Marketing Resource Management for Franchise-based Brands Most franchise brand marketers agree they operate within unique company cultures with distinct opportunity and challenge. CMOs continuously champion the cause for investment in marketing and advertising to accelerate brand growth and expand the network. The top performers understand in-housing vs outsourcing strategies to make the most of their […]
Agency leaders need a game plan to finish strong and avoid the tie.
New Practices for Brand Marketers The search for the right marketing agency and creative partner is a little bit like going to the dentist. It can bring you the anticipation of feeling refreshed and confident or depending on your prior experiences, that all too familiar sense of dread. Traditional agency sourcing models have evolved […]
Change Management is Marketing. Earn a Triple A Rating: Marketing leaders today are valued for their business acumen, analytical minds and adaptability. Most are focused on helping their companies implement fundamental shifts in the digital economy to retain customers and find new ways to grow. The best ones see themselves as agents of change. In […]
2022. Wait, what? It feels like we blinked and the world stopped and then re-started and is now operating in a more full gear than ever before. It’s been a whirlwind. More people needed, but less people available. More pitches to swing for, but less time to swing. More sales to drive, but less stores […]
Brrrr… it’s time to gear up for the winter season. Marketing maneuverability will be key. There is a unique team culture that surrounds winter sports, but perhaps none more polarizing than ice hockey. Hockey culture is characterized by a group of tough players and loud fans as tightly woven as my boiled wool scarf. They […]
CMO’s lead teams with “Clear eyes, full hearts.” CMOs can lead remote teams with a cohesive culture that connects across their networks, employees and their agency partners, transcending geographic and social differences. I confess to a little binge watching Friday Night Lights here during fall football season! Who doesn’t get fired up when we see […]
They are Good for You! Performance-based Agency Compensation Programs are like carrots, healthy for you, but polarizing. You either like them or you pass on them. The better prepared they are, however, the more likely they will be palatable for advertiser and agency alike. Back On the Menu Marketing expenses and agency fees are under […]
How should Ad Agencies be rebranded? Marketing leaders can feel pressure to justify the dollars spent on advertising agency fees yet are reliant on external advertising industry suppliers to execute their brand strategies. They face questions regarding the future need for external agencies, their value and of course, their ROI. Perhaps the advertising industry suffers […]