Managing Marketing

Simone Gupta is the CEO of award-winning PR agency One Green Bean. She reflects on her career working across the UK, USA and Australia in some of the smallest and biggest PR firms in the world and the differences between corporate PR and consumer PR and the difference between brand and corporate reputation. Plus Simone shares what it takes to make PR and Advertising to work hand in glove to deliver phenomenal results for marketers and their brands. https://www.trinityp3.com/2020/12/making-pr-advertising-work-across-the-globe/

Haydon Bray is the Global Chief Executive Officer of Audience Precision, a media strategy, planning and activation company. He explains how their data-informed process, developed over the last decade, eliminates the guesswork for marketers in identifying their audiences, aligning top-level strategy and delivering media activation. Using a single core dataset throughout the marketing process, it removes the need to join the dot and delivers smart media planning at scale for their clients. https://www.trinityp3.com/2020/11/reaching-your-audience-with-precision-media/

James Zipeure is Group Chief Operating Officer and Shane Mitchell is the Chief Product and Transformation Officer at Exact.AI, an artificial intelligence platform. Exact.AI is designed to connect the many diverse technology platforms media and marketing agencies work with to automate the low-value work, allowing people more time to invest in generating value for their clients and the agency. In a world of increasing technology-driven complexity, they provide a technology solution to help advertisers and agencies focus more on what drives value. https://www.trinityp3.com/2020/11/artificial-intelligence-improving-agency-productivity/

John Chan is the Managing Director, APAC for Berge Farrell International, a strategic brand design consultancy. John shares his passion for design and the power of design to create and build brands. From the role of packaging and corporate identity to trigger brand trials, communicate brand promises, build brand preference, generate sales, and ultimately customer loyalty. Brand design is more than the outward appearance, it is all about the effect and impact it has on the customer. https://www.trinityp3.com/2020/11/roles-of-design-in-building-brands/

Mike Chuter is the co-founder of Impact4 and the co-founder and COO of Thankful. Two companies focused on creating opportunities for organisations to define and deliver on their purpose. He defines the role of purpose and the ways organisations can develop and use their purpose to do good and do well. Beyond being a marketing function, he sees purpose as defining the organisation, not just for customers, but everyone including employees, shareholders, investors, suppliers, distributors, and more. https://www.trinityp3.com/2020/11/brand-and-corporate-purpose/

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 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 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, 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 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 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 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 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 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 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/

Alexandra King is the co-Founder and Director of Ask Marketing, a virtual marketing management resource for SME companies looking to consolidate and grow their performance through marketing. Ali shares how SMEs are rapidly increasing their investment in marketing, particularly digital marketing and yet often do not have the resources to coordinate that investment to the business and marketing strategy. The use of a VMM ( Virtual Marketing Manager ) has proven particularly valuable, in providing this high level of marketing management required to see these organisations grow. https://www.trinityp3.com/2020/08/hybrid-models-for-marketing/

Ben Welsh is the Chief Creative Officer at Doyle Dane Bernbach (AKA DDB) and talks about the evolution of the creative agency, the importance of strong agency brands and the need for creative leadership within agencies and with clients. This leadership extends from nurturing new talent and great ideas to helping navigate the complex creative award system and beyond. https://www.trinityp3.com/2020/08/agency-brands-need-creative-leadership/

Rohan Robertson is the Founder and Director of The Media Mix, a company that connects brands with audiences through content and entertainment. He shares his journey from working in media agencies through to the media sales side and on to content, plus the inspiration that led him to start his own brand content company. Rohan discusses the role of content and the difference between content and advertising and what, from his experience, makes great branded content. https://www.trinityp3.com/2020/08/content-versus-advertising/

Dr Ryan Wallman is the Creative Director and Head of Copy at Wellmark, a creative agency for healthcare brands. He is also the author of a fabulous book on advertising and marketing titled “Delusions of Brandeur”. Ryan shares his thoughts on the role of creativity, particularly writing, in engaging the audience and the particular challenges and discipline required to write in categories that are often quite technical and regulated. He also shares how he found and embraced Twitter and can be followed at @Dr_Draper https://www.trinityp3.com/2020/07/creativity-copywriting-caring-about-your-audience/

Stephan Argent is the founder and principal of Listenmore Inc., Canada’s leading advertising pitch consultancy. He talks with Darren about his role as a pitch consultant and adviser to CMOs and CEOs at many of Canada’s largest corporations and shares his observations and insights into the pitch process the function of the pitch consultant is to assist marketers to navigate the often confusing marketplace of advertising and media agencies. https://www.trinityp3.com/2020/07/trials-of-the-pitch-consultant/