How financial services marketers get customer experience so wrong

The spectacle of the CEOs of Australia’s four major banks making their way to Canberra to appear before the House of Representatives Standing Committee on Economics is a sideshow by the Government to show the electorate that they are making a stand on the financial services category. At a time when the four major bank CEOs were apologising for their behaviour in the past year, the marketing department of one of their competitors demonstrated brilliantly where financial services marketers often get customer experience management wrong. Continue reading

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Managing Marketing: The importance of social media making the CEO the public face of business

Suzie Shaw , CEO, We Are Social Australia explores with Darren the role of social media in business today and why the CEO should be taking the lead here representing the public face of the organisation through social media. It challenges the conventional gap between marketing and corporate affairs as they tussle for control of reputation management. Continue reading

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If collaboration is causing you pain, here are 5 ways you are doing it wrong

Collaboration between partners requires mutual trust, aligned objectives and open communication. When executed well it leads to mutual benefit and rewards. So when Nick Cleaver, CEO of full service agency 303MullenLowe Australia, said he “hates” working with other agencies and argued it creates nothing but division and inefficiency, my first thought is that he is probably doing it the wrong way and doesn’t even know it. Back in 2010 we provided a Slideshare presentation on the range of various roster types from the highly diverse “Best of Breed” model to the Holding Company “full service” model. Continue reading

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5 myths about pitch management, agency remuneration and relationship management

When it comes to pitching there are lots of rumors, gossip and a huge amount of bull. So I thought it was time to myth bust a few untruths about a pitch and give my perspective, having worked over the last 2 years at TrinityP3 on numerous pitches and client projects. That is after quite a few years on the agency side. The fact is that while it has been really positive, there are many agencies (and even some advertisers) who really struggle with the pitch process. TrinityP3 has been running pitches for over 10 years without the “creative beauty parade” so one could say we are pretty tried and tested. Continue reading

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Managing Marketing: What keeps the CMO awake at night and why?

Jon Bradshaw, Director of Brand Traction reviews with Darren the issues keeping marketing leaders awake at night and why these issues remain the same in the face of huge disruption in marketing and media. They discuss the focus on implementation often at the expense of strategy and the fact that in complex systems there is no best practice, only emerging practice. Continue reading

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When your advertising agency becomes like a Beijing tour guide

Henry Miller said “One’s destination is never a place, but a new way of seeing things”. It is true, because as I travel on business and pleasure there are constantly new ways of seeing the world and new insights into the way it works. Take my first trip to Beijing, China. It was on this trip that I decided to organise a tour of this historic city and in my tour guide I not only found a fundamental understanding of the value transaction hidden in so many commercial arrangements, I also found my wife and partner. Continue reading

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The 4 most common dead ends, watch outs and cautions when assessing data driven marketing

There’s never been a better time to be a marketer. Sorry to borrow and modify a phrase from our esteemed Prime Minister. Whilst it is an exciting time for marketers with technology, it’s also an extremely confusing time. It has never been more complex to identify the right path for your activity. Clients are increasingly looking for independent advice when it comes to approaching data-driven marketing. Advice to help identify dead ends, wrong ways and cautions. Continue reading

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The Ten Most Common Traps for Marketing Directors

If you’re a Marketing Director right now, and a lot of people are, then life has become quite complicated. If you’re not a Marketing Director these days, then don’t worry, it doesn’t take as long or as much to become one as it did in the past. The downside is that when you do, the role doesn’t tend to last very long for a lot of people. The average tenure in most industries is between 40 – 45 months in the US and UK. That doesn’t seem too bad. Or is it? Continue reading

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An email of support from an equally concerned member of the media industry

Most of you who are aware of TrinityP3 understand that, as an organization, we are outspoken. There is always a new article, blog post, webinar or podcast, on all sorts of topics affecting the marketing and advertising industry both here in Australia and around the world. It’s all free for you to consume, share or comment on. There are a number of reasons for us doing this. Yes, we are in business, and good content doesn’t hurt our ability to market ourselves. But it’s also about the level of respect we have for the industry we work in. It’s about having a point of view, about us as individuals caring enough to stick our heads over the parapet and speak up about things that we believe in. Continue reading

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How to achieve consistent communication across the business in a changing world

Collaboration software, stand up meetings, digital asset management systems, email protocols etc are all aimed at creating consistency of communication and standards in today’s changing world. However most business leaders we speak with are still struggling to achieve real internal consistency. And the challenge isn’t limited to internal consistency. Business leaders are also struggling to maintain consistency when it comes to their external marketing communications. Continue reading

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Why marketing needs to change to drive a business

The role of ‘marketing’ has changed over the years; blurred by the addition of new technologies and differing interpretations of the job description. Whether people would want to admit it or not, some businesses treat marketing as little more than a glorified name for advertising, as if it’s some form of necessary evil that costs money they’d rather be putting somewhere else. For Darren Woolley, founder and global CEO of TrinityP3, this fragmented approach to marketing creates a wasted resource that should be working with other elements of the organisation to increase opportunities and profitability. Continue reading

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Digital-holics unite to admit their problem

It’s a dark and stormy night on the 13th of the month.The newly notified small bar location is now filled with pixel princesses, peer to peer princes, hashtags, check-ins and even a worn out Pokemon character sick of being on the GO! Digital natives have descended in droves. And those that couldn’t make it physically are now packed in via Periscope.It’s the inaugural DA meeting for #digital-holics. In the same vein as Alcoholics Anonymous, this is Digitals Anonymous – the first meeting for digital marketers that have a problem. Continue reading

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Do marketing silos hinder the effectiveness of your agencies?

Do silo marketing structures hinder the effectiveness of your agencies? In a nutshell, yes.I have previously written about the negative impact silo structures can have on the function of marketing inside a business and, consequently, its brand. However, left to their own devices, silo structured marketing teams will eventually damage more than just the effectiveness of a business, it will also negatively impact on the effectiveness of your agency.
Why? Because quite simply it’s hard to be effective when you have a fragmented client with competing goals, inconsistent processes and a disjointed approach to client-agency relationships. Continue reading

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