When is the right time to apply the Golden Rule in marketing?

This is the first in a series of one minute videos that address one of the many complex challenges facing marketing, media and advertising today. The Golden Minute series is an attempt to prove Albert Einstein right when he said “The definition of genius is taking the complex and making it simple”. But he also said “Everything should be made as simple as possible, but not simpler”. So we will leave it for you to judge. Please let us know here if there is a topic you would like us to cover in a Golden Minute. Continue reading

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The Terrible Outcomes of Lower Growth in Advertising

Growth is the engine of wealth and success. Stock prices soar. Companies expand, hire and promote, and salaries rise. Optimism abounds. Everyone has a place in a growing future. The party does not go on forever, as we know. Growth rates slow, and sometimes they halt — the reasons vary, but it’s inevitable. Still, the end of growth is shocking, and the advertising industry is now facing the shock. Continue reading

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Managing Marketing: The importance of measuring performance in digital marketing

Luke Brown is CEO and co-founder of Affinity and here he discusses with Darren their approach to digital advertising and the importance in clearly defining business and marketing success upfront and developing a strategy and optimising the execution against that objective. Continue reading

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Managing Marketing: The increasing role of science in marketing and advertising

Adam Ferrier is a Consumer Psychologist and the co-founder of MSIX the Marketing Science Ideas Exchange and best selling co-author of The Advertising Effect. Here he talks with Darren about the role of science in marketing and the importance of the symbiotic relationship between the Mad Men and the Math Men in driving innovation, creativity and most importantly performance. Continue reading

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How many brief types does an advertiser need to brief their agency?

I have noticed recently there have been a number of consultants and industry commentators again talking about the perennial problem of briefing. Quite rightly too, because in the endless search for advertising effectiveness, the process starts with the brief. Joe Talcott, ex-McDonald’s Marketing Chief and Creative Evangelist highlights nine big mistakes he notices marketers make when briefing. Meanwhile Casey Jones, CEO at BriefLogic shared advice on why marketing briefs should not be brief and the important difference between the marketing brief and the agency brief. Continue reading

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Managing Marketing: The challenges of marketing and advertising in the financial services category

Jon Holloway is the founder of Zuper Superannuation and here he discusses with Darren the challenges and failures of financial services companies in leveraging the full potential of marketing and advertising to innovate and build their banking and insurance brands and businesses in Australia. Continue reading

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The Low Road or the High Road for Ad Agencies compensation?

The industry road that ad agencies are wandering down is about to narrow. Sooner or later, agencies will find themselves at a fork that is less like a choice and more like an inevitably. The fork will not involve a 50-50 choice. Heads to the left; tails to the right? No; it’s not that kind of fork. The choice will be between the High Road, to the left, and the Low Road to the right. The choice is not about political choice during this Trumpian age. It’s not about Blue States to the left or Red States to the right. It’s not about brands-as-causes versus brands-as-brands. Continue reading

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Tips for more successful agile marketing

Beware agile marketing, it’s time to transform the terminology. Are you an agile marketer? Or have you heard someone say that they are doing ‘agile marketing’ recently? We have heard the term being bandied about regularly in projects with local and global marketing teams for a few years now. So for this post, I’d like to firstly demystify what agile marketing actually means. It’s not all about speed by the way! As well as give some tips on how to make it work within your current organisational structure and roster of agencies. Continue reading

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Advertisers with Performance Problems Turn to Management Consultants

“Watch out! They are coming!” reported The Drum when Accenture and Deloitte appeared on the pitch list for Nissan-Renault’s global account review. They are “spreading their tentacles, seduced by marketing services!” Accenture sees it another way: “CMOs are seeking our talents, not the other way around.” Is consulting going to the mountain, or is the mountain coming to consulting? Continue reading

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Retuning the Marketing ‘Orchestra’

The marketing ‘orchestra’ needs to be reorganised and re-tuned. The orchestra players are highly skilled and totally dedicated. The problem is, they’re playing different scores, even if the music was written by the same composer. The first violins are playing a Bach fugue. The second violins are performing a Bach prelude. The cellos are holding their own with the Second Brandenburg concerto. The string bass players are improvising – Bach jazz-fusion. And the conductor? Frustrated, he / she stops the playing. “Again, the Bach! From the top!” Continue reading

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Clients: You Are What You Brief

Poor client briefings are a source of immense frustration to both agencies and the clients who issue them. Agencies that aren’t briefed properly spend a huge amount of time trying decipher or guess at what their clients really want, while clients end up disappointed, underwhelmed and frustrated by the agency’s seeming lack of insight and creativity. And I hate to break it to you, but from what we’re hearing, there’s something of an epidemic of dismal briefings darkening agency meeting rooms and inboxes. In short, agencies have a beef with their client’s briefs. Continue reading

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CMOs, Shareholder Value and the Decline of Marketing Risk-Taking

You’d have to be older than a Millennial to remember a time when corporate CEOs were heavily involved in marketing decisions, like increased spend on media, the development of new Big Idea ads, the launching of new consumer products (rather than the spitting out of line extensions) and the formulation of strategies designed to outsmart competitors. That was a time before “shareholder value” became the universal corporate objective — the value to be delivered to shareholders because of management’s ability to grow earnings, dividends and share price. Continue reading

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Managing Marketing: The role of innovation, creativity and technology in driving change

Annalie Killian is the Director of Human Networks at Sparks & Honey and was the Founder and Curator of the AMPlify Festival. Here she talks with Darren on the role of creativity and innovation in driving change through organisations and the importance for organisations to embrace change and technology to stay relevant. Continue reading

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Meeting the Global CEO of TrinityP3 Marketing Management Consultants

Hi, Darren. Can you first of all tell us a bit about your background and how you came to lead TrinityP3? I graduated from university with a degree in Applied Sciences and worked in the field of Medical Research for five years before embarking on a 15-year career in advertising. In 2000 I founded TrinityP3 marketing management consultants. As Global CEO, I lead marketing consultants around the world through all phases of the marketing optimisation process to improve the performance of our clients marketing. Continue reading

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Agency Remuneration: A Loser’s Game

Chief Marketing Officers and their colleagues in procurement have been driving down agency remuneration for more than a decade. Simultaneously, they have been growing Scopes of Work, experimenting with digital and social marketing. Is marketing getting something for nothing, or is it playing a loser’s game? Advertiser-agency relationships have devolved over the past several decades. What was once the strongest of strategic relationships during the golden age of the Creative Revolution has become lopsided and imbalanced. Continue reading

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