5 ways to further reduce the influence of marketing in your organisation

Any marketer, obviously, would want to increase the degree to which their discipline infuences the organisation in which they work. At least, you’d think so, wouldn’t you? In fact, in our experience the best efforts of some marketing teams can sometimes have quite the opposite effect. Here are five of the quickest ways we’ve seen to make a marketing team less influential. Have you and your team ever been guilty of any of them? Continue reading

Posted in agency solutions, data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, marketing procurement, social media & digital marketing | Comments Off on 5 ways to further reduce the influence of marketing in your organisation

If your marketing function is not driving growth you’re not doing it right

One of the big issues facing marketing is the perception, commonly held in businesses, that it is nothing more than the ‘colouring in department’. It is a demeaning phrase and one I heard earlier this year when I was invited to participate in a CEO Forum in the City by one of the accounting firms. Continue reading

Posted in interesting observations, return on investment, strategic management | Comments Off on If your marketing function is not driving growth you’re not doing it right

Managing Marketing: The impact of deregulation on the dramatically changing advertising industry

Simon Canning is a well-known and highly respected marketing commentator who has worked on both the trade media and agency side for the past 25 years. Here he shares and discusses the changes, but more importantly the key decisions and their impact and implications on the advertising industry today. Continue reading

Posted in agency remuneration / compensation, agency solutions, interesting observations, marketing procurement, media planning & buying, Podcasts, strategic management | Comments Off on Managing Marketing: The impact of deregulation on the dramatically changing advertising industry

2017 in review and predictions for 2018 from the TrinityP3 marketing management consultants

How was your 2017? What were the highlights of the year for you? And what is your top priority for next year? What was the trend that affected marketing this year? And what will most impact marketing in the coming year? As this year comes to a close it is time for reflecting on the year that was and looking towards the year ahead. We put those questions to the TrinityP3 Marketing Management Consultants and here are their answers plus some advice for marketers for the year ahead. Continue reading

Posted in agency remuneration / compensation, data & direct marketing, green marketing & sustainability, interesting observations, marketing process optimisation, marketing procurement, media planning & buying, social media & digital marketing | Comments Off on 2017 in review and predictions for 2018 from the TrinityP3 marketing management consultants

When is the right time to set an Engagement Agreement? Three case studies

Engagement Agreements are an effective way of defining the ways of working between advertisers and their agencies. One of the best times to undertake the process of defining the relationship and the expectations of both parties is at the beginning of the relationship, rather than waiting for things to either go wrong or for poor practices and misalignments to become major issues. Continue reading

Posted in agency search & selection, agency solutions, case studies, interesting observations, marketing process optimisation, return on investment | Comments Off on When is the right time to set an Engagement Agreement? Three case studies

How To Transform Your Agency Relationships!

This week, we thought it would be worthwhile looking at some ideas to help transform your agency relationships. And we don’t mean just make them ‘bearable’ – we’re talking about making a transformative shift in the overall relationship and yes, better business results. As a general rule, the earlier we’re brought into to help identify and resolve client / agency issues, the more likelihood there is of being able to help clients avoid triggering a search, and instead getting their agency relationships not just back on the track – but transformed into positive, business building partnerships. Continue reading

Posted in agency remuneration / compensation, agency solutions, Evalu8ing - Relationship Performance Monitoring, interesting observations | Comments Off on How To Transform Your Agency Relationships!

Why Agency Makeovers are Difficult

Organisational stability is what we seek.  We struggle to make order out of daily chaos.  We yearn for the illusive: understanding and respect from clients, the successful management of deadlines, the creation of effective work, the achievement of personal satisfaction, the comfort that comes from knowing that we and our organisations are valuable partners — that we fit in and, for better or worse, that we successfully occupy a little corner of the world. Isn’t that what our daily efforts are all about? Continue reading

Posted in agency remuneration / compensation, agency solutions, industry news & trends, interesting observations | Comments Off on Why Agency Makeovers are Difficult

How many billable hours are there in a year?

If you are still working with agency retainers then the issue of billable hours per person will definitely be an issue. Too high and too low both have impacts on the retainer calculations and the result. But what is the right number of billable hours per year? Well it depends and in my time working with advertisers around the world it has varied from a ridiculously low 1,200 per year up to a mind-blowing 2,080 hours per year. But why is this so important? Continue reading

Posted in agency remuneration / compensation, agency solutions, interesting observations, iPhone business app, marketing procurement | Comments Off on How many billable hours are there in a year?

