Managing Marketing: The challenges and changes in automotive marketing

Peter Anderson is an Automotive Journalist and chats with Darren about the changes and challenges facing the automotive industry and how the category is adapting to the changes including autonomous motor vehicles, alternative fuel, falling motor vehicle ownership amongst the Millennial Generation and addressing the needs of women buyers. Continue reading

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Lorenzo’s lesson on customer data and big data for business

About 12 years ago we bought our first office in South Melbourne and on the day we moved in I went downstairs to the café on the ground floor to get a coffee. It was a buzzing place and the guy behind the counter introduced himself as Lorenzo, the proprietor. He knew I had not been there before and I explained we had just moved into the second floor of the building. He took my order, a strong latte, and we continued talking with him asking about what type of business we had and why we moved intro the area. Continue reading

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Managing Marketing: The importance of brands and branding in the digital age

Simone Bartley, co-founder and CEO of Together Co discusses with Darren the concept of brand and brand promise and its increasing importance to business in the digital marketing environment and why brand is core to any business requiring the leadership of the CEO. Continue reading

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The Other Opioid Epidemic: The (Brief) High from Chasing New Business

The agency CEO asked me not to use his name.  He wanted to talk privately over breakfast.  “You know, this new business thing is getting to be a problem, he said.  “We’re addicted to falling in love with our next new client, and the one after that and the one after that.  They will solve all our problems.  We’ll do great award-winning work, be well paid, and loved in return … and all the industry crap will disappear.  We’ll pour our heart and soul into winning them.  They’re coy; both flirtatious and distant, making us want them even more.  We’re no better than lovesick teenagers.  And when it goes our way, and we get together and have a wonderful first year, it’s true love … before it turns to crap.  We hate the crap.  We would rather be in love.  That’s why we love new clients and everything it takes to win them.”

Are agency-client relationships becoming loveless marriages that end up on the rocks?  Do the divorced partners, free of the ties that bind, become serial daters, falling in and out of love so often that “commitment” sounds boring and dated — something that was done by their parents in another creative era?  If brands are the children of agency-client relationships, what will happen to them as they’re shuttled from one relationship to another? Will they grow and make positive contributions?  Or, more likely, will they underperform (as they are today)? Continue reading

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How TrinityP3 is helping optimise marketing performance through technology – 3 case studies

Technology platforms, both martech and adtech, provide marketers with the opportunity to be more effective and efficient in their marketing. But technology is said to be moving at click speed and the investment is significant. It is important when investing in marketing technology solutions that the marketer has defined objectives and has a clear view of what success looks like. But, more than this, it is important to take into consideration the current processes that the technology is intended to support and the cultural appetite for change.

We have been involved in helping companies select new technology platforms and tender for new vendors, but we have also worked with organisations that have legacy systems and platforms that are under-performing or not performing at all, and have provided a diagnosis and options for consideration. Also, we have reviewed our clients’ current technology stack to identify optimisation opportunities and assess the organisation’s technology transformation. Each time we bring a totally independent and expert perspective to the process. Here are three case studies of the work we have undertaken providing solutions to marketers’ technology challenges. Continue reading

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When “Best Practices” are Worst Practices

Did you hear about the infamous Army briefing during the Vietnam War? “We had to destroy Ben Tre in order to save it.” The briefing referred to a terrible act, the annihilation of a Vietnamese village by overwhelming American firepower, carried out during a terrible war that was lost in any case. So it goes when tactics, rather than strategies dominate a conflict. Less gruesome, but relevant is the bungled tactical war between advertisers and agencies. Well-meaning tactical “best practices,” used extensively and nearly universally by marketing procurement departments, are worst practices that destroy agency capabilities and annihilate partnerships. Unfortunately, agencies are equally complicit in their destruction.

