The latest ANA Programmatic Transparency Report – laudable intent, but what does it actually tell us?

I’ve just read the latest ANA report, ‘Programmatic: Seeing through the Financial Fog’. Published last week and completed in conjunction with the ANA, the ACA, Ebiquity and AD/FIN, the stated goal of the report was to ‘investigate the costs and economics of the programmatic advertising system.’ Continue reading

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Ignorance of Pricing is Ruining Ad Agencies

All companies sell products or services at a price, and managing price is a major responsibility of top management. Car companies sell cars, and sticker prices are marked on side windows. Coca-Cola sells concentrate to its bottlers, setting price per gallon to match market circumstances. Pizza-Hut sells pizzas in restaurants, and pizza prices are marked on the menus. Bain sells consulting studies to corporations and prices them by study length and complexity. Agencies, though, are confused about what they sell and how to price it. Their ignorance of pricing is ruining agency operations and destroying agency value for clients, employees and holding company owners. The advertising industry is the only industry in the world without a concept of pricing. Continue reading

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What is going on with advertising creative awards?

The announcement last week by the CEO of Publicis Groupe, Arthur Sadoun, that the holding company would be taking a year out from Award Shows and other industry marketing events has had the impact I am sure he was hoping for. Of course this made industry news world-wide, and with my career including 15 years as a copywriter and creative director and president of the Melbourne Advertising & Design Club for two years I was asked by Mumbrella Asia to make a comment. Continue reading

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Managing Marketing: The increasing role of science in marketing and advertising

Adam Ferrier is a Consumer Psychologist and the co-founder of MSIX the Marketing Science Ideas Exchange and best selling co-author of The Advertising Effect. Here he talks with Darren about the role of science in marketing and the importance of the symbiotic relationship between the Mad Men and the Math Men in driving innovation, creativity and most importantly performance. Continue reading

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Marketing independence is under attack but does anyone care?

Surprise, surprise. When you meet with a technology vendor, the conversation invariably leads to “needing” their solution. Even though you discuss alternative business opportunities that require solving prior to any technology implementation. Surprise, surprise. You appoint one of the big consultancy firms, such as Deloitte or PWC, and you start down a pipeline of creative and digital discussions that can all be magically solved now under their banner. Continue reading

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Heaven and Hell in Advertising

Share183 Tweet88 +18 Share10Shares 289This post is by Michael Farmer, 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 … Continue reading

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Cannes. And Agency Crocodile Tears Over Remuneration

Yes, it’s almost that time of year again when the advertising community celebrates the best of the best at Cannes. Until 2012 it was known as the ‘International Advertising Festival’ then renamed the ‘Cannes Lions Festival of Creativity‘ as it’s known today. And it’s that ‘creativity’ piece that’s got me (and not in a good way). Don’t get me wrong, I’m all for celebrating, sharing and focusing on creativity on a global scale and recognising the very best creative talent on the planet. But to me, this not-so little ‘festival of creativity’ has somehow lost its way and taken a nosedive into commercialism and excess that’s worthy of having a flashy ‘Trump’ logo emblazoned upon it. Continue reading

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How many brief types does an advertiser need to brief their agency?

I have noticed recently there have been a number of consultants and industry commentators again talking about the perennial problem of briefing. Quite rightly too, because in the endless search for advertising effectiveness, the process starts with the brief. Joe Talcott, ex-McDonald’s Marketing Chief and Creative Evangelist highlights nine big mistakes he notices marketers make when briefing. Meanwhile Casey Jones, CEO at BriefLogic shared advice on why marketing briefs should not be brief and the important difference between the marketing brief and the agency brief. Continue reading

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Are Advertisers “Bad Hombres” for Their Ad Agencies?

Ad agencies have had a tough time for the past decade. Reduced retainers. Disappearing AOR relationships, as clients expanded their portfolios of agencies. Inflating Scopes of Work, straining the capabilities of agencies’ downsized and juniorised staffs. There’s more to this. Auction-based bidding of SOW projects. Inhouse agencies. Advertising relationships embracing management consulting firms. Significantly shortened agency-client relationships. Continue reading

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Managing Marketing: The challenges of marketing and advertising in the financial services category

Jon Holloway is the founder of Zuper Superannuation and here he discusses with Darren the challenges and failures of financial services companies in leveraging the full potential of marketing and advertising to innovate and build their banking and insurance brands and businesses in Australia. Continue reading

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The Low Road or the High Road for Ad Agencies compensation?

The industry road that ad agencies are wandering down is about to narrow. Sooner or later, agencies will find themselves at a fork that is less like a choice and more like an inevitably. The fork will not involve a 50-50 choice. Heads to the left; tails to the right? No; it’s not that kind of fork. The choice will be between the High Road, to the left, and the Low Road to the right. The choice is not about political choice during this Trumpian age. It’s not about Blue States to the left or Red States to the right. It’s not about brands-as-causes versus brands-as-brands. Continue reading

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Addressing the ‘alternative facts’ of advertising production

Living in a post truth world full of alternative facts and fake news may seem like a recent occurrence to some. But a real fact is that in advertising broadcast production there have been alternative facts for many years that survive the test of time and are perpetuated from one generation of agency producer to the next. These alternative facts assist the agency from having to address the issues that plague the production category and alleviate the advertiser from ever having to worry about taking action to close the loopholes these alternative facts obscure. Loop holes that allow the agency and production house to operate without accountability and at an increased margin at the advertisers expense. Here are a couple of these alternative facts and their implications from the many that shroud the advertising production category. Continue reading

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Tips for more successful agile marketing

Beware agile marketing, it’s time to transform the terminology. Are you an agile marketer? Or have you heard someone say that they are doing ‘agile marketing’ recently? We have heard the term being bandied about regularly in projects with local and global marketing teams for a few years now. So for this post, I’d like to firstly demystify what agile marketing actually means. It’s not all about speed by the way! As well as give some tips on how to make it work within your current organisational structure and roster of agencies. Continue reading

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