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

Posted in agency solutions, customer relationship management, Evalu8ing - Relationship Performance Monitoring, green marketing & sustainability, industry news & trends, interesting observations, strategic management | Comments Off on Take the Pledge! End Madison Avenue’s Manslaughter!

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

Posted in customer relationship management, data & direct marketing, industry news & trends, Podcasts, public sector, return on investment, social media & digital marketing, strategic management | Comments Off on Managing Marketing: The transformation of Higher Education marketing

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

How to apply the 80/20 rule in your business for more effective marketing

The Pareto principle (also known as the 80/20 rule), states that, “for many events, roughly 80% of the effects come from 20% of the causes”. Wilfredo Pareto developed the concept in the context of the distribution of income and wealth among the Italian population in the late 1800s when at the University of Lausanne. I’ve always loved the rule, and often apply it in marketing planning. It’s a simple way of identifying where business value is coming from when analysing a customer base. (ie: 80% of the revenue, or profit, comes from 20% of consumers). Continue reading

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How financial services marketers get customer experience so wrong

The spectacle of the CEOs of Australia’s four major banks making their way to Canberra to appear before the House of Representatives Standing Committee on Economics is a sideshow by the Government to show the electorate that they are making a stand on the financial services category. At a time when the four major bank CEOs were apologising for their behaviour in the past year, the marketing department of one of their competitors demonstrated brilliantly where financial services marketers often get customer experience management wrong. Continue reading

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5 myths about pitch management, agency remuneration and relationship management

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

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The 4 most common dead ends, watch outs and cautions when assessing data driven marketing

There’s never been a better time to be a marketer. Sorry to borrow and modify a phrase from our esteemed Prime Minister. Whilst it is an exciting time for marketers with technology, it’s also an extremely confusing time. It has never been more complex to identify the right path for your activity. Clients are increasingly looking for independent advice when it comes to approaching data-driven marketing. Advice to help identify dead ends, wrong ways and cautions. Continue reading

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Managing Marketing: The changing role and challenges of global procurement

Steve Lightfoot, Senior Manager, Global Procurement at the World Federation of Advertisers discusses with Darren the challenges faced by global procurement teams and the role they will increasingly play in risk management and assisting global marketers in dealing with the huge complexity and differences of the global market on a market by market basis. Continue reading

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Managing Marketing – The marketing challenges and opportunities of customer and data

Mark Reinke, Group Executive, Customer, Data and Marketing at Suncorp Group shares with Darren the challenges for marketers in service industries in shifting the business focus to the customer and the opportunities for marketers in leading the change to a customer centric strategy. Continue reading

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