Managing Marketing

Ben Oliver And Darren Chat The Challenges And Benefits of Taking Media In-House

Ben Oliver is the Head of Media at Splash (The in-house agency at Treasury Wine Estates) and someone with first-hand of the challenges and benefits of taking media in-house.

While we have talked about in-house agencies before, this is the first time we have discussed in-house media and it is interesting that the in-house creative or content side of the in-house model appears to get more attention than the media. Yet more money is invested by companies into media channels than the content that run in it. 

Ben shares his experiences across his career from journalism and public relations to where his today and discusses the specific challenges and the benefits of establishing in-house media team.

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 

Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 

Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz 

Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 

Listen on Podbean: https://managingmarketing.podbean.com/ 

For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Nick Hunter And Darren Discuss The Competitive Advantages Of A B-Corp Agency

Hick Hunter is the CEO, ECD and co-founder of Paper Moose, a purpose-driven independent agency where strategy, creative ideas and specialist expertise drives positive change for brands, communities and the environment. They are also a certified B-Corp.

The advertising industry is incredibly competitive, with agencies competing for a share of business, a share of advertiser budgets, and a share of the talent in the marketplace. In the past few years, we have noticed a rise in not just the number of independent agencies, but also their ability to compete with the larger network agencies.

One of the ways they are doing this is by having a strong and clearly articulated purpose or set of values. It is not only differentiating them from the competition with advertisers, it is also a clear strategy for attracting talent. Nick shares this approach they have implemented over the past 13 years in building their agency, Paper Moose.

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 

Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 

Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz 

Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 

Listen on Podbean: https://managingmarketing.podbean.com/ 

For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Julian Cole And Darren Talk About Good Briefs, Bad Briefs, Client Briefs And Creative Briefs

Julian Cole is the Strategy Principal at the Strategy Finishing School, where more than 4,000 strategies from agencies, clients and elsewhere have come to round out their strategic capabilities, particularly when it comes to briefing. Julian has a particular interest in improving briefing, particularly the creative brief. 

For over a decade, procurement has been looking for ways to reduce marketing and advertising costs. One of the main focuses has been reducing agency fees. But of course, there was a more effective solution, but perhaps not an easier solution to improving advertising and marketing outputs and effectiveness while at the same time reducing waste. 

That is by improving briefing. The way clients brief their agencies. And how agencies develop creative briefs for themselves. Julian shares his insights on how to improve the creative brief and the distinct differences between a client brief to the agency sand the agency creative brief.

To get 25% off Julian’s “Strategy Finishing School courses” use the CODE trinityp3 from the podcast here https://strategyfinishingschool.com/ 

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 

Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 

Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz 

Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 

Listen on Podbean: https://managingmarketing.podbean.com/ 

For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Kirsty Muddle, CSR And Darren Chat A Broader Role For Creativity In Marketing

Kirsty Muddle is the CEO of dentsu Creative Australia and New Zealand and Cate Stuart- Robertson (AKA CSR) is the Chief Client Officer at dentsu Creative. Both have extensive experience in media and advertising with a particular creative focus, and recognised leaders in the industry.

A lot of time and effort is expended by advertising agencies extolling their creativity. It is, after all, one of the creative industries. Increasingly the conversation is now turning to the role and value creativity plays in delivering growth through initiatives like the Advertising Council of Australia’s Growth Agenda with the Australian, but also efforts to measure this value being launched by a few holding companies.

Both Kirsty and CSR share their perspectives on the changeling application of creativity in marketing, beyond advertising and the challenges and efforts to build creative capability and momentum within organisations.

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 

Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 

Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz 

Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 

Listen on Podbean: https://managingmarketing.podbean.com/ 

For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded live on location with a Zoom H4n and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Kat Kennan And Darren Discuss The Importance Of Strength Based, Trauma Informed And Inclusive Marketing

Kat Kennan is a certified trauma-informed professional and Founder and CEO of Radical Customer Experience™️ - a groundbreaking consulting firm that encourages brands to establish genuine connections with their customers by embracing strengths-based, trauma-informed, and inclusive marketing services. 

