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

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

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Important questions before taking media in-house

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

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

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

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Managing Marketing: Achieving transparency in the murky digital media supply chain

Nicole Sheffield is an industry leader in digital media holding roles as the Chief Digital Officer at News Corp Australia and Chair of the IAB. Here Nicole talks with Darren on the changes and challenges in the digital media supply chain, including transparency, measurement and value. All of this made even more complicated by the constant evolving nature of the eco-system and challenging marketers to deliver meaningful results for brands and business. Continue reading

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Managing Marketing: Talking data, big data, small data, first, second and third party data.

Will Scully-Power is the Chairman of Datarati and the CEO of Pascal. Here Will and Darren discuss Big Data versus Small Data and the role of first, second and third party data. The role of data in transforming organisations to be customer centric or customer first and how privacy issues around data will be transformed by technology like blockchain. Continue reading

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Managing Marketing: The impact of data and technology on customer retention and acquisition

Steve Emanouel is the Managing Director of Spyglaz, a data platform that helps organisations identify customers most likely to churn. Here Steve talks with Darren on how his career has evolved since they worked together at JWT in the late 1990s and the role of direct marketing and digital technology in B2B businesses. They also discuss the strategic flaws in focusing on acquisition and the importance of customer retention for business success. Continue reading

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Top 5 dumb ways to use data in marketing

With the implementation of the EU’s General Data Protection Regulation (GDPR), and the Facebook / Cambridge Analytica data scandal, data privacy and usage is a pretty hot topic. So strap yourself in. Here we go. Continue reading

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Agile Marketing delivery – Become an instant expert

It’s a term that came from the software development industry back in the 1950s, whereby solutions were developed and evolved with cross-functional team collaboration. Agile software development was designed to have all aspects of planning, analysis, design, coding, and testing included together to have working prototypes and products developed and presented to stakeholders for fast approval and implementation throughout defined release cycles. Continue reading

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Enabling Data in Creative, to pull the final lever for digital success

There are 3 main levers to drive results in digital advertising – media, data and creative. The media lever, typically controlled by a DSP, enables you to optimise media schedules and placements based upon audience, environment, response and price. The data lever is currently managed by DMPs, linking data and knowledge to audiences and outcomes. Continue reading

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The importance of unsubscribe management

From 25 May 2018, Australian businesses of any size will have to comply with the European Union’s (EU) General Data Protection Regulation (GDPR) requirements if they: have a business entity in the EU, offer goods and services in the EU, monitor the behaviours of individuals in the EU. Continue reading

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Digital and Technology alignment – Become an instant expert

Firstly, we should preface by saying that the digital and technology world has been normal for you, as you were born into it. So for many of you, you may be leading your marketing team on initiatives and ideas. But as you know what is normal now, won’t be normal in the future. The rate of change is getting faster and faster, as we enter the 4th industrial revolution with the advent of robotics, autonomous transport, artificial intelligence, infinite computing, and nanotechnology. Continue reading

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The Creative may be Digital, but the process is analog

Let’s be clear, no matter how good an ad format or placement is, no matter how accurate the media targeting is – an irrelevant ad, is still an irrelevant ad. As Marketers are now living in an omnichannel world with increasing internal and external ‘CXpectations’,  they are expected to do more with less. Digital continues to deliver shattered fragments of consumer touchpoints which has resulted in working and non-working dollars becoming blurred as technology intertwines context (media) and content (creative). Continue reading

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Media performance management – Become an Instant Expert

If you’re involved with developing, implementing, executing or understanding the effects of advertising campaigns, and particularly the success of a media buy or trade, then the term ‘media performance’ is something you’ll often hear in your career. So following on in our Become an Instant Expert series, we’d like to focus this post on media performance. Continue reading

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Managing Marketing: Navigating digital transformation

Adam Good is the Chief Digital Officer at Dentsu Aegis Network in APAC and in this podcast he is talking with Darren and reflecting on his career on both the marketing and agency side as the industry navigates the digital transformation and the impact of organisational alignment, innovation, collaboration, trust and a shift to Agile Marketing. Continue reading

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Prosperity ahead for those marketers who embrace The Year of the Dog

As we end the year of the Fire Rooster we look forward to the Year of the Earth Dog ahead. While the past year was a time to address the disharmony in the industry, the year ahead looks to be a prosperous time for those marketers who have done the work to transform their approach to their customers. Continue reading

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