Managing Marketing: The importance of media agency contracts

Posted on August 17, 2018 by Darren Woolley
Share
+1
Share9
Shares 14

David Angell is Head of Media and General Manager at TrinityP3 and has just started his own podcast called Media Angle where he interviews media influencers on all the media angles. But here he talks with Darren about the role and importance of robust, relevant and rigorous media contracts to ensure transparency, value delivery and performance. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, industry news & trends, marketing procurement, media planning & buying, Podcasts, social media & digital marketing | Comments Off on Managing Marketing: The importance of media agency contracts

Managing Marketing: The profession of advertising compared to management consultants

Posted on August 10, 2018 by Darren Woolley
Share
+1
Share9
Shares 31

John Oldfield is the Ambassador for Worldwide Partners, a global network of independent agencies. He was also the Membership Director for the IPA in the UK. Here he discusses with Darren the difference between a trade and a profession and how as a Chartered Profession the IPA is providing a professional accreditation program for advertising professionals globally. They also compare advertising and management consulting identifying some key differences. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing procurement, Podcasts | Comments Off on Managing Marketing: The profession of advertising compared to management consultants

Managing Marketing: How data is making media planning and buying more accountable

Posted on July 27, 2018 by Darren Woolley
Share
+1
Share8
Shares 30

Martin Cass, CEO of MDC Media Partners and Assembly, has a long history of running media agencies. Here he discusses with Darren how after leaving Carat, a year at the Wharton Business School and a meeting with the number crunchers behind ‘Money Ball’ transformed the way they do media at MDC Media Partners today. Continue reading →

Posted in agency remuneration / compensation, data & direct marketing, industry news & trends, media planning & buying, Podcasts, return on investment, social media & digital marketing | Comments Off on Managing Marketing: How data is making media planning and buying more accountable

Important questions before taking media in-house

Posted on July 23, 2018 by Darren Woolley
Share
+1
Share7
Shares 31

In the face of ad fraud, brand safety and viewability issues, many marketers are considering taking some or all of their media in-house. Are you? Technology and media innovation is making this more feasible. But is it right for you? Depending on the market, the size of the media spend and and the media mix, there appears to be four options for advertisers when it comes to media, either in-house or outsourced. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, data & direct marketing, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, social media & digital marketing | Comments Off on Important questions before taking media in-house

Managing Marketing: The benefits and complications of production decoupling

Posted on July 18, 2018 by Darren Woolley
Share
+1
Share9
Shares 34

Justin Ricketts is the CEO of Hogarth Australia and recently shared his thoughts on the media and creative agencies recombining, while still recommending that the resultant production should be decoupled. While decoupling production has been common in the UK for decades it is still a hot topic in many markets and he discusses the benefits and the challenges of getting it right. Continue reading →

Posted in agency remuneration / compensation, agency solutions, interesting observations, marketing procurement, Podcasts, return on investment, television & electronic production | Comments Off on Managing Marketing: The benefits and complications of production decoupling

Why Scope of Work (SoW) is not Scope of Services (SoS) and why that matters

Posted on July 13, 2018 by Darren Woolley
Share
+1
Share9
Shares 39

We talk and have written many times about the importance of scope of work in regards to setting or benchmarking agency remuneration based on productivity and not simply the cost of resources. But there is often confusion in regards to what is meant by a Scope of Work. The most common confusion is that the Scope of Work is the same as the Scope of Services or Schedule of Services found in most agency contracts. But there are some very fundamental differences between a Scope of Service and a Scope of Work for the agency. Continue reading →

Posted in agency remuneration / compensation, marketing process optimisation, marketing procurement | Comments Off on Why Scope of Work (SoW) is not Scope of Services (SoS) and why that matters

Practical advice on navigating the media supply chain (An interview with David Angell)

Posted on July 11, 2018 by David Angell
Share
+1
Share8
Shares 36

Recently I was interviewed, in my role as Head of Media and General Manager at TrinityP3, by Tracey Porter for an article in Marketing Magazine, the Trust Issue June / July 2018. The interview is provided in full here because it provides a comprehensive view of the practical media advice we provide advertisers and marketers across the globe at TrinityP3. Continue reading →

Posted in agency remuneration / compensation, data & direct marketing, industry news & trends, marketing procurement, media planning & buying, social media & digital marketing, strategic management | Comments Off on Practical advice on navigating the media supply chain (An interview with David Angell)

How to Avoid The Biggest Client / Agency Relationship Killers

Posted on July 2, 2018 by Stephan Argent
Share
+1
Share8
Shares 29

Unless it’s a corporate governance requirement, global realignment or competitive conflict, calling an agency review isn’t something most clients undertake lightly. So what are the biggest client / agency relationship killers and why do marketers really call reviews? Continue reading →

