Managing Marketing

Alastair Herbert And Anton Buchner Discuss The Psychology Of Brand Language Using AI

In this special conversation on Artificial Intelligence and its impact on Marketing, Anton Buchner talks with Alastair Herbert, who is the founder of the research consultancy Linguabrand. He shares his wisdom having developed a deep-listening robot (Bob), that analyzes visual and verbal language. Alastair introduces you to how Bob listens and analyses the psychology of language that humans potentially miss in data analysis and research groups. Bob can uncover insights to help brands shift the conversation away from sounding generic, and position these more persuasively.

https://www.trinityp3.com/2020/10/psychology-of-brand-language/

Nick Cummins And Darren Talk About The Crisis In The Loss Of Creative Confidence

Nick Cummins is the Creative Partner at the Australian indie creative agency The Royals. Nick shares his experience as an agency creative who has built two businesses in his career and the driving role insecurity plays with creativity. He talks about the function of industry awards and the need for a trusted relationship between clients and their agencies. And his belief that the current pandemic disruption is the ideal time for agencies and marketers to be more creative in the face of uncertainty.

https://www.trinityp3.com/2020/10/loss-of-creative-confidence/

Justin Graham And Darren Discuss Strategy And Leadership In A Crisis

Justin Graham is the Group CEO of M&C Saatchi Australia. But Justin’s career as a strategy and planning director has spanned across multiple countries, companies and agencies and several major crises, including the current COVID-19 pandemic, but also stretching back to the Y2K and DotCom Bubble and everything in between. He reflects on the role of strategy and leadership at times and the importance of focusing on managing people as the core to successfully leading through these challenging times.

https://www.trinityp3.com/2020/10/strategy-and-leadership-in-a-crisis/

Alexandra King And Darren Talk About The Transition Of B2B And B2C to H2H

Alexandra King, the co-Founder and Director of Ask Marketing, returns to share her thoughts and insights into the changing role of B2B marketing. Traditionally, B2C and B2B often had quite different strategy requirements, but marketing technology has enabled both disciplines to target, engage, and build relationships, especially in B2B in a much more human-to-human (H2H) way. This has also changed the balance between marketing and sales in these B2B businesses with marketing not just acting as sales support but providing lead generation and relationship management as well.

https://www.trinityp3.com/2020/10/transition-of-b2b-b2c-h2h/

 

Meg Gossert And Darren Chat About Managing An Independent Media Agency

Meg Gossert is the Managing Director of independent media agency Multi Media Buying and Planning Services, a founding member of the Independent Media Agencies of Australia (IMAA). Meg shares her experience running an independent media agency, helping clients grow, developing a stable and experienced team and building long-term client relationships based on respect and trust. A business model many agency managers would envy.

https://www.trinityp3.com/2020/10/managing-independent-media-agency/

Olly Taylor And Darren Deconstruct Strategy In A Time Of Crisis

Olly Taylor is the Chief Strategy Officer at Host Havas Australia. He shares his experience and thoughts on the role of strategy and the importance of having a strategic framework at a time of crisis. He talks about the need for simplicity in the face of complexity and the difference between strategy and planning as two parts of the same discipline.

https://www.trinityp3.com/2020/09/deconstructing-strategy-in-time-of-crisis/

Fiona Johnston And Darren Discuss The Challenges Of Managing A Modern Media Agency

Fiona Johnston is the CEO of the media agency UM Australia. She was also the CEO Magazine CEO of the Year 2019 Runner-Up, a qualified and experienced executive coach and a yoga coach. But since her second job in her career, she has been focused on her belief in working hard, being nice to people, playing to win, having fun, and supporting and growing great talent. It is a belief and purpose that has led to achieving amazing results in everything she does.

https://www.trinityp3.com/2020/09/challenges-managing-modern-media-agency/

Adrian Davidson And Darren Talk Branded Merchandise, Product Safety And Supply Chain Ethics

Adrian Davidson is the Managing Director of Inck Merchandise and a National Board Member of the Australasian Promotional Products Association (APPA). Adrian shares the significant risks associated with Branded Merchandise and Promotions Products in regards to safety and supply chain compliance. Yet often there is significant financial pressure on cutting corners to achieve the cheapest possible outcomes, putting the brand reputation and the organisation at risk.

https://www.trinityp3.com/2020/09/branded-merchandise-product-safety-supply-chain-ethics/

Angela Smith, Russell Smyth And Darren Talk About The Relationship Between Strategy And Creativity

Angela Smith is the Chief Strategy Officer and Russell Smyth is the Creative Director at advertising agency Affinity. Here they discuss how strategy and creative work hand in hand, often blurring the lines between them to create powerful marketing programs for their clients at Affinity. They talk about the role of data, research and technology in the strategic and creative process and the importance of trust between all parties to deliver exceptional outcomes.

https://www.trinityp3.com/2020/09/relationship-between-strategy-and-creativity/

Carl Ratcliff And Darren Discuss Creativity, Purpose And Advertising

Carl Ratcliff is the Founder of This is the Day, a creative hub for marketers and advertisers to tap into strategic and creative thinking to solve their big, juicy commercial problems. He shares his views on the role of creativity in advertising and the broader context of creativity and strategy in business. He discusses the challenges ahead for marketers and their agencies and provides insights from his experience into the ways of working from various perspectives in the industry.

https://www.trinityp3.com/2020/08/creativity-purpose-advertising/