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

Managing Marketing: The profession of advertising compared to management consultants

Posted on August 10, 2018 by Darren Woolley

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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 →

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing procurement, Podcasts | Comments Off

Better collaboration does not mean collaboration meetings

Posted on August 6, 2018 by Darren Woolley

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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 →

Posted in agency solutions, Evalu8ing - Relationship Performance Monitoring, interesting observations, marketing process optimisation, strategic management | Comments Off

Managing Marketing: Public Relations and its role in marketing

Posted on August 3, 2018 by Darren Woolley

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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 →

Posted in agency solutions, interesting observations, Podcasts, strategic management | Comments Off

Book Review: Team of Teams by General Stanley McChrystal

Posted on August 1, 2018 by Darren Woolley

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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 →

Posted in industry news & trends, marketing process optimisation, strategic management | Comments Off

The truth about Agile Marketing is it is not simply faster

Posted on July 30, 2018 by Darren Woolley

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Everyone is talking about Agile Marketing when they really mean agile ways to market. What’s the difference? One is a methodology and manifesto based on test and learn and the other is how to become more nimble and faster to market. Continue reading →

Posted in industry news & trends, marketing process optimisation, strategic management | Comments Off

Important questions before taking media in-house

Posted on July 23, 2018 by Darren Woolley

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In the face of ad fraud, brand safety and viewability issues, many marketers are considering taking some or all of their media in-house. Are you? Technology and media innovation is making this more feasible. But is it right for you? Depending on the market, the size of the media spend and and the media mix, there appears to be four options for advertisers when it comes to media, either in-house or outsourced. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, data & direct marketing, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, social media & digital marketing | Comments Off

Managing Marketing: The benefits and complications of production decoupling

Posted on July 18, 2018 by Darren Woolley

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Justin Ricketts is the CEO of Hogarth Australia and recently shared his thoughts on the media and creative agencies recombining, while still recommending that the resultant production should be decoupled. While decoupling production has been common in the UK for decades it is still a hot topic in many markets and he discusses the benefits and the challenges of getting it right. Continue reading →

Posted in agency remuneration / compensation, agency solutions, interesting observations, marketing procurement, Podcasts, return on investment, television & electronic production | Comments Off

Why Scope of Work (SoW) is not Scope of Services (SoS) and why that matters

Posted on July 13, 2018 by Darren Woolley

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We talk and have written many times about the importance of scope of work in regards to setting or benchmarking agency remuneration based on productivity and not simply the cost of resources. But there is often confusion in regards to what is meant by a Scope of Work. The most common confusion is that the Scope of Work is the same as the Scope of Services or Schedule of Services found in most agency contracts. But there are some very fundamental differences between a Scope of Service and a Scope of Work for the agency. Continue reading →

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Three amazingly true tales of where client agency communications have gone wrong

Posted on June 29, 2018 by Darren Woolley

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Marketing and advertising are in the communications business, right? Where we communicate with an audience to persuade them to do something like thinking positively about our brand, placing our brand on the consideration list or even buying the brand next time they are shopping. So you would think as professional communication people we would have this communicating thing down pat. Continue reading →

Posted in agency solutions, interesting observations, marketing process optimisation, marketing procurement, print production, television & electronic production | Comments Off

The biggest challenges you will face when rationalising your agency roster

Posted on June 27, 2018 by Darren Woolley

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At some point most marketers managing a significant sized budget will question if they really do need all of the agencies and suppliers they have collected on their roster. It is only natural. In fact a common question we often get asked is “how many agencies should I have on my roster?” The next questions is usually “What is the best way to structure and manage them?” Continue reading →

Posted in agency search & selection, marketing process optimisation, marketing procurement, return on investment, strategic management | Comments Off

Managing Marketing: Talking data, big data, small data, first, second and third party data.

Posted on June 22, 2018 by Darren Woolley

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Will Scully-Power is the Chairman of Datarati and the CEO of Pascal. Here Will and Darren discuss Big Data versus Small Data and the role of first, second and third party data. The role of data in transforming organisations to be customer centric or customer first and how privacy issues around data will be transformed by technology like blockchain. Continue reading →

Posted in customer relationship management, data & direct marketing, industry news & trends, marketing process optimisation, Podcasts, return on investment, social media & digital marketing, strategic management | Comments Off

Quality? Cost? Time? Which do you want from improving your marketing performance?

Posted on June 20, 2018 by Darren Woolley

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It used to be that when it came to production there was quality, cost and time and that you could have any two. That is you could have high quality in a short timeframe but it would cost you. Or you could have a short timeframe and low cost but at the expense of quality. However technology is changing this, enabling the production of a high volume of high quality digital assets in near real time and at relatively low unit cost. But the distinction of Quality, Cost and Time is an important one in marketing and advertising today and not for production but for all aspects of performance improvement. Continue reading →

Posted in agency remuneration / compensation, interesting observations, marketing process optimisation, marketing procurement, return on investment, strategic management | Comments Off

Managing Marketing: Innovation in the video and film production industry

Posted on June 15, 2018 by Darren Woolley

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Harry Preston is the Managing Director A/NZ of Genero, a technology platform for more than 300,000 film and video creators, connecting this community with advertisers, marketers and their agencies. Here Harry discusses the innovations occurring in the industry and how technology is making high quality productions faster, more accessible and lower cost. Continue reading →