TrinityP3’s Christmas break will extend from 5pm Friday 20th December – 9am Monday 13th January 2014. TrinityP3 wishes all our clients, supporters and followers a happy and safe festive season.
Book of the Year – Now on Sale
Top 50 Marketing Management Posts Of 2013
Strategic Marketing Management and Marketing Procurement continues to grow in prominence as the challenges of measuring return on marketing investment and the desire to improve marketing efficiency grows across every category and every market.
It includes storytelling, strategy and collaboration from Shawn Callahan (Anecdote), content strategy by Craig Hodges (King Content) and pricing strategies from Jon Manning (Sans Prix, Pricing Prophets), plus marketing perceptions from Jon Bradshaw
(Brand Traction) and great insights on innovation, creativity and collaboration from Andrew Armour (Benchstone Limited).
This post is not about whether you should or should not decouple your television advertising production. I have covered this topic previously here. But more importantly, once you have made the decision to decouple your advertising production, what do you need to consider to ensure success?
Decoupling or unbundling is not new. In the UK and Europe this has been a strategy for the past 10 to 15 years. It is has been less common in the US. The advantage for those that are now undergoing this process is that we can learn from experience in these markets.
We get a lot of requests for providing benchmarks. In most cases it is for hourly rates. “How much does an Account Director cost per hour?” “How much for a Creative Director as opposed to an Executive Creative Director?” I have written previously on the short-coming of rate only benchmarking.
The real interest for me personally and one that we have been developing and using for more than a decade is resource benchmarks. This gives us the ability to answer questions like “What should it cost to develop and produce a television concept?” This provides a future facing view of your agency cost and the investment level required to deliver the scope or schedule of work.