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Replacing “Above the line” (ATL) &“Below the line” (BTL) with CONTENT & CHANNEL
For far too long marketers and advertisers have held on to the outdated terms of ATL and BTL with increasingly more activity being Through the Line (TTL). Internet advertising and more importantly...
View ArticleWhat TrinityP3 is known for and what we do
On the Caxton Awards Weekend just past, I was introduced as a speaker with this terrific video developed by Ryan Fitzgerald and Annie Egan (Who picked up 3 Caxton Awards on the weekend), a creative...
View ArticleThe future of advertising – Fast Company
A big thank you to St John Craner in New Zealand for this link to a Fast Company article on The Future of Advertising. It is about were Madison Ave, New York met with Hyper Island, Sweden and the clash...
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How much time does it take to run an agency pitch?
Last week I took a call from a client who is a marketer at a major advertiser. He was enquiring about selecting a digital agency and wondered “how long should it take?” “Did you mean how much time will...
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MARKETERS – Before you pitch for an agency, read this!
Earlier this year we ran a pitch for a client and about 3 weeks in I realised that I had started to take the peculiarities of whole process for granted. You see, the Marketing Director called me up one...
View ArticleCould media agencies become the movie studios of advertising?
Having undertaken a number of media reviews for financial services clients, it has become obvious the diversity of the category and how limited the media agency options there are in the market. We were...
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11 trends in marketing services for 2011
In December was invited by Simone Puterman, Editor at Bizcommunity in South Africa to contribute to their Marketing & Media 2011 Industry Trends feature. With the slow emergence from Global...
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Lack of Measurement and Innovation Has Turned Agencies Into ‘Vendors’
US 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...
View ArticleA thought provoking warning for marketers from media agency PHD
Mumbrella today reports that “Media agency PHD has launched a provocative two minute video telling brands to “up their game” before the impending upheaval they face at the hands of the next generation...
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Procurement panels do not always deliver on their promise
Recently I have noticed that the traditional procurement “panel” approach to supplier management has been increasingly failing to deliver. One of the key reasons for this is the increasing diversity in...
View ArticleA better way for advertisers’ to to select agencies
I was at a function for the New Zealand Marketing Association in Auckland last Thursday, where they were talking about agency / client relationships. The interesting thing was that one of the speakers...
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