Advisory Service - Agency Engagement
Brought to you by:
This Service provides resources and advice for agency engagement, advertising, creative and copywriting.
The MAC blog
Make sure you check out the MAC blog, a forum where agencies and clients can engage with each other.
MAC Leadership, Community and Communication
MAC works for you, to provide leadership, community and communication opportunities, including:
- Networking Events
- RSVP and Nexus Awards - winners will be announced 26 February 2010!
- Guidelines
- Resources
More information is available here.
About the Marketing Agencies Council
The Marketing Agencies Council (MAC) is a Special Interest Group of the Marketing Association and is driven by an executive committee of industry professionals. MAC’s aim is simple – to stimulate the growth of marketing communication strategies that produce directly measurable business outcomes.
More information about MAC is available here.
Further Agency Engagment resources are available below.
What's The Buzz?
Find out what the 'buzz' is and how it matters now more than ever.
What's The Buzz?
Why Do Some Headlines Fail?
The 'Why Do Some Headlines Fail?' report will enable you to understand not just the 'how' of headlines but the 'why' as well.
Why Do Some Headlines Fail?
How To Systematically Use Numbers To Get Attention When Speaking
Do you quickly want to get the attention of your customers when you’re speaking? Well, here’s a quick method to do so. It’s called ‘put in a number.’ Because numbers add a bucket load of curiosity.
How To Systematically Use Numbers To Get Attention When Speaking
How 'Knew' and 'New' Factors Create Intensely Powerful Headlines
Headline-writing for articles is like witchcraft. You have to know the spells, and chant before you can create awesome headlines, right?
How 'Knew' and 'New' Factors Create Intensely Powerful Headlines
Why Creating Taglines Drive You Crazy
Here's a challenge. Walk up to your customer--any customer--and ask them to state your tagline without looking at your business card. And watch that customer's face.
Why Creating Taglines Drive You Crazy
Case Study : the Launch of Terminator: The Sarah Connor Chronicles
How do you get consumers’ attention in a fragmented media landscape? You scare the shit out of them.
Case Study : the Launch of Terminator: The Sarah Connor Chronicles
The Plus Side of Media Fragmentation
As we all know, the media landscape is becoming more and more fragmented as consumers embrace new technology and emerging media platforms.
The Plus Side of Media Fragmentation
Bloody Awards! …… Why Bother?
I’m not famous for coming to the defence of big ad agencies or their business association, CAANZ, but just this once let me speak up on their behalf...
Bloody Awards! …… Why Bother?
The Five (Wrongheaded) Complaints Against Advertising
Coercive, offensive, and monopolistic. That's what critics say about advertising.
The Five (Wrongheaded) Complaints Against Advertising
Design for Bottom Line Effect
Design is about pretty pictures... the ones you see on bank notes. It is a business function and a very valuable one too. From a strategic branding perspective, design is absolutely fundamental, the core expression of the brand identity. In a more tactical setting, good design is vital in delivering effective communications
Design for Bottom Line Effect
The Real Story Behind the Success of Dove's Campaign for Real Beauty
It's "PrimeTime" for Dove's revolutionary Pro-Age products and advertising. I love the new "bare it all" ads, and I guarantee that many women "of a certain age" do too. Because finally marketers are not only recognizing but also actually showing "real" women over the age of 50 in their ads.
The Real Story Behind the Success of Dove's Campaign for Real Beauty
Five Positive Thoughts That Will Turbocharge Your Writing (and How to Channel Them)
Read on to find out how to write faster and better.
Five Positive Thoughts That Will Turbocharge Your Writing (and How to Channel Them)
Five Negative Thoughts That Can Sabotage Your Writing (and How to Shake Them)
Writing depends not just on discipline but also on the complicated interplay between what we know and what we feel.
Five Negative Thoughts That Can Sabotage Your Writing (and How to Shake Them)
Six Ways to Turn Techno-babble Into Commanding Copy
Scientists and engineers often make terrific products. But, just as often, they're too close to the underlying technology to see it objectively, and they think at a remote distance from the mindset of customers who could use or apply that same technology.
