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Tag Archives: value

Is creativity really valued in marketing & advertising?

Share Tweet +1 ShareShares 0At the Caxton Award Weekend last October I delivered this speech questioning if marketers and advertisers really value creativity, the big idea and such. Or just as importantly do agencies actually value the creativity that they … Continue reading

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Lack of Measurement and Innovation Has Turned Agencies Into ‘Vendors’

Share Tweet +1 ShareShares 0US pitch consultant and member of the LinkedIn Pitch Doctors, Avi Dan of Avidan Strategies, recently wrote “Lack of Measurement and Innovation Has Turned Agencies Into ‘Vendors’” in AdAge that “Most agencies are pretty much the … 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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2010 – A year of faking it?

Share Tweet +1 ShareShares 0In my inbox this morning was an email from Julian Martin at Brand Central titled 2010, a year of faking it. In it he highlights that at a time when innovative thinking has the potential to … Continue reading

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Is creativity valued in marketing and advertising? – Caxton Speech

Share1 Tweet +1 ShareShares 1This is the speech I gave at the Caxton Awards this weekend past in Noosa, Queensland. DW: I think on a weekend and at an event like this, designed to recognise and acknowledge creativity, it is … Continue reading

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Seriously workshopping the value of creativity in marketing

Share1 Tweet +1 ShareShares 1Much is discussed about the importance of ‘creativity’ by both advertisers and their agencies. Many creative awards focus on recognising and rewarding creativity in various categories, disciplines, media and channels. But with so much attention and … Continue reading

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What is value based remuneration for advertising and media agencies?

Share Tweet +11 ShareShares 1Retainers are still the most common form of remuneration for advertising agencies in the major markets. These retainers are based on resources multiplied by direct salary costs by overhead factor and then multiplied by profit margin. … Continue reading

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Some people do not understand the value companies like TrinityP3 add

Share Tweet +1 ShareShares 0TrinityP3 was founded by me in January 2000 following 15 years of working in advertising as a copywriter and creative director. In that time we have worked and assisted more than 100 major advertisers. But then … Continue reading

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50 Most Valuable Australian Brands

Share Tweet +1 ShareShares 0Brand Finance has recently completed its annual study on the 50 Most Valuable Australian Brands. It is available for download here. In launching the second study of Australia’s 50 most valuable brand portfolios, Tim Heberden, Managing … Continue reading

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What is your agency retainer really paying for?

Share9 Tweet +1 ShareShares 9Retainers have become the most popular type of remuneration model for all types of advertising agencies including media, creative and increasingly digital and other marketing services. These retainers are based on resources being supplied by the … Continue reading

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