A year into my presidency of a global network of independent agencies – what I’ve learned.
Almost a year to the day (although it seems like yesterday), I assumed the role of President of AMIN Worldwide, a 60-brand strong network of independent ad agencies. It’s been a period that has coincided with some seismic shifts in our industry, especially the uncertainty swirling around the anticipated impacts of AI. DPR&Co initially joined […]
The case for independent, locally held agency relationships
It’s a widely known fact that airliners can be pre-programmed to fly, and even land, without the direct input of the on-board flight crew. But would you ever board an aircraft where the person in control has no real skin in the game? Things go wrong in the air that require every ounce of skill […]
Discover your brand’s New Truth with DPR&Co
It’s a story as old as marketing itself. You come up with a great brand idea, but when you try to get the rest of your team on board, you receive conflicting feedback. You then find yourself spending company time, money and energy only to arrive at an idea that’s far from what you intended. […]
Net Promoter Score and why it should be treated with caution
I tell clients to curb their enthusiasm for Net Promoter Score (NPS). Why? Because it’s a such a transitory and facile measure of customer satisfaction. Evidence of the perils of an over-reliance on NPS are everywhere. In the leadup to the Hayne Royal Commission, most major banks were heavily engaged in NPS. And the scores […]
Four ways to win in an economic downturn
Can taking a considered investment approach to maintaining your marketing budget during uncertain times drive business resilience and increase market share? Let’s find out. There’s been endless talk of a softening economy towards the end of the 2024. And while we all hope firmer commodity prices and continuing government stimulus in infrastructure will insulate us […]
Mirabella switches on with DPR&Co
We’re thrilled to welcome much-loved, Melbourne-based lighting brand, Mirabella, into the DPR&Co family. Mirabella opened its first store on Lygon Street in the 1960s, not long after its founder, Paul Mirabella emigrated to Melbourne from Italy. Sixty years later, the business has grown into a national market leader in the supply of globes and lighting […]
Creativity: The not-so-secret weapon of B2B marketing
“The creative process is fuelled by divergent thinking — a breaking away from familiar or established ways of seeing and doing.” — The Innovator’s Toolkit, Harvard Business Essentials. Traditional B2B marketing involves standard procedures aimed at pleasing search engines, financing paid search ads, and writing highly valuable but somewhat boring content. With thousands of companies using […]
The rise of virtual education and the marketing response
With COVID-19 keeping millions of students at home, virtual education transformed from being a convenient alternative to a necessity. Even as the pandemic begins to subside in some countries, students are wary of an immediate return to brick-and-mortar universities. Additionally, studying at home has shown itself to offer solutions to a variety of problems – […]
The Experience Economy and what it means to marketers
The theory of The Experience Economy was the subject of a 2011 book by Joseph Pine II and James H. Gilmore. It makes the point that, in a world of increasingly perfect competition and commoditisation, consumers are shortcutting detailed decision-making processes to buy experiences that align with their values and beliefs. And for the right experiences, they’ll […]
3 steps to building business in a soft economy
When markets soften, competition intensifies for the fewer, lower-spending customers. Many brands ‘batten down the hatches’, trimming their marketing budgets and teams. And while most marketers understand that it’s cheaper to build market share in tough times, it’s hard to make that case when the ROI horizon is next month, not next year. The temptation […]