The End of the Cost-Cutting Era: Why Your Savings Mandate is Creating Massive Marketing Waste
A New Strategic Blueprint for Marketing Procurement: How to Pivot from Price Taker to Value Architect The marketing procurement function is at […]
Category: Procurement Performance
Rethinking Commercial Conflicts of Interest in Agency Selection
Rigid, often instinctive rules have long governed the process of selecting an advertising agency, chief among them being the strict avoidance of […]
Managing Marketing: The Technology Future of Agency Pitches
Michael Moszynski, the CEO of London Advertising and the recently appointed Chair of WONA Digital, talks about the evolving landscape of agency […]
Managing Marketing: The Transformation Of Marketing Procurement
David Little is a Marketing Procurement specialist with almost two decades of experience. With a Bachelor of Mechanical Engineering from the University […]
Why marketing is the source of optimism in business
If marketing is not the driver of optimism within your organisation, could it be that you have not really created a high performing marketing function?
Why working / non-working ratios no longer work for advertising or marketing
As an industry we love our terms. Usually they are TLA (Three Letter Acronyms) like ATL, BTL and TTL. Or RFP, RFT and RFIs. And marketing technology digital buzz words are making this even crazier.
But there is a concept which has recently made a prominent return to the industry and yet it is totally outdated and no longer relevant. That is Working and Non-Working Spend. The reason for the sudden resurgence is a combination of management consultants who are pushing Zero Based Budgeting, not so much to drive marketing performance and return on investment, but more as a marketing investment framework to reduce the marketing investment and therefore budget.
The second source is the increased activity in investments in traditional consumer package goods brand companies by private equity and venture capital, and their use of the term to inform the market that they have magically discovered the investment strategy to turn the flagging performance of these entities around by simply reducing non-working spend and improving the working to non-working ratio.
In fact, as I write this, it seems so self-evident that you wonder why the schmucks that owned the business before it was bought by these clever investors had not done this already. Why wouldn’t you reduce non-working spend. After all, if it is non-working why are you spending anything on it anyway?
The importance of PURPOSE, PEOPLE and PROCESS in improving marketing PERFORMANCE
The P3 in TrinityP3 has always stood for People, Purpose and Process. Helping people achieve commercial purpose through the creative process. P3. But there is a fourth P that is so intrinsic it is unspoken – Performance. TrinityP3’s purpose is to work with those people to ensure their process delivers maximum performance.