Three amazingly true tales of where client agency communications have gone wrong

Marketing and advertising are in the communications business, right? Where we communicate with an audience to persuade them to do something like thinking positively about our brand, placing our brand on the consideration list or even buying the brand next time they are shopping. So you would think as professional communication people we would have this communicating thing down pat. Continue reading

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The biggest challenges you will face when rationalising your agency roster

At some point most marketers managing a significant sized budget will question if they really do need all of the agencies and suppliers they have collected on their roster. It is only natural. In fact a common question we often get asked is “how many agencies should I have on my roster?” The next questions is usually “What is the best way to structure and manage them?” Continue reading

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Viva Mexico! Where Ad Agency Innovations are Improving SOWs and Fees

Mexican ad agencies are calculating and negotiating fees based on the amount of content they produce for each client — with fees to be based on Scope of Work size rather than on arbitrary cost benchmarks dictated by clients. The effort is being led by the industry’s trade association, AMAP (they’re like the 4As, only more proactive) and Dentsu Mexican agency Flock, which was the first agency to embrace the concept. Since Scopes of Work are growing, AMAP and Flock reasoned, agency fees should grow as well. They’ve put the concept into action in Mexico. Continue reading

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Managing Marketing: Talking data, big data, small data, first, second and third party data.

Will Scully-Power is the Chairman of Datarati and the CEO of Pascal. Here Will and Darren discuss Big Data versus Small Data and the role of first, second and third party data. The role of data in transforming organisations to be customer centric or customer first and how privacy issues around data will be transformed by technology like blockchain. Continue reading

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Quality? Cost? Time? Which do you want from improving your marketing performance?

It used to be that when it came to production there was quality, cost and time and that you could have any two. That is you could have high quality in a short timeframe but it would cost you. Or you could have a short timeframe and low cost but at the expense of quality. However technology is changing this, enabling the production of a high volume of high quality digital assets in near real time and at relatively low unit cost. But the distinction of Quality, Cost and Time is an important one in marketing and advertising today and not for production but for all aspects of performance improvement. Continue reading

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Why Squeezing More From Your Agency Can Be A Really Bad Idea

Are you a marketer that wants to squeeze more from your agency? Do you feel like they should be doing more? Delivering better results? Turning things around faster? All sound like good ideas, right? So if like most marketers you’d find these kinds of attributes desirable from your agency(s), then read on. Continue reading

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Managing Marketing: Innovation in the video and film production industry

Harry Preston is the Managing Director A/NZ of Genero, a technology platform for more than 300,000 film and video creators, connecting this community with advertisers, marketers and their agencies. Here Harry discusses the innovations occurring in the industry and how technology is making high quality productions faster, more accessible and lower cost. Continue reading

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Confused About the Advertising Industry? Who Isn’t? Read On!

Holding company shares are falling. Their ad agencies are shrinking, with low morale, low salaries and hiring freezes. Accenture and Deloitte are the new, growing competitors. Advertisers are cutting spend but investing in-house. Chief Creative Officers are disappearing, not entirely due to sexual harassment charges. Confused by some or all of this? Read on! Continue reading

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The best advice I was ever given was….(From the TrinityP3 Consultants)

With social media there are now more opportunities than ever to read or head career or business advice for free. Log in to LinkedIn, browse business groups, subscribe to newsletters and there it will be, business and career advice from someone you may know, may know of by reputation or not know at all. And the advice? Continue reading

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Why B2B companies should focus on marketing and sales, not sales and marketing

Do you ever wonder why most people say “sales and marketing” in that order? When referring to the growth centre of their business it is typically sales first and then marketing, rather than marketing and then sales. Continue reading

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Leadership Trials of the Agency CEO

We don’t get to pick the era we live in.  We’re human, though, and we dream about other times and other places.  Given a choice, today’s agency CEOs might dream about turning back the clock sixty years or so, when the world — and the ad agency within it — was much simpler and a lot more fun. Television was new and growing in 1958.  There were only 40 million TV households (today’s number is 120 million) and the agency’s creative challenge was how to get better at TV and print — and grow even faster than the post-war economy.   Continue reading

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The cost of moral injury due to unethical behavior in modern business

I recently attended The Ethics Alliance Sydney Event on Moral Injury in the Workplace. It was an in-depth look at how high stress culture in modern business is giving way to the risk of greater unethical behaviour and causing higher levels of moral injury. It explored these key questions: Continue reading

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Managing Marketing: The challenges facing CMOs today

Andy Lark is the Chief Marketer and Chair of Group Lark. He is also been a CMO, a board adviser, a Non-Executive Director and industry commentator and here he discusses with Darren the challenges and issues facing CMOs and Marketing Leaders today. Exploring everything from lack of alignment in objectives to increasing market diversity and complexity to issues with recognition and support. Continue reading

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