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- Paprika Blog
- ‘Better evidence of the impact of design will drive up demand.’
- A finger in the air still widespread when it comes to budget setting
- Bridging the gap between business skills and online reputation management
- What a design agency doesn’t know about communicating the brand idea could be written on the head of a pin.
- Lots has changed since 2002- perhaps a drop in fee income reflects a changed landscape for communications
- Sponsorship on the up but can lead to tricky outcomes
- Is there such a thing as a design job that’s too small?
- Turn the tables on the Procurement people
- Take more care with Linkedin or you could face unwanted consequences
- Rose coloured specs are OK
- Keep one jump ahead of your clients in 2012
- Tardy Timesheets earns Secret Santa payback!
- How often do you squawk- clients want to hear you!
- Do we over-gloom the doom?
- Life's too short- particularly Account Managers
- How can I trust you with my money?
- Contrasting views regarding creative services procurement
- Sir Terry says this is the best of times for marketers- do you agree?
- ERIC shows the way for Shine (plus a suitcase full of awards)
- The bit in the pitch process that gets overlooked…..the cost
- Ogilvy Australia drops AVE's
- Alternatives to AVE’s - Lisbon sets the pace after Barcelona
- Getting the balance right in your business
- Agency models don’t die, they just get reorganised
- Why does integration matter so much
- Does your PR firm sign up to The Barcelona Declaration of Research principals?
- The Power of the Procurement Manager
Keep one jump ahead of your clients in 2012
The excellent Darren Woolley at Trinity P3 has the knack 
of matching sound business sense to great marketing planning. In a recent blog he identified the outcomes for marketing teams that need to be re-aligned to reflect the changes in dynamic markets.
Considering how shaky the next few quarters could be for communications suppliers, Darren has spotted the importance of good pre-planning for the unknown.
His insight into that perennial problem (of matching the right marketing resources to the corporate strategy of the business) resonates with many creative/PR agencies that need to deploy the right people onto client’s work.
While Darren’s example outlines the challenges that businesses have to address ‘with their own people’, the same dynamics apply to suppliers.
Darren’s observations on the function of various Marketing people at the Client has impact on the relationships they develop with suppliers on the roster:-
- The role of centralised/decentralised teams,
- The role of marketing supporting business units,
- Marketing’s role in the strategic development of the corporate objectives etc.
Redeploying and redefining marketing resources at the Client will undoubtedly have an impact on the service offered by the Agency. Perhaps now is the time to prepare for the possibility of these changes as we move into a new year by evaluating how your teams are structured and how well they are performing.
Think through the scenario that the client could well shake things up just to see how well the supplier copes with a different set of priorities. If you had to redeploy your most junior account team to handle your longest standing clients how well would they manage?
Please share your views at editorial@paprika-software.com