Managing Marketing

Sean Cummins, Global CEO of Cummins and Partners talks with Darren on the difference between the Australian advertising industry and that in the USA, the fact that advertising is not dead and the need for advertisers to have more fun with their advertising to deliver greater effectiveness and make a difference to the marketplace. https://www.trinityp3.com/2016/09/death-of-advertising-creativity/

Mat Baxter, Global Chief Strategy and Creative Officer at IPG Mediabrands chats with Darren on media new business and why media agencies struggle with the new business along with the increasing role of data in influencing media decisions and how media agencies and creative agencies are coming back together with media leading the process and why. https://www.trinityp3.com/2016/09/expanding-role-med...

Mike Duda, Managing Partner of Bullish, explores the role of agencies in creating business value for their clients and yet the business model of the majority of agencies is cost recovery centric and not value-based. They discuss the role of performance-based models and incentives and the need for agencies to transform their compensation models to thrive. https://www.trinityp3.com/2016/08/putting-v...

Michael Farmer, Chairman of Farmer & Company and the author of the industry best-seller Madison Avenue Manslaughter talks with Darren on the changing economics of the advertising business and how the holding company structure and business model has become unsustainable in the face of these changes. So where too for agencies? https://www.trinityp3.com/2016/07/changing-economics-advertising-agency-b...

Bruno Gralpois, co-founder and principal of Agency Mania Solutions, names after his book, Agency Mania, chats with Darren on the changing client/agency relationships and the rise of consulting firms increasingly acquiring digital agencies to acquire digital agencies expand their range of marketing services. https://www.trinityp3.com/2016/07/transformation-client-agency-ecosystem/

Douglas Wood, Partner at Reed Smith LLC explores with Darren the world of the client/agency contract and particularly what is best practice, how the internet is impacting on intellectual property rights, contracting with holding companies and the challenges of trying to develop a global or regional master services agreement that is actually enforceable across multiple jurisdictions. https://www.tr...

Steve Lightfoot, Senior Manager, Global Procurement at the World Federation of Advertisers discusses with Darren the challenges faced by global procurement teams and the role they will increasingly play in risk management and assisting global marketers in dealing with the huge complexity and differences of the global market on a market by market basis. https://www.trinityp3.com/2016/07/challenges-...

Debra Giampoli, Director, Global Strategic Agency Relations at Mondelez International, does not think the creative shoot-out is ideal for selecting an agency. She and Darren discuss the limitation of the creative pitch and then explore a new way of engaging with agencies that are being piloted by Mondelez International. https://www.trinityp3.com/2016/06/working-with-agencies/

Ashton Bishop, CEO of StepChange returns to Managing Marketing to talk with Darren on the relentless pace of change and the impact on categories, organisation and their marketing. They explore the drivers, the effect of change fatigue, and the benefits of embracing change and the opportunities it creates on a personal and organisational level. https://www.trinityp3.com/2016/06/disruptive-effect-of...

Nathan Hodges, General Manager of TrinityP3 Marketing Management Consultants discusses with Darren the ever-increasing complexity of marketer requirements that leads to corresponding expansions in agency and supplier rosters, especially in large marketing departments in service-centric companies such as telcos and financial services. https://www.trinityp3.com/2016/05/expanding-agency-rosters/

Gil Snir, Chief Marketing Officer at Benchmarking talks about the opportunities, considerations and challenges of programmatic media buying with Darren and they explore what marketers and advertisers should do when considering adding programmatic buying to their media strategy. https://www.trinityp3.com/2016/06/programmatic-media-buying-opportunities/

Mark Fletcher, Director, Shop Science discusses with Darren his view on the difference between data and Big Data and the way marketers are using it to get insights into consumer behaviour and the new role of market research for validating the insights and revealing the underlying motivations. https://www.trinityp3.com/2016/04/big-data-transformation-market-research/

