How Ready Are You For Agency Pay For Performance?

When it comes to assessing, reassessing or creating new agency contracts, most marketers now ask us about structuring some kind of pay for performance terms as part of their overall agreement. But coming up with a pay for performance model is actually the easy part. The hard part is ensuring our clients are corporately prepared for what pay for performance really means, the implications for managing such agreements and how they need to be administered. Continue reading

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Marketers. Are there any leaders left? (Why we need The Marketing Academy)

At the heart of The Marketing Academy is building the new marketing leaders who are going to shape the present and the future of the industry. Learn more here. Continue reading

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Lower Cost Does Not Mean Higher Quality in the Ad Industry

If we were on a guided tour of the advertising industry, here are the points of interest that ought to be on every sightseer’s list. 1) The Advertisers.  “Lower cost” is their strategy du jour, with reductions in media spend, cuts in agency fees, continued use of cost benchmarks and investments in less expensive internal agencies.  Amazing!  Increased shareholder value — marketing with the stroke of a pen, crossing out columns of unnecessary figures. Continue reading

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Managing Marketing: The changing role and challenges facing media agencies

David Angell is the General Manager and Head of Media at TrinityP3 and here he chats with Darren on the increasingly complex role played by media agencies and the challenges they face in meeting the needs and demands of their advertiser clients. As intermediaries between advertisers and the media providers they are increasingly challenged with not just managing this complex relationship but also contributing to overall marketing performance too. Continue reading

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Marketers and Procurement Who Want to Talk Turkey With Their Agencies Can Learn A Lot From Chickens

OK, what the heck have chickens got to do with marketing and procurement teams negotiating with their agencies? The answer is: Everything. It goes like this: If you’d been craving some Kentucky Fried Chicken in the United Kingdom a few weeks ago you’d have been out of luck and perhaps crossing the street to Burger King instead. Why? Because at the end of last year, KFC chose to change to DHL, a lower cost distributor, which, as it turned out, provided a poorer quality of service with little or no contingency planning. Continue reading

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Managing Marketing: Talking digital, innovation and CX for business

Erik Ingvoldstad, the CEO and Founder of Acoustic Group talks with Darren about their focus on helping companies manage their digital transformation from a cultural foundation, discover innovation within the organisation and manage the customer experience as a way of building brand. He brings a unique perspective with experience in the Army, business school and years in digital and direct marketing. Continue reading

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How “Broken” Is Marketing at Major Advertisers?

Marketing is not fully represented by the career-stressed Chief Marketing Officer. Marketing is not the digital/social specialist or the advertising manager. Marketing is not the head of promotions or the brand manager. Marketing is the network of corporate executives, loosely connected by money, expertise and objectives to achieve improvements in shareholder value, presumably from higher product growth rates. Marketing is the CMO, the heads of Business Profit Centers, the head of Indirect Procurement, the CFO, the CEO and their media, creative and other ad agencies. Continue reading

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Marc Prichard, the low creative ratio at your agencies is not their fault, it’s yours

Okay, perhaps not yours Marc, but when you recently stated that you would like three quarters of your agencies to be creative, it made me reflect on the literally hundreds of agency remuneration deals we have benchmarked, negotiated and managed over the past 18 years and the fact that in every case the agency resources required were directly related to the requirements and expectations of the marketers. Continue reading

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Agile Marketing delivery – Become an instant expert

It’s a term that came from the software development industry back in the 1950s, whereby solutions were developed and evolved with cross-functional team collaboration. Agile software development was designed to have all aspects of planning, analysis, design, coding, and testing included together to have working prototypes and products developed and presented to stakeholders for fast approval and implementation throughout defined release cycles. Continue reading

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Have It Your Way: A Marketing Award for a Commercial Mess

Once upon a time, we learned that marketing had something to do with creating, keeping and satisfying customers.  Marketing success created growth and profitability. Chief Marketing Officers had this responsibility and they spent gads of money with their media and creative agencies to make it happen. When economies were growing, especially in the decades after the Second World War, marketing was a straightforward activity and CMOs were successful.  Recent times have been more troublesome, with e-commerce, digital/social and those pesky Millennials killing brand growth. Continue reading

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The mismanaged creative agency pitch

There was a creative pitch many years ago for Stanley Cook, manufacturer of Titan Nails at the time, later sold to BHP and then Otter Group. Anyway they briefed six creative agencies, about three too many, to come up with an ad campaign over the weekend to encourage builders and tradesmen to choose the Titan brand over the cheaper Asian nail imports. On the Monday morning the agencies filed in one after the other to present to the Managing Director, the Marketing Director and the Head of Sales at the time. Each agency had had basically three days to put a campaign together and 45 mins to present it to the senior management of Stanley Cook Limited. Continue reading

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Enabling Data in Creative, to pull the final lever for digital success

There are 3 main levers to drive results in digital advertising – media, data and creative. The media lever, typically controlled by a DSP, enables you to optimise media schedules and placements based upon audience, environment, response and price. The data lever is currently managed by DMPs, linking data and knowledge to audiences and outcomes. Continue reading

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