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Author Archives: Stephan Argent
7 Questions Everyone On Your Marketing Team Should Be Able To Answer
When it comes to setting expectations with your agency(s) – and your marketing team – there are some ‘price-of-entry’ questions everyone should be able to wrap their head around. None are complex, but they are the bedrock of creating harmonious client/agency relationships and ensuring everyone is focused and aligned.
And even if you think your teams are completely clear and in sync with their respective roles and responsibilities, some of the answers (or lack thereof) might surprise you. So, why not test them out? Here is what we believe are the top 7 questions everyone on your business should be able to answer:
What are our expectations?
Whether asked from an individual or corporate perspective, expectations of – and between – everyone should be the starting point. The sting in the tail of this question is that if people can’t answer it, chances are you’ve not been clear or never articulated expectations to begin with – so if there’s a worrying silence after asking it, perhaps it’s an opportunity to bring teams together and let them know. Continue reading
Posted in agency solutions, interesting observations, marketing process optimisation, strategic management
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How To Improve Briefings To Your Agencies
We often hear complaints about weak marketer-side briefings – both from agencies who receive them and (surprisingly enough) from marketers who admit their briefings aren’t as good as they could be. Even more surprising perhaps is that clients are forthcoming about acknowledging they’re ‘part of the problem’. What’s perplexing perhaps is that when asked, ‘why don’t you fix your briefing process?’ they ask, ‘sure, but how…?’. For anyone asking, we run training workshops for marketers looking to strengthen their internal resources and create stronger working relationships with their agencies, from providing feedback to agencies, to evaluating creative and yes how to write better briefings. But for the purposes of this post, here are a few questions worth asking to help set your teams up for success and writing better briefings: Continue reading
Posted in agency solutions, interesting observations, strategic management
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Do Clients Get The Agencies They Deserve?
You’ve likely heard David Ogilvy’s famous words, ‘clients get the advertising they deserve’ but when it comes to their agencies… do clients get the agencies they deserve? Over the last seven years or so, we’ve done enough marketer problem resolution work and agency searches to be able to answer that question with some conviction. The answer is unequivocally, yes. Invariably, agency relationship challenges can be traced back to their marketing masters and are a reflection of how the agency is being managed. But if you’re reading this with some scepticism and thinking, wait a minute, this is like saying dogs look their owners – consider these behavioural attributes: Continue reading
Posted in agency search & selection, agency solutions, customer relationship management, interesting observations
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The Three Ring Circus: Money. Agencies. Marketers.
The simultaneous performance of money, agencies, and clients is a Three Ring Circus of wild, confusing and engrossing, but very far from entertaining. In fact, some agencies’ futures are at stake, while clients are at risk of squeezing the life out of the whole advertising industry – their own teams included – in their quest to lower costs and drive increased profits. Continue reading
Posted in industry news & trends, interesting observations, marketing process optimisation, marketing procurement, strategic management
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10 ways to save money with your agencies (without shooting yourself in the foot)
Share125 Tweet77 +111 Share11Shares 224This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 If you’re reading this thinking it may be an easy fix guide to squeezing the living daylights … Continue reading
Posted in agency remuneration / compensation, agency search & selection, agency solutions, marketing process optimisation
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10 Key Chemistry Questions To Ask During An Agency Search
During most agency searches, considerable emphasis is placed on the functional capabilities of the agencies you’re evaluating: Size, scope, and capabilities, balanced against strategic and / or creative proof points – all weighed against an acceptable financial model. But just like any interview process, marketers should dig deeper to find out if the chemistry between prospective agency(s) and their marketing teams is strong enough to stand the test of time. An agency that looks good on paper or appears to tick all the proverbial boxes, may end up being a disaster if client facing agency resources and marketing teams don’t actually like each other. Continue reading
Posted in agency search & selection, agency solutions, marketing process optimisation
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Why a well managed Agency search is more critical than ever
Share55 Tweet +18 Share13Shares 76This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 If you’ve ever undertaken your own agency search, you know they can be disruptive, costly and … Continue reading
Posted in agency search & selection, agency solutions, marketing procurement
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10 warning signs your Agency relationship is failing
Share114 Tweet +18 Share10Shares 132This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 Sometimes the decision to undertake an agency review is clear: International alignment. Competitive conflict. Regional mandates. … Continue reading
Posted in agency remuneration / compensation, agency search & selection, agency solutions, Evalu8ing - Relationship Performance Monitoring
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5 key management challenges for the CMO in 2015
Share149 Tweet +112 Share11Shares 172This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 My advisory role in marketing provides a unique vantage point to be able to talk to … Continue reading
Posted in agency remuneration / compensation, agency solutions, data & direct marketing, marketing procurement, social media & digital marketing
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Here comes programmatic creative!
Share72 Tweet +110 Share11Shares 93This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 Well, if you just dropped that cup of coffee you were holding, don’t worry – programmatic … Continue reading
Posted in agency search & selection, agency solutions, customer relationship management, social media & digital marketing
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The good, bad, bizarre and unknown of Mergers and Acquisitions
Share72 Tweet +19 Share9Shares 90This article was originally posted by Stephan Argent on the Argedia Group website. Stephan Argent is the CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3. So Apple just inked its acquisition of Beats Electronics for … Continue reading
Posted in industry news & trends, interesting observations
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10 questions to consider when you are searching for a new agency
Share86 Tweet +1 ShareShares 86This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 Thinking of searching for a new agency? Well, think on this for a minute: If you’ve … Continue reading
Posted in agency search & selection, agency solutions, marketing procurement
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Defining best practice in agency search and selection
Share89 Tweet +114 Share7Shares 110This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 When it comes to defining best practice in agency search, I’m often asked to talk about … Continue reading
Posted in agency remuneration / compensation, agency search & selection, agency solutions, marketing procurement
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10 ways to bridge the marketing procurement gap
Share48 Tweet +17 Share7Shares 62This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 I’m increasingly asked to work with procurement when undertaking an agency search – either to work … Continue reading
Posted in agency search & selection, interesting observations, marketing procurement, strategic management
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