TrinityP3 logo

Tag Archives: marketing and advertising

How to manage your television advertising production costs

Share Tweet +1 ShareAt 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 and … Continue reading

Posted in agency solutions, strategic management, television & electronic production | Tagged , , , , , , , , , , | Comments Off on How to manage your television advertising production costs

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

Share Tweet +1 ShareThe 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 media … Continue reading

Posted in media planning & buying, return on investment, social media & digital marketing, strategic management | Tagged , , , , , , , , , | 2 Comments

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

Share Tweet +1 ShareAt 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 this, … Continue reading

Posted in agency remuneration / compensation, agency search & selection, agency solutions, interesting observations, marketing procurement, return on investment | Tagged , , , , , , , , | Comments Off on The role of procurement in marketing from a brand marketer’s perspective

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

Share Tweet +1 ShareWe 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 up … Continue reading

Posted in agency solutions, interesting observations, media planning & buying | Tagged , , , , , , , , , | 1 Comment

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

Share Tweet +1 ShareThis 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 you … Continue reading

Posted in agency search & selection, agency solutions, interesting observations, strategic management | Tagged , , , , , , , , , , | 7 Comments

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

Share Tweet +1 ShareMy 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 story … Continue reading

Posted in interesting observations, marketing process optimisation, strategic management | Tagged , , , , , , , , , | Comments Off on The strategic opportunities of applying the Cynefin Framework to Marketing and Advertising

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

Share Tweet +1 ShareThere 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 and … Continue reading

Posted in agency remuneration / compensation, agency solutions, media planning & buying, strategic management | Tagged , , , , , , , , , , , | 2 Comments

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

Share Tweet +1 ShareWhile 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. It … Continue reading

Posted in agency remuneration / compensation, agency search & selection, agency solutions, media planning & buying, strategic management | Tagged , , , , , , , , , , , | Comments Off on The lack of transparency in media agencies is due to the agency remuneration models used

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

Share Tweet +1 ShareA 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 would … Continue reading

Posted in agency remuneration / compensation, agency solutions, strategic management | Tagged , , , , , , , , , | 5 Comments

Poor manners leads to poor business strategic alignment with suppliers

Share Tweet +1 ShareI 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 more … Continue reading

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

Another reason why marketers and procurement should engage a search consultant

Share Tweet +1 ShareApart 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 this … Continue reading

Posted in agency search & selection, agency solutions, interesting observations | Tagged , , , , , , , , , | Comments Off on Another reason why marketers and procurement should engage a search consultant

When should agencies plan and buy media and when should advertisers

Share Tweet +1 ShareMedia 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 should … Continue reading

Posted in agency solutions, industry news & trends, marketing process optimisation, media planning & buying, social media & digital marketing, strategic management | Tagged , , , , , , , , , , | Comments Off on When should agencies plan and buy media and when should advertisers

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

Share Tweet +1 ShareI 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 made … Continue reading

Posted in interesting observations, Uncategorized | Tagged , , , , , , , , | Comments Off on Lack of financial acumen may stop marketing being aligned to business strategy

Top 10 tips for fostering collaborative agency solutions

Share Tweet +1 ShareWith 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 project … Continue reading

Posted in agency solutions, Evalu8ing - Relationship Performance Monitoring, marketing process optimisation, strategic management, Top 10 | Tagged , , , , , , , , , | Comments Off on Top 10 tips for fostering collaborative agency solutions

3 most common mistakes made by procurement when engaging with marketing

Share Tweet +1 ShareThe 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 lead … Continue reading

Posted in agency remuneration / compensation, agency search & selection, strategic management | Tagged , , , , , , , , | 2 Comments