Shawn, Founder of Anecdote and author of Putting Stories to Work, is one of the world's leading business storytelling consultants. He helps executive teams find and tell the story of their strategy. When he is not working on strategy communication, Shawn is helping leaders find and tell business stories to engage, to influence and to inspire.
In these uncertain times, it's imperative that your media strategies are effectively aligned with your marketing goals and are moving consumers to purchase.
One of the most overlooked assets are the digital assets created by the advertiser's agency, design companies and direct marketing companies. What are digital assets?
The fragmented media model involves following a strategy of using multiple media options to increase the effectiveness of the media investment. How do you strategically manage this process?
There is an increasing question on why media buying should be in the hands of the media agency. There are two main reasons why but is it wise to bring these functions in-house?
We often notice that advertising production cost over-runs, blowouts and increases are caused by changes in the specification of the task during or after the production process.
What is the cost in time, resources and dollars being consumed by convoluted advertising approval processes. Tips on how advertisers should review their approval processes:
In television advertising production, the delivery of quality is a subjective concept and one that is often used to drive up the cost of production with negligible improvement in value.
Advertising production costs are second only to media expense so production benchmarking is much in demand. Check out our top ten strategic management tips 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:
Strategic management of marketing requires public relations and advertising to be aligned. Today, many consumers form their impressions of organisations, brands and products through editorial as much as paid advertising.
Strategic management of marketing benefits from the incorporation of scientific method into your test and learn marketing strategy. This can usually be done within your existing marketing budget.
Business strategy alignment requires understanding between marketers and their agencies.Often two groups of communication professionals completely miscommunicate their intentions.
Darren Woolley, MD of TrinityP3 offers solutions to advertising production cost blowouts using the analogy of a building project to share strategic management of marketing insights.