Deciding on the right agency fee model is now easier
With 10 main agency fee models and many more hybrids, how do you ensure you are using the right model? Try the new Agency Fee Decision Tree to find out here (it's free):
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
Author: Darren Woolley
Pitching: The problem is not the game, it is the rules.
There is a growing call around the world to ditch the pitch. But maybe, if everyone played by the rules this would not be happening. Find out the rules here:
It’s not who’s to blame for media transparency, it’s who can fix it
Yes the media supply chain is murky, so why are many in the industry pointing the finger at everyone else rather than getting on with fixing the problem?
Top down or bottom up budgeting – which one is best?
How do you calculate your budget? Top down where you start with a number and work out how to spend it? Or bottom up where you start from zero and build up?
Managing Marketing: Storytelling for business and the role of anecdotes
Shawn Callahan talks about how often people get the concept of storytelling wrong when it comes to using it as a business tool in this podcast. Listen now.
Managing Marketing: Advertising agency new business successes and failures
In this podcast Julia Vargiu shares stories on how agencies get new business and pitching right and how they get it horribly wrong. Listen to it here.
Why you will always pay less for crappy media
Today digital provides virtually unlimited inventory but predictably most of this is at the crappy end of the value equation. Learn more here.
Is the problem with agency fee benchmarking simply a matter of statistics?
If you get agency benchmarks wrong it can do more harm than good. Here are some observations on what often passes for industry benchmarks and how average benchmarks will always deliver average outcomes.
Managing Marketing: When customer experience, technology and data go bad
Ben Sharp on how he became a viral sensation when the BPme app failed and he posted the implications on LinkedIn. What lessons can be learned by marketers?
What comes first in advertising, channel or content?
When developing your marketing communications strategy which do you consider first, the channel or the content? Understand the different approaches here.
How to fix agency or agency roster problems
Your marketing strategy will change and your requirements for specific capabilities and skills will change. But does this mean you need to change agencies?
Solving the online production versus broadcast production conundrum
If they want lower production costs for online use videos, advertisers must accept they may not be up-to-standard for use in a broadcast environment. Learn more.
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. Find out who the real winners are in this post.
Managing Marketing: The misunderstood concept of psychological harm in the workplace
Learn about the impact of psychological harm and mental health in the workplace and the need to address this issue the same way we acknowledge physical harm.
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.