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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

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

Media transparency the biggest challenge last year and next

2016 was, generally speaking, a difficult year for the world. Brexit, the US election, and a number of iconic world figures dying, and various natural disasters, have not made for high levels of morale or happiness. So can we at least spread a bit of cheer in our tiny little corner of the world, that of the marketing industry? Unfortunately not; the past year has given us very little to cheer about. If advertisers are looking for some relief from the challenges and issues of the past year, I suggest they make sure they are well rested going into 2017 based on the biggest issues we have noted in 2016. Continue reading

Posted in agency remuneration / compensation, Evalu8ing - Relationship Performance Monitoring, industry news & trends, marketing procurement, media planning & buying | Comments Off on Media transparency the biggest challenge last year and next

If marketing and their agencies were responding to a customer’s festive season brief

As we come to the end of another year I got thinking about what would happen if marketers and their agencies responded to a brief for the festive season, what would the outcome be? Imagine for instance if a letter to Santa Claus was delivered to the marketing department instead of going to Santa’s workshop in the North Pole? What would arrive on Christmas morning in response? Continue reading

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The 20 essential marketing posts from 2016

Wow, what a year 2016 has been. It will potentially go down in history as the year the people of the world rejected the political norm with Britain rejecting belonging to the European Union and voting to Brexit, when the Philippines voted in a very unconventional President in Rodrigo Duterte and the USA followed suit electing President Trump against all of the predictions of the polls and the mainstream media. Where this will take society, time will tell. But here we are reviewing those topics published this year on the TrinityP3 blog, which have attracted the most interest from our audience of marketers, procurement professionals and agencies. This audience continues to grow each year to almost 200,000 around the globe. So what are the topics that captured the attention of this audience this year? Lets take a look and see what it could mean for the year ahead. Continue reading

Posted in agency remuneration / compensation, agency solutions, industry news & trends, media planning & buying, social media & digital marketing, strategic management | Comments Off on The 20 essential marketing posts from 2016

Marketing management predictions for 2017 by the TrinityP3 consultants

Each year the TrinityP3 consultants work with marketers, advertisers and procurement professionals to improve the marketing outcomes for those organisations. We do this across a wide range of categories and marketing channels and disciplines. Each TrinityP3 consultant is an industry subject matter expert and their exposure to the range of issues and challenges facing these marketers provides incredible insight into the emerging trends facing the industry. Continue reading

Posted in agency remuneration / compensation, customer relationship management, data & direct marketing, green marketing & sustainability, industry news & trends, marketing procurement, media planning & buying, mobile marketing, social media & digital marketing, television & electronic production | Comments Off on Marketing management predictions for 2017 by the TrinityP3 consultants

Relationships, remuneration and media transparency top trending marketing topics in 2016

Following a series of high profile international scandals, media transparency has, for the first time, made it into the top three most popular subjects in the Marketing Management Book of the Year 2016. While social media measurement and gender equality have also received considerable attention over the past 12 months, the relationship between client and agency once again tops the list, followed by posts on agency remuneration. Continue reading

Posted in agency remuneration / compensation, Evalu8ing - Relationship Performance Monitoring, industry news & trends, media planning & buying, strategic management | Comments Off on Relationships, remuneration and media transparency top trending marketing topics in 2016

Managing Marketing: The role of digital, content and social media in marketing

Jeff Bullas is the CEO at jeffbullas.com and a entrepreneur, blogger, author and marketers, who talks with Darren on the importance of strategy and a focus on return on investment when using digital, content and social media marketing techniques to ensure effectiveness and to focus you on performance in the face of increasing opportunities and options. Continue reading

Posted in data & direct marketing, interesting observations, marketing process optimisation, mobile marketing, Podcasts, return on investment, social media & digital marketing, strategic management | Comments Off on Managing Marketing: The role of digital, content and social media in marketing

Sorry, but there is no best practice agency roster structure anymore

Share13 Tweet68 +110 Share10Shares 101This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, … Continue reading

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Don’t divorce your agency when you can simply change the place settings at the bridal table

Have you ever had to organise a wedding? Recently hearing about the challenges a couple were facing with the seating arrangements at the bridal table, not to mention the seating for the guests, it sounded like the proverbial Gordian Knot. Past relationships and current emotions meant that while the bride and groom wanted all of the extensive bridal party there, they had to carefully consider not only which bridesmaid was paired with which groomsman but also how and where they were seated at the bridal table to minimise the awkwardness and potential conflict that could arise when the champagne started flowing. Continue reading

Posted in agency remuneration / compensation, agency solutions, Evalu8ing - Relationship Performance Monitoring, marketing procurement | Comments Off on Don’t divorce your agency when you can simply change the place settings at the bridal table

Who should really be paying for advertising agency pitches?

The first point I have to make is “Why are you pitching any way?” But the fact is that pitching is happening throughout the industry and across the globe. Not just creative and media but increasingly other disciplines including technology providers, call centres, POS vendors and more. The diversity, range and depth of marketer requirements is growing and seemingly endless. But in all this pitching has anyone considered the costs? I am not talking about the emotional and social costs, I mean the hard financial costs of the pitch process. Continue reading

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