Quality? Cost? Time? Which do you want from improving your marketing performance?

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

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

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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The cost of moral injury due to unethical behavior in modern business

I recently attended The Ethics Alliance Sydney Event on Moral Injury in the Workplace. It was an in-depth look at how high stress culture in modern business is giving way to the risk of greater unethical behaviour and causing higher levels of moral injury. It explored these key questions: Continue reading

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Managing Marketing: The challenges facing CMOs today

Andy Lark is the Chief Marketer and Chair of Group Lark. He is also been a CMO, a board adviser, a Non-Executive Director and industry commentator and here he discusses with Darren the challenges and issues facing CMOs and Marketing Leaders today. Exploring everything from lack of alignment in objectives to increasing market diversity and complexity to issues with recognition and support. Continue reading

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Technology, Business and Society make a trinity. Will marketers respond with maturity?

A lot has been written about how technology will transform businesses in coming years (scratch that, I mean coming quarters) and how consumers will benefit from greater convenience, comfort, customisation and cost benefits. Not a day goes by without a blog, an article, a podcast or a video about AI and how it is going to fundamentally change our lives. Continue reading

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Managing Marketing: The impact of data and technology on customer retention and acquisition

Steve Emanouel is the Managing Director of Spyglaz, a data platform that helps organisations identify customers most likely to churn. Here Steve talks with Darren on how his career has evolved since they worked together at JWT in the late 1990s and the role of direct marketing and digital technology in B2B businesses. They also discuss the strategic flaws in focusing on acquisition and the importance of customer retention for business success. Continue reading

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We’re Like Collaborating, Right?

Marketers often tell us they’re a “collaborative” organisation or they’re a “collaborative” team. Agencies tell us they’re “collaborative” working with other agencies. But when it comes down to it, I’m not sure either marketers or agencies really understand what being “collaborative” really means or how to apply the term to their respective activities. Continue reading

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What Happens When the Magic of Creativity No Longer Works?

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

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The Ad Industry in 2018 – The Year of Magical Thinking

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

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How Ready Are You For Agency Pay For Performance?

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)

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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Managing Marketing: Talking digital, innovation and CX for business

Erik Ingvoldstad, the CEO and Founder of Acoustic Group talks with Darren about their focus on helping companies manage their digital transformation from a cultural foundation, discover innovation within the organisation and manage the customer experience as a way of building brand. He brings a unique perspective with experience in the Army, business school and years in digital and direct marketing. Continue reading

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How “Broken” Is Marketing at Major Advertisers?

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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Marc Prichard, the low creative ratio at your agencies is not their fault, it’s yours

Okay, perhaps not yours Marc, but when you recently stated that you would like three quarters of your agencies to be creative, it made me reflect on the literally hundreds of agency remuneration deals we have benchmarked, negotiated and managed over the past 18 years and the fact that in every case the agency resources required were directly related to the requirements and expectations of the marketers. Continue reading

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Agile Marketing delivery – Become an instant expert

It’s a term that came from the software development industry back in the 1950s, whereby solutions were developed and evolved with cross-functional team collaboration. Agile software development was designed to have all aspects of planning, analysis, design, coding, and testing included together to have working prototypes and products developed and presented to stakeholders for fast approval and implementation throughout defined release cycles. Continue reading

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