Six Ways to Turn Techno-babble Into Commanding Copy
Cannes Lions 2006: The Best ideas come from Direct/Promo/Press/Film/Cyber
This year’s Cannes Festival theme was ‘Where do the best ideas come from?’ Even the souvenir T-shirts forced you to choose: ‘The best ideas come from Direct.” Or “The best ideas come from Promo.” Or Cyber. Or Film. Or Outdoor.
Cannes Lions 2006: The Best ideas come from Direct/Promo/Press/Film/Cyber
The Renaissance of Conversation : Connecting with Ant and Mitch
In June 2006 two of the industry’s more well-known integrated marketers set up Connect Communications. Andrew Mitchell was Creative Director and later Managing Director of the fast growing and multi-awarded agency WRC.
The Renaissance of Conversation : Connecting with Ant and Mitch
Copy and Content: Avoiding What's Familiar
Sometimes, copywriters and content writers write in clichés. Even when we avoid clichés, we often use phrases that still sound familiar. We slip into using tried and trusted ways of saying things.
Copy and Content: Avoiding What's Familiar
An interview with Matt Shirtcliffe, Creative Director, AIM Proximity
Matt was the recipient of the 2006 Irving Wunderman Award for ‘Lifetime Creative Achievement'. Click on the link below to read an interview with him as published in DLB#60 May/June 2006
An interview with Matt Shirtcliffe, Creative Director, AIM Proximity
Has Advertising Killed Itself?
"Video killed the radio star." Maybe that's true, but I'm not really sure. I am pretty sure, however, that advertising killed itself—or, at the very least, took the wind out of its own sails.
Has Advertising Killed Itself?
It’s not the drinking; it’s how we are drinking
In 2004 The Alcohol Advisory Council of New Zealand (ALAC) launched a programme designed to change the way New Zealanders drink. Here ALAC Chief Executive Officer Dr Mike MacAvoy outlines the thinking behind this ambitious programme.
It’s not the drinking; it’s how we are drinking
Standing up for what really matters
For years advertising and design agencies have been telling their clients to be brave. Hell, we even named our company after the concept. But what does being brave mean in 2006? And why does it matter?
Standing up for what really matters
Case Study: BNZ - Orientation ’06 ‘Body Parts Direct’ Campaign
Case Study: BNZ - Orientation ’06 ‘Body Parts Direct’ Campaign
Creativity For The Rest Of Us
Can you learn creativity? Can you discover how to think more creatively about your direct marketing problems, and come up with more innovative, more effective solutions?
Creativity For The Rest Of Us
Case Study - Nissan ‘Torn’
Two new 4 wheel drive models from Nissan were ready to launch simultaneously in New Zealand.
Case Study - Nissan ‘Torn’
Case Study - WhybinTBWA & TEQUILA\ ‘Snowman’ Christmas Promotion
Objective - Create the annual Christmas card for clients, suppliers and business partners with a difference.
Case Study - WhybinTBWA & TEQUILA\ ‘Snowman’ Christmas Promotion
Five Ways to Improve Your Web Copy Immediately
Here are five tips, hints, and suggestions you can apply right now, with a minimum of time or technical hassle, to dramatically improve the effectiveness of your website writing.
Five Ways to Improve Your Web Copy Immediately
Control the conversation
You don't need to be a particle physicist to know that consumer behaviour is changing at a rate of knots. Right now they have most of the power, including the power to 'switch off'
Control the conversation
How a blockbuster movie can help give you a winning control
Yes, a bold statement and promise. But it's true: A blockbuster movie and a winning control do have a lot in common in the way they are developed and in the way that they succeed.
How a blockbuster movie can help give you a winning control
It's a meeting of minds
Communicating hard facts to creative minds is notoriously difficult, but both analysts and creatives are taking steps to bridge the gap.
It's a meeting of minds
Putting creativity first
It's time for DM to go on the creative charm offensive
Putting creativity first
Why Now Was Good For This Customer - Case Study
TelstraClear's breakthrough in being able to resell Telecom's residential line service was just beginning. Then came the hard work of rebranding the company.
Why Now Was Good For This Customer - Case Study
Make a Connection by Doing the Obvious
The premise: Carry out an experiment to see whether creative personnel have difficulty connecting with their audience. The result: They do.
