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

Why B2B companies should focus on marketing and sales, not sales and marketing

Posted on June 8, 2018 by Darren Woolley
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Do you ever wonder why most people say “sales and marketing” in that order? When referring to the growth centre of their business it is typically sales first and then marketing, rather than marketing and then sales. Continue reading →

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Retained AOR or project fees? Which one is best?

Posted on May 16, 2018 by Darren Woolley
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While I have previously shared thoughts on comparing rate cards with retainers in 2008, ways to improve retainers in 2009 and most recently the considerations before moving from retainers to project fees in 2016 , I have not actually provided a comparison of pros and cons for advertisers and agencies.
Yet in the past five years we have had an avalanche of advertisers asking us for help moving their agency remuneration from retainers to project fees. Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends, marketing process optimisation, marketing procurement, return on investment | Comments Off on Retained AOR or project fees? Which one is best?

What Happens When the Magic of Creativity No Longer Works?

Posted on May 7, 2018 by Michael Farmer
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In barbaric and prehistoric times, before primitive man invented religion and prayed to gods for intercessions, man was isolated and alone, facing an uncertain and terrifying world that worked by its own logic. Would the sun rise every day?  Would winter fade and spring follow in its stead? Would there be fish to catch, prey to hunt, rain for water and crops, bountiful harvests, cures for disease, pregnancy and babies, victory in war?  Would the tribe flourish?  Tribes were like advertisers today, looking for certainties and prosperity in a hostile world. Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends, marketing process optimisation, marketing procurement, return on investment, strategic management | Comments Off on What Happens When the Magic of Creativity No Longer Works?

The Ad Industry in 2018 – The Year of Magical Thinking

Posted on May 2, 2018 by Michael Farmer
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Sir Martin Sorrell, the industry’s most prominent agency spokesman, now has the difficult job of explaining, on behalf of WPP and of the industry in general, why revenue growth has been so difficult to achieve and what can be done about it. Continue reading →

Posted in agency remuneration / compensation, agency solutions, industry news & trends, marketing procurement, return on investment, strategic management | Comments Off on The Ad Industry in 2018 – The Year of Magical Thinking

How Ready Are You For Agency Pay For Performance?

Posted on April 30, 2018 by Stephan Argent
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When it comes to assessing, reassessing or creating new agency contracts, most marketers now ask us about structuring some kind of pay for performance terms as part of their overall agreement. But coming up with a pay for performance model is actually the easy part. The hard part is ensuring our clients are corporately prepared for what pay for performance really means, the implications for managing such agreements and how they need to be administered. Continue reading →

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Marketers. Are there any leaders left? (Why we need The Marketing Academy)

Posted on April 27, 2018 by Lucio Ribeiro
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At the heart of The Marketing Academy is building the new marketing leaders who are going to shape the present and the future of the industry. Learn more here. Continue reading →

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How “Broken” Is Marketing at Major Advertisers?

Posted on April 16, 2018 by Michael Farmer
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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
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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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Enabling Data in Creative, to pull the final lever for digital success

Posted on April 4, 2018 by Richard Knott
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There are 3 main levers to drive results in digital advertising – media, data and creative. The media lever, typically controlled by a DSP, enables you to optimise media schedules and placements based upon audience, environment, response and price. The data lever is currently managed by DMPs, linking data and knowledge to audiences and outcomes. Continue reading →

Posted in agency solutions, data & direct marketing, industry news & trends, marketing process optimisation, return on investment, social media & digital marketing, television & electronic production | Comments Off on Enabling Data in Creative, to pull the final lever for digital success

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

Posted on March 26, 2018 by Michael Farmer
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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
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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 →

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Digital and Technology alignment – Become an instant expert

Posted on March 19, 2018 by Anton Buchner
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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 on Digital and Technology alignment – Become an instant expert

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

Posted on March 16, 2018 by Darren Woolley
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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 →

Posted in agency solutions, interesting observations, iPhone business app, marketing process optimisation, Podcasts, return on investment, strategic management | Comments Off on Managing Marketing: Discussing creativity, innovation and their importance to business