Who’s In Charge? Marketing or Procurement?

Whether you’re a client looking for marketing services, or an agency pitching your wares, the question of who’s really calling the shots can be a pivotal one. On the one hand, the organisational perspective might be that marketing teams are evaluated on and are seeking things like improved performance, chemistry harmony between teams and agencies, creative brilliance and / or strategic smarts. Continue reading

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Who Will Put “Accountability” Back in “Account Management?”

Account managers were giants of accountability during the Mad Men era, when agencies were paid by media commissions and it was important to convince client executives, up and down the line, that high media spending was good for brands. Everyone benefited from this.  TV advertising was effective, so clients and brands benefited from this account management salesmanship.  TV advertising unleashed the agency’s creative capabilities and allowed creatives to flourish and do their best work. Continue reading

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The importance of unsubscribe management

From 25 May 2018, Australian businesses of any size will have to comply with the European Union’s (EU) General Data Protection Regulation (GDPR) requirements if they: have a business entity in the EU, offer goods and services in the EU, monitor the behaviours of individuals in the EU. Continue reading

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Ageism in advertising is as much a cost issue as a perception one

uis Loizou, a Freelance creative Director in the UK recently shared on Linkedin his thoughts “I’m not 54. I’m 22 with 32 years experience”.  It is a passionate and considered argument for why older advertising creative professionals have not passed their used by date, but are actually “still passionate but with pragmatism and discipline”. Continue reading

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Digital and Technology alignment – Become an instant expert

Firstly, we should preface by saying that the digital and technology world has been normal for you, as you were born into it. So for many of you, you may be leading your marketing team on initiatives and ideas. But as you know what is normal now, won’t be normal in the future. The rate of change is getting faster and faster, as we enter the 4th industrial revolution with the advent of robotics, autonomous transport, artificial intelligence, infinite computing, and nanotechnology. Continue reading

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Managing Marketing: Discussing creativity, innovation and their importance to business

Ed Pank is the Managing Director of WARC Asia and a self confessed Digital Marketing Evangelist, Start-up Builder, Advertising Insight Generator. Here he talks with Darren on the importance of creativity and innovation in business today. They explore the nature of agency creativity and explore the role of the agency in developing customer and business innovation. Continue reading

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The Creative may be Digital, but the process is analog

Let’s be clear, no matter how good an ad format or placement is, no matter how accurate the media targeting is – an irrelevant ad, is still an irrelevant ad. As Marketers are now living in an omnichannel world with increasing internal and external ‘CXpectations’,  they are expected to do more with less. Digital continues to deliver shattered fragments of consumer touchpoints which has resulted in working and non-working dollars becoming blurred as technology intertwines context (media) and content (creative). Continue reading

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The challenges in measuring the value your agencies contribute to your marketing

How do you calculate or assess the value of your marketing spend? In the past three years we have had a large number of projects designed to achieve just that – a fact based assessment of the value of the marketing spend. Specifically marketing communications or advertising and largely focusing on spend with external agencies and suppliers. Continue reading

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Casting George Clooney or Brad Pitt for your next television commercial? What a dilemma!

Of course as a marketer it would be very rare that you would ever have to make this decision. The agency or the director makes most of the casting decisions for a television commercial. You the marketer will have to sign off on the talent as a matter of process. But the director of the TVC usually primarily makes the actual selection of the acting talent, after all they are supposed to be the expert. In many cases if the agency creative team has experience and enough self-confidence they will also have a lot to say when it comes to casting. Continue reading

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Media performance management – Become an Instant Expert

If you’re involved with developing, implementing, executing or understanding the effects of advertising campaigns, and particularly the success of a media buy or trade, then the term ‘media performance’ is something you’ll often hear in your career. So following on in our Become an Instant Expert series, we’d like to focus this post on media performance. Continue reading

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Has “Digital/Social” Become the Dollar Menu of the Advertising World?

The new McDonald’s Dollar Menu, which includes a sausage burrito for $1, a Bacon McDouble at $2 and the Classic Chicken Sandwich for $3 is designed to boost same-store sales. While this represents the company’s best shot at traffic increases for 2018, the chain will need more than $1-$2-$3 discounted items to maintain margins and stock market price.  Wendy’s and Taco Bell have responded with their own discounts, and the prospect of an industry price war looms. Continue reading

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Managing Marketing: Navigating digital transformation

Adam Good is the Chief Digital Officer at Dentsu Aegis Network in APAC and in this podcast he is talking with Darren and reflecting on his career on both the marketing and agency side as the industry navigates the digital transformation and the impact of organisational alignment, innovation, collaboration, trust and a shift to Agile Marketing. Continue reading

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