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

Posted on July 21, 2017 by Darren Woolley
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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 →

Posted in customer relationship management, data & direct marketing, industry news & trends, social media & digital marketing | Comments Off on Managing Marketing: The concept of social media for sales in B2B relationships

Agencies Struggle with Declining Prices

Posted on July 17, 2017 by Michael Farmer
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Since 1992, the average price for creative agency deliverables has declined by 70% in today’s dollars, according to my research [1] for Madison Avenue Manslaughter.
Nevertheless, agencies have managed to deliver growing profit margins for their owners throughout this 25-year period. How was this possible? Are agencies still “fat,” as many procurement executives believe, or have they starved themselves to generate profits in the face of declining prices? Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends, marketing procurement | Comments Off on Agencies Struggle with Declining Prices

The Terrible Outcomes of Lower Growth in Advertising

Posted on July 10, 2017 by Michael Farmer
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Growth is the engine of wealth and success. Stock prices soar. Companies expand, hire and promote, and salaries rise. Optimism abounds. Everyone has a place in a growing future. The party does not go on forever, as we know. Growth rates slow, and sometimes they halt — the reasons vary, but it’s inevitable. Still, the end of growth is shocking, and the advertising industry is now facing the shock. Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends, marketing process optimisation, marketing procurement, strategic management | Comments Off on The Terrible Outcomes of Lower Growth in Advertising

The latest ANA Programmatic Transparency Report – laudable intent, but what does it actually tell us?

Posted on June 30, 2017 by David Angell
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I’ve just read the latest ANA report, ‘Programmatic: Seeing through the Financial Fog’. Published last week and completed in conjunction with the ANA, the ACA, Ebiquity and AD/FIN, the stated goal of the report was to ‘investigate the costs and economics of the programmatic advertising system.’ Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends, marketing process optimisation, media planning & buying, social media & digital marketing | Comments Off on The latest ANA Programmatic Transparency Report – laudable intent, but what does it actually tell us?

What is going on with advertising creative awards?

Posted on June 26, 2017 by Darren Woolley
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The announcement last week by the CEO of Publicis Groupe, Arthur Sadoun, that the holding company would be taking a year out from Award Shows and other industry marketing events has had the impact I am sure he was hoping for. Of course this made industry news world-wide, and with my career including 15 years as a copywriter and creative director and president of the Melbourne Advertising & Design Club for two years I was asked by Mumbrella Asia to make a comment. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, industry news & trends, marketing procurement | Comments Off on What is going on with advertising creative awards?

Marketing independence is under attack but does anyone care?

Posted on June 21, 2017 by Anton Buchner
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Surprise, surprise. When you meet with a technology vendor, the conversation invariably leads to “needing” their solution. Even though you discuss alternative business opportunities that require solving prior to any technology implementation. Surprise, surprise. You appoint one of the big consultancy firms, such as Deloitte or PWC, and you start down a pipeline of creative and digital discussions that can all be magically solved now under their banner. Continue reading →

Posted in agency solutions, data & direct marketing, industry news & trends, marketing process optimisation, media planning & buying, social media & digital marketing | Comments Off on Marketing independence is under attack but does anyone care?

Heaven and Hell in Advertising

Posted on June 19, 2017 by Michael Farmer
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Share175 Tweet76 +18 Share10Shares 269This post is by Michael Farmer, Chairman of TrinityP3 USA and author of Madison Avenue Manslaughter: an inside view of fee-cutting clients, profit-hungry owners and declining ad agencies, which won the Axiom Gold Business Book Award for … Continue reading →

Posted in agency search & selection, agency solutions, industry news & trends, interesting observations, marketing process optimisation, marketing procurement, return on investment | Comments Off on Heaven and Hell in Advertising

Cannes. And Agency Crocodile Tears Over Remuneration

Posted on June 16, 2017 by Stephan Argent
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Yes, it’s almost that time of year again when the advertising community celebrates the best of the best at Cannes. Until 2012 it was known as the ‘International Advertising Festival’ then renamed the ‘Cannes Lions Festival of Creativity‘ as it’s known today. And it’s that ‘creativity’ piece that’s got me (and not in a good way). Don’t get me wrong, I’m all for celebrating, sharing and focusing on creativity on a global scale and recognising the very best creative talent on the planet. But to me, this not-so little ‘festival of creativity’ has somehow lost its way and taken a nosedive into commercialism and excess that’s worthy of having a flashy ‘Trump’ logo emblazoned upon it. Continue reading →

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Are Advertisers “Bad Hombres” for Their Ad Agencies?

