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

Posted in data & direct marketing, industry news & trends, marketing process optimisation, marketing procurement, social media & digital marketing, strategic management | Comments Off on Advertisers with Performance Problems Turn to Management Consultants

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

Posted in agency solutions, industry news & trends, interesting observations, marketing process optimisation, social media & digital marketing, strategic management | Comments Off on Retuning the Marketing ‘Orchestra’

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

Posted in agency solutions, industry news & trends, marketing process optimisation, return on investment, strategic management | Comments Off on Clients: You Are What You Brief

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

Posted in industry news & trends, interesting observations, marketing process optimisation, marketing procurement, social media & digital marketing, strategic management | Comments Off on CMOs, Shareholder Value and the Decline of Marketing Risk-Taking

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

Posted in interesting observations, marketing process optimisation, Podcasts, social media & digital marketing, strategic management | Comments Off on Managing Marketing: The role of innovation, creativity and technology in driving change

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

Posted in industry news & trends, marketing process optimisation, marketing procurement, return on investment, social media & digital marketing, strategic management | Comments Off on Meeting the Global CEO of TrinityP3 Marketing Management Consultants

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

Posted in agency remuneration / compensation, industry news & trends, marketing procurement, strategic management | Comments Off on Agency Remuneration: A Loser’s Game

5 questions to help charities drive a greater return on marketing investment

In the highly concentrated charity sector*, charities must evolve from making people feel sorry to give money, to being truly people centric in approaching their mission.
So with clutter being the constant, the world’s best charities and not-for-profit organisations are transforming their organisation and marketing strategies around actionable data insights. Aimed at helping them inform the direction and stories that people are interested in when it comes to a relevant mission. Continue reading

Posted in data & direct marketing, interesting observations, marketing process optimisation, return on investment, social media & digital marketing, strategic management | Comments Off on 5 questions to help charities drive a greater return on marketing investment

Learn how CEOs & CMOs are restructuring their marketing teams for success – Infographic

Some of the more interesting work we have been undertaking at TrinityP3 in the past five years is designing new marketing structures for our clients. This work arose from the projects where we would restructure their external roster of agencies and suppliers to their strategy, only to have them ask if we could do the same with their internal structure, which they had realised through the process, was often aligned to the business silo structure and not the customer strategy.This work has been done for a wide range of companies and categories including Financial Services, Automotive, Higher Education, Property & Construction and more.Late last year I was interviewed by Lara Sinclair from Simple.HQ on the trends in marketing structures we had observed beyond the centralised and decentralised dichotomy typically seen in the past. Continue reading

Posted in agency solutions, industry news & trends, marketing process optimisation, strategic management | Comments Off on Learn how CEOs & CMOs are restructuring their marketing teams for success – Infographic

It’s more than the agency roster and the scope of work. It’s the relationship, stupid!

The disappearance of AOR relationships between advertisers and their creative agencies was not a good thing for either party. Both are at fault for letting this happen, and now both parties have suffered the consequences. Advertisers have to manage complex portfolios of specialised agencies who compete for a portion of the total fee. Advertisers have to take the responsibility for planning the detailed Scopes of Work and decide which agencies will be briefed for which deliverables. Continue reading

Posted in agency remuneration / compensation, agency solutions, industry news & trends, marketing process optimisation, social media & digital marketing, strategic management | Comments Off on It’s more than the agency roster and the scope of work. It’s the relationship, stupid!