Win-Win-House
Peer Brændholt
Some will say that the external agencies fell asleep at the wheel and lost their almost divine right to marketing and creativity. Others will say that in-house agencies have sold out on the basic principle that marketing should be driven by good creativity and good ideas. The truth is that both models have their distinct advantages. And the good news is that there’s a way to make your marketing setup a win-win-house—a setup that offers both sets of advantages at the same time.
This book explains how to move marketing in-house and have the best of both worlds. It goes through the pros and cons, the roles and competencies needed, and how to use external agencies to strengthen your marketing setup. In short, this book tells you how to move marketing in-house and have the best of both worlds.
Duration - 4h 43m.
Author - Peer Brændholt.
Narrator - Jeremy Albret.
Published Date - Sunday, 22 January 2023.
Location:
United States
Description:
Some will say that the external agencies fell asleep at the wheel and lost their almost divine right to marketing and creativity. Others will say that in-house agencies have sold out on the basic principle that marketing should be driven by good creativity and good ideas. The truth is that both models have their distinct advantages. And the good news is that there’s a way to make your marketing setup a win-win-house—a setup that offers both sets of advantages at the same time. This book explains how to move marketing in-house and have the best of both worlds. It goes through the pros and cons, the roles and competencies needed, and how to use external agencies to strengthen your marketing setup. In short, this book tells you how to move marketing in-house and have the best of both worlds. Duration - 4h 43m. Author - Peer Brændholt. Narrator - Jeremy Albret. Published Date - Sunday, 22 January 2023.
Language:
English
Opening Credits
Duration:00:00:13
Foreword - By Steve Walker, Former CMO of Sony Mobile
Duration:00:06:53
Why This Book
Duration:00:05:04
Introduction
Duration:00:05:55
PART 1: Analyze
Duration:00:09:16
Chapter 1: Speed and Agility
Duration:00:03:18
Chapter 2: Scalability
Duration:00:05:46
Chapter 3: Consistency
Duration:00:04:38
Chapter 4: Owner of Your Data
Duration:00:04:17
Chapter 5: Media Buying Transparency
Duration:00:04:29
Chapter 6: Outside-in Perspective
Duration:00:03:51
Chapter 7: Creativity
Duration:00:06:22
Chapter 8: Change The Agency Model Game
Duration:00:07:13
Chapter 9: Grundfos Case
Duration:00:04:25
Chapter 10: Look at the Tiers Not at the Type of External Partner
Duration:00:07:44
Chapter 11: Questions for Your Organization in the Analytic Stage
Duration:00:00:59
PART 2: Design
Duration:00:02:15
Chapter 11: Setting Up Your Win-Win-House Agencyy
Duration:00:06:17
Chapter 12: Defining The Roles
Duration:00:08:16
Chapter 13: Social Customer Service
Duration:00:03:26
Chapter 14: A Framework For Creativity
Duration:00:22:37
Chapter 15: There Are Only 26 Letters; All You Have To Do Is Place Them In The Correct Order.
Duration:00:00:19
Chapter 16: Workflows
Duration:00:07:56
Chapter 17: You Cannot Jam If You Don’t Know The Song
Duration:00:10:40
Chapter 18: Think Like An Agency
Duration:00:04:18
Chapter 19: Design Your Win-Win-House to Reflect Your Organization
Duration:00:06:45
Chapter 20: Questions for your Organazation in the Design Stage
Duration:00:01:04
PART 3: Implement
Duration:00:01:44
Chapter 21: Manage The Change
Duration:00:04:06
Chapter 22: Working Together
Duration:00:12:55
Chapter 23: Creating Culture
Duration:00:05:09
Chapter 24: Skills And Training
Duration:00:04:43
Chapter 25: Talent Acquisition
Duration:00:06:36
Chapter 26: Onboarding
Duration:00:08:57
Chapter 27: Tools
Duration:00:06:58
Chapter 28: The Mar-tech Stack
Duration:00:05:43
Chapter 29: How To Manage Your Assets
Duration:00:02:43
Chapter 30: Selling the Win-Win-House to the External Marketing Partners
Duration:00:02:14
Chapter 31: Selling the Win-Win-House to the Organazation
Duration:00:03:52
Chapter 32: How Do You Implement it in Your Own Organization
Duration:00:04:17
Chapter 33: Questions for Your Organization in the implement Stage
Duration:00:00:51
PART 4: Run
Duration:00:03:59
Chapter 34: Physicality
Duration:00:02:51
Chapter 35: Report Like A Pro
Duration:00:12:58
Chapter 36: GDPR And Data Processing
Duration:00:02:52
Chapter 37: Manage Content Production
Duration:00:08:09
Chapter 38: The Good Brief
Duration:00:02:36
Chapter 39: Keeping Your Team Updated
Duration:00:07:29
Chapter 40: Co-Creation
Duration:00:04:58
Chapter 41: Case: Say What?
Duration:00:04:07
Chapter 42: Continual Relevance - Not a One Night Stand
Duration:00:05:43
Chapter 43: Questions For Your Organazation For The RUN Stage
Duration:00:00:59
Chapter 44: Rethink In-House and Build A Win-Win-House
Duration:00:01:58
Ending Credits
Duration:00:00:14