Posted in agency remuneration / compensation, Evalu8ing - Relationship Performance Monitoring, interesting observations, marketing procurement | Comments Off on How to Avoid The Biggest Client / Agency Relationship Killers

Viva Mexico! Where Ad Agency Innovations are Improving SOWs and Fees

Posted on June 25, 2018 by Michael Farmer
Share
+1
Share9
Shares 45

Mexican ad agencies are calculating and negotiating fees based on the amount of content they produce for each client — with fees to be based on Scope of Work size rather than on arbitrary cost benchmarks dictated by clients. The effort is being led by the industry’s trade association, AMAP (they’re like the 4As, only more proactive) and Dentsu Mexican agency Flock, which was the first agency to embrace the concept. Since Scopes of Work are growing, AMAP and Flock reasoned, agency fees should grow as well. They’ve put the concept into action in Mexico. Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends | Comments Off on Viva Mexico! Where Ad Agency Innovations are Improving SOWs and Fees

Quality? Cost? Time? Which do you want from improving your marketing performance?

Posted on June 20, 2018 by Darren Woolley
Share
+1
Share10
Shares 47

It used to be that when it came to production there was quality, cost and time and that you could have any two. That is you could have high quality in a short timeframe but it would cost you. Or you could have a short timeframe and low cost but at the expense of quality. However technology is changing this, enabling the production of a high volume of high quality digital assets in near real time and at relatively low unit cost. But the distinction of Quality, Cost and Time is an important one in marketing and advertising today and not for production but for all aspects of performance improvement. Continue reading →

Posted in agency remuneration / compensation, interesting observations, marketing process optimisation, marketing procurement, return on investment, strategic management | Comments Off on Quality? Cost? Time? Which do you want from improving your marketing performance?

Why Squeezing More From Your Agency Can Be A Really Bad Idea

Posted on June 18, 2018 by Stephan Argent
Share
+1
Share14
Shares 50

Are you a marketer that wants to squeeze more from your agency? Do you feel like they should be doing more? Delivering better results? Turning things around faster? All sound like good ideas, right? So if like most marketers you’d find these kinds of attributes desirable from your agency(s), then read on. Continue reading →

Posted in agency remuneration / compensation, agency solutions, interesting observations, marketing procurement, return on investment | Comments Off on Why Squeezing More From Your Agency Can Be A Really Bad Idea

Confused About the Advertising Industry? Who Isn’t? Read On!

Posted on June 13, 2018 by Michael Farmer
Share
+1
Share21
Shares 68

Holding company shares are falling. Their ad agencies are shrinking, with low morale, low salaries and hiring freezes. Accenture and Deloitte are the new, growing competitors. Advertisers are cutting spend but investing in-house. Chief Creative Officers are disappearing, not entirely due to sexual harassment charges. Confused by some or all of this? Read on! Continue reading →

Posted in agency remuneration / compensation, industry news & trends, interesting observations, social media & digital marketing | Comments Off on Confused About the Advertising Industry? Who Isn’t? Read On!

Leadership Trials of the Agency CEO

Posted on June 6, 2018 by Michael Farmer
Share
+1
Share12
Shares 46

We don’t get to pick the era we live in.  We’re human, though, and we dream about other times and other places.  Given a choice, today’s agency CEOs might dream about turning back the clock sixty years or so, when the world — and the ad agency within it — was much simpler and a lot more fun. Television was new and growing in 1958.  There were only 40 million TV households (today’s number is 120 million) and the agency’s creative challenge was how to get better at TV and print — and grow even faster than the post-war economy.   Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends, interesting observations | Comments Off on Leadership Trials of the Agency CEO

Is ZBB (Zero-Based Budgeting) Mismanaged by Advertisers?

Posted on May 21, 2018 by Michael Farmer
Share
+1
Share13
Shares 56

WPP points the finger at ZBB as the most important factor driving cuts in WPP’s agency revenues — cuts that have taken 35% off WPP’s share price from its 2017 high.  Leading industry analyst Brian Wieser identifies ZBB as a major factor suppressing holding company organic growth, along with other factors like increased contract scrutiny Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends | Comments Off on Is ZBB (Zero-Based Budgeting) Mismanaged by Advertisers?

Retained AOR or project fees? Which one is best?

Posted on May 16, 2018 by Darren Woolley
Share
+1
Share13
Shares 43

While I have previously shared thoughts on comparing rate cards with retainers in 2008, ways to improve retainers in 2009 and most recently the considerations before moving from retainers to project fees in 2016 , I have not actually provided a comparison of pros and cons for advertisers and agencies.
Yet in the past five years we have had an avalanche of advertisers asking us for help moving their agency remuneration from retainers to project fees. Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends, marketing process optimisation, marketing procurement, return on investment | Comments Off on Retained AOR or project fees? Which one is best?