Managing Marketing: The incredibly complex choices facing marketers

Liam Walsh, Managing Director of Amobee talks with Darren on the increased choice facing marketers today with technology companies, management consultants and agencies all competing for the marketing budget and why marketers are increasingly challenged in making these choices in the face of increasing complexity. Continue reading

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The ethics of Client / Agency behaviour: What is acceptable and what is not?

At the inaugural Mumbrella Asia 360 earlier this month Julian Barrans, Asia Business director and I curated a session on client / agency behaviour based around real life examples of dubious incidents we had either witnessed or had heard about from reliable sources. We put these to the audience to gauge what is acceptable today and what is not. The world of marketing, media and advertising is changing rapidly, especially driven by technology innovation, which is multiplying opportunities and options and magnifying pressure and demands. But has this impacted the way we work together? And if so how? Continue reading

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How to know if you need to pitch your agency

I often get asked by our clients to see them ‘about running an agency pitch’. The decision to pitch, for whatever reason, is generally already taken by the time they speak to me. Yet sometimes, based on what I hear, my advice is ‘actually, don’t pitch’, for a number of reasons. Reviewing an agency can often be an intuitive reaction to a given situation, change or perception. But, of course, this doesn’t always make ‘pitching’ the best option. Loss of IP, disruption to your BAU communications, internal stress and diversion of resource, and the risk of ‘new relationships with the same problems’ are all challenges associated with making the decision to go to market for something shiny and new. Continue reading

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The Importance of (good) stakeholder engagement in any marketing transformation project

Each year at TrinityP3 we work on many large strategic marketing projects. Ranging from marketing performance solutions to technology solutions to roster alignments, most of what we do will often involve a lot of people across quite complex organisation structures. Depending on the brief we will engage with CEOs, CMOs, CFOs CTO’s or procurement, as well as pretty much everyone in between. And at times it can, quite rightly, feel like everyone in the business is invested in or involved with the brief we are answering. Continue reading

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What happens when the best agencies are no longer interested in pitching for your business?

Recently we have read reports from the CEO of WPP, Sir Martin Sorell and even our own Executive Chairman, Michael Farmer, talking about the almost irrational motivation of agencies to pitch for and win business at any cost. Certainly, with so many agencies in the market, you would think there is no shortage of candidates to pitch for an advertisers business. But the fact is that not all agencies are equal, yes, some are more equal, or perhaps more desirable than others. In any market there are a handful of agencies that are considered outstanding and then there are the others and behind them the ‘also-rans’. Continue reading

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Do You Really, Truly Want to Transform Your Agency?

Are you tired of being shoved around by clients?  Worried about your fees?  Missing your budgets?  Is your creativity undervalued?  Are your best people quitting for better jobs?  Do benchmarkers set your fees? Do you remember the good old days, when you trod the gilded C-Suite corridors?  When you were treated with respect?  When your work was award-winning and it really mattered?  When what you did made a difference?  Friend, you need a transformation.  A real transformation. Continue reading

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Managing Marketing: Agencies, consultants, mergers and acquisitions

Ben Tolley, Partner at Clarity talks with Darren on the industry mergers and acquisitions and the increased activity of the consulting firms in this category and not just the challenges but the benefits to the advertisers when creativity and management strategy comes together in the resulting entities including the possibility that soon it may be a holding company that is acquired. Continue reading

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How TrinityP3 helps measure the performance of marketing – 3 case studies

After more than 15 years of downward pressure on marketing costs, the majority of traditional businesses are struggling to deliver growth and yet marketing provides one of the most successful drivers of business growth and performance when properly invested and measured against performance. The problem is that in many organisations marketing is treated as a cost of business with little or no focus on the return on that marketing investment. No wonder the strategy of cost cutting to profit has had such a major impact on marketing and subsequently the marketing agencies and suppliers. Continue reading

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Ad Industry’s Talent Crisis is a Symptom, Not a Disease

ANA was brave to issue a “scathing report” (per AdAge) on the lack of talent in the advertising industry.  Certain outsiders were fingered as contributing to the talent problem: universities that “aren’t keeping pace with the industry’s changing needs” and consultancies and tech giants that are offering “more generous salaries and perks.”  (Shame on them!) On top of this, Millennials remain an enigma — why aren’t they more eager to enter the industry?  What ANA did not describe were the day-to-day operations of advertisers and agencies that have turned the advertising working environment into a relatively unattractive one for job-seeking graduates, a trend that has been in swing and gaining momentum for the past 15 years.  Continue reading

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Managing Marketing: The importance of brands and branding in the digital age

Simone Bartley, co-founder and CEO of Together Co discusses with Darren the concept of brand and brand promise and its increasing importance to business in the digital marketing environment and why brand is core to any business requiring the leadership of the CEO. Continue reading

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Can management consultants teach ‘value’ to the advertising agencies?

It is interesting to see how the advertising industry has reacted to the recent acquisition play of the management consultant firms like Accenture and PWC. Some people embrace the trend while others are sceptical as to the efficacy of the strategy. Will Accenture be able to leverage the value of their investment in Karmarama and Monkeys on opposite sides of the world? Or will what is seen as fundamental cultural differences cause it to fail? Time will tell. Continue reading

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