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

Managing Marketing: The changing role and challenges facing media agencies

David Angell is the General Manager and Head of Media at TrinityP3 and here he chats with Darren on the increasingly complex role played by media agencies and the challenges they face in meeting the needs and demands of their advertiser clients. As intermediaries between advertisers and the media providers they are increasingly challenged with not just managing this complex relationship but also contributing to overall marketing performance too. Continue reading

Posted in agency search & selection, agency solutions, industry news & trends, media planning & buying, Podcasts, social media & digital marketing | Comments Off on Managing Marketing: The changing role and challenges facing media agencies

Managing Marketing: Talking digital, innovation and CX for business

Erik Ingvoldstad, the CEO and Founder of Acoustic Group talks with Darren about their focus on helping companies manage their digital transformation from a cultural foundation, discover innovation within the organisation and manage the customer experience as a way of building brand. He brings a unique perspective with experience in the Army, business school and years in digital and direct marketing. Continue reading

Posted in agency solutions, customer relationship management, interesting observations, marketing process optimisation, Podcasts, social media & digital marketing, strategic management | Comments Off on Managing Marketing: Talking digital, innovation and CX for business

Marc Prichard, the low creative ratio at your agencies is not their fault, it’s yours

Okay, perhaps not yours Marc, but when you recently stated that you would like three quarters of your agencies to be creative, it made me reflect on the literally hundreds of agency remuneration deals we have benchmarked, negotiated and managed over the past 18 years and the fact that in every case the agency resources required were directly related to the requirements and expectations of the marketers. Continue reading

Posted in agency remuneration / compensation, agency solutions, industry news & trends, marketing process optimisation, marketing procurement, strategic management | Comments Off on Marc Prichard, the low creative ratio at your agencies is not their fault, it’s yours

The mismanaged creative agency pitch

There was a creative pitch many years ago for Stanley Cook, manufacturer of Titan Nails at the time, later sold to BHP and then Otter Group. Anyway they briefed six creative agencies, about three too many, to come up with an ad campaign over the weekend to encourage builders and tradesmen to choose the Titan brand over the cheaper Asian nail imports. On the Monday morning the agencies filed in one after the other to present to the Managing Director, the Marketing Director and the Head of Sales at the time. Each agency had had basically three days to put a campaign together and 45 mins to present it to the senior management of Stanley Cook Limited. Continue reading

Posted in agency search & selection, interesting observations, marketing procurement | Comments Off on The mismanaged creative agency pitch

Ageism in advertising is as much a cost issue as a perception one

uis Loizou, a Freelance creative Director in the UK recently shared on Linkedin his thoughts “I’m not 54. I’m 22 with 32 years experience”.  It is a passionate and considered argument for why older advertising creative professionals have not passed their used by date, but are actually “still passionate but with pragmatism and discipline”. Continue reading

Posted in agency remuneration / compensation, agency solutions, interesting observations, marketing procurement, return on investment | Comments Off on Ageism in advertising is as much a cost issue as a perception one

Managing Marketing: Discussing creativity, innovation and their importance to business

Ed Pank is the Managing Director of WARC Asia and a self confessed Digital Marketing Evangelist, Start-up Builder, Advertising Insight Generator. Here he talks with Darren on the importance of creativity and innovation in business today. They explore the nature of agency creativity and explore the role of the agency in developing customer and business innovation. Continue reading

Posted in agency solutions, interesting observations, iPhone business app, marketing process optimisation, Podcasts, return on investment, strategic management | Comments Off on Managing Marketing: Discussing creativity, innovation and their importance to business

The challenges in measuring the value your agencies contribute to your marketing

How do you calculate or assess the value of your marketing spend? In the past three years we have had a large number of projects designed to achieve just that – a fact based assessment of the value of the marketing spend. Specifically marketing communications or advertising and largely focusing on spend with external agencies and suppliers. Continue reading

Posted in agency remuneration / compensation, interesting observations, marketing process optimisation, marketing procurement, return on investment | Comments Off on The challenges in measuring the value your agencies contribute to your marketing

Managing Marketing: Navigating digital transformation

Adam Good is the Chief Digital Officer at Dentsu Aegis Network in APAC and in this podcast he is talking with Darren and reflecting on his career on both the marketing and agency side as the industry navigates the digital transformation and the impact of organisational alignment, innovation, collaboration, trust and a shift to Agile Marketing. Continue reading

