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Author Archives: Bill Merrick

About Bill Merrick

Bill Merrick has over 35 years experience in international business, gained in marketing, advertising and PR - from packaged goods to infrastructure. His role has been that of a business and communications leader and strategist. Having successfully operated in markets all over the globe, he is now, from London, partnering with Darren Woolley to launch TrinityP3 UK - to bring all of their combined experience and insight to clients in Europe.

Which comes first, the media plan or the creative?

Sometimes, using a story can help put things into context; here’s one for this idea. A chicken and an egg meet in a dimly lit bar in New York. After a few drinks, it’s clear that they’re heading for romance. They get a room and feathers fly. Later, in the warm afterglow of the street lights and the hotel neon blinking gently into the room, the chicken lights two cigarettes, hands one to the egg and says, “Well, I guess that settles that.” My apologies, but the debate in the industry over which comes first, the media plan or the creative – is an almost certain way to fall fowl (pardon the pun) of good practice. But it does seem to me that more and more people are asking this (especially with all the new shiny toys and technology)– and it’s a great way of sorting the pros from the cons (The professionals or the people trying to con their way through). Continue reading

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What 2016 in marketing, media and advertising can tell us about 2017

Yes, it’s that time of year again when everyone feels compelled to compile their list of predictions for the coming year. Thank Heavens that unless you’re a major news provider, current or former world or business leader, Stephen Hawkins or have appeared on Strictly Come Dancing, your predictions won’t get embarrassingly reviewed at the end of next year. So therefore, from the safety of relative obscurity, but a reasonably well-informed position – here are mine – primarily in the broader world context – and then where and how they seem to fit in the world of marketing. Continue reading

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The Ten Most Common Traps for Marketing Directors

If you’re a Marketing Director right now, and a lot of people are, then life has become quite complicated. If you’re not a Marketing Director these days, then don’t worry, it doesn’t take as long or as much to become one as it did in the past. The downside is that when you do, the role doesn’t tend to last very long for a lot of people. The average tenure in most industries is between 40 – 45 months in the US and UK. That doesn’t seem too bad. Or is it? Continue reading

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Marketing Directors: are you spending your time on the right things?

In my rather long career, I’ve been back and forth on the marketing and advertising sides and have learnt a great deal about where to spend my time and what to spend it on. I’ve also learnt a lot about the relationship between time and money. When you get the time right, it makes spending the money so much more enjoyable, targeted, accountable, much more effective and much more inclusive. All of which means that you’ll lose less sleep, make more friends, be a success in your role and have more time and money – both personally and professionally. As a marketing director, The Holy Grail really is where you focus your efforts. Continue reading

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The critical mission to save the Marketing Director

I’m out to get the Marketing Directors of the world. Get them out of trouble, that is. I’m out to extend their lifespan. I’m out to get them the credit they deserve – and for the companies and brands they work with – the just rewards they can rightfully earn. How can I hope to do this? I’m partnering with the founder of TrinityP3 (Darren Woolley) to launch it in the UK. Perhaps you’ve heard of him? Darren’s a bit like me – started life doing something quite different – a scientist – and then moved on to a career as a very successful creative director and now marketing change agent. Continue reading

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