Copyright © 2016 Darren Woolley

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ISBN: 978-1-925590-15-9 (eBook)

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Subjects include: marketing management, strategic management, marketing and advertising, digital marketing, marketing strategy

What the world is saying about the Top 50 Marketing Management Posts:

What an unpredictable year! We have seen the rising importance of developing digital capability, improving customer experience, securing media transparency, understanding multi-touch attribution, leveraging data insights to support personalisation, and managing privacy risks. With unpredictability, you need thought-leaders like TrinityP3 to help you guide the future.

John Batistich, CMO, CDO, COO

Darren’s advice on the fast-changing marketing environment is a great help to me as a client, to understand the trends and how they might impact our business. With disruption impacting every marketing team right now it makes sense to learn from Darren and his team and they always have an informed point of view.

Katie Thompson, Corporate Manager, Brand Comms, Toyota Motor Corporation Australia

TrinityP3’s annual book featuring the Top 50 Marketing Management Posts of the year is a must-read for anyone with an interest in marketing and advertising. The authors are prepared to take on the big topics and do not shy away from difficult or challenging subjects. It is also a great example of a content marketing strategy done well. SEO, exceptional content and social promotion are all elements of the TrinityP3 strategy so there is plenty to emulate here.

Mike Morgan, Director, High Profile Enterprises

I look forward with anticipation each year to receiving TrinityP3’s Top 50 Marketing Management Posts … a gift which I unpack page by page either at home or on my end-of-year vacation. Helping me keep abreast of all the important posts I may have missed throughout the year, it is the best of the TrinityP3 blogs crystallised and edited to provide the reader with a condensed summary of the essential topics and unspoken truths currently facing the advertising and media industry.

Heidi Knight, Director, Procurement Marketing, Unilever

To the point, always lateral in thought, and with that unexpected twist, TrinityP3’s ‘Books of Blog Posts’ are so like Darren – without compromise, strangely engaging, and always worthwhile. Darren Woolley’s posts are both topical and timeless. They are important reminders of what marketers and businesses should be acting on in building better businesses and marketing outcomes.

Michael Miller, Executive Chairman, News Corp Australia

Darren always brings a level of clarity to a sector that is often unnecessarily complicated. His posts target many industry-accepted practices, offering informed, alternative views to what could be possible. His posts are a great source of where our industry has to head to remain relevant to the people who really matter – the customers who make the decision every day to purchase and/or stay with the brand we are marketing.

John Moore, Marketing Director, Bupa Australia & New Zealand

The marketing conversation has never been more important and Darren’s thought-leadership is a vital part of it. New technologies and media are challenging the building blocks of modern marketing. This book is the starting point for understanding the new building blocks that are emerging.

Andrew Lark, CEO and Chair, Group Lark; CRO, Xero; and Director.

THE AUTHORS

Darren Woolley¹ is the founder and Global CEO of TrinityP3². With his background as an analytical scientist and creative problem-solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought-leader on all aspects of marketing management. Darren is a problem-solver, negotiator, author and founding member of the Marketing FIRST Forum³. He is also a past Chair of the Australian Marketing Institute⁴, an ex-medical scientist and an ex-creative director. And in his spare time he sleeps.

Zena Churchill⁵ is a Senior Consultant with TrinityP3. Over the past 20 years, Zena has worked for some of the biggest Australian and international brands. Having worked both agency and client side, Zena has strong insights and experience across most facets of marketing, specialising in media, strategy and BTL.

Bruno Gralpois⁶ is the co-founder of Agency Mania Solutions⁷, a premier service and technology firm specialising in helping large brand advertisers realise the transformational value of managed partnerships. An award-winning executive, entrepreneur, speaker and bestselling author, Bruno is considered by his peers in Fortune 100 companies and various leading industry organisations to be the world’s top client–agency relationship expert. He has been featured in many trade publications and on media outlets for his thought-leadership and has worked for some of the most prestigious brands in the world.

David Angell⁸ is the General Manager of the fast-growing Melbourne market, and the national Head of Media at TrinityP3. In these roles, David brings his media-specific, broader commercial and relationship expertise to bear on a diverse range of projects, with one core objective – achieving beneficial results for our clients. David has been a media agency practitioner for 15 years, holding several senior positions in the UK and Australia. During this time, he has worked with a number of blue-chip organisations.

