Plan B: Turning the Madison Avenue Manslaughter into a much needed makeover – Part 3

On Tuesday December 4, 2017 Michael Farmer, author of the award winning marketing business book Madison Avenue Manslaughter presented his Plan B for the industry to turn the manslaughter into a make over that would get brands and agencies moving again. This is the transcript and video of the final of three parts of that presentation where he delivers Plan B to the industry. Continue reading

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How Financial Services is approaching agency rosters and remuneration – Three case studies

Financial Services is particularly competitive. Already there are a plethora of brands across the category, there is now significant disruption caused by FinTech start-ups, plus increased competition and fragmentation of the category.The market leaders are focused on innovating and transforming to stay ahead of the competition, but they are also looking for more effective and efficient ways to build and maintain their share of market and share of customer wallet. Continue reading

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Agency Performance management – Become an instant expert

Following on in our ‘Become an Instant Expert’ series of posts aimed at demystifying marketing in a tech-driven world, we’d like to focus this post on agency performance. Outlining some of the important areas to understand and make more efficient in order to maximise the value of your agency partners and suppliers. We often hear junior marketers say that they are swamped with the current scope of work that they are handling, and that they’re wasting too much time managing multiple agency partners. Sound familiar? Continue reading

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Plan B: Turning the Madison Avenue Manslaughter into a much needed makeover – Part 2

On Tuesday December 4, 2017 Michael Farmer, author of the award winning marketing business book Madison Avenue Manslaughter presented his Plan B for the industry to turn the manslaughter into a make over that would get brands and agencies moving again. This is the transcript and video of the second of three parts of that presentation where he defines the issues that Plan B must address to be successful. What is Plan B? Before you decide what Plan B is, decide what kind of Plan A problems have to be solved. I think a lot of people are getting this wrong because you hear people say, ‘our real problem is there is no talent’ or ‘we are not digital enough’ or ‘there are too many pitches’ or ‘the bench markers’. Continue reading

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Dare Yourself To Ask: Is Your Marketing Team Terrible?

For anyone to hear the words ‘your marketing team is terrible…’ would be pretty devastating. But the reality is, when talking to agencies, we often hear comments about marketing teams that – in the context of how the client / agency relationship is unfolding – are well… less than flattering. The most common complaints vary from broad capabilities to specific day-to-day challenges and include things like: Continue reading

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Yes, advertising agencies exaggerate their award entries – Poll result

Recent reports in the trade media have raised questions over the accuracy of the award entries of a particular multi-award winning agency. In fact it appears that this agency has continued to win awards overseas with questionable and inaccurate claims. Now the agency CEO has stepped aside it is time to discuss the implications this has for agencies, the industry and their clients. Accusations of behaviour like this undermines trust, not only in the agency involved, but the award process and the industry at large.Excerpts are optional hand-crafted summaries of your content that can be used in your theme. Learn more about manual excerpts. Continue reading

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Prosperity ahead for those marketers who embrace The Year of the Dog

As we end the year of the Fire Rooster we look forward to the Year of the Earth Dog ahead. While the past year was a time to address the disharmony in the industry, the year ahead looks to be a prosperous time for those marketers who have done the work to transform their approach to their customers. Continue reading

Posted in customer relationship management, data & direct marketing, industry news & trends, marketing process optimisation, media planning & buying, social media & digital marketing, strategic management | Comments Off on Prosperity ahead for those marketers who embrace The Year of the Dog

Plan B: Turning the Madison Avenue Manslaughter into a much needed makeover – Part 1

On Tuesday December 4, 2017 Michael Farmer, author of the award winning marketing business book Madison Avenue Manslaughter presented his Plan B for the industry to turn the manslaughter into a make over that would get brands and agencies moving again. This is the transcript and video of the first of three parts of that presentation where he defines why the industry needs a Plan B. Continue reading

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Marketing Performance measurement – Become an instant expert

One of the greatest challenges for marketers is to prove that the activity is actually making a financial impact. So as a key influencer, you are in a great position to challenge your leaders with questions such as: What are the real objectives of this activity? And, is it driving brand value, or aiming to deliver business and financial growth? Continue reading

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Is it time marketers rethink agency competitive conflicts of interest?

A major and complex issue for marketers when looking for new agencies, or going to market with a tender, is concerns over conflict of interest. That is, not wanting to select an agency that already has a client that is a competitor. But what constitutes a competitive conflict will vary from advertisers to advertiser and category to category. It will also increasingly vary as the relationships between advertisers and their agencies evolve. Some categories are incredibly broad in what constitutes a conflict, such as financial services or alcoholic beverages, and therefore can quickly limit the choice of agencies without conflicts. Continue reading

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Who are the Winners and Losers in the Game of Advertising?

Advertising is a business game, played with great intensity by advertisers, agencies and holding companies in competition with one another.  Forget about partnership; that’s a myth from the past, when everyone focused on creating great work that drove growth in media spend and gains in brand market shares. How quaint the industry used to be!  That’s before CMOs became utterly confused by digital and social media and before the blood combat among procurement, agencies and holding companies drove out all the profit, talent and fun from the industry.  Continue reading

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7 ways you might be demotivating your existing agencies

All marketing teams – naturally – want enthusiastic, committed and motivated agencies working alongside them to improve their business performance. In attempting to get to that ideal end-state, however, marketing teams can underestimate – or miss completely – the effects their actions often have on the motivation of their existing agencies. Here are seven of the easiest ways to demotivate an agency team. Have you ever been guilty of any of them? Continue reading

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