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

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing process optimisation, marketing procurement, media planning & buying, return on investment, strategic management | Comments Off on If you think it’s expensive to hire a professional marketing management consultant to do the job, wait until you hire an amateur

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

Posted in data & direct marketing, interesting observations, marketing process optimisation, mobile marketing, Podcasts, return on investment, social media & digital marketing, strategic management | Comments Off on Managing Marketing: The role of digital, content and social media in marketing

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

Posted in agency search & selection, agency solutions, data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, media planning & buying, social media & digital marketing | Comments Off on Is your programmatic media function right for you – and what are your options?

When an agency pitch is not the right answer – case study

The marketing team responsible for a $50m marketing budget approached TrinityP3 wishing to consolidate its agency roster via a pitch process. The team had experienced servicing challenges with its current roster of agencies. Furthermore, a new focus on cost and efficiency following a merger had generated downward pressure and a perceived need to demonstrate significant efficiency gains. The client operated in a complicated sector, and was required to navigate numerous stakeholders to achieve change of any kind. 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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How to apply the 80/20 rule in your business for more effective marketing

The Pareto principle (also known as the 80/20 rule), states that, “for many events, roughly 80% of the effects come from 20% of the causes”. Wilfredo Pareto developed the concept in the context of the distribution of income and wealth among the Italian population in the late 1800s when at the University of Lausanne. I’ve always loved the rule, and often apply it in marketing planning. It’s a simple way of identifying where business value is coming from when analysing a customer base. (ie: 80% of the revenue, or profit, comes from 20% of consumers). Continue reading

Posted in customer relationship management, data & direct marketing, interesting observations, marketing process optimisation, return on investment, social media & digital marketing | Comments Off on How to apply the 80/20 rule in your business for more effective marketing

Managing Marketing: The need for the commercial management of marketing

Peter Rowe is a commercial and marketing professional who chats with Darren on his role as a commercial manager within marketing and the importance of applying commercial management disciplines to the marketing function as a way of proving performance and value. He shares some of the challenges and issues for procurement, marketing and the organisation in making the transition. Continue reading

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