You searched for How to avoid the traditional to digital marketing transition trap

Agile marketing: The promise and the reality

March 11, 2016

industry news & trends, interesting observations, marketing process optimisation

…to digital marketing, just as we moved to digital products and digital product development, the cost of change and failure drops dramatically,” former IBM vice-president of global communications and digital…

Is procurement standing in the way of independent agencies winning larger clients?

November 2, 2020

agency search & selection, marketing procurement, media planning & buying

…the value they can deliver advertisers, then we need to stop applying a cookie-cutter approach to their assessment. There are other more nuanced ways of assessing financial risk. The article…

Value-based, cost-based, pricing-based, and performance-based agency fees – bring it on

February 24, 2021

agency remuneration / compensation, agency search & selection, marketing procurement

…factors such as the achievability of the performance metrics, the risks for the agency and the advertiser, and the upside rewards for both too. Another consideration is the advertiser’s ability…

Why pitch consultants should be advisors and not marriage arrangers

December 9, 2020

agency search & selection, marketing procurement

…they asked me why? I told them it is not my job to complete the scorecard. To which they retorted, “What are we paying you for then?”. “I pointed out…

Agencies talk about creativity. Consultants talk about insights.

August 26, 2020

agency search & selection, interesting observations, marketing procurement

…economic recession. They laid out their plans to embrace diversity in response to the BLM protests, without discussing the benefits this will deliver. But most of all they championed their…

April 2007/2

October 24, 2014

…of the media accreditation system, most advertisers negotiated the remuneration rate down to the point where it impacted the quality of the planning and to a lesser extent the buying….

A Golden Minute

January 9, 2020

…compensation Read more & watch video > The Golden Rule – The man with the gold makes the rules The Marketing Golden Rule – The man with the gold…

Newsletter 09 November 2016

November 23, 2016

…the agency or marketing suppliers is in both the outputs they produce to deliver your marketing and advertising strategy, and the outcomes these deliver against that strategy. Therefore, to remunerate…

Newsletter 20th December 2017

December 19, 2017

…e-news Give the Marketing Management Book of the Year – 2017 Into its 5th year, the Top 50 Marketing Management Posts of the Year is now available. More than 360…

Newsletter 26 July 2017

July 26, 2017

…and complex market, the strategy needs to be able to adapt to the changing needs and opportunities. How robust is your marketing strategy? Does it leverage the latest opportunities available?…

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

May 18, 2018

customer relationship management, data & direct marketing, industry news & trends, marketing process optimisation, podcasts, strategic management

…the skill set of the B2B marketer; they’ve got to be much more nimble and agile on their feet to be able to move with the times as they get…

July 2005

October 26, 2014

…see how their agency tv production estimates compare to the industry benchmarks instantly. To find out how you can get ultimate transparency and accountability into your television production costs go…

Is a house style good for advertising agencies?

January 18, 2021

agency search & selection, agency solutions, industry news & trends, marketing procurement

…and the second challenge is being able to scale to the size of their multinational competitors and maintain the focus on the house style. Either way, the rise of the…

Newsletter 16 September 2020

September 22, 2020

…Agency of the Future.’ Fix ‘The Agency of Today’ ‘The Agency of the Future’ gets a lot of attention in the press and at industry conferences. ‘The Agency of the…

Newsletter 21st February 2018

February 21, 2018

…better marketing performance? What are the biggest technology challenges facing marketing today? The importance of measuring performance in digital marketing Newsletter 21st February 2018 Welcome to the February 2018 edition…

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Agile marketing: The promise and the reality

Is procurement standing in the way of independent agencies winning larger clients?

Value-based, cost-based, pricing-based, and performance-based agency fees – bring it on

Why pitch consultants should be advisors and not marriage arrangers

Agencies talk about creativity. Consultants talk about insights.

April 2007/2

A Golden Minute

Newsletter 09 November 2016

Newsletter 20th December 2017

Newsletter 26 July 2017

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

July 2005

Is a house style good for advertising agencies?

Newsletter 16 September 2020

Newsletter 21st February 2018

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