: Darren Woolley
: Conversations on Managing Media
: Vivid Publishing
: 9781922565143
: 1
: CHF 3.10
:
: Einzelne Wirtschaftszweige, Branchen
: English
: 216
: DRM
: PC/MAC/eReader/Tablet
: ePUB
At TrinityP3 we are inspired by the power of marketing to change cultures, change behaviours, change perceptions - to change the world. But too often, the potential of marketing goes unrealised due to confused objectives, a shortage of resources, and a thousand other obstacles. The previous book was a collection of conversations on how to manage the marketing process to achieve the full potential that marketing delivers. The idea was to have the kinds of conversations that we rarely get the time to have, about the possibilities offered by marketing, and the many challenges facing marketing. This edition are conversations on the challenges facing, what is often the largest single marketing investment, managing media planning and buying. The popularity of the Conversation books, and the Managing Marketing podcast, is testament to the quality of the conversations we are having. Rather than a session being treated as an interview, based on a series of questions, the discussion starts and then flows around topic of interest to the guest. These conversations celebrate those marketers and advertising professionals who contribute to making marketing and media great. Conversations on Managing Media: - Chloe Hooper on the good, the bad and the ugly of media agency pitches - Brian Wieser on marketing, media investors and the economy, stupid - David Angell on the role and challenges facing media agencies - Simon Canning on the dramatic changes in the advertising industry - Dominic Powers on increasing transparency in programmatic media - Nicole Sheffield on the murky digital media supply chain - Mat Baxter on the expanding role of media agencies in marketing - Chris Stephenson on innovation and effectiveness in marketing - Doug Pearce on the changing world of media in China - Simon Larcey on how programmatic can be used for good - Jane Ratcliffe on the value of measuring media expenditure - Augustine Fou on the growing problem of ad fraud

CONVERSATION ONE

Chloe Hooper and Darren chat about the good, the bad and the ugly of media agency pitches

When we had this conversation, Chloe Hooper1 was the National New Business and Marketing Director at media agency PHD. In March 2020, at the start of the global pandemic, she was promoted to Head of Growth and Marketing for the APAC (Asia-Pacific) region. I was first drawn to wanting to talk with Chloe after reading her article inAdNews titled ‘RIP to the Pitch Process?’2, in which she challenged some of the conventional pitch practices in the marketplace. She agreed to appear on the podcast and we found ourselves having a wide-ranging and engaging conversation based on her deeply considered agency perspective on best-practice pitching, worst-practice pitching, and how pitching can be improved to deliver better outcomes for marketers and advertisers.

The conversation

Darren:

Welcome to Managing Marketing. Today I’m chatting with Chloe Hooper, who’s the National New Business and Marketing Director of PHD. Welcome Chloe.

Chloe:

Hello, how are you?

Darren:

I’m very well. The reason you are sitting here is because of that opinion piece you wrote inAdNews. I don’t think you quite said you were bitching about pitching, but you certainly had some very clear thoughts on pitching.

Chloe:

Yeah, I’ve been doing this for a few years now and I’ve experienced a lot of different pitches, some good, some bad, and I just felt the need to put my opinion out there and say what I currently think the state of play is.

Darren:

Look, I think that is really refreshing. And I would encourage it because often as pitch consultants, we hear that agencies will give feedback but they don’t want to be quoted on it and things like that. But pitching is a two-party process. You need to understand the impact it is having on agencies as well as the impact on marketers.

Chloe:

Yeah, I think there has been a massive call from all agencies actually, maybe not publicly and as you say putting your name to it, but I do think there is massive fatigue within the whole agency realm. There’s a call to change the way that pitches are currently being run, and so we might be the one who puts their name to it, but I do think it’s a global thing.

Darren:

And do we have to have a disclaimer now that this is Chloe Hooper’s personal opinion?

Chloe:

Absolutely. I think we should definitely put that out there. It is one of those things that everyone has a different opinion on how things should be run and what works and what doesn’t. I’ve had a few conversations leading up to this