Why marketers focus more on creative rather than media challenges

Posted on August 15, 2018 by Julian Barrans
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Are there more brand challenges that need solving by finding that creative ‘big idea’ versus media planning/buying to target better with greater efficiency? There’s no doubt that ideally the brand needs creative and media working hand in hand so it should be both that are focused on to get the strongest result for the business. Continue reading →

Posted in agency solutions, interesting observations, media planning & buying, return on investment, strategic management | Comments Off on Why marketers focus more on creative rather than media challenges

Why business needs to radically rethink marketing structures

Posted on August 8, 2018 by Zena Churchill
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In today’s landscape, efficiency should not be a standalone strategy. Get insights into how marketing should structure itself across and within teams here. Continue reading →

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Managing Marketing: How data is making media planning and buying more accountable

Posted on July 27, 2018 by Darren Woolley
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Martin Cass, CEO of MDC Media Partners and Assembly, has a long history of running media agencies. Here he discusses with Darren how after leaving Carat, a year at the Wharton Business School and a meeting with the number crunchers behind ‘Money Ball’ transformed the way they do media at MDC Media Partners today. Continue reading →

Posted in agency remuneration / compensation, data & direct marketing, industry news & trends, media planning & buying, Podcasts, return on investment, social media & digital marketing | Comments Off on Managing Marketing: How data is making media planning and buying more accountable

Does your marketing structure support your marketing strategy anymore?

Posted on July 20, 2018 by Zena Churchill
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Strategy is a fundamental driver of business success, yet it is one of the most misunderstood terms thrown around the halls of business. Often mistaken for a goal or tactic, a strategy is how a company chooses to reach its goals, or to paraphrase Michael Porter it’s ‘doing things differently or doing different things’ to gain market advantage. Continue reading →

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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

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

Is the structure of your marketing team hindering its success?

Posted on July 4, 2018 by Zena Churchill
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On a day to day basis how many times do you stop and think about the structure of your marketing team and the impact it’s having on how well you are going to market? Honestly? Yet, with the current situation of ever changing strategic focus coupled with mounting pressures on marketing to do more for less, deliver more tangible business results, become more customer oriented or be more agile, it’s something we at TrinityP3 feel needs to be thought about. Often. Continue reading →

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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

Managing Marketing: Talking data, big data, small data, first, second and third party data.

Posted on June 22, 2018 by Darren Woolley
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Will Scully-Power is the Chairman of Datarati and the CEO of Pascal. Here Will and Darren discuss Big Data versus Small Data and the role of first, second and third party data. The role of data in transforming organisations to be customer centric or customer first and how privacy issues around data will be transformed by technology like blockchain. Continue reading →

Posted in customer relationship management, data & direct marketing, industry news & trends, marketing process optimisation, Podcasts, return on investment, social media & digital marketing, strategic management | Comments Off on Managing Marketing: Talking data, big data, small data, first, second and third party data.

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

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 →

Posted in industry news & trends, marketing process optimisation, return on investment, strategic management | Comments Off on Why B2B companies should focus on marketing and sales, not sales and marketing

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?