Category Archives: return on investment

How “Broken” Is Marketing at Major Advertisers?

Posted on April 16, 2018 by Michael Farmer

Marketing is not fully represented by the career-stressed Chief Marketing Officer. Marketing is not the digital/social specialist or the advertising manager. Marketing is not the head of promotions or the brand manager. Marketing is the network of corporate executives, loosely connected by money, expertise and objectives to achieve improvements in shareholder value, presumably from higher product growth rates. Marketing is the CMO, the heads of Business Profit Centers, the head of Indirect Procurement, the CFO, the CEO and their media, creative and other ad agencies. Continue reading →

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Have It Your Way: A Marketing Award for a Commercial Mess

Posted on April 9, 2018 by Michael Farmer

Once upon a time, we learned that marketing had something to do with creating, keeping and satisfying customers. Marketing success created growth and profitability. Chief Marketing Officers had this responsibility and they spent gads of money with their media and creative agencies to make it happen. When economies were growing, especially in the decades after the Second World War, marketing was a straightforward activity and CMOs were successful. Recent times have been more troublesome, with e-commerce, digital/social and those pesky Millennials killing brand growth. Continue reading →

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Who Will Put “Accountability” Back in “Account Management?”

Posted on March 26, 2018 by Michael Farmer

Account managers were giants of accountability during the Mad Men era, when agencies were paid by media commissions and it was important to convince client executives, up and down the line, that high media spending was good for brands. Everyone benefited from this. TV advertising was effective, so clients and brands benefited from this account management salesmanship. TV advertising unleashed the agency’s creative capabilities and allowed creatives to flourish and do their best work. Continue reading →

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Ageism in advertising is as much a cost issue as a perception one

Posted on March 21, 2018 by Darren Woolley

uis Loizou, a Freelance creative Director in the UK recently shared on Linkedin his thoughts “I’m not 54. I’m 22 with 32 years experience”. It is a passionate and considered argument for why older advertising creative professionals have not passed their used by date, but are actually “still passionate but with pragmatism and discipline”. Continue reading →

Posted in agency remuneration / compensation, agency solutions, interesting observations, marketing procurement, return on investment | Comments Off

Digital and Technology alignment – Become an instant expert

Posted on March 19, 2018 by Anton Buchner

Firstly, we should preface by saying that the digital and technology world has been normal for you, as you were born into it. So for many of you, you may be leading your marketing team on initiatives and ideas. But as you know what is normal now, won’t be normal in the future. The rate of change is getting faster and faster, as we enter the 4th industrial revolution with the advent of robotics, autonomous transport, artificial intelligence, infinite computing, and nanotechnology. Continue reading →

Posted in agency solutions, customer relationship management, data & direct marketing, industry news & trends, media planning & buying, mobile marketing, return on investment, social media & digital marketing, strategic management | Comments Off

Managing Marketing: Discussing creativity, innovation and their importance to business

Posted on March 16, 2018 by Darren Woolley

Ed Pank is the Managing Director of WARC Asia and a self confessed Digital Marketing Evangelist, Start-up Builder, Advertising Insight Generator. Here he talks with Darren on the importance of creativity and innovation in business today. They explore the nature of agency creativity and explore the role of the agency in developing customer and business innovation. Continue reading →

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The challenges in measuring the value your agencies contribute to your marketing

Posted on March 12, 2018 by Darren Woolley

How do you calculate or assess the value of your marketing spend? In the past three years we have had a large number of projects designed to achieve just that – a fact based assessment of the value of the marketing spend. Specifically marketing communications or advertising and largely focusing on spend with external agencies and suppliers. Continue reading →

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Yes, advertising agencies exaggerate their award entries – Poll result

Posted on February 16, 2018 by Darren Woolley

Recent reports in the trade media have raised questions over the accuracy of the award entries of a particular multi-award winning agency. In fact it appears that this agency has continued to win awards overseas with questionable and inaccurate claims. Now the agency CEO has stepped aside it is time to discuss the implications this has for agencies, the industry and their clients. Accusations of behaviour like this undermines trust, not only in the agency involved, but the award process and the industry at large.Excerpts are optional hand-crafted summaries of your content that can be used in your theme. Learn more about manual excerpts. Continue reading →

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Warning Signs Your Agency Relationship Is Heading For The Rocks

Posted on January 31, 2018 by Stephan Argent

While many agency relationships have their own natural rhythm and their tide of satisfaction ebbs and flows a little, sometimes rocks can appear seemingly out of nowhere. In most cases, the rocks should be navigable – providing you know they’re ahead and providing there’s a clear chart to course to avoid them. And while agency relationships don’t necessarily have lighthouses to warn of danger, there are some common warning signs that your client / agency relationship isn’t as strong as it needs to be. Continue reading →

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Managing Marketing: The impact of science and technology on media and marketing

Posted on January 26, 2018 by Darren Woolley

Ori Gold is the CEO of programmatic platform Bench, and here discusses the impact of science and technology innovation and the best way for marketers to deal with this rapid and constant change. Embracing complexity and applying the scientific approach of test and learn is central to thriving in the changing world of marketing and business. Continue reading →

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If your marketing function is not driving growth you’re not doing it right

Posted on January 12, 2018 by Darren Woolley

One of the big issues facing marketing is the perception, commonly held in businesses, that it is nothing more than the ‘colouring in department’. It is a demeaning phrase and one I heard earlier this year when I was invited to participate in a CEO Forum in the City by one of the accounting firms. Continue reading →

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When is the right time to set an Engagement Agreement? – Three case studies

Posted on December 18, 2017 by TrinityP3 Consultants

Engagement Agreements are an effective way of defining the ways of working between advertisers and their agencies. One of the best times to undertake the process of defining the relationship and the expectations of both parties is at the beginning of the relationship, rather than waiting for things to either go wrong or for poor practices and misalignments to become major issues. Continue reading →