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Marketing agencies

Working with marketing, research and e-commerce agencies and partners. How to get the best from the relationship.

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A brief guide to writing briefs

Snapshot : In this article, learn the key principles you need to know to get better at writing briefs. Why you need them. What’s in them. Who writes them. When to write them, and how long it should take. And we share our top five tips to writing briefs that inspire teams, and lead to better results.  We talk about writing briefs in many of our guides, notably those on market research,… Read More »A brief guide to writing briefs

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Get the most out of segmentation research

Snapshot : Learn how segmentation research helps you make better decisions about which customers to go after. We share the key steps needed to carry out segmentation research, and how and where it fits into your marketing planning. After reading this article, you’ll be clearer on key ways to turn segmentation research into actions that’ll grow your business. One of our favourite bits of advice is “you can do anything you… Read More »Get the most out of segmentation research

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Meeting the media sales team – make it awesome, not awful

Snapshot : When your media agency recommend you spend your media budget with a single supplier, they’ll often ask media sales teams from different suppliers to pitch for the business. Sometimes this goes well, but often it doesn’t. Learn what you can do to prepare for that pitch meeting. And learn what you to look out for to make the best decision on where you spend your media money.  We’ve previously… Read More »Meeting the media sales team – make it awesome, not awful

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Creative approval – How to get creative work through your business

Snapshot : A successful creative approval process manages the trade-off between risk reduction and customer impact. It reduce risks like legal challenges, brand inconsistency, budget overspend and damage to the company reputation. But it also drives customer impact with creative work that’s bold, unpredictable and takes some risks. Learn from our experiences how to find this balance between risk and impact. At some point with creative development work, you move from… Read More »Creative approval – How to get creative work through your business

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Creative evaluation – 3 key questions to keep you on the right track

Snapshot : Everyone’s got an opinion on creativity, which means navigating creative work through a business can be frustrating. Creative evaluation takes time. You have to manage disagreements and different points of view, and it’s easy to lose focus. In this article, we share three key questions that’ll keep you on the right track.  Creativity can feel like a big box of Cadbury’s Favourites. Lots of fun and variety, but people’s have… Read More »Creative evaluation – 3 key questions to keep you on the right track

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Marketing agency evaluation – some rules of thumb

Snapshot : Formal marketing agency evaluation is important. But, there are also many informal ways to judge whether your agency is doing a good job for you. We cover the many rules of thumb that will help you decide if your agency relationship is a dream or a dud. One of the first lessons you are taught in marketing is that you can’t do everything yourself. Marketing covers a wide… Read More »Marketing agency evaluation – some rules of thumb

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The world of media buying is weird

Snapshot : Your media spend is usually the biggest part of your marketing budget, so you have to spend time with media buying. But we reckon the world of media buying is weird. You have a “product” that is intangible and transient. And the industry behind it is a weird mix of overcompensating detail and social relationships.  As we were recently updating our guides on media planning and digital media, it… Read More »The world of media buying is weird

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How to be a better marketer

Snapshot : Beyond learning new technical skills, there’s always ways to learn how to be a better marketer. If you’re just starting out in marketing, this article shares three quick and easy things you can do to improve how you do marketing.   One of the more challenging but fun aspects of marketing is that there’s always something new to learn. Marketing depends heavily on context, and it draws from many other… Read More »How to be a better marketer

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Is anyone looking for brand expertise?

Snapshot : Keyword research shows more searches for ‘marketing’ than for ‘brand’ terms. And while brand strategy and brand identity generate searches for reasons we cover in this post, many other brand terms have low search volumes So, is anyone actually looking for brand expertise? Yes, but there are opportunities for all brands to raise their game. In a recent article, we used Keyword research to look at what people… Read More »Is anyone looking for brand expertise?

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How to evaluate advertising : Client – agency experiences

Snapshot : How to evaluate advertising is one of the most challenging questions in marketing. We share models and checklists from academia and agencies to show how leading business do it. But we also recognise that it really comes down to how you understand your consumer and define what your brand stands for.  We’ve talked before about the key moment when client marketing and creative teams come together to present their… Read More »How to evaluate advertising : Client – agency experiences

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Start up experts will start stalking you

Snapshot : When you start a new business, you find a lot of start up experts reaching out with advice and offers of help. Whether you’ve actually asked for it or not. This week, we look at what these start up experts say and do, and work out what value, if any, they can add to your new business.  Most start-up businesses don’t last. 55,000 Australian businesses went bust last year. Different… Read More »Start up experts will start stalking you

Car crash

Creative review – how to avoid a car crash

Snapshot : The creative review meeting where agencies present their work to clients is one of the most challenging meetings in the marketing world. In this article, we share our thoughts and experiences on why they often end up as a car crash.   They say that in life, only two things are certain – death and taxes. Well, in the marketing world, there’s a third certainty. That’s the inevitable… Read More »Creative review – how to avoid a car crash