Michael Farmer is Chairman of TrinityP3 USA and author of Madison Avenue Manslaughter: an inside view of fee-cutting clients, profit-hungry owners and declining ad agencies, which won the Axiom Gold Business Book Award for the best marketing / advertising book of 2016. He currently serves as Adjunct Associate Professor of Branding and Integrated Communications at The City College of New York (CCNY) and is at work on a new book about the challenges facing Chief Marketing Officers.
You’ve decided to do a marketing contract compliance audit and now you want to find a suitable provider. Where and how do you start?
Some pitch mistakes made by agencies are obvious although often repeated. But there are some others that go unnoticed by many. Find out what they are here.
Advertisers have 2 serious performance problems. To solve them, they are turning increasingly to management consulting firms, not their ad agencies. Why?
We can’t ignore the negative perceptions surrounding the motives of consultants. Here’s a framework of values to define Consultancy with Integrity.
This isn't an easy question and it should not be taken lightly given the financial cost and time involved. Make the right call with these 5 questions.
Advertisers should be very careful when it comes to using sound-alike music. Learn what not to do with this case, National Party of NZ vs Eminem.
Marketing cost reduction and "optimisation" rule the day. Enfeebled agencies and insecure CMOs are only two of the many outcomes. How has it come to this?
CMOs have a hundred things on their to-do-list at any one time. But sometimes way down the list is where the critical tasks lie. What are they?
Want to increase ad agency productivity and performance? You need to stop cost benchmarking and move to performance based value benchmarking. Find out why.
Cost benchmarking is the waterboarding of the industry, enhanced interrogation that weakens subjects but develops no useful information. Here's why: