Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: darren@trinityp3.com
I am often amazed at the simple basic rudeness that is tolerated within marketing and advertising, but which leads to poor communication and poor business strategic alignment.
Strategic alignment of brand and business can benefit from storytelling. Listening to stories is one of the best ways to understand what is happening in a complex and dynamic situation.
Improving collaboration and business strategy alignment can eliminate struggles over agency roles, responsibilities and remuneration. Business relationship management insights and agency solutions here:
To collaborate effectively is not about meetings. It is about alignment to a common and agreed objective. Strategic management insights from Darren Woolley of TrinityP3 here:
Business strategy alignment requires understanding between marketers and their agencies.Often two groups of communication professionals completely miscommunicate their intentions.
Are CEOs and CFOs right about the lack of business and financial acumen in marketing and in the advertising industry? From the comments it would seem so...
The term 360˚ used by some client agency relationship systems is actually misleading both from a functional and geometrical perspective - agency solutions and strategic management advice from Darren Woolley of TrinityP3.
There are many different types of strategy: business, marketing, channel, advertising, pr, channel, media etc. This can be problematic to achieving business strategy alignment.
With so many communications channels available, marketers are using a wider selection of service providers and requiring them to work closer together to provide a consistent brand communication.
Concepts, big ideas, territories, tissue sessions, brain storming and more are all terms people use in marketing and advertising to describe various steps in the development process.
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.
It is often the case that the marketer's agency roster will be a fairly traditional adhoc structure which has developed organically in response to an immediate need rather than built to specific strategic requirements.
Our experience is that the linking of the performance score card or relationship survey to the agency financial incentive or bonus is that it can have little or no effect or in the worse case scenario a negative effect.