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Marketing Management Posts of 2017 Trinityp3 Top 50 Marketing Management Posts of 2017

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TOP 50 MARKETING MANAGEMENT POSTS OF 2017 TRINITYP3 TOP 50 MARKETING MANAGEMENT POSTS OF 2017 All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be directed to the publisher: TrinityP3 Pty Ltd 702 / 53 Walker Street North Sydney, NSW, Australia, 2060 www.trinityp3.com Printed in Australia What the world is saying about the Top 50 Marketing Management Posts: The thought-provoking insights from Darren and the team at TrinityP3 always give me reason to consider alternative approaches to marketing procurement and agency management. In a world full of competing theories, their input stands out for those who want to make their marketing more effective, while incentivising agency partners to go the extra mile to cut through cluttered consumer marketplaces to make challenger brands famous. Killian O’Sullivan, Chief Executive Officer, The London Distillery Company Darren’s insatiable interest in the mechanics of the industry has resulted in a coming together of a remarkable amount of knowledge on how stuff works, or in many cases, how stuff doesn’t work. Mark Holden, Worldwide Strategy and Planning Director, PHD Media Darren has his finger on the pulse of the industry and is a ‘go to’ source to get to the real questions that matter. Separating the facts and realities from the smoke and mirrors that abound in this industry is Darren’s key strength. John Broome, Chief Executive Officer, Australian Association of National Advertisers Darren brings real insight and great clarity to complex marketing challenges. He has a real empathy for the issues facing clients and agencies and a deep knowledge of brand and technology. The Top 50 Marketing Management Posts are a reflection of this thinking, providing concise, relevant and challenging views on a discipline which is moving rapidly. Julian Dunne, Head of Marketing and Insights, Australian Football League As an industry, marketing is too easily attracted to the latest buzz. Yes, we need to challenge the status quo, but we need to do so via careful thought, using evidence and insight. For that reason, Darren is an essential voice of reason amidst the industry hype that marketers should listen to regularly. Lindsay Mouat, Chief Executive Officer, Association of New Zealand Advertisers Inc. TRINITYP3 TOP 50 MARKETING MANAGEMENT POSTS OF 2017 THE AUTHORS THE AUTHORS Michael Farmer1 is the Executive Chairman of TrinityP3 USA and author of Madison Avenue Manslaughter: an Inside View of Fee-cutting Clients, Profit-hungry Owners and Declining Ad Agencies, which won the Axiom Gold Business Book Award for the best marketing/advertising book of 2016. He currently serves as Adjunct Associate Professor of Branding and Integrated Communications at The City College of New York (CCNY) and is at work on a new book about the challenges facing chief marketing officers. David Angell2 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. Darren Woolley3 is the founder and Global CEO of TrinityP34. 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 negotiator, author and founding member of the Marketing FIRST Forum5. He is also a past Chair of the Australian Marketing Institute6, an ex-medical scientist and an ex-creative director. And in his spare time, he sleeps. 1 trinityp3.com/people/management-team/michael-farmer 2 trinityp3.com/people/management-team/david-angell 3 trinityp3.com/people/management-team/darren-woolley 4 trinityp3.com 5 m1f.org 6 ami.org.au/iMIS15/AMI TRINITYP3 TOP 50 MARKETING MANAGEMENT POSTS OF 2017 7 Anton Buchner 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. Kylie Ridler-Dutton8 is a discipline neutral specialist with consulting and implementation experience spanning retail, alcohol, utilities and telecommunications, to name a few areas. Over the past 18 years, Kylie has worked in various agencies in both Melbourne and Sydney as a Client Services Director, managing the development and implementation of a wide range of global brands. Erik Ingvoldstad9 is one of a new breed of management consultants who sees the full picture, from business strategy to creative execution and innovation. His leadership experience from working on global brands, in regional roles and in local markets across many continents, provides him with the know-how, the drive and the courage to lead through disruption and innovation, leveraging culture and technology to create new business opportunities. He runs Acoustic10, an independent digital transformation and innovation consultancy in Singapore. Lyndon Brill11 has worked at the highest level of the advertising industry for over 10 years, with major global finance roles at Publicis Dialog and Allied Domecq before returning to Australia as CFO at Lowe Sydney. Lyndon joined TrinityP3 in 2013 and is ideally suited and experienced to assist clients in managing various services including agency remuneration and benchmarking, contract review and negotiation, and overall strategic agency roster alignment. 7 trinityp3.com/people/consulting-team/anton-buchner 8 trinityp3.com/people/consulting-team/kylie-ridler-dutton 9 sg.linkedin.com/in/erikingvoldstad 10 acoustic.agency 11 trinityp3.com/people/consulting-team/lyndon-brill THE AUTHORS Christopher Sewell12 is a TrinityP3 Business Director with wide- ranging knowledge of all areas of the advertising and procurement world. He specialises in helping companies understand the environmental impact of their marketing spend. Chris is also the CEO of The Gaia Partnership13, which is building the online ‘CO2counter’ application to measure carbon emissions in all forms of marketing communications. ‘The Buyer’ is an anonymous former senior manager in the procurement profession who offers an occasional perspective to the world from a procurement-driven point of view. Formerly, The Buyer posted weekly blogs on the premier news site for the procurement profession throughout Australasia: PP Online. Over 400 postings of The Buyer’s Blog are still listed online, covering all sorts of procurement-related topics. Bill Merrick14 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. Mike Morgan15 is a founder and Director of High Profile Enterprises16, an agency which specialises in improving business performance online using a range of search engine optimisation, content marketing and social media strategies. High Profile Enterprises was the first New Zealand agency to appear on the Content Marketing Institute’s (US) Content Marketing Agency list. Mike has been included on lists of the ‘Top 100 most followed SEO experts on Twitter’ and ‘41 rising stars in SEO you should follow’. 12 trinityp3.com/people/management-team/chris-sewell 13 gaiapartnership.com 14 trinityp3.com/people/management-team/bill-merrick 15 au.linkedin.com/in/meetmikemorgan 16 highprofileenterprises.com TRINITYP3 TOP 50 MARKETING MANAGEMENT POSTS OF 2017 CONTENTS CONTENTS Introduction 1 1 Ignorance of pricing is 9 Has the future of the ruining ad agencies 9 media agency just been 2 Eight ‘less obvious’ reasons shown to us? 54 POSTS why agencies lose pitches 12 10 The problem with 3 Managing Marketing – digital transformation 58 the challenges facing the 11 Agency remuneration – advertising agency a loser’s game 63 business model 16 12 Is there any difference 4 The most important quality between an agency and in client–agency relationships a marketing supplier? 65 (and no, it’s not trust) 33 13 Managing Marketing – 5 How much time do the challenges of marketing you waste in meetings and advertising in the per week? 36 financial services category 69 6 Communicating with 14 Why are you still paying consumers in the production mark-ups technology-driven to your agency? 88 environment 42 15 What are the biggest challenges 7 Advertisers
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