The impact of Autonomous Vehicles on marketers and the environment

I recently prepared a technology assessment on Autonomous Vehicles (AV) as part of my Master’s degree in environmental management. It occurred to me as I read yet another option piece on the future of AV that my report also formed the basis of my own opinion piece on this subject, especially where it relates to marketing and the environment – both key areas of interest for me personally and TrinityP3. Continue reading

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Managing Marketing: The media industry, women in media, and the state of the media

Denise Shrivell is the Founder of MediaScope and discusses with Darren the state of the media industry today, the challenges of media technology and her MediaScapes along with the role of women in media and the role Peggy’s List plays in ensuring women have equal opportunity to share their thoughts and insights in the important discussions on the issues facing the media and marketing industry. Continue reading

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How TrinityP3 achieved 200,000 website visitors (and how you can too)

2016 was a big year for TrinityP3. And this was reflected in Google Analytics results. For the first time in 2016 we had more than 200,000 visitors to the TrinityP3 website. And this is a remarkable achievement for a business and website that focuses on topics that most people outside of the advertising and marketing industry are not aware of. Who would be aware that there is a very necessary role in managing the relationships, remuneration, alignment, processes, rosters and structures of major businesses and organisations and their advertising agencies? Continue reading

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Time for marketers to follow P&G’s lead and apply the Golden Rule

Congratulations to Procter & Gamble CMO Marc Pritchard on an excellent example of how marketers need to apply the Golden Rule. The Golden Rule is the Man with the Gold makes the rules. Or put another way, the market sets the price but the buyer sets the terms. But there is certainly an argument that for the past ten years marketing and procurement have been setting the price, using competitive tensions and tenders to drive down the agency fee but largely ignoring the importance of setting the terms. By terms I do not mean payment terms, but even the introduction of extended payment terms has been cost driven. Continue reading

Posted in agency solutions, Evalu8ing - Relationship Performance Monitoring, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, strategic management | Comments Off on Time for marketers to follow P&G’s lead and apply the Golden Rule

The importance of financial analysis in determining marketing priorities

In dealing with the management of marketing, a significant component of the work we do is assessing and benchmarking the value of the marketing investment of our clients. This budget is spent with a range of external suppliers. These external suppliers include advertising, digital and media agencies, but also the thousands of other suppliers who are competing for the share of the marketing budget. These suppliers can include everything from printers and merchandising providers to market researchers and software providers. Continue reading

Posted in agency remuneration / compensation, agency search & selection, marketing process optimisation, marketing procurement, media planning & buying, return on investment, strategic management | Comments Off on The importance of financial analysis in determining marketing priorities

How does TrinityP3 rate as Management Consultants against these 7 critical qualities?

I had great interest in reading the article by Pete Hayes from Chief Outsiders on how CEOs should select Management Consultants. Titled “CEO: The 7 C’s of Hiring Management Consultants” it provided a list of seven criteria for a CEO to assess the suitability of a management consultant. It got me thinking about the way CMOs select their marketing management consultants (including pitch consultants, media consultants, media buying bench-markers and auditors, transformation experts and the like). Do the same criteria apply and how well would TrinityP3 stack up against these selection criteria? Continue reading

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Managing Marketing: Media value, transparency and relationships today

Steve Allen, Chief Executive of Fusion Media has seen significant changes in the media landscape in his career and here shares with Darren his views on media value, the problem with lack of media transparency today and the continued importance of having trusted and respected relationships with media owners, media and agencies and the advertisers. Continue reading

Posted in agency remuneration / compensation, industry news & trends, marketing procurement, media planning & buying, Podcasts, social media & digital marketing, strategic management | Comments Off on Managing Marketing: Media value, transparency and relationships today

Is the problem with data the fact that many marketers misuse it?

A recent interview with Professor Gary Lilien in Marketing Magazine on marketing analytics and the skepticism that still hinders its universal adoption got my attention. Not because of the issue, but because I have been longing to get to the bottom of why marketers are so sceptical. (I have my own hypothesis, which I will share below). He believes it is due to insecurity due to a lack of understanding of how marketing analytics works. I have joked a couple of times here that “72% of people are fooled by statistics” yet data and therefore statistics is an important foundation for marketing and understanding the market place. Time and again I hear about marketers struggling with or even rejecting data because it is often too confusing and therefore offers them no value or that the insights derived from the data conflict with their beliefs and so they reject its validity. Continue reading

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If you think it’s expensive to hire a professional marketing management consultant to do the job, wait until you hire an amateur

I love this quote that I have shamelessly paraphrased in the headline here. Red Adair was a larger-than-life character who built his reputation successfully putting out oil well fires. This is a highly dangerous and incredibly lucrative occupation. Imagine an oil well producing thousands of barrels of oil, suddenly erupts into flames? It is literally millions of dollars going up in smoke. Now I am not for a minute suggesting what we do as marketing management consultants is anywhere near as dramatic or a dangerous as Red Adair and his oil fire fighting business, but I think there are some key examples of where in marketing management an expensive professional provides more value than a low cost amateur. Continue reading

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing process optimisation, marketing procurement, media planning & buying, return on investment, strategic management | Comments Off on If you think it’s expensive to hire a professional marketing management consultant to do the job, wait until you hire an amateur

The 20 essential marketing posts from 2016

Wow, what a year 2016 has been. It will potentially go down in history as the year the people of the world rejected the political norm with Britain rejecting belonging to the European Union and voting to Brexit, when the Philippines voted in a very unconventional President in Rodrigo Duterte and the USA followed suit electing President Trump against all of the predictions of the polls and the mainstream media. Where this will take society, time will tell. But here we are reviewing those topics published this year on the TrinityP3 blog, which have attracted the most interest from our audience of marketers, procurement professionals and agencies. This audience continues to grow each year to almost 200,000 around the globe. So what are the topics that captured the attention of this audience this year? Lets take a look and see what it could mean for the year ahead. Continue reading

Posted in agency remuneration / compensation, agency solutions, industry news & trends, media planning & buying, social media & digital marketing, strategic management | Comments Off on The 20 essential marketing posts from 2016