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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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An interesting analogy on creativity and ideas

Share Tweet +1 ShareShares 0From Milton Mastrocessario, VP Creative Director at McCann Erickson in São Paulo, Brazil. He wrote: Always when this season come to town I remember part of “Zorba the Greek”, written by Kazantzakis, (bellow the part I’m … Continue reading

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A year in review – Or the six things I’ve learned that I’d most like to fix in 2011

Share Tweet +1 ShareShares 0It is almost the end of the year and people are looking back on the year past and ahead to 2011. I have been noticing how many advertisers and their agencies are trying to come to … Continue reading

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What is more important – Scoring performance? Measuring relationship? Or Collaboration and Alignment?

Share2 Tweet +1 ShareShares 2Many contracts have provisions for Key Performance Indicators (KPIs) or have Service Level Agreements (SLAs). Notwithstanding the flaws of these approaches in marketing, if these are not measured or managed and therefore are largely pointless. It … Continue reading

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What do agencies think about TrinityP3?

Share Tweet +1 ShareShares 0For those marketers who have not worked with us, there is often a point where they naturally wonder how advertising agencies feel about what we do. After all, there is a lot of negative press about … Continue reading

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The future of advertising – Fast Company

Share Tweet +1 ShareShares 0A big thank you to St John Craner in New Zealand for this link to a Fast Company article on The Future of Advertising. It is about were Madison Ave, New York met with Hyper Island, … Continue reading

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