Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: email@example.com
Often we have discussions about the value of the creative product with both marketers and their agencies and yet often little consideration is given to protecting these assets of the advertising process. Here we examine trade mark protection:
There are often discussions in the industry regarding the charging of fees for intellectual property. Here are two examples where IP could be valued and make the agency / client relationship more equitable.
That is a key finding of The Fournaise Marketing Group 2011 Global Marketing Effectiveness Program which interviewed more than 600 large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia.
I recently spoke at the Mumbrella360 in Sydney on how an agency can win more pitches where I presented ten important considerations before pitching for a piece of business from David Ogilvy's Confessions of an Advertising Man.