Managing Marketing: Innovation in the video and film production industry

Harry Preston is the Managing Director A/NZ of Genero, a technology platform for more than 300,000 film and video creators, connecting this community with advertisers, marketers and their agencies. Here Harry discusses the innovations occurring in the industry and how technology is making high quality productions faster, more accessible and lower cost. Continue reading

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

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

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Why B2B companies should focus on marketing and sales, not sales and marketing

Do you ever wonder why most people say “sales and marketing” in that order? When referring to the growth centre of their business it is typically sales first and then marketing, rather than marketing and then sales. Continue reading

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Leadership Trials of the Agency CEO

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

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The cost of moral injury due to unethical behavior in modern business

I recently attended The Ethics Alliance Sydney Event on Moral Injury in the Workplace. It was an in-depth look at how high stress culture in modern business is giving way to the risk of greater unethical behaviour and causing higher levels of moral injury. It explored these key questions: Continue reading

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Managing Marketing: The challenges facing CMOs today

Andy Lark is the Chief Marketer and Chair of Group Lark. He is also been a CMO, a board adviser, a Non-Executive Director and industry commentator and here he discusses with Darren the challenges and issues facing CMOs and Marketing Leaders today. Exploring everything from lack of alignment in objectives to increasing market diversity and complexity to issues with recognition and support. Continue reading

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Technology, Business and Society make a trinity. Will marketers respond with maturity?

A lot has been written about how technology will transform businesses in coming years (scratch that, I mean coming quarters) and how consumers will benefit from greater convenience, comfort, customisation and cost benefits. Not a day goes by without a blog, an article, a podcast or a video about AI and how it is going to fundamentally change our lives. Continue reading

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When is agile marketing not Agile Marketing?

I love a buzzword as much as the next person, which is why I love working in marketing. Some of my favourites include, gamification, amplification, customer-centricity, authenticity, influencer and agile marketing. Wait, what? Agile marketing isn’t a buzzword, it’s a genuine go to market strategy that has been transported across from the world of software development and is now being successfully utilised across marketing teams from education to garden centres. Isn’t it? Continue reading

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

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

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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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Retained AOR or project fees? Which one is best?

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

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Who are the real victims in the lack of transparency in advertising production?

Last year the ANA responded to the investigation by the Department of Justice into Agency production practices and included this in their call for greater transparency in advertiser and agency relationships. The concern was that agencies and especially the Holding Companies that own the agency groups, were competitively tendering for advertiser commercial productions against the independent production companies in an unfair and biased manner. Continue reading

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What Happens When the Magic of Creativity No Longer Works?

In barbaric and prehistoric times, before primitive man invented religion and prayed to gods for intercessions, man was isolated and alone, facing an uncertain and terrifying world that worked by its own logic. Would the sun rise every day?  Would winter fade and spring follow in its stead? Would there be fish to catch, prey to hunt, rain for water and crops, bountiful harvests, cures for disease, pregnancy and babies, victory in war?  Would the tribe flourish?  Tribes were like advertisers today, looking for certainties and prosperity in a hostile world. 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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The Ad Industry in 2018 – The Year of Magical Thinking

Sir Martin Sorrell, the industry’s most prominent agency spokesman, now has the difficult job of explaining, on behalf of WPP and of the industry in general, why revenue growth has been so difficult to achieve and what can be done about it. Continue reading

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