Anton Buchner⁹ is a Senior Consultant with TrinityP3. He is one of Australia’s leading customer engagement consultants, with an eye for discovering greater marketing value and a love of listening to what customers are really saying about a brand. Anton has helped take local and global businesses to the next level, including Microsoft, Nestlé, P&G, Gloria Jean’s, Foxtel and American Express, among others. Anton is an innovative lateral thinker with a passion for refocusing business teams and strategies, creating visionary data-driven communication plans, and making sense of a more complex digital marketing environment.

Tom Sadler¹⁰ is the Sales and Marketing Director of Indago Digital¹¹. He has over eight years of sales experience and five years of digital marketing experience across social media, SEO, SEM, UI/UX, display advertising and mobile. Indago Digital provides ROI-targeted SEO, SEM, display and paid social media campaigns.

Stephan Argent¹² is the CEO of Argedia Group¹³ and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3. Stephan is a former agency planner from England and has held senior roles in agencies in both Canada and the United States. Having founded Argedia Group after working as Vice-President of Digital Media at CTV, he now helps clients find ‘agencies for the digital age’.

Nathan Hodges¹⁴ is TrinityP3’s General Manager. Nathan applies his knowledge and creativity to the specific challenges of marketing management, with a particular focus on team dynamics and behavioural change. He is a HBDI practitioner and an experienced facilitator and coach.

Rod Curtis¹⁵ is the Managing Director of T20 Group¹⁶. He has been involved in the Australian advertising and marketing industry for over 40 years. T20 Group, established in 2003, has consulting, creative services and new technology divisions.

Anita Zanesco¹⁷ is a Senior Consultant with TrinityP3. With her background in big brands and creative development, combined with her own experience running a successful business, Anita brings a unique blend of insights, creativity, empathy and understanding to the communications industry, particularly in the areas of talent management, agency process and new business pitch management.

Jason Dunstone¹⁸ is the Managing Director of Square Holes¹⁹, a progressive full-service market research agency established in Adelaide in 2004, and now with a Melbourne office. Square Holes was a finalist in the AMI Consumer Insight award for marketing excellence in 2010, 2012 and 2014, and a finalist in the 2014 RICA Research Effectiveness award for consumer insight in 2014. Square Holes is bound by the AMSRS Code of Professional Behaviour and Market & Social Research Privacy Principles, and holds the AMSRO Trust Mark.

Fergus Stoddart²⁰ is a Managing Partner of Edge²¹, Australia’s leading independent content agency. He is a co-author of the ADMA’s Content Marketing whitepaper, a regular speaker at industry events on content marketing, and a thought-leader on the changes that are sweeping through this dynamic industry.

Jeremy Richman²² is the founder and Director of EyeLevel Communications²³, a thought-leadership video platform described by some as a TED for business. EyeLevel also showcases content marketing, branding and marketing communications.

Suzie Shaw²⁴ is Managing Director of the social-led agency We Are Social²⁵, heading up its 35-strong Australian team. A strategic and creative thinker with extensive comms and marketing experience, Suzie spent 14 years in London advertising agencies prior to returning to her native home, where she has since held numerous agency leadership roles. Suzie is passionate about championing the progress of women in leadership and is the founder of SWIMM Australia (Senior Women in Media and Marketing). She was a finalist in B&T’s MAD Week Women in Media Awards, was named one of The Australian’s top 50 ‘Women in Media’, and was featured in AdNews’ ‘40 under 40’ and ‘Women of Influence’.

Nick Hand²⁶ was a Senior Consultant at TrinityP3. Nick has over 15 years’ experience in advertising agency finance and operations. His expertise and knowledge cover the spectrum from large multinational operations down to the boutique creative shop. He is a commercial specialist accomplished in client/agency remuneration and contract negotiation, business process change, financial information systems and IT, M&A, business strategy, and key financial indicator reporting and analysis.

Bill Merrick²⁷ has more than 20 years’ experience in international business, gained in marketing, advertising and PR – from packaged goods to infrastructure. His role has been that of a business and communications leader and strategist. Having successfully operated in markets all over the globe, he is now, from London, partnering with Darren Woolley to launch TrinityP3 UK – to bring their combined experience and insights to clients in Europe.

