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Darren Woolley Articles

Guest post by: Darren Woolley

The Important Distinctions Between Relationship, Collaboration and Performance Benchmarking - Click To Read Article
The interactions between marketers and their agencies are becoming more complex and being able to benchmark these interactions is important. However, it is important to distinguish the difference between collaboration, relationships and performance benchmarking to ensure you are optimizing the most appropriate criteria in the process.

Increased Marketing Efficiency Can Be Delivered Through Regular Process Benchmarking - Click To Read Article
With the increasing fragmentation of media and communications channels and the diversity of audiences the number and types of processes engaged as a part of marketing communication has multiplied yet often the performance efficiency of these processes is left largely unchecked and without regular process benchmarking.

Selecting The Right Advertising Agency Is Dependent On Access To A Comprehensive Agency Register - Click To Read Article
What are the pitfalls of agency search? How comprehensive is the information generally held by agency registers? What key attributes of an agency need to be considered?

Increasing Marketing Supplier Performance Through Business Strategy Alignment - Click To Read Article
A key consideration in achieving business strategy alignment for marketing strategy development and implementation, is having all of the stakeholder groups and suppliers aligned and measured against the same set of simple, concrete metrics.

The Importance of Strategic Marketing Consulting in Marketing Vendor Management - Click To Read Article
Strategic marketing consulting goes beyond the first steps of marketing procurement and uses as the foundation the strategic requirements of the marketing plan. Rather than simply looking at the suppliers engaged from a procurement, or sourcing, perspective the approach is to take a strategic view of the marketing requirements and then aligning the external and internal resources to best deliver these needs.

Selecting the Top Advertising Agency for your Business Depends on the Metrics you Measure - Click To Read Article
Many advertisers are looking for the top advertising agency for their brand. But what constitutes a top advertising agency? And how do you go about identifying and selecting the best advertising agency for the brand or organization?

Developing Agency Solutions to Increasingly Complex Marketing Requirements - Click To Read Article
It was not that long ago that for marketers the right agency solutions were very simple. For most mainstream marketers and advertisers this was a case of appointing a “full service” agency who could handle all aspects of the advertising mix – media and creative above the line and all other services below the line.

Is Calling Yourself a Media Auditor Misleading and Deceptive? - Click To Read Article
A client recently sent me an RFP for their Media Auditing Services. I called them and said that we do not provide auditing service as we were not auditors. They said that we provide performance benchmarking and assessments on their content agencies, how come we did not do the same on media?

Five Reasons Agency Compensation Should Not Be Relationship Based - Click To Read Article
Don't get me wrong, measuring and managing a high quality relationship is important between agencies and marketers. But at the ANA Marketing Financial Management Conference last week in Phoenix, Arizona, there was a presentation by Sarah Armstrong on Value Based Agency Compensation.

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About the Author: Darren Woolley
RSS for Darren's articles - Visit Darren's website

Darren Woolley started his working life as a scientist at the Royal Children's Hospital Neuropathology Laboratory in Melbourne, Australia, undertaking research in myopathies, neuropathies, Sudden Infant Death Syndrome and Repetitive Strain Injury. He established a chemical recycling company called Resolve before making the transition to advertising in the mid eighties.
During his 15 years as a writer and Creative Director, Darren developed brand and business communication strategies for a broad range of organisations. He was Creative Director at J Walter Thompson and President of the Melbourne Art Directors' Club for two consecutive terms.
In 2000, Darren founded TrinityP3, Asia Pacific's leading strategic marketing consulting company with an international network of more than 30 industry professionals helping people to achieve commercial purpose through creative process. What that means is he leverages his extensive knowledge of the marketing and advertising industry, to help advertisers achieve maximum value from their budget by providing cost benchmarks, industry best practice knowledge, training and independent third party advice on agency selection and remuneration, media planning and buying, digital, direct and interactive marketing, TV and print production and public relations.
Now a decade on, TrinityP3 is at the leading edge of decision making in the marketing and advertising industry that spent over $200 billion in 2009 and their client base includes more than 50 of the world's top 100 advertisers, with offices in Hong Kong, Singapore, Sydney, Melbourne, London and Wellington.
With his background as both scientist and Creative Director, Darren brings a unique sense of process combined with creative purpose to his work. He has regularly been named in Australia's AdNews Power 50: The Most Powerful People in Advertising since 2005 and is a regular industry commentator contributing to numerous trade magazines.

Click here to visit Darren's website Dashed Line

More from Darren Woolley
Five Reasons Agency Compensation Should Not Be Relationship Based
Increasing Marketing Supplier Performance Through Business Strategy Alignment
The Importance of Strategic Marketing Consulting in Marketing Vendor Management
Is Calling Yourself a Media Auditor Misleading and Deceptive
Developing Agency Solutions to Increasingly Complex Marketing Requirements


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