Darren Woolley is the founder of Trinityp3, an Australian-based a marketing management consulting company with an international network of more than 30 industry professionals that helps people to achieve commercial purpose through creative process. Website www.trinityp3.com, email , read his blog at www.trinityp3.com/blog/ and follow him on Twitter at @trinityp3.
Darren Woolley is the founder of Trinityp3, an Australian-based a marketing management consulting company with an international network of more than 30 industry professionals that helps people to achieve commercial purpose through creative process.
Once a scientist, Darren got into advertising as a copywriter and ended up a creative director. After 15 years in advertising, he realised when marketers and their agencies work well together, amazing things can happen. With this background as both scientist and creative director, he brings a unique sense of process combined with creative purpose to his work
He has been named in AdNews Power 50: The Most Powerful People in Advertising since 2005 and is a regular commentator to AdNews, B&T, Marketing magazine and Procurement Professional. He is also a member of the Marketing FIRST Forum (M1F), a thought-leadership collective of likeminded marketing professionals who share and address the complex and challenging issues facing the management of marketing communications.
[Darren Woolley] Last year was certainly an economic roller-coaster ride. In 2013, marketers will need to look through the uncertainty and make some longer-term plans, as well as choices and decisions, on how they will steer their brands forward. So here are some of the decisions and choices to be made in 2013, in no particular order...
I absolutely agree 100% Nicole. Being different for the sake of being different is the mistake many brands and agencies make. As a pitch consultant I see too many agencies try to be different from the over-supply of agencies in the market place, when what they should be is distinctive and then be consistent in being distinctive. Think TBWA 'disruption' or Saatchi & Saatchi "love marks'. These are not different as many agencies have similar messages, but by being distinctive and consistent in their communication and relevant in their presentation they become powerful marketing tools.
[Darren Woolley] The world is sitting in a now familiar state of uncertainty, with debit crisis, stagnant established markets and emerging growth markets and continued pressure to deliver increasing returns. In the face of this uncertainty and continuing increase in fragmentation and complexity, marketers will need to strategically develop more flexibly responses to deal with a range of conundrums.
Go Johanna, it is time that PR properly bridges the communications function between corporate affairs and consumer marketing and social networks and media are the ideal channel to facilitate this. Good luck.
Agency consolidation only occurs because of continued fragmentation at the other end of the market place. New specialist agencies continue to be formed and those that are successful are purchased by the larger predatory networks who continue to fail at creating their own diversification. Besides, there is less risk in simply acquiring successful businesses rather than starting your own.
The problem here is that the complexity and size of the issues arising means that often marketers put roster management into the "too hard basket" or abdicate responsibility to the procurement team only to find that the problems and issues becomes greater to the point they can no longer ignore it. But most are betting on the fact that they will have hopefully moved on to the next role before that happens.
Sounds like the marketers, procurement and consultants in South Africa need to catch up with the trends in pitching. Sure, there are plenty of people trotting out the same old creative beauty parades that have been used since Adam was a boy. But the world has moved on and selecting an agency partners is much more complex and important than ever before. Dealing with technology, multiplicity of channels and regional and global requirements means that marketers are looking for a better and more effective selection process. I know our clients and agencies are very happy with what we do. Check it out http://www.trinityp3.com/testimonials.php
[Darren Woolley] With the slow emergence from the global financial crisis, there is now a focus on the role of marketing to drive sales performance. This is impacting not only on how marketing needs to be structured and the approach to the market and the consumer, but also in the way the engagement third-party marketing services providers.
[Darren Woolley] Day six of the Adforum CEO Summit in NYC was an insight into the future today. Meetings with industry-leading digital agencies Huge, R/GA and Digitas reminded us of the pace of change.
[Darren Woolley] Day five of the Adforum CEO Summit in NYC started taking about value and ended talking about costs. It demonstrates the huge gap that still exists between procurement, marketers and agencies, if not on an intellectual level, certainly an emotional one.