Agency Performance management – Become an instant expert

Following on in our ‘Become an Instant Expert’ series of posts aimed at demystifying marketing in a tech-driven world, we’d like to focus this post on agency performance. Outlining some of the important areas to understand and make more efficient in order to maximise the value of your agency partners and suppliers. We often hear junior marketers say that they are swamped with the current scope of work that they are handling, and that they’re wasting too much time managing multiple agency partners. Sound familiar? Continue reading

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Dare Yourself To Ask: Is Your Marketing Team Terrible?

For anyone to hear the words ‘your marketing team is terrible…’ would be pretty devastating. But the reality is, when talking to agencies, we often hear comments about marketing teams that – in the context of how the client / agency relationship is unfolding – are well… less than flattering. The most common complaints vary from broad capabilities to specific day-to-day challenges and include things like: Continue reading

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Prosperity ahead for those marketers who embrace The Year of the Dog

As we end the year of the Fire Rooster we look forward to the Year of the Earth Dog ahead. While the past year was a time to address the disharmony in the industry, the year ahead looks to be a prosperous time for those marketers who have done the work to transform their approach to their customers. Continue reading

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Marketing Performance measurement – Become an instant expert

One of the greatest challenges for marketers is to prove that the activity is actually making a financial impact. So as a key influencer, you are in a great position to challenge your leaders with questions such as: What are the real objectives of this activity? And, is it driving brand value, or aiming to deliver business and financial growth? Continue reading

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Warning Signs Your Agency Relationship Is Heading For The Rocks

While many agency relationships have their own natural rhythm and their tide of satisfaction ebbs and flows a little, sometimes rocks can appear seemingly out of nowhere. In most cases, the rocks should be navigable – providing you know they’re ahead and providing there’s a clear chart to course to avoid them.  And while agency relationships don’t necessarily have lighthouses to warn of danger, there are some common warning signs that your client / agency relationship isn’t as strong as it needs to be. Continue reading

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Managing Marketing: The impact of science and technology on media and marketing

Ori Gold is the CEO of programmatic platform Bench, and here discusses the impact of science and technology innovation and the best way for marketers to deal with this rapid and constant change. Embracing complexity and applying the scientific approach of test and learn is central to thriving in the changing world of marketing and business. Continue reading

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Why you need to build resilient marketing teams and not just agile ones?

Imagine the industry you work in is impacted by changes so seismic that it fundamentally shifts how your business could or should operate. How would your business survive? How would your marketing team cope? Would they? This exact situation has happened to a sizeable number of industries over the past decade or so, including the music industry, publishing, technology companies, disability service providers and the higher education market. Continue reading

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Leadership and Talent Challenges for Madison Avenue’s Makeover

Transformations are tough.  They put organisations between the proverbial “rock and hard place.”  The executives in place have not been successful in managing long-term declines — yet, they need to be mobilised to “do something completely different,” whether or not they have the understanding for it or the requisite skills. Senior executive leaders are challenged by transformations, which require bold and unwavering leadership, but since this kind of leadership has been lacking (which is why transformations are required in the first place) existing leaders may not bring enough commitment and conviction to overcome their organisations’ doubts and resistan Continue reading

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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

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Who Can Join the Madison Avenue Makeover Club?

The Madison Avenue Makeover Club is an exclusive one.  Want to join?  If you have to ask, you’re not invited.  It’s more exclusive than the Bohemian or Belizean Groves, or the Alfalfa and Yellowstone Clubs put together. Thinking about the Trilateral Commission? Bilderberg Group?  They’re a piece of cake. The Makeover Club (we’re insiders, and that’s what we call it) invented the word exclusive. It’s posh, privileged, swank, ritzy, respected — and open to the exclusive few who can qualify.  It’s not for the Madison Avenue Masses or the perpetual victims of Madison Avenue Manslaughter. Membership rules are very strict.  Want to know more? Continue reading

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What Is Plan B for Ad Agencies and Holding Companies?

We’re all familiar with “Plan B.”  It emerges out of the haze when Plan A has self-destructed for one of a thousand reasons.  An unexpected snowstorm cancels our flight. We’ll have to scrub a key meeting.  Too bad.  On to Plan B. If  there is no Plan B, we’ll have to improvise.  We’re usually unhappy with Plan B.  It’s a necessity, born of circumstance.  We shrug our shoulders, wistful and disappointed.  Oh, well.  Plan A was so much better!  But … it isn’t happening. Continue reading

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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

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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

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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

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Madison Avenue Makeover: How Can Advertisers use Agencies to Restore Growth and Profitability for their Lackluster Brands?

Who is suffering the most from Madison Avenue’s manslaughter? Agencies, who see declining fees and growing workloads, and have been downsizing to generate holding company margins — while slowly destroying their capabilities? Or advertisers, whose brands are languishing, putting CMO tenure at risk?
Relationships look like speed-dating matchups that end up as one-night stands with disappointing sex. Something needs to change. Madison Avenue needs a makeover. Advertisers need to kick-start their brands’ performance. Continue reading

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