The Relationship War began, like many wars, with a skirmish and a few opening shots. In the ’90’s, media commissions were giving way to labor-based fees, and advertisers were clueless about agency headcounts, salaries, overhead rates, and profit margins (let’s leave aside the stupidity of adopting this labor-based approach). Advertisers asked their agencies to provide the necessary cost details. Agencies demurred, offended by the request, failing to recognize that procurement folks had been used to knowing intimate details from their manufacturing and distribution suppliers, and they expected the same transparency from their marketing communications suppliers. The agency refusal to cooperate infuriated procurement. As one exasperated executive told me in 2003, “Who the hell do they think they are, anyway? A bunch of prima donnas. I’m going to whack their fees by 10% — maybe that will send them a message.” Agency fee cutting became procurement’s raison d’être, and over the decades fee-cutting took on many sophisticated forms: Continue reading

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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

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Take the Pledge! End Madison Avenue’s Manslaughter!

Madison Avenue’s self-destructive practices need to come to an end!  In the wake of a decade or more of marketing cost reductions, CMOs have lost credibility and power; procurement departments have confused benchmarking with marketing, and demoralised agencies have seen their capabilities severely compromised through downsizing, juniorising, and Scope of Work inflation. Cost reduction programs have run their course. They were never a credible substitute for brand growth as a way of delivering shareholder value. Continue reading

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Managing Marketing: Dealing with the rapidly increasing complexity of the media market

Scott Hagedorn, CEO of the world’s fastest growing agency, Hearts & Science talks with Darren on the important relationship between science and intuition in advertising, especially for marketers dealing with an increasingly complex world. The similarities and differences between agile marketing and the scientific method and role data play in decision-making. Continue reading

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Managing Marketing: The concept of social media for sales in B2B relationships

Tom Skotidas is the Founder and General Manager of Skotidas Consulting Group, specialising in social and digital demand generation. Here he talks with Darren on the power of social media to generate sales and revenue as well as build business reputations and relationships. Continue reading

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Managing Marketing: The challenges of marketing and advertising in the financial services category

Jon Holloway is the founder of Zuper Superannuation and here he discusses with Darren the challenges and failures of financial services companies in leveraging the full potential of marketing and advertising to innovate and build their banking and insurance brands and businesses in Australia. Continue reading

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Why providing consultancy with integrity is more important than ever

Consultants. They often get a bad rap, particularly in the marketing industry. I work with many clients in a consultative capacity, across anything from bespoke vision or structural alignment projects, through contractual and remuneration assessment, to market pitches or agency selection work. I’ve also worked with many consultants in my agency days. The majority of the clients we work with are pretty happy. I would like to say that the majority of agencies we’ve worked with are – well, at least not unhappy – with the way in which we handle them. Continue reading

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Managing Marketing: The business challenges facing marketers and their brands

Mahesh Enjeti, Managing Director of SIA Marketing Counsel discusses with Darren the issues facing marketers today and the important role of brand in not just providing a customer promise or proposition but to define the purpose of the business or organisation for all stakeholders and to support the value proposition of the business through tangible financial contributions to the business success. Continue reading

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Managing Marketing: The transformation of Higher Education marketing

Chief Marketing Officer, John Chatterton talks with Darren about the challenges facing marketers, particularly in the Higher Education category, which is undergoing significant transformation due to the changing expectations of students and industry. He shares some of the opportunities for marketers in the category to help manage this transformation leveraging strong brands with agile customer experience management. Continue reading

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Marketing management predictions for 2017 by the TrinityP3 consultants

Each year the TrinityP3 consultants work with marketers, advertisers and procurement professionals to improve the marketing outcomes for those organisations. We do this across a wide range of categories and marketing channels and disciplines. Each TrinityP3 consultant is an industry subject matter expert and their exposure to the range of issues and challenges facing these marketers provides incredible insight into the emerging trends facing the industry. Continue reading

Posted in agency remuneration / compensation, customer relationship management, data & direct marketing, green marketing & sustainability, industry news & trends, marketing procurement, media planning & buying, mobile marketing, social media & digital marketing, television & electronic production | Comments Off on Marketing management predictions for 2017 by the TrinityP3 consultants