Tristan Gray²⁸ is the Managing Director of Studio 56²⁹ in Melbourne, Australia. As a serial entrepreneur and business owner, Tristan, along with his team, now helps business owners grow their businesses online through a large number of advertising channels. Tristan is great at thinking outside the box and helping his clients understand how to best get a return on their investment. He strongly believes in building good ethical networks with other like-minded business owners.

Lara Sinclair³⁰ is Head of Content for the marketing performance company Simple³¹. She is a former marketing writer for The Australian and a contributor to The Wall Street Journal. She was previously the editor of marketing and advertising magazine B&T, where she won a Bell Award for business publishing. She writes about marketing and technology.

Footnotes

1 trinityp3.com/people/management-team/darren-woolley

2 trinityp3.com

3 m1f.org

4 ami.org.au/iMIS15/AMI

5 trinityp3.com/people/consulting-team/zena-churchill

6 agencymaniasolutions.com/our_team/bruno-gralpois

7 agencymaniasolutions.com

8 trinityp3.com/people/management-team/david-angell

9 trinityp3.com/people/consulting-team/anton-buchner

10 au.linkedin.com/in/tomsadler

11 indagodigital.com.au

12 ca.linkedin.com/in/stephanargent

13 argedia.com

14 trinityp3.com/people/management-team/nathan-hodges

15 au.linkedin.com/in/rod-curtis-5648545

16 t20group.com.au

17 trinityp3.com/people/consulting-team/anita-zanesco

18 au.linkedin.com/in/jasondunstone

19 squareholes.com

20 au.linkedin.com/in/fergusstoddart

21 edge.agency

22 au.linkedin.com/in/jeremyrichman

23 eyelevel.com.au

24 au.linkedin.com/in/suzie-shaw-59410a32

25 wearesocial.com/au

26 au.linkedin.com/in/nhand

27 trinityp3.com/people/management-team/bill-merrick

28 au.linkedin.com/in/studio56melbourne

29 s56.com.au

30 au.linkedin.com/in/lara-sinclair-2456125

31 simplehq.co

CONTENTS

Introduction

1The latest trends in agency remuneration

2Client–agency relationships in advertising – four problems that cause breakdowns

