“Creativity” Versus “Improved Results”: The Paradigm Needs to Change

Ad agencies and advertisers are victims of the belief that “creativity” is the basis of their current relationships, and that “more creativity” will give them more of what they need. Ad agencies have promoted “creativity” since the days of Bill Bernbach, more than 50 years ago, when agencies were at the top of their game. Advertisers, as their clients, continue to hire agencies for their perceived creativity, provided costs are rock bottom. However, “creativity” is no longer delivering improved brand performance or increasing shareholder value. The search for more creativity is making victims of agencies and CMOs alike — neither lasts very long in a relationship. It’s time for a new paradigm. The “Creative Paradigm” is out of date. It’s not working. Continue reading

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Do you remunerate or compensate your agency?

This is the second in a series of one minute videos that address the many complex challenges facing marketing, media and advertising today. The Golden Minute series is an attempt to prove Albert Einstein right when he said “The definition of genius is taking the complex and making it simple”. But he also said “Everything should be made as simple as possible, but not simpler”. So we will leave it for you to judge. Please let us know here if there is a topic you would like us to cover in a Golden Minute. Continue reading

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How much time do you waste in meetings per week?

It’s strange how the universe works. Or maybe it was an amazing algorithm predicting my behaviour. Having just completed a marketing team assessment project for a client where one of the findings was meeting overload, up popped this Infographic by Oisín Grogan, The $200 Million Business Coach: Continue reading

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Ad Agencies are Just Like Cruise Ships

We don’t see many Big Ideas any more. Content may be king, but content is forgettable, millions of tiny ideas in a million different places. Can anything new be said about a product? Or an industry, like the advertising industry? Well, I’m not a creative — more like a dreaded management consultant. Nevertheless, here’s a cross-industry Big Idea, free for the asking: Ad agencies are just like cruise ships! Don’t dismiss this out of hand. Read on! Continue reading

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Managing Marketing: The concept of social media for sales in B2B relationships

Tom Skotidas is the Founder and General Manager of Skotidas Consulting Group, specialising in social and digital demand generation. Here he talks with Darren on the power of social media to generate sales and revenue as well as build business reputations and relationships. Continue reading

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When is the right time to apply the Golden Rule in marketing?

This is the first in a series of one minute videos that address one of the many complex challenges facing marketing, media and advertising today. The Golden Minute series is an attempt to prove Albert Einstein right when he said “The definition of genius is taking the complex and making it simple”. But he also said “Everything should be made as simple as possible, but not simpler”. So we will leave it for you to judge. Please let us know here if there is a topic you would like us to cover in a Golden Minute. Continue reading

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Agencies Struggle with Declining Prices

Since 1992, the average price for creative agency deliverables has declined by 70% in today’s dollars, according to my research [1] for Madison Avenue Manslaughter.
Nevertheless, agencies have managed to deliver growing profit margins for their owners throughout this 25-year period. How was this possible? Are agencies still “fat,” as many procurement executives believe, or have they starved themselves to generate profits in the face of declining prices? Continue reading

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Is there nothing fair or reasonable about agency remuneration?

During more than 15 years of agency benchmarking and negotiations two words I have heard often repeated in these discussions is fair and reasonable. Marketers, procurement and agencies all agree that the remuneration model should be fair and reasonable. It is no wonder these words are so popular, after all they sound fair and reasonable. This is why so many guidelines on agency remuneration, including ISBA in 2006, ACASA in 2009, ISBA and IPA in 2012 and the recommendations of competitors and even ourselves, have all stated and restated that agency remuneration should strive to be fair to both advertisers and their agencies. Continue reading

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What are the biggest challenges facing marketing today?

Back in February this year we had our twice yearly get together in Sydney will all the TrinityP3 consultants from around the world, including Michael Farmer, our new Executive Chairman and the author of the best selling book “Madison Avenue Manslaughter”. Every six months we get the gang together to review and discuss the business and plan the future. Last February this conversation led to the changes you see on the TrinityP3.com site today. It was started with a conversation with Michael around the trends and challenges facing CMOs and their organisations, which could be summed up in one word – GROWTH – or more specifically the lack of it. Continue reading

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The Terrible Outcomes of Lower Growth in Advertising

Growth is the engine of wealth and success. Stock prices soar. Companies expand, hire and promote, and salaries rise. Optimism abounds. Everyone has a place in a growing future. The party does not go on forever, as we know. Growth rates slow, and sometimes they halt — the reasons vary, but it’s inevitable. Still, the end of growth is shocking, and the advertising industry is now facing the shock. Continue reading

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Managing Marketing: The importance of measuring performance in digital marketing

Luke Brown is CEO and co-founder of Affinity and here he discusses with Darren their approach to digital advertising and the importance in clearly defining business and marketing success upfront and developing a strategy and optimising the execution against that objective. Continue reading

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Where can Global Advertisers find the best Creative Value?

The global marketplace is increasingly becoming a global village thanks to the pervasiveness of the internet and growing mobility. The days of ‘centres of excellence’ are passing, as talent now has the ability to collect into cohorts anywhere in the world. For a global marketer looking to tap into the sources of world-class creativity, the issue is one of not only identifying the location of this creative talent but also the relative cost of assessing their value. Continue reading

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10 ways to save money with your agencies (without shooting yourself in the foot)

Share117 Tweet75 +111 Share11Shares 214This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 If you’re reading this thinking it may be an easy fix guide to squeezing the living daylights … Continue reading

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