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Author Archives: Kylie Ridler-Dutton

About Kylie Ridler-Dutton

Kylie is a discipline neutral specialist with consulting and implementation experience spanning across retail, alcohol, utilities and telecommunications to name a few. Kylie has worked in various Agencies in both Melbourne and Sydney as a Client Services Director managing the development and implementation of a wide range of global brands over the past 18 years.

Cut through the clutter in your marketing technology stack

Posted on March 10, 2017 by Kylie Ridler-Dutton
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The technology transformation era has caused businesses to sit up and take note that in order to sustain your brand for future growth and profit you need to invest in the latest technology to keep up with….what exactly? This question, and often panic, has led to businesses investing in multiple technology solutions and internal marketing departments facing restructure to manage the investment, which ultimately leads to more (poor) investment. Sometimes businesses get it right investing in technology and sometimes it can lead to dormant software and marketing divisions not really achieving results. Which leads to the big question that often cannot be answered, or in most cases is not even being asked ‘What has the ROI been on that investment?’ Continue reading →

Posted in data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, marketing procurement, return on investment, social media & digital marketing, strategic management | Comments Off on Cut through the clutter in your marketing technology stack

Agency search and selection for global health client – Case study

Posted on January 18, 2017 by Kylie Ridler-Dutton
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A local marketing team, who had never engaged an agency before, were facing a major challenge. They not only required a local agency for their communications campaign locally, they also had an immediate need for campaigns to be developed across the various emerging markets, starting in Latin America and rolling out in the longer term to Asia. This posed a significant challenge for the marketing team to find and appoint and then work on a global communications campaign, but also a significant challenge for TrinityP3 to find the right solution to deliver the teams needs to the relatively limited marketing budget provided. Continue reading →

Posted in agency search & selection, agency solutions, case studies | Comments Off on Agency search and selection for global health client – Case study

5 myths about pitch management, agency remuneration and relationship management

Posted on October 24, 2016 by Kylie Ridler-Dutton
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When it comes to pitching there are lots of rumors, gossip and a huge amount of bull. So I thought it was time to myth bust a few untruths about a pitch and give my perspective, having worked over the last 2 years at TrinityP3 on numerous pitches and client projects. That is after quite a few years on the agency side. The fact is that while it has been really positive, there are many agencies (and even some advertisers) who really struggle with the pitch process. TrinityP3 has been running pitches for over 10 years without the “creative beauty parade” so one could say we are pretty tried and tested. Continue reading →

Posted in agency search & selection, agency solutions, customer relationship management, Evalu8ing - Relationship Performance Monitoring, interesting observations | Comments Off on 5 myths about pitch management, agency remuneration and relationship management

Birds of a feather flock together: tips for engaging a new agency partner

Posted on July 13, 2016 by Kylie Ridler-Dutton
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We have all heard the adage birds of a feather flock together, meaning that the company you keep reflects your personality. A smart person surrounds himself with other smart people. Unfortunately, as we go through this time , we realise the people we once counted on are no longer the people we once thought they were. Being guilty by association is another saying which extends the birds of a feather…concept but this time with negative overtones. The external observer will quickly associate your behaviours and thoughts with the people you hang out with. If your friends act in a negative way, you too will be bracketed unfavourably by association. Although this may not be true, it is all based on perception. Continue reading →

Posted in agency search & selection, agency solutions, marketing process optimisation | Comments Off on Birds of a feather flock together: tips for engaging a new agency partner

Communicating with consumers in the technology driven environment

Posted on January 6, 2016 by Kylie Ridler-Dutton
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In 2015 much of the work we conducted as TP3 consultants was to work with marketers and their teams to develop strategic marketing frameworks, roster models, and campaign process optimisation to allow better alignment with agency partners and ultimately deliver stronger marketing output to their brands. In this post I discussed and asked for a POV from Kristie Asciak. Having worked on some of the leading brands within the alcohol industry over the past 12 years. Kristie is well known within the category in her roles as a Marketing Manager and communication specialist working on integrated campaigns and who has seen the shift into a highly technology driven environment. Continue reading →

Posted in agency solutions, industry news & trends, marketing process optimisation, media planning & buying, social media & digital marketing | Comments Off on Communicating with consumers in the technology driven environment

Why digital marketing needs a content approach to engage with consumers

Posted on October 5, 2015 by Kylie Ridler-Dutton
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One of the common issues I have seen over the last 12 months is the need for education in how to engage consumers with relevant and effective conversation. Fairfax Media is a good example of a company that has invested in digital marketing. They have created an in-house content marketing division called MADE, to help advertisers create content that entertains, influences and informs consumers in the digital world. Director of Client Strategy Rob Shwetz discusses the challenges for both advertisers and their agencies, and why there is a need for publishers to invest in supporting and developing a content approach to add to their marketing mix. Continue reading →

Posted in agency solutions, customer relationship management, industry news & trends, social media & digital marketing | Comments Off on Why digital marketing needs a content approach to engage with consumers

Top 10 tips for a successful pitch process

Posted on June 1, 2015 by Kylie Ridler-Dutton
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Having worked on a number of pitches over the last 10 months with TrinityP3, I can clearly see the value in having a 3rd party facilitate the process for both the advertiser and the agency. As facilitator, the role is to guide both parties through the process and ensure they are provided with the information required to enable them to put their best foot forward towards the unknown. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, agency solutions, marketing procurement | Comments Off on Top 10 tips for a successful pitch process

8 personality types agencies may encounter in a new business pitch

Posted on February 23, 2015 by Kylie Ridler-Dutton
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Share144 Tweet2 +116 Share8Shares 170This post is by Kylie Ridler-Dutton, Marketing Management Consultant at TrinityP3. Kylie is a discipline neutral specialist with consulting and implementation experience spanning across retail, alcohol, utilities and telecommunications. One of the important factors in any … Continue reading →

Posted in agency search & selection, agency solutions |

Achieve internal alignment through agency search & selection – Case study

Posted on February 11, 2015 by Kylie Ridler-Dutton
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Share40 Tweet +114 Share7Shares 61Client Category – NGO – Agency Search & Selection Challenging Problem: Given the structure and nature of the business the biggest problem was a level of service to the business across the various state-based offices and ever increasing … Continue reading →

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12 simple ways to improve agency communication and relationships

Posted on October 15, 2014 by Kylie Ridler-Dutton
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Share191 Tweet3 +18 Share19Shares 221This post is by Kylie Ridler-Dutton, Marketing Management Consultant at TrinityP3. Kylie is a discipline neutral specialist with consulting and implementation experience spanning across retail, alcohol, utilities and telecommunications. Achieve success with your agency through everyday … Continue reading →

Posted in agency remuneration / compensation, agency search & selection, agency solutions, Evalu8ing - Relationship Performance Monitoring | Comments Off on 12 simple ways to improve agency communication and relationships