Nearly 73% of adults in the United States have experienced some type of traumatic event at least once in their lives. Despite its advancements, modern marketing still relies on techniques meant to make their customers feel inadequate, resulting in customer alienation, negative brand perception, and increased customer complaints.

But it doesn’t have to be this way! 

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 

Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 

Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz 

Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 

Listen on Podbean: https://managingmarketing.podbean.com/ 

For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

David Sutherland And Darren Chat The Ins And Outs Of In-House Agencies

David Sutherland is the Managing Director at the Micro Agency, part of the M&C Saatchi Group. He has built his career as an in-house agency model consultant, helping advertisers select the suitable model for them and implementing it into their roster.

When the industry talks about in-house agencies, the conversation quickly turns to either in-housing or outsourcing, as if these are the only options. But in fact, there is a wide array of agency sourcing options, with most advertisers choosing one of the many hybrid models. 

David shared some common agency models beyond in-house and outsourced and the benefits and watch-outs for each.

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 

Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 

Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz 

Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 

Listen on Podbean: https://managingmarketing.podbean.com/ 

For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded live on location with a Zoom H4n and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Dani Bassil And Darren Chat Advertising And Creativity North Versus South

Dani Bassil started her career in Sydney before migrating to the UK early this century to work in number of highly respected agencies including Mother, Weiden & Kennedy, VCCP and the CEO of Digital UK. She recently returned to Australia to take up to role of Chief Executive Officer at Clemenger BBDO Australia. 

Dani shares her experience not only working in, but being an industry leaders in both the UK and Australia. Exploring how market size and geography play a role in the approach to advertising, decision making, creativity and more.

She also reflects on the way issues around diversity equality and inclusion and gender equality are playing out in the northern and southern hemisphere when it comes to the advertising industry.

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 

Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 

Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz 

Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 

Listen on Podbean: https://managingmarketing.podbean.com/ 

For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded live on location with a Zoom H4n and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Nichole Williamson Davidson And Darren Discuss Personal Brand Building For Business Leaders

Nichole Williamson Davidson is a branding and digital marketing expert, currently the Chief Brand Officer at Zilker Media, an end-to-end marketing solution for thought leaders and the companies they lead.

Nicholes believes that business executives should focus on their personal brand and not just their institutional brand. This philosophy and approach have seen her create successful digital strategies for thought leaders, best-selling authors, and community brands seeking to grow their online presence.

She shares with us what leaders should be doing and, more importantly, what they should not be doing when building their personal brand.

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 

Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 

Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz 

Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 

Listen on Podbean: https://managingmarketing.podbean.com/ 

For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Liam Loan-Lack And Darren Chat Dealing With Complexity And Uncertainty In Marketing

Liam Loan-Lack is Head of Marketing APAC & Canada at CMC Markets. He is also a Non-Executive Director, B2B/B2C Growth Consultant, Marketing Effectiveness Specialist and Marketing Academy Alumnus.

A lawyer by training, Liam has multidimensional experience working in agencies and as a marketer, which has given him a relatively unique perspective on the many challenges facing marketers today.

He shares his perspective on a range of marketing and business challenges, from the approach to marketing structures to what is required to achieve double-digit growth. It is a wide-ranging conversation that demonstrates the possibilities when you embrace the complexity of the situation and make decisions informed by data but based on instinct.

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 

Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 

Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz 

Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 

Listen on Podbean: https://managingmarketing.podbean.com/ 

For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded live on location with a Zoom H4n and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Murray Howe And Darren Talk Closing The Gap By Aligning Marketing To Business

Murray Howe founded Marktects, which helps align marketing with the business bottom line. From a business perspective, there is often a negative conversation about marketing, from referring to it as the colouring-in department or the black hole of the budget. Survey after survey talks of the dissatisfaction CEOs have with their CMOs, and the industry points to the short tenure of the CMO as a symptom and a cause.

But marketing, well executed and well positioned within any organisation, can drive customer-led growth. So why is this misalignment between business and marketing, and what can be done about it?

Murray discusses the gap between marketing and business and shares how this can be closed by repositioning ‘brand and comms’ to an engine of customer-led growth.

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 

Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 

Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz 

Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 

Listen on Podbean: https://managingmarketing.podbean.com/ 

For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded live on location with a Zoom H4n and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.