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

Why advertisers should never accept a ‘sound-alike’ music track for advertising

Posted on May 17, 2017 by Darren Woolley

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The international scandal from New Zealand concerning the court case between the publisher of Eminem’s song Lose Yourself and the National Party of New Zealand reminds us why advertisers should be very careful when it comes to copyright, music rights and intellectual property. During my career as a copywriter I witnessed on so many occasions situations that could easily have ended up in the same embarrassing court battle that the National Party of New Zealand is currently facing. Continue reading →

Posted in industry news & trends, marketing procurement, television & electronic production | Comments Off

Cost benchmarking and value benchmarking your agency, which one gives the best results?

Posted on May 3, 2017 by Darren Woolley

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In response to the question of “What is a cynic?” Oscar Wilde wrote “A man who knows the price of everything and the value of nothing”. When it comes to agency benchmarking it is hard not to be cynical. Recently Michael Farmer, author of best seller industry book “Madison Avenue Manslaughter” and Executive Chairman of TrinityP3 published an article highlighting the shortcoming of agency benchmarking, specifically agency cost benchmarking: Why cost benchmarking is the waterboarding of the advertising industry. How do we stop the manslaughter and increase agency productivity and performance? The first step is to stop cost benchmarking and move the focus to performance. Here is why. Continue reading →

Posted in agency remuneration / compensation, industry news & trends, marketing procurement, resource rate calculator | Comments Off

Managing Marketing: The challenges facing the advertising agency business model

Posted on April 21, 2017 by Darren Woolley

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Andrew Reeves is the Founder and CEO of ARC Limited with a lifetime of experience as an agency CFO. Here he chats with Darren on the current agency remuneration and business models and the challenges facing agencies in finding ways to make this work in rewarding agencies for the value they create. Continue reading →

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

Learn how CEOs & CMOs are restructuring their marketing teams for success – Infographic

Posted on April 12, 2017 by Darren Woolley

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Some of the more interesting work we have been undertaking at TrinityP3 in the past five years is designing new marketing structures for our clients. This work arose from the projects where we would restructure their external roster of agencies and suppliers to their strategy, only to have them ask if we could do the same with their internal structure, which they had realised through the process, was often aligned to the business silo structure and not the customer strategy.This work has been done for a wide range of companies and categories including Financial Services, Automotive, Higher Education, Property & Construction and more.Late last year I was interviewed by Lara Sinclair from Simple.HQ on the trends in marketing structures we had observed beyond the centralised and decentralised dichotomy typically seen in the past. Continue reading →

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

Why it is so important to have an agency scope of work

Posted on April 5, 2017 by Darren Woolley

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This is the final in our series of articles on agency scope of work management. Managing the scope of work for your agency is possibly the easiest and fastest way to increase the buying power of your marketing budget by removing the duplication and uncertainty as much as possible from the agency work. In this way you are able to get more for your agency budget without simply driving down the rates and prices. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, agency solutions, interesting observations, marketing process optimisation, marketing procurement, resource rate calculator, return on investment | Comments Off

How to build flexibility into an agency scope of work

Posted on March 29, 2017 by Darren Woolley

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Being able to plan all of your requirements of the agency for the coming year is an ideal situation. But the world and the market is often an unpredictable place and your brand strategy needs to be able to frame how your responds to the changes in the market place. Luckily there is a way to frame your agency scope of work in a way that lets you obtain the benefits of the increased efficiency. Continue reading →

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

The impact of economies of scale on scope of work cost

Posted on March 22, 2017 by Darren Woolley

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This is the second in a series of articles on agency scope of work management. Managing the scope of work for your agency is possibly the easiest and fastest way to increase the buying power of your marketing budget by removing the duplication and uncertainty as much as possible from the agency work. In this way you are able to get more for your agency budget without simply driving down the rates and prices. There has been a dramatic increase in the outputs agencies are producing for their clients these days, especially due to content marketing, social media and digital advertising. The multiplier effect on the scope of work can inflate the agency fee without the allowance for economies of scale. But economies of scale must be applied carefully to avoid undermining the process. Continue reading →