marketing management consultants

Bringing value back���into advertising

Presentation by Darren Woolley Global CEO

TrinityP3

Copyright 2014

marketing management consultants

A loss of value or misplaced value?Marketers are struggling to maintain budgets in the face of cost cutting Marketers and agencies struggle to attract and keep talent Marketers continue to be under represented in the C-suite and Board level But is the value lost or simply misplaced?

marketing management consultants

Advertising spend increases every yearYet, global advertising spend has increased every year for the past decade

- McKinsey & Company

In 2013 media spend was estimates at $USD1,534,146,000,000 (That is $1.5 trillion) But was it worth it?

marketing management consultants

Are you a Cost or Investment?What was the ROMI on the trillions invested? Without a measurable return it usually means you are a cost Is your marketing budget linked to returns or based on cost of executing the strategy? Costs are cut, performing investment are not

marketing management consultants

Defining advertising value is essential

When defining advertising value you need to take a short (sales) and longer (equity) term perspective Advertising investment is not just about growth, it is also about defending the existing value Ensure the value measures are as relevant to the CEO and CFO and not just the CMO

marketing management consultants

Stop talking about the cost of advertising

Agencies have gone from investment partners to cost centres, selling commodities like human resources by the hour and the day

Procurement focus is on reducing these costs (media, fees, production) focusing on the bottom line and not the top line

Hard savings are more valued than unproven promises of returns on investment

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Make sure you invest in value But what are marketers really buying from their agency partners? Less than 1% is invested in strategy and creativity. (99% is spent on administration, project management, media and production).

Is this why the industry is so focused on cost reduction?

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The responsibility is everyone’sBe cost aware, but not cost obsessed Frame all scopes of work against delivery of business objectives Monitor return on marketing investment and optimise results Market the role of advertising to the C-suite and the Board Reward financial outcomes more than cost inputs and project outputs

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Time to Advertise advertisingWant to join in this conversation on advertising value and the role of procurement? •  Discuss and develop

industry value guidelines •  Champion marketing value

creation in your businesses and markets

•  Promote the value of the advertising industry to business and industry

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Get more ideas hereGet your free eBook copies of the “Top 50 Marketing Management Posts” Trinity P3’s Top 50 Marketing Management Posts is a wonderful collection of well-written, insightful blog posts by Darren, his team, and guest writers. They deal head-on with some of the most timely and on point challenges in the industry. Whether you’re a client leader, an agency leader, or industry consultant, this book is a “must read”. - Debra Giampoli, Global Strategic Agency Relations, Mondelez International

Email people@trinityp3.com and a link to download will be sent to you

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