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Tag Archives: Marketing

73% of CEOs think marketers lack business credibility because of a lack of business strategy alignment

The Fournaise Marketing Group interviewed more than 600 large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia. Do marketers lack business credibility because of a lack of business strategy alignment?
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Amazing how business strategy has aligned to the Cluetrain Manifesto

The Cluetrain Manifesto and how it affects strategic business alignment! I have included the 95 Theses here. Read through, it is amazing how business strategy is aligning to this manifesto, but you could argue for some the change is too slow.
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Five reasons agency compensation should not be relationship based

Don’t get me wrong, measuring and managing a high quality relationship is important between agencies and marketers. But at the ANA Marketing Financial Management Conference last week in Phoenix, Arizona, there was a presentation by Sarah Armstrong from Coca Cola on Value Based Agency Compensation
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How good a storyteller is your agency?

Share Tweet +1 ShareShares 0Storytelling has been embraced by agencies and marketers as an important communication skill. In presenting their credentials, some agencies talk about telling the “brand” story or developing the brand story, while other proclaim they are the … Continue reading

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Evalu8ing agency relationships in siloed marketing structures

Share1 Tweet4 +11 ShareShares 6Client Category: Technology Industry Issues: Managing Agency Relationships across multiple business silos Challenging Problem: The business is structured across five Business Units (BU), all working with a common creative agency and media agency. Previous attempts to … Continue reading

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Procurement panels do not always deliver on their promise

Share Tweet +1 ShareShares 0Recently I have noticed that the traditional procurement “panel” approach to supplier management has been increasingly failing to deliver. One of the key reasons for this is the increasing diversity in agency services, specialities and core … Continue reading

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Is advertising sexist?

Share Tweet +1 ShareShares 0Following the discussion at Mumbrella Question time last year about the lack of women in senior roles in media and advertising, I was at the Communications Council Circus Festival when Charles Wigley from BBH finished his … Continue reading

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Strategically aligning your agencies to your marketing requirements

Share Tweet +1 ShareShares 0How many agencies do you need and what type? With increased market diversity, sophistication and fragmentation, brand marketers are finding themselves engaging an ever increasing number and variety of specialist agencies. It was not long ago … Continue reading

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Is benchmarking the real failing of marketing procurement?

Share2 Tweet +1 ShareShares 2There is a lot of discussion and questioning of benchmarking. I recently found this article titled “Is benchmarking the real failing of global marketing procurement?” on Businessweek.com from Freedman International. Heavily drawing from the article in … Continue reading

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11 trends in marketing services for 2011

Share Tweet +1 ShareShares 0In December was invited by Simone Puterman, Editor at Bizcommunity in South Africa to contribute to their Marketing & Media 2011 Industry Trends feature. With the slow emergence from Global Financial Crisis, there is a focus … Continue reading

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