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

Replacing “Above the line” (ATL) & “Below the line” (BTL) with CONTENT & CHANNEL

July 1, 2010

…to develop, select or buy channels to reach their audiences and create the content to and engage their audiences. Media agencies are now talking about how channels can now be…

Newsletter – October 2007

October 16, 2014

…into the cost paid in the past. Managing changes to the scope of work Where the marketers are unable to provide a defined scope of work, there is often a…

Cultural barriers to change in advertising agencies

October 8, 2012

agency search & selection, agency solutions, marketing process optimisation, return on investment, strategic management

…But when they turn to their agencies the creativity they often find is usually expressed almost exclusively through the creative concepts they provide. The opportunity to innovate the strategy and…

Managing Marketing: The State Of Media For Independent Agencies

March 1, 2019

agency remuneration / compensation, agency solutions, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, podcasts, return on investment, social media & digital marketing

…them to advertise and build success for their business. Darren: So, the remuneration model there for the publisher is the more successful the client the more they spend, the more…

How superteams can help marketers to balance creative thinking and analysis

November 21, 2012

Evalu8ing - Relationship Performance Monitoring, interesting observations, marketing process optimisation, strategic management

…are often bereft of creative thinking themselves and too confined to their own view of the world. It appears marketing is often stuck, between being too conservative and being too…

No one wants to hire Noddy the account director

March 28, 2014

agency search & selection, industry news & trends, marketing procurement, strategic management

…test. Ask for the prospective day-to-day account team to show in the pitch how they would brief in and manage changes to a creative idea. Or how they would brief…

Strategically aligning your media suppliers to your overall communications requirements

March 30, 2012

agency solutions, marketing process optimisation, media planning & buying, social media & digital marketing, strategic management

…the media selection process totally separate from the way they make their money. Freedom of Choice As the now long established ‘unbundled’ market originally resulted in the establishment of a…

Managing Marketing: Sustainable Brand Purpose

April 24, 2020

agency solutions, green marketing & sustainability, industry news & trends, podcasts

…CD Now and they went down like everyone else but they stayed in business and slowly learnt how to do this and as they learnt they learnt how to make…

Pitch for the Stars: 5 things to look out for in a great media agency

February 25, 2015

agency remuneration / compensation, agency search & selection, agency solutions, marketing procurement, media planning & buying

…all this mean for the poor advertising or marketing client, trying to make the right choice of media agency partner? It means they have to go beyond traditional ways of…

What is the best agency remuneration model for every advertiser?

August 1, 2016

agency remuneration / compensation, interesting observations, marketing procurement

…that marketers prefer the agency outputs undefined is that they do not want to limit the opportunities for the agency to provide input to the best way to execute the…

How to make best use of your media agency services – and why you should care

February 24, 2016

agency solutions, industry news & trends, interesting observations, media planning & buying, strategic management

…there when my team and I have worked into the night to build a fully fleshed presentation, only to have it cut down in the room, on the day. ‘Just…

The impact of Autonomous Vehicles on marketers and the environment

February 20, 2017

green marketing & sustainability, industry news & trends, interesting observations, strategic management

…both of which are potential benefits to the wider society. Mobility would increase for both the ‘too young’ and the ‘too old to drive’, not to mention the improvements to…

The five tasks all marketers should consider before 2013

December 21, 2012

agency remuneration / compensation, agency solutions, marketing process optimisation, marketing procurement, strategic management

…1. What: What is required for the coming year? What are the measurable objectives both for the business and the marketing team? What is the marketing plan to deliver these…

Agency selection for service provider or strategic partner?

September 13, 2011

agency search & selection

…need flexibility to adapt and apply process to the outcome. So what are some of those outcomes? Generally they can be broadly categorised into three outcomes: 1. The appointment of…

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Replacing “Above the line” (ATL) & “Below the line” (BTL) with CONTENT & CHANNEL

Newsletter – October 2007

Cultural barriers to change in advertising agencies

How superteams can help marketers to balance creative thinking and analysis

No one wants to hire Noddy the account director

Managing Marketing: Sustainable Brand Purpose

Pitch for the Stars: 5 things to look out for in a great media agency

What is the best agency remuneration model for every advertiser?

How to make best use of your media agency services – and why you should care

The impact of Autonomous Vehicles on marketers and the environment

The five tasks all marketers should consider before 2013

Agency selection for service provider or strategic partner?

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