3Client–agency relationships – confessions of an ex-client

4The client–agency relationship – five things agencies hate hearing from clients

5How the best of the best approach digital marketing

6Agency vs client side – digital survey 2015

7The role of procurement in marketing from a brand marketer’s perspective

8The top 10 most abused marketing buzzwords this year

910 programmatic questions to ask your prospective media agency

10 Strategic ways to use media added value

11 The secret death of the marketing generalist

12 How to improve the agency pitch process – stop pitching!

13 Five common business email mistakes that will derail your relationships

14 What is included in the overhead when calculating the agency retainer?

15 How digital marketing fits into the marketing mix

16 Three more brands that have successfully reinvented themselves in the digital age

17 Advertising agency fees – you only get what you pay for

18 25 client and agency personality types that will influence relationships

19 What’s keeping the chief marketing officer awake at night?

20 Five steps to finding an insightful market researcher

21 Top 10 things to look for when choosing a content marketing agency

22 Managing marketing – are your agencies agents or independent contractors?

23 The importance of business ethics – goodbye to corporate greed?

24 Are your agency strategists really salespeople in disguise?

25 Top 10 ways to ensure transparency and accountability in all your print productions

26 How agency websites are failing in their new business efforts

27 Four thoughts on advertiser–agency relationships – Colgate-Palmolive and GPY&R

28 Defining value-based agency compensation

29 Why the CEO should be on social media as the public face of the company

30 Launch your digital marketing strategy with a rock-solid foundation

31 Top five client accounting demands that make agencies feel unvalued

32 The death of the data analytics and marketing divide

33 The critical mission to save the marketing director

34 Seven best-practice tips for marketing dashboards

35 Advertising agency perspective on the role and function of marketing procurement

36 The art of saying ‘No’ to clients without feeling guilty

37 Risk vs reward in value and performance-based agency compensation

38 Smarketing – the death of the marketing and sales divide

39 The five universal principles of successful pitch management

40 Managing marketing – the importance of building your personal brand

41 Why I’m already sick of the ‘full service agency’ debate

42 The slow-motion train wreck that is the media rebate and transparency crisis

43 How to strategically align an existing team

44 How marketers are moving from agency relationships to a series of affairs

45 The marketer’s guide to the many languages of social media

46 The client–agency relationship – eight ways to be a better client

47 10 essential principles of agency remuneration

48 Bingo – digital marketing terminology is out of control

49 Strategies for dealing with the increasing complexity of marketing

50 Agile marketing – the promise and the reality

Next steps

Contact your nearest TrinityP3 office

Other Books

INTRODUCTION

2016. There has never been a more exciting or challenging time to work in marketing. With this comes an ever-increasing level of complexity, not just in marketing but across business itself.

I still remember when my friend and colleague Shawn Callahan first shared with me the Cynefin framework more than a decade ago, how the domains defined resonated with me and provided a view of complexity that has become increasingly practical – we apply this in helping our clients manage everything from structure, resources and budget management to marketing process, supplier selection and remuneration.

Albert Einstein has been quoted as saying, ‘The definition of genius is taking the complex and making it simple’. Our task at TrinityP3 is to assist our clients in meeting the complex challenges they face by providing a simplicity of solution and advice. We strive for genius because we also believe in another Einstein quote, ‘We cannot solve our problems with the same thinking we used when we created them’, which you will find on our TrinityP3.com homepage. In these pages you will find what I believe are the best examples of that simple advice, and solutions to many of the complex problems marketers face.

Most gratifying is the number of posts in the top 50 written by TrinityP3 consultants past and present, including Zena Churchill, David Angell, Anton Buchner, Nathan Hodges, Anita Zanesco, Bill Merrick and Nick Hand.

But 2016 is also a year when we have more guest contributors in the top 50 than ever before, including (by this year’s ranking):

• Bruno Gralpois, co-founder of Agency Mania Solutions
• Tom Sadler, Sales and Marketing Director of Indago Digital
• Stephan Argent, CEO of Argedia Group
• Rod Curtis, Managing Director of T20 Group
• Jason Dunstone, Managing Director of Square Holes
• Fergus Stoddart, Managing Partner of Edge
• Jeremy Richman, Director of EyeLevel Communications
• Suzie Shaw, Managing Director of We Are Social
• Tristan Gray, Managing Director of Studio 56
• Lara Sinclair, Head of Content at Simple.

There is also Mike Morgan and his team at High Profile Enterprises, who have been instrumental in our SEO and social media, and in managing our content.

I also want to thank all of those marketers, advertisers, procurement professionals and agencies who took the time to provide feedback on the first three editions of Top 50 Marketing Management Posts.

Looking back across the collection, it is definitely becoming a compendium of the top issues and topics that have caught our attention in recent years, and which have prompted interest and engagement from you – the marketing, advertising, media and procurement professionals around the globe.

Today, the TrinityP3 blog has more than 1000 posts covering a wide range of marketing management topics and is read by more than 150,000 people each year, a number that continues to grow. We are grateful to everyone who participates and engages in the conversation, either by commenting on social media or sharing our content with their colleagues and friends.

When we reviewed the blog posts with the highest readership during 2016 to prepare this new edition, we were pleasantly surprised to find that 23 posts from the 2015 book, 24 from the 2014 book and 26 from the 2013 book continue to enjoy huge popularity. We have listed these on the following pages so that if there is a topic you are interested in, you can read about it either in one of the books, which are available at most online bookstores, or on the TrinityP3 blog.

Thank you again to Paul Smitz for sub-editing and proofing to make us all seem a little more coherent and intelligent. Thank you to Lyndell Correll for the layout, finished art and design to make it look great, and to Christopher Sewell for production management to make it all happen with a minimum of fuss. Thank you also to our printer, Pegasus Print Group.

And, again, a big thank you to our ever-expanding group of clients at TrinityP3, especially those who have continued to work with us over the years. It is through your engagement and support that we are able to develop and provide greater insights and share the trends, to help in some small way to improve the advertising, media, digital, data and marketing process for all.

Thank you also to all of our readers, commentators, and those who share our content with others.

This is the best of our 16th year. We look forward to writing and publishing more in the coming year.

Thank you.

Darren Woolley, founder and CEO

TrinityP3 Marketing Management Consultants