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: firstname.lastname@example.org
Is cost benchmarking your agencies giving you the best possible guidance? Or are you missing out on the true value of your agency relationships?
TLAs are often used to prove that the user knows more than you. Adobe systems have developed a great new way to counter this called the BS detector.
Darren Woolley answers questions put to agency search consultants at Adforum Summit 2012 on trends in the agency and marketing landscape.
Selecting a new agency is a great opportunity to encourage engagement and alignment with important internal stakeholders. Here is a recent example:
A new strategic direction for a brand involved a review of their creative, media and digital agencies in just 10 weeks. This is the successful process we used:
How to make your business relationships more aligned, collaborative and productive using the only true 360 degree relationship survey system.
Darren Woolley, MD of TrinityP3, provides a step by step guide to calculating agency resource rates, head hour and overhead costs and profit mark up.
RFPs and RFTs are largely a flawed way to select a strategic partner but may be more suited to selecting or buying a commoditised offering.
The media value chain and ways that advertisers can ensure they are maximising value creation, finding the hidden value and minimising loss of value.