Make a Connection by Doing the Obvious
Succeeding With Straight Talk: Five Ways to Slay the Bull
Together, the "dummy" and the "idiot" attacked their archenemy, Corporate Bull. What follows are five practical suggestions for shoveling your way out of the doublespeak and successfully into the embrace of colleagues and customers.
Succeeding With Straight Talk: Five Ways to Slay the Bull
Five B2B Copy Myths
Five of the most common and destructive myths that may be undermining the impact of your copy.
Five B2B Copy Myths
Always Let Your Product Sell Itself
Dean looks at samples, free trials, teasers copy, product images, letters with a story and testimonials.
Always Let Your Product Sell Itself
Business people are humans first
Too often B2B communications are a yawn-fest.
Business people are humans first
Short Copy vs. Long in BTB Direct Mail
Some sensible guidelines...
Short Copy vs. Long in BTB Direct Mail
Bucking the Writing Trend: When benefits are not enough
To present benefits in their best light, show product features and bring
additional credibility to the table.
Bucking the Writing Trend: When benefits are not enough
Kill the Clichés
Mind-numbing. Teeth-grinding. Bone-wrenching. I'm talking about clichés.
Kill the Clichés
We're an insult to ourselves
We may work in an office, but we don't have to live in "The Office".
We're an insult to ourselves
Lost in Translation
Only 28% of the entire European population can read English... companies get themselves into trouble with translations that are inaccurate or culturally inappropriate.
Lost in Translation
How to use Colors that will Appeal to Consumers
Looking at what different colours mean to different cultures!
How to use Colors that will Appeal to Consumers
Which Spelling Should We Use in a Global Neighbourhood?
Which is the proper written English: that of the Queen or that of her most loutish of offspring, America?
Which Spelling Should We Use in a Global Neighbourhood?
Lost for Words
Is the power of the written word under threat?
Lost for Words
Train Your Copywriting Staff Properly
Companies routinely invest in their sales staff, sending them to sales-oriented courses such as Dale Carnegie. But what do they do for their copywriters?
Train Your Copywriting Staff Properly
Nightmare on Madison Avenue
Media fragmentation, recession, fed-up clients, TiVo-it's all
trouble, and the ad business is caught up in the wake.
Nightmare on Madison Avenue
Principles of print advertising
What makes print advertising unique? What's the first principle to consider? Are you wasting 80% of your money?
Principles of print advertising
Why Americans hate advertising
James looks at why Americans hate advertising but why they also can't live without it.
Why Americans hate advertising
Knife the Mac
What are creatives really employed to do? Are they overcooking their ideas?
Knife the Mac
Papayawhip, Peachpuff, or Peru: Graphic-Design Advice That Could Save Your Life
Advice on why you should understand that marketing does not equal graphic design.
Papayawhip, Peachpuff, or Peru: Graphic-Design Advice That Could Save Your Life
Are You Asking the Right Questions in Your Copy?
It's a common approach to writing copy. You begin by asking questions. Why? Karon investigates this area of copywriting.
Are You Asking the Right Questions in Your Copy?
Writing, Editing: Work On The Skill You Do Best
Do you prefer the writing process or editing other people's work? Is one a struggle, the other rather easy for you?
Writing, Editing: Work On The Skill You Do Best
Caples Capers
Oh, how the vagaries of international travel bring one back to earth!
Caples Capers
How to Make Print Ads Work
In designing or approving print ads, here's a good rule of thumb: think two seconds.
How to Make Print Ads Work
Empathy: Develop the discipline to use it every time you write
Applying empathy is important because it requires the advertiser to look at the product from the prospect's point of view.
Empathy: Develop the discipline to use it every time you write
Is the Grass Greener on the Other Side? Agency-side vs Client-side... would youswitch?
The winner of the 2002 Publicis Rainger Scholarship, Belinda Ranby, weighs up the breadth of agency life against the depth of the client side.
Is the Grass Greener on the Other Side? Agency-side vs Client-side... would youswitch?
The Six Mutable Laws of Copywriting
It's reassuring to have a grab-bag of handy rules to help you edit your copy. Six common admonishments that you should treat with extreme caution...
