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Tag Archives: Advertising

73% of CEOs think marketers lack business credibility because of a lack of business strategy alignment

The Fournaise Marketing Group interviewed more than 600 large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia. Do marketers lack business credibility because of a lack of business strategy alignment?
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Is Calling Yourself a Media Auditor Misleading and Deceptive?

There are a number of people and companies in the marketing and advertising category who call themselves auditors and yet do not provide either the auditing process or have the rigor or professional body recognition of being auditors. More here:
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Five reasons agency compensation should not be relationship based

Don’t get me wrong, measuring and managing a high quality relationship is important between agencies and marketers. But at the ANA Marketing Financial Management Conference last week in Phoenix, Arizona, there was a presentation by Sarah Armstrong from Coca Cola on Value Based Agency Compensation
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How good a storyteller is your agency?

Share Tweet +1 ShareShares 0Storytelling has been embraced by agencies and marketers as an important communication skill. In presenting their credentials, some agencies talk about telling the “brand” story or developing the brand story, while other proclaim they are the … Continue reading

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Open tenders are not the best way to select agencies

Share2 Tweet +1 ShareShares 2I was recently in a meeting with a marketer and their procurement team discussing a forthcoming agency review. When we got to discussing the process, I was asked by the head of marketing what process would … Continue reading

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What it takes to get one actor to play two parts

Share Tweet +1 ShareShares 0CGI (Computer generated imaging) can be used to create amazing effects in commercials. But sometimes it is the CGI effects that you can’t pick that are the most amazing. In David Fincher’s The Social Network, the … Continue reading

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Procurement panels do not always deliver on their promise

Share Tweet +1 ShareShares 0Recently I have noticed that the traditional procurement “panel” approach to supplier management has been increasingly failing to deliver. One of the key reasons for this is the increasing diversity in agency services, specialities and core … Continue reading

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Is advertising sexist?

Share Tweet +1 ShareShares 0Following the discussion at Mumbrella Question time last year about the lack of women in senior roles in media and advertising, I was at the Communications Council Circus Festival when Charles Wigley from BBH finished his … Continue reading

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Strategically aligning your agencies to your marketing requirements

Share Tweet +1 ShareShares 0How many agencies do you need and what type? With increased market diversity, sophistication and fragmentation, brand marketers are finding themselves engaging an ever increasing number and variety of specialist agencies. It was not long ago … Continue reading

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Advertising Agencies: It’s a Man’s world, but not always in a pitch?

Share Tweet +1 ShareShares 0At the Mumbrella Question Time, late last year, the question was asked about women in senior industry roles. You can see the response to the question below, or check out the story on Mumbrella. But for … Continue reading

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