximising media transparency and value to getting more effectiveness and efficiency from their ever growing roster of agencies and suppliers. It is therefore always interesting to get an independent perspective on the industry and the challenges and issues such as this Korn Ferry Institute, Marketing Pulse Survey from December last year. Continue reading

Posted in customer relationship management, data & direct marketing, marketing process optimisation, return on investment, social media & digital marketing, strategic management | 5 Comments

Managing Marketing – The state of marketing procurement

Tina Fegent is a marketing procurement consultant with extensive agency and industry experience in the UK, Europe and North America. Here she discusses, with Darren Woolley of TrinityP3, the state of the procurement profession and the role agencies and marketers play in the process. Continue reading

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