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Tag Archives: marketing and advertising

How to manage your television advertising production costs

Share5 Tweet +12 ShareShares 7At the recent Festival of Media Global, Pepsico executive vice-president and chief marketing officer Salman Amin declared that television is here to stay. Television continues to be a significant production investment for advertisers, be that broadcast or online … Continue reading

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How to leverage the new media landscape in the face of continued media marketplace change

Share24 Tweet +14 Share1Shares 29The recurring theme of the media marketplace is one of uncertainty. 
The acceleration of technology, convergence of media, relaxation of cross media ownership and ‘fast changing’ media consumption patterns, all combine to leave advertisers and their … Continue reading

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The role of procurement in marketing from a brand marketer’s perspective

Share27 Tweet +11 Share2Shares 30At the CIPSA Category Week in Sydney May 29 – June 1 2012 I invited seven senior industry professionals to be on a panel to help the audience of procurement professionals “Navigate the murky waters of marketing procurement”. In … Continue reading

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12 innovative media options you may not see proposed by your media agency

Share51 Tweet +11 Share14Shares 66We hear constantly about the increasingly fragmenting and complex media market, but do you ever see the innovative, outside the square advertising and media initiatives that this provides? Or is your media agency inclined to serve … Continue reading

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10 sure-fire ways to get thrown off a pitch shortlist

Share85 Tweet +12 ShareShares 87This is a guest post by Nathan Hodges, a business director at TrinityP3. Nathan applies his knowledge and creativity to the specific challenges of marketing management, with a particular focus on team dynamics and behavioural change. Decided … Continue reading

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The strategic opportunities of applying the Cynefin Framework to Marketing and Advertising

Share28 Tweet +12 Share3Shares 33My friend and colleague Shawn Callahan @unorder was working at the Cynefin Centre at IBM until he started his own business called Anecdote a few years ago. One of the areas he focuses on is using … Continue reading

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The new media buying landscape requires marketers to outperform the market to benefit

Share22 Tweet +13 Share2Shares 27There is the joke about two guys on an African safari. Suddenly a huge lion jumps into the centre of the camp and the two start running away from the lion. One of the guys stops … Continue reading

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The lack of transparency in media agencies is due to the agency remuneration models used

Share31 Tweet +11 ShareShares 32While the statement that the industry is on the “cusp of a meltdown” is melodramatic, the current media agency remuneration model is unsustainable. But many in the industry have known this for a number of years. … Continue reading

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Advertising is rarely a manufacturing process, but sometimes it can be

Share27 Tweet +11 ShareShares 28A client’s procurement team asked me to review their current services contract to ensure it reflected current ‘best practice”. Apart from the usual problems with intellectual property, the clause that jumped out was that the agency … Continue reading

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Poor manners leads to poor business strategic alignment with suppliers

Share79 Tweet +12 ShareShares 81I am often amazed at the simple basic rudeness that is tolerated within marketing and advertising, but which leads to poor communication, poor alignment and a large waste of time, effort and resources. There have been … Continue reading

Posted in industry news & trends, interesting observations | Tagged , , , , , , , , , | 4 Comments

Another reason why marketers and procurement should engage a search consultant

Share23 Tweet +12 ShareShares 25Apart for knowing the industry and having knowledge of the agencies and their capabilities, culture and conflicts, search consultants are able to act on an advertisers behalf without alerting the industry to a possible review. Recently … Continue reading

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When should agencies plan and buy media and when should advertisers

Share30 Tweet +12 Share2Shares 34Media planning and buying are usually undertaken by the media agency, but in recent discussions with marketers here and with global marketers in Europe and North America, there is an increasing question on why media buying … Continue reading

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Lack of financial acumen may stop marketing being aligned to business strategy

Share32 Tweet +12 ShareShares 34I have written before about the perception of marketing by CEOs (73% of CEOs think marketers lack business credibility) and CFOs (‘Being “good for the brand” is not a business case) in organisations, but two things this week … Continue reading

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Top 10 tips for fostering collaborative agency solutions

Share11 Tweet +11 ShareShares 12With many projects requiring multiple channels of communication, marketers are managing many specialist agencies. This requires being able to manage these groups to maximise their collaboration and outputs. Most of the tips below are simply good … Continue reading

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3 most common mistakes made by procurement when engaging with marketing

Share13 Tweet +1 ShareShares 13The rise of procurement in the marketing category is well documented. But there are some recurring issues where this engagement often goes awry. In the past few years I have noticed three main mistakes that often … Continue reading

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