Why marketers focus more on creative rather than media challenges

Are there more brand challenges that need solving by finding that creative ‘big idea’ versus media planning/buying to target better with greater efficiency? There’s no doubt that ideally the brand needs creative and media working hand in hand so it should be both that are focused on to get the strongest result for the business. Continue reading

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Managing Marketing: The profession of advertising compared to management consultants

John Oldfield is the Ambassador for Worldwide Partners, a global network of independent agencies. He was also the Membership Director for the IPA in the UK. Here he discusses with Darren the difference between a trade and a profession and how as a Chartered Profession the IPA is providing a professional accreditation program for advertising professionals globally. They also compare advertising and management consulting identifying some key differences. Continue reading

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Why business needs to radically rethink marketing structures

In today’s landscape, efficiency should not be a standalone strategy. Get insights into how marketing should structure itself across and within teams here. Continue reading

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Better collaboration does not mean collaboration meetings

In a complex world we all know it is important to collaborate. But why do so many people think that to collaborate means organising more meetings? There are already too many meetings. And there is more to collaboration than sitting in meetings. Continue reading

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Managing Marketing: Public Relations and its role in marketing

Elizabeth Heusler is a media maverick, communications warrior and strategy zealot. Here she talks with Darren on the changing role and face of public relations and the opportunities marketers may overlook or misuse in the way they engage public relations into the communications mix. Continue reading

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Does your marketing structure support your marketing strategy anymore?

Strategy is a fundamental driver of business success, yet it is one of the most misunderstood terms thrown around the halls of business. Often mistaken for a goal or tactic, a strategy is how a company chooses to reach its goals, or to paraphrase Michael Porter it’s ‘doing things differently or doing different things’ to gain market advantage. Continue reading

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Managing Marketing: The benefits and complications of production decoupling

Justin Ricketts is the CEO of Hogarth Australia and recently shared his thoughts on the media and creative agencies recombining, while still recommending that the resultant production should be decoupled. While decoupling production has been common in the UK for decades it is still a hot topic in many markets and he discusses the benefits and the challenges of getting it right. Continue reading

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Environmentally Sustainable Marketing – Become an instant expert

For the ultimate post in the Become an Instant Expert series, we’d like to focus on Environmentally Sustainable Marketing. Are you environmentally concerned and ethically aware and looking to see how you can apply these beliefs to the brave new world of marketing? Are you just starting your career, and starting to find your place within marketing teams? Continue reading

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Is the structure of your marketing team hindering its success?

On a day to day basis how many times do you stop and think about the structure of your marketing team and the impact it’s having on how well you are going to market? Honestly? Yet, with the current situation of ever changing strategic focus coupled with mounting pressures on marketing to do more for less, deliver more tangible business results, become more customer oriented or be more agile, it’s something we at TrinityP3 feel needs to be thought about. Often. Continue reading

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How to Avoid The Biggest Client / Agency Relationship Killers

Unless it’s a corporate governance requirement, global realignment or competitive conflict, calling an agency review isn’t something most clients undertake lightly. So what are the biggest client / agency relationship killers and why do marketers really call reviews? Continue reading

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Three amazingly true tales of where client agency communications have gone wrong

Marketing and advertising are in the communications business, right? Where we communicate with an audience to persuade them to do something like thinking positively about our brand, placing our brand on the consideration list or even buying the brand next time they are shopping. So you would think as professional communication people we would have this communicating thing down pat. Continue reading

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Quality? Cost? Time? Which do you want from improving your marketing performance?

It used to be that when it came to production there was quality, cost and time and that you could have any two. That is you could have high quality in a short timeframe but it would cost you. Or you could have a short timeframe and low cost but at the expense of quality. However technology is changing this, enabling the production of a high volume of high quality digital assets in near real time and at relatively low unit cost. But the distinction of Quality, Cost and Time is an important one in marketing and advertising today and not for production but for all aspects of performance improvement. Continue reading

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Why Squeezing More From Your Agency Can Be A Really Bad Idea

Are you a marketer that wants to squeeze more from your agency? Do you feel like they should be doing more? Delivering better results? Turning things around faster? All sound like good ideas, right? So if like most marketers you’d find these kinds of attributes desirable from your agency(s), then read on. 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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The best advice I was ever given was….(From the TrinityP3 Consultants)

With social media there are now more opportunities than ever to read or head career or business advice for free. Log in to LinkedIn, browse business groups, subscribe to newsletters and there it will be, business and career advice from someone you may know, may know of by reputation or not know at all. And the advice? Continue reading

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