Managing Marketing Costs for 2020
Post Covid Marketing budgets are not just going to be smaller. They are going to be far more important. So here are the 3 steps a marketing team must take
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
Author: Nathan Hodges
How to survive first contact with the agency marketplace – the composite pitch
Trouble often comes when plans for changing agency rosters meet cold reality. Things change, but in unexpected ways. Here's how a composite pitch can help.
7 ways you might be demotivating your existing agencies
Marketing teams want motivated agencies working alongside them, yet many underestimate how their actions can demotivate the agency. Are you guilty of these?
5 ways to further reduce the influence of marketing in your organisation
Here are five of the quickest ways we’ve seen to make a marketing team less influential. Have you and your team ever been guilty of any of them?
Marketing transformation: a cautionary tale of two marketers and two very different outcomes
Transformation of marketing can be a big challenge. Some take a considered approach while others look for a faster fix. Which approach is best?
Reading between the lines of the AANA/Adnews Interview
After 6 weeks of consideration, the AANA were interviewed by AdNews on media agency transparency. It was difficult to decipher, here's a simplified version.
Five common traps when assessing or defending agency value
The methods clients and agencies use to assess and defend value are really only measuring price – and not even doing that well. Here are the top 5 pitfalls.
What can marketers do now to manage brands through the media transparency debate?
Your life as a marketer just changed. What do you do if you’re a marketer with 2017 objectives to meet and a brand to protect? Find out here.
Why I’m already sick of the ‘full service agency’ debate
There is a fair bit of debate and even some nostalgia for a return to the full service agency. But what does that even mean in today's complex environment?
Why every agency village usually has an idiot
As a marketer, if you are going to construct a village model of multiple agencies, the responsibility to manage it properly lies with you. Here's how.
How many agencies do you need on your roster and how do you get there?
Think you have too many agencies? Wonder what they all do? Understand the dimensions of this issue and what marketers and agencies can do to fix problems.
The secret replies of the marketing generalists
A previous article, the secret death of the marketing generalist, had an interesting response - secret replies. Is it time for a new approach?
The secret death of the marketing generalist
If you’re struggling to stay across the state of play in every new channel and technological development, these insights will offer some relief.
Getting smart about a neglected part of marketing management
In most organisations there are big opportunities for cost savings in the area of print buying. Here are 3 examples of areas that are often poorly managed.
How smart marketers are moving beyond the agency remuneration stalemate
If rejecting the current agency remuneration stalemate saves marketers and agencies time, money and effort, then why isn’t everyone doing it?