Using resource benchmarking to measure and improve marketing efficiency
Ever wondered how well your agency relationship is performing? Does it cost you more because of waste and inefficiency? Or is it highly productive?
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Management Consultants
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Global Marketing
Management Consultants
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Global Marketing
Management Consultants
Management Consultants
benchmarking Tag
What have media rates got to do with the price of milk?
How does the cost of that 30 second spot compare to the market? Is it reflective of what others like you are paying or should you be crying over it?
How marketers can encourage greater creative value from their agencies
8 agency CEOs who are regularly recognised for creative excellence share insights on the issue of encouraging greater creative value.
How many advertising ideas do you need to find the right idea?
How many rounds of creative work does it take to get THE idea? And how many ideas each round? What is the optimum number to answer the brief?
3 key ways to avoid an agency review
Here are three proactive things you can do to avoid an agency review and create a better incumbent client-agency relationship in the process.
The importance of evaluating both agency quality and performance
Why should both agency performance and resource quality play an important role in assessing agency value? A holistic approach to defining agency value:
The five universal principles of successful pitch management
Here are 5 universal principles of pitch management that every successful pitch has to deliver against whatever the sector, client, brand or category.
When marketers turn BAD negotiating agency remuneration
It's easy to blame procurement for problems in agency remuneration negotiations. This post shows that it can sometimes be the marketer that is at fault.
What happens when cost is more important than marketing value?
Actual examples where cost reduction became more important than the results and value that marketing and their agencies were delivering.
The dangers of misusing benchmarking
When benchmarks are often the industry average the question we ask our marketing and procurement clients is 'Will you be happy with average?'
How to manage your television advertising production costs
There are a number of opportunities to manage the significant issue of television advertising production process to deliver greater cost efficiencies.
Paying peanuts? – It is not the smartest advertising agency remuneration strategy
Many advertisers feel that their advertising agency remuneration levels are too high. No one wants to be paying too much for their advertising. But likewise, there are downsides to paying too little.
An easy way to improve advertising process
When we do our agency remuneration benchmarking, we do not just determine if you are paying the right level to the agency, but we also look at the value of the remuneration.
How fees are calculated for agency compensation
Perhaps it is because I spend almost every day calculating, benchmarking and negotiating agency compensation, but it always surprises me how often people get these calculations wrong.
73% of CEOs think marketers lack business credibility because of a lack of business strategy alignment
That is a key finding of The Fournaise Marketing Group 2011 Global Marketing Effectiveness Program which interviewed more than 600 large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia.