If you think it’s expensive to hire a professional marketing management consultant to do the job, wait until you hire an amateur

I love this quote that I have shamelessly paraphrased in the headline here. Red Adair was a larger-than-life character who built his reputation successfully putting out oil well fires. This is a highly dangerous and incredibly lucrative occupation. Imagine an oil well producing thousands of barrels of oil, suddenly erupts into flames? It is literally millions of dollars going up in smoke. Now I am not for a minute suggesting what we do as marketing management consultants is anywhere near as dramatic or a dangerous as Red Adair and his oil fire fighting business, but I think there are some key examples of where in marketing management an expensive professional provides more value than a low cost amateur. Continue reading

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9 incredible ideas that became a reality in 2016

There is incredible innovation happening all around the globe. Science fiction is turning real in almost every industry sector. From augmented reality and artificial intelligence applications, to interoperability in healthcare, light bulbs that kill bacteria and much much more. It’s opening marketers’ eyes at a rate of knots. There’s even a $10M contest to develop the Star Trek Tricoder (a multifunction, hand-held device used for sensor scanning, data analysis and recording data) – to be used in healthcare and not in space. Continue reading

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If marketing and their agencies were responding to a customer’s festive season brief

As we come to the end of another year I got thinking about what would happen if marketers and their agencies responded to a brief for the festive season, what would the outcome be? Imagine for instance if a letter to Santa Claus was delivered to the marketing department instead of going to Santa’s workshop in the North Pole? What would arrive on Christmas morning in response? Continue reading

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Managing Marketing: The role of digital, content and social media in marketing

Jeff Bullas is the CEO at jeffbullas.com and a entrepreneur, blogger, author and marketers, who talks with Darren on the importance of strategy and a focus on return on investment when using digital, content and social media marketing techniques to ensure effectiveness and to focus you on performance in the face of increasing opportunities and options. Continue reading

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What 2016 in marketing, media and advertising can tell us about 2017

Yes, it’s that time of year again when everyone feels compelled to compile their list of predictions for the coming year. Thank Heavens that unless you’re a major news provider, current or former world or business leader, Stephen Hawkins or have appeared on Strictly Come Dancing, your predictions won’t get embarrassingly reviewed at the end of next year. So therefore, from the safety of relative obscurity, but a reasonably well-informed position – here are mine – primarily in the broader world context – and then where and how they seem to fit in the world of marketing. Continue reading

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Sorry, but there is no best practice agency roster structure anymore

Share12 Tweet66 +110 Share10Shares 98This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, … Continue reading

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Is your programmatic media function right for you – and what are your options?

Programmatic media. For a while, the word ‘programmatic’ was an industry buzzword, a sign of things to come. More recently, programmatic trading of digital media has of course gained huge traction. For many advertisers, the programmatic function is completely or partly run by a programmatic trading team (or ‘Agency Trading Desk’) operating as part of an overall media agency arrangement. Various data sources forecast continued double digit year on year growth of digital media expenditure, with programmatically traded media accounting for at least 40-50% of those dollars. Continue reading

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Who should really be paying for advertising agency pitches?

The first point I have to make is “Why are you pitching any way?” But the fact is that pitching is happening throughout the industry and across the globe. Not just creative and media but increasingly other disciplines including technology providers, call centres, POS vendors and more. The diversity, range and depth of marketer requirements is growing and seemingly endless. But in all this pitching has anyone considered the costs? I am not talking about the emotional and social costs, I mean the hard financial costs of the pitch process. Continue reading

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The most important quality in client agency relationships (and no, it’s not trust)

I was contacted the other day by a long lost British client, from my UK days. Someone who I ‘cut my teeth on’ in the early part of my career, and with whom I eventually developed a client-agency relationship so strong that it would end up representing a springboard to promotion. All very good. But her reaching out to me, after nearly fourteen years, also jogged a suppressed memory of one of the biggest client relationship mistakes I ever made. Continue reading

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Managing Marketing: The major challenges facing Marketers and their Brands

Bill Merrick, Managing Director of TrinityP3 UK has had an extensive career as both a marketing director and in regional and global roles on the agency side. Here he chats with Darren on the challenges facing marketers with growing expectations from boards and shareholders, greater accountability, increased demands on their time and resources and reduced average tenure in the role. Continue reading

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