TrinityP3 logo

Author Archives: Darren Woolley

About Darren Woolley

Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: darren@trinityp3.com

Marketing Technology and its impact on Media Ethics and Transparency

There is much discussion on Marketing Technology and the impact it has on Media Transparency. In this post, myself and David Angell from TrinityP3 deliberately take differing points of view to explore the issues and encourage industry discussion on this important topic. Continue reading

Posted in agency remuneration / compensation, marketing procurement, media planning & buying | Comments Off on Marketing Technology and its impact on Media Ethics and Transparency

The negative impact of overworked agency staff on agency remuneration

Any work related death is a tragedy. But the death of a young woman at Dentsu Inc in Tokyo on Christmas Day, 2015 was shocking. Even more so because the official cause of death was overwork. Her sad demise has resulted in a major rethink of the culture at the agency and contributed to the CEO announcing his resignation early this year. But this is not an isolated incident with a young copywriter dying from heart failure due to overwork and an overdose of energy drinks in Indonesia at the end of 2013. This culture of working often ridiculously long hours is not new to the advertising industry. I remember as a copywriter and especially as a creative director often working 12 hour days and longer, including weekends if we were working on new business pitches. Continue reading

Posted in agency remuneration / compensation, industry news & trends, iPhone business app, marketing procurement | Comments Off on The negative impact of overworked agency staff on agency remuneration

Managing Marketing: The media industry, women in media, and the state of the media

Denise Shrivell is the Founder of MediaScope and discusses with Darren the state of the media industry today, the challenges of media technology and her MediaScapes along with the role of women in media and the role Peggy’s List plays in ensuring women have equal opportunity to share their thoughts and insights in the important discussions on the issues facing the media and marketing industry. Continue reading

Posted in industry news & trends, media planning & buying, social media & digital marketing, strategic management | Comments Off on Managing Marketing: The media industry, women in media, and the state of the media

Time for marketers to follow P&G’s lead and apply the Golden Rule

Congratulations to Procter & Gamble CMO Marc Pritchard on an excellent example of how marketers need to apply the Golden Rule. The Golden Rule is the Man with the Gold makes the rules. Or put another way, the market sets the price but the buyer sets the terms. But there is certainly an argument that for the past ten years marketing and procurement have been setting the price, using competitive tensions and tenders to drive down the agency fee but largely ignoring the importance of setting the terms. By terms I do not mean payment terms, but even the introduction of extended payment terms has been cost driven. Continue reading

Posted in agency solutions, Evalu8ing - Relationship Performance Monitoring, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, strategic management | Comments Off on Time for marketers to follow P&G’s lead and apply the Golden Rule

The importance of financial analysis in determining marketing priorities

In dealing with the management of marketing, a significant component of the work we do is assessing and benchmarking the value of the marketing investment of our clients. This budget is spent with a range of external suppliers. These external suppliers include advertising, digital and media agencies, but also the thousands of other suppliers who are competing for the share of the marketing budget. These suppliers can include everything from printers and merchandising providers to market researchers and software providers. Continue reading

Posted in agency remuneration / compensation, agency search & selection, marketing process optimisation, marketing procurement, media planning & buying, return on investment, strategic management | Comments Off on The importance of financial analysis in determining marketing priorities

How does TrinityP3 rate as Management Consultants against these 7 critical qualities?

I had great interest in reading the article by Pete Hayes from Chief Outsiders on how CEOs should select Management Consultants. Titled “CEO: The 7 C’s of Hiring Management Consultants” it provided a list of seven criteria for a CEO to assess the suitability of a management consultant. It got me thinking about the way CMOs select their marketing management consultants (including pitch consultants, media consultants, media buying bench-markers and auditors, transformation experts and the like). Do the same criteria apply and how well would TrinityP3 stack up against these selection criteria? Continue reading

Posted in interesting observations, strategic management | Comments Off on How does TrinityP3 rate as Management Consultants against these 7 critical qualities?

Is the Year of the Rooster an opportunity to address a few major issues for advertisers?

The Chinese Year of the Fire Rooster starts tomorrow on January 28, 2017 and lasts until 15th February 2018. Astrologically we are coming out of a pretty confusing period of time and entering a rational and constructive period. The Rooster gives the year that just begins some of the characteristics of the bird it has as a symbol: ambition, pride, the desire to be admired, punctuality and courage. Most importantly the relationships between people will be under the sign of great honesty. Continue reading

Posted in data & direct marketing, industry news & trends, marketing procurement, media planning & buying, social media & digital marketing, television & electronic production | Comments Off on Is the Year of the Rooster an opportunity to address a few major issues for advertisers?

Managing Marketing: Media value, transparency and relationships today

Steve Allen, Chief Executive of Fusion Media has seen significant changes in the media landscape in his career and here shares with Darren his views on media value, the problem with lack of media transparency today and the continued importance of having trusted and respected relationships with media owners, media and agencies and the advertisers. Continue reading

Posted in agency remuneration / compensation, industry news & trends, marketing procurement, media planning & buying, Podcasts, social media & digital marketing, strategic management | Comments Off on Managing Marketing: Media value, transparency and relationships today

Is the problem with data the fact that many marketers misuse it?

A recent interview with Professor Gary Lilien in Marketing Magazine on marketing analytics and the skepticism that still hinders its universal adoption got my attention. Not because of the issue, but because I have been longing to get to the bottom of why marketers are so sceptical. (I have my own hypothesis, which I will share below). He believes it is due to insecurity due to a lack of understanding of how marketing analytics works. I have joked a couple of times here that “72% of people are fooled by statistics” yet data and therefore statistics is an important foundation for marketing and understanding the market place. Time and again I hear about marketers struggling with or even rejecting data because it is often too confusing and therefore offers them no value or that the insights derived from the data conflict with their beliefs and so they reject its validity. Continue reading

Posted in data & direct marketing, interesting observations, marketing process optimisation, return on investment, strategic management | Comments Off on Is the problem with data the fact that many marketers misuse it?

If you think it’s expensive to hire a professional marketing management consultant to do the job, wait until you hire an amateur

I love this quote that I have shamelessly paraphrased in the headline here. Red Adair was a larger-than-life character who built his reputation successfully putting out oil well fires. This is a highly dangerous and incredibly lucrative occupation. Imagine an oil well producing thousands of barrels of oil, suddenly erupts into flames? It is literally millions of dollars going up in smoke. Now I am not for a minute suggesting what we do as marketing management consultants is anywhere near as dramatic or a dangerous as Red Adair and his oil fire fighting business, but I think there are some key examples of where in marketing management an expensive professional provides more value than a low cost amateur. Continue reading

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing process optimisation, marketing procurement, media planning & buying, return on investment, strategic management | Comments Off on If you think it’s expensive to hire a professional marketing management consultant to do the job, wait until you hire an amateur