Too many agencies on the roster? Or marketers doing too much with too little?

The conversations from marketers over having too many agencies to manage, as reported from the “All That Matters” conference is not new, as the proposed solutions are not new. In fact, way back in 2010 we provided marketers with a comprehensive review of the main agency roster structures with an analysis of the strengths and weaknesses of each. Consolidating the roster to a single lead agency or bundling up into a customised holding company solution is simply a reaction to a problem rather than a solution to the deeper problem facing modern marketing. That problem is not the number of agencies on the roster, but the response of marketers to an ever increasing number of communication channels or consumer touch-points. Continue reading

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Is your digital media spend helping your business, your agency or both?

These days, it’s a fairly well established fact that, on the whole, your media agency generates a bigger margin from buying your digital media for you, than it does from buying other ‘offline channels’. There are a number of potential reasons for this. Higher up-front commissions as a proportion of expenditure. Mark-ups on low-unit, high volume incidental services such as ad-serving. Mark ups on other parts of the ‘technology stack’ used to trade digital inventory. Undisclosed mark-ups on the value of inventory. Continue reading

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APAC advertisers can no longer ignore the issues of media agency transparency

With reports last week of over-charging of digital media by the Dentsu Aegis Network, with one of their most significant and longest-standing clients, Toyota Motor Corporation of Japan, advertisers across the region need to reflect on their own media agency arrangements rather than to continue to ignore the issue thinking it is an isolated issue or one for the USA alone. If this behaviour can occur in a market where trust and honour are such core concepts to business practice, between two such long standing business partners, then how can any right thinking person not believe it is happening elsewhere across the region? Continue reading

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Managing Marketing: The expanding role of the media agency in marketing

Mat Baxter, Global Chief Strategy and Creative Office at IPG Mediabrands chats with Darren on media, new business and why media agencies struggle with new business along with the increasing role of data in influencing media decisions and the how media agencies and creative agencies are coming back together with media leading the process and why. Continue reading

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Digital marketing strategy: Don’t be Robinson Crusoe on your digital island

Anyone remember this quote from Daniel Defoe’s legendary book, The life and adventures of Robinson Crusoe?
“…I must acknowledge, that, of all the circumstances of life that ever I had any experience of, nothing makes mankind so completely miserable as that of being in constant fear.”The fear refers to the threat of being seen as pirates as the ship that Robinson Crusoe was on landed in a little port called Quinchang. Sorry to start this post with a bit of fear, however, have you experienced a bit of fear in your business life? Have you come across people floating around on their own virtual digital islands? Continue reading

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How using a facilitation company for that overseas TVC production is costing you money

A few years ago I wrote a post on the issues associated with shooting overseas. At the time the strong Australian dollar meant that shooting offshore was an attractive opportunity for advertisers and their agencies. My how much has changed in a couple of years and with the vagaries of the foreign exchange rate.Today the Australian dollar makes shooting domestically more attractive, yet there are still many overseas markets that represent great value for advertisers, especially in a global production market hit by the low growth economic conditions. Continue reading

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Managing marketing: the death of advertising and the power of creativity

Sean Cummins, Global CEO of Cummins and Partners talks with Darren on the difference between the Australian advertising industry and that in the USA, the fact that advertising is not dead and the need for advertisers to have more fun with their advertising to deliver greater effectiveness and make a difference to the marketplace. Continue reading

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Has the future of the media agency just been shown to us?

Has anyone heard of Blackwood Seven? They’re a media agency – no, check that – they’re a technology company – that has recently launched out of Denmark. And they are already posing a threat of sorts to the traditional media agency model. Having worked in and around the media agency business for a while, I get used to predictions about ‘the death of the media agency as we know it’. Continue reading

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Is your digital marketing effort destroying your brand?

I’d like to pose a question for this post. I may be deluded or totally off the mark with my answer so I’d love to hear your thoughts. The question: is digital marketing destroying your brand? What do I mean by this? Well I’ve been wrestling with the direction that the marketing and communications industry is going in – especially with the over investment of budgets and resources in digital channels? Continue reading

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Consumer goods client reviews media agency performance, value and transparency without a pitch – case study

The marketing team had experienced what it believed to be significant challenges with its incumbent media agency. However, the team was unsure as to the actual scale of its own findings: How good or bad was the incumbent agency, relative to the market? Was the incumbent agency being paid correctly, too much or not enough? How transparent was the incumbent agency in its dealings, over the course of a long term relationship? Was it really worth ‘going to pitch’ given that the same problems may end up simply being transferred to a new relationship? Continue reading

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