Marketing Technology and its impact on Media Ethics and Transparency

There is much discussion on Marketing Technology and the impact it has on Media Transparency. In this post, myself and David Angell from TrinityP3 deliberately take differing points of view to explore the issues and encourage industry discussion on this important topic. Continue reading

Posted in agency remuneration / compensation, marketing procurement, media planning & buying | Comments Off on Marketing Technology and its impact on Media Ethics and Transparency

Managing Marketing: The media industry, women in media, and the state of the media

Denise Shrivell is the Founder of MediaScope and discusses with Darren the state of the media industry today, the challenges of media technology and her MediaScapes along with the role of women in media and the role Peggy’s List plays in ensuring women have equal opportunity to share their thoughts and insights in the important discussions on the issues facing the media and marketing industry. Continue reading

Posted in industry news & trends, media planning & buying, social media & digital marketing, strategic management | Comments Off on Managing Marketing: The media industry, women in media, and the state of the media

Time for marketers to follow P&G’s lead and apply the Golden Rule

Congratulations to Procter & Gamble CMO Marc Pritchard on an excellent example of how marketers need to apply the Golden Rule. The Golden Rule is the Man with the Gold makes the rules. Or put another way, the market sets the price but the buyer sets the terms. But there is certainly an argument that for the past ten years marketing and procurement have been setting the price, using competitive tensions and tenders to drive down the agency fee but largely ignoring the importance of setting the terms. By terms I do not mean payment terms, but even the introduction of extended payment terms has been cost driven. Continue reading

Posted in agency solutions, Evalu8ing - Relationship Performance Monitoring, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, strategic management | Comments Off on Time for marketers to follow P&G’s lead and apply the Golden Rule

The importance of financial analysis in determining marketing priorities

In dealing with the management of marketing, a significant component of the work we do is assessing and benchmarking the value of the marketing investment of our clients. This budget is spent with a range of external suppliers. These external suppliers include advertising, digital and media agencies, but also the thousands of other suppliers who are competing for the share of the marketing budget. These suppliers can include everything from printers and merchandising providers to market researchers and software providers. Continue reading

Posted in agency remuneration / compensation, agency search & selection, marketing process optimisation, marketing procurement, media planning & buying, return on investment, strategic management | Comments Off on The importance of financial analysis in determining marketing priorities

Is the Year of the Rooster an opportunity to address a few major issues for advertisers?

The Chinese Year of the Fire Rooster starts tomorrow on January 28, 2017 and lasts until 15th February 2018. Astrologically we are coming out of a pretty confusing period of time and entering a rational and constructive period. The Rooster gives the year that just begins some of the characteristics of the bird it has as a symbol: ambition, pride, the desire to be admired, punctuality and courage. Most importantly the relationships between people will be under the sign of great honesty. Continue reading

Posted in data & direct marketing, industry news & trends, marketing procurement, media planning & buying, social media & digital marketing, television & electronic production | Comments Off on Is the Year of the Rooster an opportunity to address a few major issues for advertisers?

Managing Marketing: Media value, transparency and relationships today

Steve Allen, Chief Executive of Fusion Media has seen significant changes in the media landscape in his career and here shares with Darren his views on media value, the problem with lack of media transparency today and the continued importance of having trusted and respected relationships with media owners, media and agencies and the advertisers. Continue reading

Posted in agency remuneration / compensation, industry news & trends, marketing procurement, media planning & buying, Podcasts, social media & digital marketing, strategic management | Comments Off on Managing Marketing: Media value, transparency and relationships today

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

Media transparency the biggest challenge last year and next

2016 was, generally speaking, a difficult year for the world. Brexit, the US election, and a number of iconic world figures dying, and various natural disasters, have not made for high levels of morale or happiness. So can we at least spread a bit of cheer in our tiny little corner of the world, that of the marketing industry? Unfortunately not; the past year has given us very little to cheer about. If advertisers are looking for some relief from the challenges and issues of the past year, I suggest they make sure they are well rested going into 2017 based on the biggest issues we have noted in 2016. Continue reading

Posted in agency remuneration / compensation, Evalu8ing - Relationship Performance Monitoring, industry news & trends, marketing procurement, media planning & buying | Comments Off on Media transparency the biggest challenge last year and next

The 20 essential marketing posts from 2016

Wow, what a year 2016 has been. It will potentially go down in history as the year the people of the world rejected the political norm with Britain rejecting belonging to the European Union and voting to Brexit, when the Philippines voted in a very unconventional President in Rodrigo Duterte and the USA followed suit electing President Trump against all of the predictions of the polls and the mainstream media. Where this will take society, time will tell. But here we are reviewing those topics published this year on the TrinityP3 blog, which have attracted the most interest from our audience of marketers, procurement professionals and agencies. This audience continues to grow each year to almost 200,000 around the globe. So what are the topics that captured the attention of this audience this year? Lets take a look and see what it could mean for the year ahead. Continue reading

Posted in agency remuneration / compensation, agency solutions, industry news & trends, media planning & buying, social media & digital marketing, strategic management | Comments Off on The 20 essential marketing posts from 2016

Marketing management predictions for 2017 by the TrinityP3 consultants

Each year the TrinityP3 consultants work with marketers, advertisers and procurement professionals to improve the marketing outcomes for those organisations. We do this across a wide range of categories and marketing channels and disciplines. Each TrinityP3 consultant is an industry subject matter expert and their exposure to the range of issues and challenges facing these marketers provides incredible insight into the emerging trends facing the industry. Continue reading

Posted in agency remuneration / compensation, customer relationship management, data & direct marketing, green marketing & sustainability, industry news & trends, marketing procurement, media planning & buying, mobile marketing, social media & digital marketing, television & electronic production | Comments Off on Marketing management predictions for 2017 by the TrinityP3 consultants