Managing Marketing: Talking digital, innovation and CX for business

Erik Ingvoldstad, the CEO and Founder of Acoustic Group talks with Darren about their focus on helping companies manage their digital transformation from a cultural foundation, discover innovation within the organisation and manage the customer experience as a way of building brand. He brings a unique perspective with experience in the Army, business school and years in digital and direct marketing. Continue reading

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Marc Prichard, the low creative ratio at your agencies is not their fault, it’s yours

Okay, perhaps not yours Marc, but when you recently stated that you would like three quarters of your agencies to be creative, it made me reflect on the literally hundreds of agency remuneration deals we have benchmarked, negotiated and managed over the past 18 years and the fact that in every case the agency resources required were directly related to the requirements and expectations of the marketers. Continue reading

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Agile Marketing delivery – Become an instant expert

It’s a term that came from the software development industry back in the 1950s, whereby solutions were developed and evolved with cross-functional team collaboration. Agile software development was designed to have all aspects of planning, analysis, design, coding, and testing included together to have working prototypes and products developed and presented to stakeholders for fast approval and implementation throughout defined release cycles. Continue reading

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Have It Your Way: A Marketing Award for a Commercial Mess

Once upon a time, we learned that marketing had something to do with creating, keeping and satisfying customers.  Marketing success created growth and profitability. Chief Marketing Officers had this responsibility and they spent gads of money with their media and creative agencies to make it happen. When economies were growing, especially in the decades after the Second World War, marketing was a straightforward activity and CMOs were successful.  Recent times have been more troublesome, with e-commerce, digital/social and those pesky Millennials killing brand growth. Continue reading

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Enabling Data in Creative, to pull the final lever for digital success

There are 3 main levers to drive results in digital advertising – media, data and creative. The media lever, typically controlled by a DSP, enables you to optimise media schedules and placements based upon audience, environment, response and price. The data lever is currently managed by DMPs, linking data and knowledge to audiences and outcomes. Continue reading

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Who Will Put “Accountability” Back in “Account Management?”

Account managers were giants of accountability during the Mad Men era, when agencies were paid by media commissions and it was important to convince client executives, up and down the line, that high media spending was good for brands. Everyone benefited from this.  TV advertising was effective, so clients and brands benefited from this account management salesmanship.  TV advertising unleashed the agency’s creative capabilities and allowed creatives to flourish and do their best work. Continue reading

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The importance of unsubscribe management

From 25 May 2018, Australian businesses of any size will have to comply with the European Union’s (EU) General Data Protection Regulation (GDPR) requirements if they: have a business entity in the EU, offer goods and services in the EU, monitor the behaviours of individuals in the EU. Continue reading

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Managing Marketing: Discussing creativity, innovation and their importance to business

Ed Pank is the Managing Director of WARC Asia and a self confessed Digital Marketing Evangelist, Start-up Builder, Advertising Insight Generator. Here he talks with Darren on the importance of creativity and innovation in business today. They explore the nature of agency creativity and explore the role of the agency in developing customer and business innovation. Continue reading

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The Creative may be Digital, but the process is analog

Let’s be clear, no matter how good an ad format or placement is, no matter how accurate the media targeting is – an irrelevant ad, is still an irrelevant ad. As Marketers are now living in an omnichannel world with increasing internal and external ‘CXpectations’,  they are expected to do more with less. Digital continues to deliver shattered fragments of consumer touchpoints which has resulted in working and non-working dollars becoming blurred as technology intertwines context (media) and content (creative). Continue reading

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The challenges in measuring the value your agencies contribute to your marketing

How do you calculate or assess the value of your marketing spend? In the past three years we have had a large number of projects designed to achieve just that – a fact based assessment of the value of the marketing spend. Specifically marketing communications or advertising and largely focusing on spend with external agencies and suppliers. Continue reading

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Managing Marketing: Navigating digital transformation

Adam Good is the Chief Digital Officer at Dentsu Aegis Network in APAC and in this podcast he is talking with Darren and reflecting on his career on both the marketing and agency side as the industry navigates the digital transformation and the impact of organisational alignment, innovation, collaboration, trust and a shift to Agile Marketing. Continue reading

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How Financial Services is approaching agency rosters and remuneration – Three case studies

Financial Services is particularly competitive. Already there are a plethora of brands across the category, there is now significant disruption caused by FinTech start-ups, plus increased competition and fragmentation of the category.The market leaders are focused on innovating and transforming to stay ahead of the competition, but they are also looking for more effective and efficient ways to build and maintain their share of market and share of customer wallet. Continue reading

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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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