The Six Mutable Laws of Copywriting
No Laughing Matter
Humanity can be suggested by the tone of your copy... it can be suggested by a sense of humour. Is there a tumour in your humour?
No Laughing Matter
When to Write Rubbish
Suffering from writer's block big enough to dam the Grand Canyon?
When to Write Rubbish
Keeping it Simple
What more can we say...
Keeping it Simple
Game Over: New Rules for Advertising
If ad agencies are to serve the increasingly complex needs of their clients, they must purge themselves of their obsession with TV. They must also offer more visionary thought leadership.
Game Over: New Rules for Advertising
Rethinking Radio
Learn about the changing face of radio and how you need to change your buying habits.
Rethinking Radio
Avoiding the Approval Death Spiral: Writing (Less Painfully) by Committee
A simple tool called the "goals worksheet" can help you avoid the Approval Death Spiral, keep your sanity, and still give everyone a chance to review and approve what goes out.
Avoiding the Approval Death Spiral: Writing (Less Painfully) by Committee
Top 5 Ways to Convince Offline Advertisers to Do More Online Advertising & Marketing
How can the industry convince clients and CEOs to spend the "right" amount of money online?
Top 5 Ways to Convince Offline Advertisers to Do More Online Advertising & Marketing
Promotions + Interactivity + Involvement = Success!
A recent study released by Knowledge Networks concluded that reader involvement significantly contributes to ad recall and ultimately improved ROI.
Promotions + Interactivity + Involvement = Success!
The 10 Laws of Writing Advertising
Follow these writing principles when it's your goal to create successful direct mail and advertisements.
The 10 Laws of Writing Advertising
Writing Long Copy
Rumours of the death of long copy are premature - it is alive and well and living in direct marketing.
Writing Long Copy
Creative OE
After a year overseas, DMA Creative Scholarship winners Nick McHugh and Clayton Homer give us their perspective on global creativity all the way from Dublin.
Creative OE
Advertising. Just What DM Needs.
Jim Thomas, Clemenger BBDO speaks out, and showcases some award-winning work from around the world.
Advertising. Just What DM Needs.
Creative Ain't Crayons
Some thoughts from Zeppelin Direct's Tim Mooney on information, insight and inspiration - the key ingredients for a winning creative brief.
Creative Ain't Crayons
Agency rivalry is destroying client loyalty
Simon Hall from Proximity London comments on the advertising industry.
Agency rivalry is destroying client loyalty
Words That Work for Audio: A Little Sound Advice
What words work in audio? Suzan has been hired to rewrite too many terrible audio scripts to feel confident that the uninitiated marcommer can achieve perfection - without some help.
Words That Work for Audio: A Little Sound Advice
Getting Past the Price
Do you want to know how to sell without resorting to price?
Getting Past the Price
Five Tips for Creating Headlines That Get Attention
In order to get your prospects' and customers' attention, you have to give them what they want. The tool that you sue to do that is - the headline.
Five Tips for Creating Headlines That Get Attention
Does this make any kind of sense to you?
A lot of advertising makes me unhappy because I can't understand it, and if I can't, neither can lots of other people. Essentially all it does is take good money out of circulation and waste it.
Does this make any kind of sense to you?
Contract Killing
Client/agency relationships often become strained when the two sides come to blows over money. So what is the best way to secure an agreement each side is happy with?
Contract Killing
Tell Them What's In the Can
Nick shows you how to pen clear copy that helps - not hinders - site visitors.
Tell Them What's In the Can
Pitch Perfect
Want to have the winning pitch for a client or campaign? If so, read this...
Pitch Perfect
3 Steps to Great Copy
They may be more common sense than magic, but these three steps work!
3 Steps to Great Copy
Should Your Ad Start with a Question?
The answer may not be as simple as you think...
Should Your Ad Start with a Question?
Your Headlines are your Salesmen
How to make the most of headlines...
Your Headlines are your Salesmen
How to Use Imagery to Create Memorable Messages
Rare on lips of marketing professionals is consideration of using "imagery.
