Why measuring media value is more important than media cost

Mega successful investor, Warren Buffet, famous said “Price is what you pay; value is what you get”. But when it comes to media the discussion is almost always about price – price and quantity such as GRP, CMP, Impressions, spots and the like. These are all measures of quantity of media and quantity of audience delivery, but rarely is there a measure of quality. After all, quality of media is a much more difficult attribute to measure or validate. Continue reading

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5 ways to further reduce the influence of marketing in your organisation

Any marketer, obviously, would want to increase the degree to which their discipline infuences the organisation in which they work. At least, you’d think so, wouldn’t you? In fact, in our experience the best efforts of some marketing teams can sometimes have quite the opposite effect. Here are five of the quickest ways we’ve seen to make a marketing team less influential. Have you and your team ever been guilty of any of them? Continue reading

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Who Can Join the Madison Avenue Makeover Club?

The Madison Avenue Makeover Club is an exclusive one.  Want to join?  If you have to ask, you’re not invited.  It’s more exclusive than the Bohemian or Belizean Groves, or the Alfalfa and Yellowstone Clubs put together. Thinking about the Trilateral Commission? Bilderberg Group?  They’re a piece of cake. The Makeover Club (we’re insiders, and that’s what we call it) invented the word exclusive. It’s posh, privileged, swank, ritzy, respected — and open to the exclusive few who can qualify.  It’s not for the Madison Avenue Masses or the perpetual victims of Madison Avenue Manslaughter. Membership rules are very strict.  Want to know more? Continue reading

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If your marketing function is not driving growth you’re not doing it right

One of the big issues facing marketing is the perception, commonly held in businesses, that it is nothing more than the ‘colouring in department’. It is a demeaning phrase and one I heard earlier this year when I was invited to participate in a CEO Forum in the City by one of the accounting firms. Continue reading

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Managing Marketing: The impact of deregulation on the dramatically changing advertising industry

Simon Canning is a well-known and highly respected marketing commentator who has worked on both the trade media and agency side for the past 25 years. Here he shares and discusses the changes, but more importantly the key decisions and their impact and implications on the advertising industry today. Continue reading

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What Is Plan B for Ad Agencies and Holding Companies?

We’re all familiar with “Plan B.”  It emerges out of the haze when Plan A has self-destructed for one of a thousand reasons.  An unexpected snowstorm cancels our flight. We’ll have to scrub a key meeting.  Too bad.  On to Plan B. If  there is no Plan B, we’ll have to improvise.  We’re usually unhappy with Plan B.  It’s a necessity, born of circumstance.  We shrug our shoulders, wistful and disappointed.  Oh, well.  Plan A was so much better!  But … it isn’t happening. Continue reading

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