Managing Marketing: The profession of advertising compared to management consultants

Posted on August 10, 2018 by Darren Woolley
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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 →

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing procurement, Podcasts | Comments Off on Managing Marketing: The profession of advertising compared to management consultants

Important questions before taking media in-house

Posted on July 23, 2018 by Darren Woolley
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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 →

Posted in agency remuneration / compensation, agency search & selection, data & direct marketing, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, social media & digital marketing | Comments Off on Important questions before taking media in-house

Managing Marketing: The benefits and complications of production decoupling

Posted on July 18, 2018 by Darren Woolley
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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 →

Posted in agency remuneration / compensation, agency solutions, interesting observations, marketing procurement, Podcasts, return on investment, television & electronic production | Comments Off on Managing Marketing: The benefits and complications of production decoupling

Why Scope of Work (SoW) is not Scope of Services (SoS) and why that matters

Posted on July 13, 2018 by Darren Woolley
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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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Practical advice on navigating the media supply chain (An interview with David Angell)

Posted on July 11, 2018 by David Angell
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Recently I was interviewed, in my role as Head of Media and General Manager at TrinityP3, by Tracey Porter for an article in Marketing Magazine, the Trust Issue June / July 2018. The interview is provided in full here because it provides a comprehensive view of the practical media advice we provide advertisers and marketers across the globe at TrinityP3. Continue reading →

Posted in agency remuneration / compensation, data & direct marketing, industry news & trends, marketing procurement, media planning & buying, social media & digital marketing, strategic management | Comments Off on Practical advice on navigating the media supply chain (An interview with David Angell)

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

Posted on July 9, 2018 by Mahesh Enjeti
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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 →

Posted in marketing process optimisation, marketing procurement, return on investment, strategic management | Comments Off on How to make brands behave more ethically? Start with the 4Ps

Managing Marketing: Achieving transparency in the murky digital media supply chain

Posted on July 6, 2018 by Darren Woolley
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Nicole Sheffield is an industry leader in digital media holding roles as the Chief Digital Officer at News Corp Australia and Chair of the IAB. Here Nicole talks with Darren on the changes and challenges in the digital media supply chain, including transparency, measurement and value. All of this made even more complicated by the constant evolving nature of the eco-system and challenging marketers to deliver meaningful results for brands and business. Continue reading →

Posted in data & direct marketing, industry news & trends, marketing procurement, media planning & buying, mobile marketing, Podcasts, social media & digital marketing | Comments Off on Managing Marketing: Achieving transparency in the murky digital media supply chain

How to Avoid The Biggest Client / Agency Relationship Killers

Posted on July 2, 2018 by Stephan Argent
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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 →

Posted in agency remuneration / compensation, Evalu8ing - Relationship Performance Monitoring, interesting observations, marketing procurement | Comments Off on How to Avoid The Biggest Client / Agency Relationship Killers

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

Posted on June 29, 2018 by Darren Woolley
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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 →

Posted in agency solutions, interesting observations, marketing process optimisation, marketing procurement, print production, television & electronic production | Comments Off on Three amazingly true tales of where client agency communications have gone wrong

The biggest challenges you will face when rationalising your agency roster

Posted on June 27, 2018 by Darren Woolley
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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 →

Posted in agency search & selection, marketing process optimisation, marketing procurement, return on investment, strategic management | Comments Off on The biggest challenges you will face when rationalising your agency roster

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

Posted on June 20, 2018 by Darren Woolley
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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 →

Posted in agency remuneration / compensation, interesting observations, marketing process optimisation, marketing procurement, return on investment, strategic management | Comments Off on Quality? Cost? Time? Which do you want from improving your marketing performance?

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

Posted on June 18, 2018 by Stephan Argent
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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 →

Posted in agency remuneration / compensation, agency solutions, interesting observations, marketing procurement, return on investment | Comments Off on Why Squeezing More From Your Agency Can Be A Really Bad Idea

Managing Marketing: Innovation in the video and film production industry

Posted on June 15, 2018 by Darren Woolley
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Harry Preston is the Managing Director A/NZ of Genero, a technology platform for more than 300,000 film and video creators, connecting this community with advertisers, marketers and their agencies. Here Harry discusses the innovations occurring in the industry and how technology is making high quality productions faster, more accessible and lower cost. Continue reading →

Posted in industry news & trends, marketing procurement, Podcasts, return on investment, television & electronic production | Comments Off on Managing Marketing: Innovation in the video and film production industry

Pitfalls to avoid when losing a pitch.

Posted on May 28, 2018 by David Angell
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God knows, pitching is hard on agencies. To be honest, it’s hard on everyone, but the diligence required to make an informed and holistic decision about a commercial relationship of this nature naturally requires a lot of work. When agencies win pitches, they are naturally ecstatic. And why not? It’s payback for the sheer hard work that’s gone in. Continue reading →

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How To Manage The Politics of Agency Search

Posted on May 25, 2018 by Stephan Argent
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Corporate politics on an agency pitch is something marketers don’t often talk about and rarely like to admit. But like it or not, politics can – and do – have an effect on some pitch processes. And while politics may be obvious in some cases, they can also be subtle but potentially just as damaging. Some of the hallmarks and pitfalls of an agency search process that is experiencing political influence could be some or all of the following: Continue reading →

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