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

Posted in customer relationship management, data & direct marketing, interesting observations, marketing process optimisation | Comments Off on Lorenzo’s lesson on customer data and big data for business

The ethics of Client / Agency behaviour: What is acceptable and what is not?

At the inaugural Mumbrella Asia 360 earlier this month Julian Barrans, Asia Business director and I curated a session on client / agency behaviour based around real life examples of dubious incidents we had either witnessed or had heard about from reliable sources. We put these to the audience to gauge what is acceptable today and what is not. The world of marketing, media and advertising is changing rapidly, especially driven by technology innovation, which is multiplying opportunities and options and magnifying pressure and demands. But has this impacted the way we work together? And if so how? Continue reading

Posted in agency search & selection, interesting observations, marketing procurement, media planning & buying, television & electronic production | Comments Off on The ethics of Client / Agency behaviour: What is acceptable and what is not?

The Importance of (good) stakeholder engagement in any marketing transformation project

Each year at TrinityP3 we work on many large strategic marketing projects. Ranging from marketing performance solutions to technology solutions to roster alignments, most of what we do will often involve a lot of people across quite complex organisation structures. Depending on the brief we will engage with CEOs, CMOs, CFOs CTO’s or procurement, as well as pretty much everyone in between. And at times it can, quite rightly, feel like everyone in the business is invested in or involved with the brief we are answering. Continue reading

Posted in interesting observations, marketing process optimisation, strategic management | Comments Off on The Importance of (good) stakeholder engagement in any marketing transformation project

Do You Really, Truly Want to Transform Your Agency?

Are you tired of being shoved around by clients?  Worried about your fees?  Missing your budgets?  Is your creativity undervalued?  Are your best people quitting for better jobs?  Do benchmarkers set your fees? Do you remember the good old days, when you trod the gilded C-Suite corridors?  When you were treated with respect?  When your work was award-winning and it really mattered?  When what you did made a difference?  Friend, you need a transformation.  A real transformation. Continue reading

Posted in agency remuneration / compensation, agency solutions, interesting observations, marketing process optimisation | Comments Off on Do You Really, Truly Want to Transform Your Agency?

Ad Industry’s Talent Crisis is a Symptom, Not a Disease

ANA was brave to issue a “scathing report” (per AdAge) on the lack of talent in the advertising industry.  Certain outsiders were fingered as contributing to the talent problem: universities that “aren’t keeping pace with the industry’s changing needs” and consultancies and tech giants that are offering “more generous salaries and perks.”  (Shame on them!) On top of this, Millennials remain an enigma — why aren’t they more eager to enter the industry?  What ANA did not describe were the day-to-day operations of advertisers and agencies that have turned the advertising working environment into a relatively unattractive one for job-seeking graduates, a trend that has been in swing and gaining momentum for the past 15 years.  Continue reading

Posted in agency remuneration / compensation, agency solutions, industry news & trends, interesting observations | Comments Off on Ad Industry’s Talent Crisis is a Symptom, Not a Disease

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

Posted in customer relationship management, interesting observations, Podcasts, social media & digital marketing, strategic management | Comments Off on Managing Marketing: The importance of brands and branding in the digital age

Let’s Hear It for Madison Avenue’s Makeover!

Social media has turned us, I regret to say, into relentless, dour critics. In the advertising industry, every misstep is pounced on and amplified. Dove, Pepsi, McDonald’s and their agencies are pilloried for trying and failing. Misjudgments, mistakes and tone-deaf efforts are treated as capital crimes.  I’m as guilty as anyone, having written a long critique of ad agency management in my recent book, Madison Avenue Manslaughter, and in writing these weekly pieces. Whatever my (and our) good intentions might be, non-stop criticism is soul-destroying. It makes us tiresome and grumpy.  At a certain point in time, we need a shift of focus, from the negative to the positive — from Madison Avenue’s Manslaughter to Madison Avenue’s Makeover. Continue reading

Posted in agency search & selection, agency solutions, industry news & trends, interesting observations, marketing process optimisation | Comments Off on Let’s Hear It for Madison Avenue’s Makeover!