Mark Reinke, Group Executive, Customer, Data and Marketing at Suncorp Group shares with Darren the challenges for marketers in service industries in shifting the business focus to the customer and the opportunities for marketers in leading the change to a customer-centric strategy. https://www.trinityp3.com/2016/04/challenges-and-opportunities-of-customer-and-data/

Tina Fegent is a marketing procurement consultant with extensive agency and industry experience in the UK, Europe and North America. Here she discusses with Darren the state of the procurement profession and the role agencies and marketers play in the process. https://www.trinityp3.com/2016/04/state-of-marketing-procurement/

David Indo and Tom Denford are joint founders and CEOs of global media consultancy ID Comms and talk with Darren on the state of the media and the media agencies across Europe and the globe. Specifically, they discuss their focus on media value and the ways to define, manage and maximise media value for their clients. https://www.trinityp3.com/2016/03/defining-media-value/

Debbie Morrison is the Director of the consultancy and best practice at ISBA, the voice of British Advertisers. She shares her insights on the challenges facing marketers and their procurement partners and ISBA's work to help their members address these complex issues. https://www.trinityp3.com/2016/02/complex-challenges-facing-marketers/

Elliot Pollock is the CEO of TextAppeal and Newsroom, cross-cultural marketing and a global transcreation and social media company. He talks with Darren on the importance of understanding cultural differences to increase effectiveness and change by using the clashes to raise awareness and engagement. https://www.trinityp3.com/2016/01/what-is-transcreation/

Rakhal Ebeli, CEO of Newsmodo shares his thoughts with Darren on new fatherhood, content marketing, brand journalism, and brands' role as content publishers. Specifically, he shares examples of where some brands are getting it right and the resources and partnerships they have to deliver the strategy. https://www.trinityp3.com/2015/12/content-marketing-and-brand-journalism/

Anton Buchner, Managing Partner of Front Foot Marketing discusses with Darren the way the disciple of direct or interactive marketing, has been reinvented by technology. And how direct marketing disciplines can inform marketers on the best strategy using technology and data to engage their audience more effectively. https://www.trinityp3.com/2015/12/merge-direct-marketing-tactics-with-digital/

Christopher Sewell, Managing Director of the Gaia Partnership chats with Darren on his passion for sustainability and on the benefits of sustainable marketing and the opportunities for companies committed to sustainability. But also the challenges and the considerations that must be addressed when embraced as a strategy. https://www.trinityp3.com/2015/11/role-of-sustainable-marketing/

Alun Probert, Group Head at GovCom Group talks with Darren about the role of marketing in Government and the changes being driven by technology to the Government communication process and the increased focus on customers from the Government perspective. https://www.trinityp3.com/2015/11/public-sector-marketing/

Jeff Cooper & Ashton Bishop, Senior Partners at Stepchange talk with Darren on the meaning of strategy and why it has become so confused in marketing and advertising. In a category where everyone appears to be a strategic expert, they differentiate between strategy and simply planning. https://www.trinityp3.com/2015/11/what-makes-a-good-strategy/

Trevor Young, the PR Warrior shares his thinking with Darren on the importance of professionals developing a strong personal brand and why some marketers find it so hard to do. His book Micro Domination shares ways professionals can build a reputation as thought leaders in their profession. https://www.trinityp3.com/2015/10/building-your-personal-brand/  

Stephen Wright, Managing Director of Calibr8or discusses with Darren the role of media agency assessments and why media agencies find it so hard to be distinctive. Stephen also shares the insights his system, called Calibr8or, supplies media agency and their clients with the strengths and capabilities of the agency. https://www.trinityp3.com/2015/10/capabilities-of-media-agencies/  

Jon Manning, CEO of Pricing Prophets and Sans Prix discusses with Darren the fourth and often forgotten P of marketing - pricing. They talk about the role of pricing and the behavioural economics insights on pricing, plus they explore how pricing works in professional services, particularly advertising and marketing services. https://www.trinityp3.com/2015/09/pricing-and-value/