Posted in data & direct marketing, industry news & trends, marketing process optimisation, Podcasts, social media & digital marketing, strategic management | Comments Off on Managing Marketing: Navigating digital transformation

Yes, advertising agencies exaggerate their award entries – Poll result

Recent reports in the trade media have raised questions over the accuracy of the award entries of a particular multi-award winning agency. In fact it appears that this agency has continued to win awards overseas with questionable and inaccurate claims. Now the agency CEO has stepped aside it is time to discuss the implications this has for agencies, the industry and their clients. Accusations of behaviour like this undermines trust, not only in the agency involved, but the award process and the industry at large.Excerpts are optional hand-crafted summaries of your content that can be used in your theme. Learn more about manual excerpts. Continue reading

Posted in agency search & selection, industry news & trends, return on investment | Comments Off on Yes, advertising agencies exaggerate their award entries – Poll result

Prosperity ahead for those marketers who embrace The Year of the Dog

As we end the year of the Fire Rooster we look forward to the Year of the Earth Dog ahead. While the past year was a time to address the disharmony in the industry, the year ahead looks to be a prosperous time for those marketers who have done the work to transform their approach to their customers. Continue reading

Posted in customer relationship management, data & direct marketing, industry news & trends, marketing process optimisation, media planning & buying, social media & digital marketing, strategic management | Comments Off on Prosperity ahead for those marketers who embrace The Year of the Dog

Is it time marketers rethink agency competitive conflicts of interest?

A major and complex issue for marketers when looking for new agencies, or going to market with a tender, is concerns over conflict of interest. That is, not wanting to select an agency that already has a client that is a competitor. But what constitutes a competitive conflict will vary from advertisers to advertiser and category to category. It will also increasingly vary as the relationships between advertisers and their agencies evolve. Some categories are incredibly broad in what constitutes a conflict, such as financial services or alcoholic beverages, and therefore can quickly limit the choice of agencies without conflicts. Continue reading

Posted in agency remuneration / compensation, agency search & selection, industry news & trends, marketing procurement | Comments Off on Is it time marketers rethink agency competitive conflicts of interest?

Managing Marketing: The impact of science and technology on media and marketing

Ori Gold is the CEO of programmatic platform Bench, and here discusses the impact of science and technology innovation and the best way for marketers to deal with this rapid and constant change. Embracing complexity and applying the scientific approach of test and learn is central to thriving in the changing world of marketing and business. Continue reading

Posted in data & direct marketing, interesting observations, marketing process optimisation, Podcasts, return on investment, strategic management | Comments Off on Managing Marketing: The impact of science and technology on media and marketing

Why measuring media value is more important than media cost

Mega successful investor, Warren Buffet, famous said “Price is what you pay; value is what you get”. But when it comes to media the discussion is almost always about price – price and quantity such as GRP, CMP, Impressions, spots and the like. These are all measures of quantity of media and quantity of audience delivery, but rarely is there a measure of quality. After all, quality of media is a much more difficult attribute to measure or validate. Continue reading

Posted in industry news & trends, marketing procurement, media planning & buying, social media & digital marketing, strategic management | Comments Off on Why measuring media value is more important than media cost

If your marketing function is not driving growth you’re not doing it right

One of the big issues facing marketing is the perception, commonly held in businesses, that it is nothing more than the ‘colouring in department’. It is a demeaning phrase and one I heard earlier this year when I was invited to participate in a CEO Forum in the City by one of the accounting firms. Continue reading

Posted in interesting observations, return on investment, strategic management | Comments Off on If your marketing function is not driving growth you’re not doing it right

Managing Marketing: The impact of deregulation on the dramatically changing advertising industry

Simon Canning is a well-known and highly respected marketing commentator who has worked on both the trade media and agency side for the past 25 years. Here he shares and discusses the changes, but more importantly the key decisions and their impact and implications on the advertising industry today. Continue reading

Posted in agency remuneration / compensation, agency solutions, interesting observations, marketing procurement, media planning & buying, Podcasts, strategic management | Comments Off on Managing Marketing: The impact of deregulation on the dramatically changing advertising industry