How to Use Imagery to Create Memorable Messages
Get wise to creative quick. Your job depends on it.
Jeremy presents the Johnston list - 10 communication essentials (plus one extra for
free)!
Get wise to creative quick. Your job depends on it.
Is it creative? Or just an ego out of control?
Ken Grace takes issue with "Fighting Words" from DLB Issue 36.
Is it creative? Or just an ego out of control?
Fighting Words
Great creative is also a strategy
Fighting Words
DM in the age of Enron
Trust is more important than ever - here's how to build it.
DM in the age of Enron
Colour Your World!
Here's how you can use colour to your advantage in product design and direct mail.
Colour Your World!
Are Your Messages Remembered Long-Term?
A Chemistry lesson that can help your message stay where it matters
Are Your Messages Remembered Long-Term?
Nine Design Tips That Make Your Brochures Sizzle
Helpful tips to ensure your brochure hits the market with maximum impact.
Nine Design Tips That Make Your Brochures Sizzle
Why 'WHY' is such a profit-making marketing trigger
Sean offers some simple, down to earth advice that represents one of the most powerful psychological triggers as to why people buy.
Why 'WHY' is such a profit-making marketing trigger
Copy & Content: Why They Should Work Together
Discover the difference between web content and copy - and how to make both work.
Copy & Content: Why They Should Work Together
Does this Headline "Grab" Your Attention?
So... what makes a headline an attention grabber?
Does this Headline "Grab" Your Attention?
Where Are You Going Without Your Marketing Grammar?
The nouns, verbs and adjectives, and even a splash of color can get your company really communicating.
Where Are You Going Without Your Marketing Grammar?
Writing for Busy People (Part 2)
Even more practical tips to make your words break through the clutter!
Writing for Busy People (Part 2)
Writing for Busy People (Part 1)
Practical tips to make your words break through the clutter.
Writing for Busy People (Part 1)
Keeping Inferior Work At Bay
The best defence against bad work is to produce better work!
Keeping Inferior Work At Bay
8 Ways to Make Your Direct Marketing Copy Work Harder
Douglas provides you with ideas on to make your copy work hard for your campaign.
8 Ways to Make Your Direct Marketing Copy Work Harder
How to Beat Impossible Odds in Lead Generation: Make Your Offer Shine
Choosing an offer can make or break your lead generation campaign. Tips to help you choose right offer.
How to Beat Impossible Odds in Lead Generation: Make Your Offer Shine
How to write proper
Ideas on how to come up with good copy.
How to write proper
Generating Leads: Tips to Follow
Here are some useful tips for you to follow...
Generating Leads: Tips to Follow
Be Sincere. Prospects Can Spot Gimmicks in a Snap
Practical pointers on golden tenents of copywriting. Compare your own communications - do they pass the sincerity test?
Be Sincere. Prospects Can Spot Gimmicks in a Snap
Postcards from the Edge
Why postcards work and how you can use them efficiently.
Postcards from the Edge
Brochure design: Be so good your competition weeps
How to put a brochure together from scratch.
Brochure design: Be so good your competition weeps
Letter to a New Copywriter
Alan gives some great tips to anyone new to copywriting (or even those who want a refresher).
Letter to a New Copywriter
How to Close the Sale
The close in the sale letter is just the beginning!
How to Close the Sale
A Smart Idea a Day Keeps the Creative Boredom Away
Seven ideas to make a difference in your marketing.
A Smart Idea a Day Keeps the Creative Boredom Away
Measuring the Real Value of Business
"Valuing prospects" is one of the principal and unavoidable benefits of proactive database management."
Measuring the Real Value of Business
Post-It Note Mailings: Tricky as a Weasel, Formulaic as a Sonnet
Large promise is certainly the soul of dot.com advertising these days, a promise broken as soon as you access most websites.
Post-It Note Mailings: Tricky as a Weasel, Formulaic as a Sonnet
Flattery Will Get Your Everywhere
When done right, flattery works well in advertising.
Flattery Will Get Your Everywhere
Agency Council Creative Scholarship Winner's Report
The DMA Agency Council Creative Scholarship report - "The Greenhouse Effect".
Agency Council Creative Scholarship Winner's Report