Posted on June 12, 2017 by Michael Farmer
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Ad agencies have had a tough time for the past decade. Reduced retainers. Disappearing AOR relationships, as clients expanded their portfolios of agencies. Inflating Scopes of Work, straining the capabilities of agencies’ downsized and juniorised staffs. There’s more to this. Auction-based bidding of SOW projects. Inhouse agencies. Advertising relationships embracing management consulting firms. Significantly shortened agency-client relationships. Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends, marketing procurement | Comments Off on Are Advertisers “Bad Hombres” for Their Ad Agencies?

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

Posted on June 9, 2017 by Darren Woolley
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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 →

Posted in customer relationship management, industry news & trends, marketing process optimisation, Podcasts, return on investment, social media & digital marketing, strategic management | Comments Off on Managing Marketing: The challenges of marketing and advertising in the financial services category

Tips for more successful agile marketing

Posted on June 2, 2017 by Anton Buchner
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Beware agile marketing, it’s time to transform the terminology. Are you an agile marketer? Or have you heard someone say that they are doing ‘agile marketing’ recently? We have heard the term being bandied about regularly in projects with local and global marketing teams for a few years now. So for this post, I’d like to firstly demystify what agile marketing actually means. It’s not all about speed by the way! As well as give some tips on how to make it work within your current organisational structure and roster of agencies. Continue reading →

Posted in Evalu8ing - Relationship Performance Monitoring, industry news & trends, interesting observations, marketing process optimisation, strategic management | Comments Off on Tips for more successful agile marketing

Industry Transparency Is a One-Way Mirror

Posted on May 31, 2017 by Michael Farmer
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Advertisers have found many ways to dominate and commoditise their ad agency relationships. Transparency is the latest hot issue, justifying outrage over certain media agency practices and setting the stage for reviews of media contracts and fees. Agency hiring and firing remain another advertiser favourite, and the pace of agency replacement has certainly quickened over time. Next in line are declining fees and growing creative Scopes of Work, along with benchmarking studies, the threat of internal agencies, intellectual property disputes, project-based bidding and lengthened payment terms. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, agency solutions, industry news & trends, marketing procurement | Comments Off on Industry Transparency Is a One-Way Mirror

Advertisers with Performance Problems Turn to Management Consultants

Posted on May 24, 2017 by Michael Farmer
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“Watch out! They are coming!” reported The Drum when Accenture and Deloitte appeared on the pitch list for Nissan-Renault’s global account review. They are “spreading their tentacles, seduced by marketing services!” Accenture sees it another way: “CMOs are seeking our talents, not the other way around.” Is consulting going to the mountain, or is the mountain coming to consulting? Continue reading →

Posted in data & direct marketing, industry news & trends, marketing process optimisation, marketing procurement, social media & digital marketing, strategic management | Comments Off on Advertisers with Performance Problems Turn to Management Consultants

Why advertisers should never accept a ‘sound-alike’ music track for advertising

Posted on May 17, 2017 by Darren Woolley
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The international scandal from New Zealand concerning the court case between the publisher of Eminem’s song Lose Yourself and the National Party of New Zealand reminds us why advertisers should be very careful when it comes to copyright, music rights and intellectual property. During my career as a copywriter I witnessed on so many occasions situations that could easily have ended up in the same embarrassing court battle that the National Party of New Zealand is currently facing. Continue reading →

Posted in industry news & trends, marketing procurement, television & electronic production | Comments Off on Why advertisers should never accept a ‘sound-alike’ music track for advertising

Retuning the Marketing ‘Orchestra’

Posted on May 15, 2017 by Michael Farmer
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The marketing ‘orchestra’ needs to be reorganised and re-tuned. The orchestra players are highly skilled and totally dedicated. The problem is, they’re playing different scores, even if the music was written by the same composer. The first violins are playing a Bach fugue. The second violins are performing a Bach prelude. The cellos are holding their own with the Second Brandenburg concerto. The string bass players are improvising – Bach jazz-fusion. And the conductor? Frustrated, he / she stops the playing. “Again, the Bach! From the top!” Continue reading →

Posted in agency solutions, industry news & trends, interesting observations, marketing process optimisation, social media & digital marketing, strategic management | Comments Off on Retuning the Marketing ‘Orchestra’