How to fix agency or agency roster problems

Are you thinking of pitching your agency to fix a roster problem? Or do you really need to fix your roster? As the market changes, your marketing strategy will change. As your marketing strategy changes, your requirements for specific capabilities and skill will change. But does this mean you need to change agencies, or perhaps change your complete roster or agency ‘eco-system’ of suppliers? Continue reading

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Solving the online production versus broadcast production conundrum

It is increasingly common to be asked to look at production costs for television commercials that will never be seen on television. Well not unless the television is an Internet smart-television and the viewer is watching YouTube. But the reason I refer to it as a television commercial is that it looks like a commercial, sounds like a commercial and could very easily be a television commercial if the client would not stop referring to it as an online video. Continue reading

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Who really wins at advertising creative award shows?

Who are the big winners at this year’s Creative Award shows? If you said the agencies, you’re wrong. The big winners appear to be the ever-increasing numbers of award show organisers who run these shows for fun and profit. Continue reading

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Managing Marketing: The misunderstood concept of psychological harm in the workplace

Michael Morrison was a highly successful media and advertising executive who is now the Founder of the Blacklight Principle. Here he talks with Darren on his own experience of the advertising and media industry and the impact of psychological harm and mental health in the workplace and the important work in addressing this issue in the same way we acknowledge physical harm. Continue reading

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How Companies Can Achieve Cross-Functional Integration to Improve Marketing Performance

Organisational management experts are promoting the use of cross-functional integration within corporations. Learn more about it in this infographic. Continue reading

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Top 10 reasons advertising production is the new cost focus for marketers

Is it just me or is production the next hot topic after media transparency and data security when it comes to marketing? There is not a day goes by when there is not a new article, podcast or story on advertising production and the issues, innovations and ideas on the best way to implement and manage production in the ‘digital age’. While I recognise the irony of me writing this, TrinityP3 has been observing, commentating and benchmarking advertising production for almost two decades and we have seen the trends come and go. Continue reading

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Managing Marketing: The importance of media agency contracts

David Angell is Head of Media and General Manager at TrinityP3 and has just started his own podcast called Media Angle where he interviews media influencers on all the media angles. But here he talks with Darren about the role and importance of robust, relevant and rigorous media contracts to ensure transparency, value delivery and performance. Continue reading

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Why marketers focus more on creative rather than media challenges

Are there more brand challenges that need solving by finding that creative ‘big idea’ versus media planning/buying to target better with greater efficiency? There’s no doubt that ideally the brand needs creative and media working hand in hand so it should be both that are focused on to get the strongest result for the business. Continue reading

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What critical blunders are you making with Influencer Marketing?

When consulting with brands and through our yearly audience surveys, we see a vast chasm between the levels of sophistication that influencer marketing has been operationalised within businesses. Where some marketers are in the journey are absolutely worlds apart. Continue reading

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Managing Marketing: The profession of advertising compared to management consultants

John Oldfield is the Ambassador for Worldwide Partners, a global network of independent agencies. He was also the Membership Director for the IPA in the UK. Here he discusses with Darren the difference between a trade and a profession and how as a Chartered Profession the IPA is providing a professional accreditation program for advertising professionals globally. They also compare advertising and management consulting identifying some key differences. Continue reading

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Why business needs to radically rethink marketing structures

In today’s landscape, efficiency should not be a standalone strategy. Get insights into how marketing should structure itself across and within teams here. Continue reading

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Better collaboration does not mean collaboration meetings

In a complex world we all know it is important to collaborate. But why do so many people think that to collaborate means organising more meetings? There are already too many meetings. And there is more to collaboration than sitting in meetings. Continue reading

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Managing Marketing: Public Relations and its role in marketing

Elizabeth Heusler is a media maverick, communications warrior and strategy zealot. Here she talks with Darren on the changing role and face of public relations and the opportunities marketers may overlook or misuse in the way they engage public relations into the communications mix. Continue reading

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Book Review: Team of Teams by General Stanley McChrystal

Okay, so the full title is actually Team of Teams – New Rules of Engagement for a Complex World by General Stanley McChrystal U.S. Army Retired with Tantum Collins, David Silverman and Chris Fussell.  But do not let this put you off as this is not some war story from a retired warrior. Continue reading

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