What critical blunders are you making with Influencer Marketing?

When consulting with brands and through our yearly audience surveys, we see a vast chasm between the levels of sophistication that influencer marketing has been operationalised within businesses. Where some marketers are in the journey are absolutely worlds apart. 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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Book Review: Team of Teams by General Stanley McChrystal

Okay, so the full title is actually Team of Teams – New Rules of Engagement for a Complex World by General Stanley McChrystal U.S. Army Retired with Tantum Collins, David Silverman and Chris Fussell.  But do not let this put you off as this is not some war story from a retired warrior. Continue reading

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The truth about Agile Marketing is it is not simply faster

Everyone is talking about Agile Marketing when they really mean agile ways to market. What’s the difference? One is a methodology and manifesto based on test and learn and the other is how to become more nimble and faster to market. Continue reading

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Book Review: Powerful. Building a Culture of Freedom and Responsibility, by Patty McCord

Once, during a performance review I asked my boss, who happened to be the CEO, for negotiation training. He raised his eyebrow quizzically and asked, ‘which supplier do you need this for?’, my response was, ‘oh, I don’t need it for a supplier, I need it so I can better deal with a number of internal teams.’ Continue reading

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Important questions before taking media in-house

In the face of ad fraud, brand safety and viewability issues, many marketers are considering taking some or all of their media in-house. Are you? Technology and media innovation is making this more feasible. But is it right for you? Depending on the market, the size of the media spend and and the media mix, there appears to be four options for advertisers when it comes to media, either in-house or outsourced. 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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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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Why Scope of Work (SoW) is not Scope of Services (SoS) and why that matters

We talk and have written many times about the importance of scope of work in regards to setting or benchmarking agency remuneration based on productivity and not simply the cost of resources. But there is often confusion in regards to what is meant by a Scope of Work. The most common confusion is that the Scope of Work is the same as the Scope of Services or Schedule of Services found in most agency contracts. But there are some very fundamental differences between a Scope of Service and a Scope of Work for the agency. Continue reading

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How to make brands behave more ethically? Start with the 4Ps

Quarternity P4 (my due apologies to Trinity P3) or put simply, the foursome of Product, Price, Place and Promotion has been the foundation of Marketing for eons. It may have become somewhat out-dated in today’s context, but I was drawn back to it after reading a piece from The Ethics Centre that Darren Woolley shared with me recently. Titled “Trust, Legitimacy & the Ethical Foundations of the Market Economy”, the paper by Simon Longstaff and Victoria Whitaker is a compelling narrative on the origins of the market economy, its apocalyptic decline and possible ways to help restore the legitimacy of our market institutions. 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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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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The biggest challenges you will face when rationalising your agency roster

At some point most marketers managing a significant sized budget will question if they really do need all of the agencies and suppliers they have collected on their roster. It is only natural. In fact a common question we often get asked is “how many agencies should I have on my roster?” The next questions is usually “What is the best way to structure and manage them?” Continue reading

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Managing Marketing: Talking data, big data, small data, first, second and third party data.

Will Scully-Power is the Chairman of Datarati and the CEO of Pascal. Here Will and Darren discuss Big Data versus Small Data and the role of first, second and third party data. The role of data in transforming organisations to be customer centric or customer first and how privacy issues around data will be transformed by technology like blockchain. Continue reading

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