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	<title>Blowin’ in the Tradewind &#187; Published Articles</title>
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	<link>http://www.tradewindlondon.com/blog</link>
	<description>Trying to make sense of a digital world</description>
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		<title>Sam on TV &#8211; Westfield Shopping Centre &#8211; Digital Outdoor Advertising</title>
		<link>http://www.tradewindlondon.com/blog/2008/11/05/sam-on-tv-westfield-shopping-centre-digital-outdoor-advertising/</link>
		<comments>http://www.tradewindlondon.com/blog/2008/11/05/sam-on-tv-westfield-shopping-centre-digital-outdoor-advertising/#comments</comments>
		<pubDate>Wed, 05 Nov 2008 12:10:14 +0000</pubDate>
		<dc:creator>sam.brownfield</dc:creator>
				<category><![CDATA[Published Articles]]></category>

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		<description><![CDATA[Here is our Sam being interviewed by Reuters about the digital advertising at the new Westfield Shopping Centre. 5 minutes cropped to a fabulous 5 seconds click on the image to link to Reuters and see the whole story.

Sam&#8217;s longer view was that in such an impressive and imposing environment that Westfield is any advertising [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Andy Allen on Diesel SFW Viral</title>
		<link>http://www.tradewindlondon.com/blog/2008/11/05/andy-allen-on-diesel-sfw-viral/</link>
		<comments>http://www.tradewindlondon.com/blog/2008/11/05/andy-allen-on-diesel-sfw-viral/#comments</comments>
		<pubDate>Wed, 05 Nov 2008 11:40:28 +0000</pubDate>
		<dc:creator>sam.brownfield</dc:creator>
				<category><![CDATA[Published Articles]]></category>

		<guid isPermaLink="false">http://www.tradewind-london.co.uk/blog/2008/11/05/andy-allen-on-diesel-sfw-viral/</guid>
		<description><![CDATA[Here is Andy&#8217;s article from Marketing and here is the brilliant Diesel SFW work he&#8217;s talking about.
 
]]></description>
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		<slash:comments>0</slash:comments>
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		<title>It&#8217;s not the rosters that are the problem, it&#8217;s the pitches &#8211; Campaign Letter</title>
		<link>http://www.tradewindlondon.com/blog/2008/09/26/agency-rosters-agency-pitches-twinings/</link>
		<comments>http://www.tradewindlondon.com/blog/2008/09/26/agency-rosters-agency-pitches-twinings/#comments</comments>
		<pubDate>Fri, 26 Sep 2008 19:12:17 +0000</pubDate>
		<dc:creator>sam.brownfield</dc:creator>
				<category><![CDATA[Published Articles]]></category>

		<guid isPermaLink="false">http://www.tradewind-london.co.uk/blog/2008/09/26/agency-rosters-agency-pitches-twinings/</guid>
		<description><![CDATA[ read with interest the article “When is it sensible to opt for a roster” (Campaign, 5th September). My concern is not the concept of rosters themselves, but the hazardous nature of their creation - the pitch. Whilst Twinings have been criticised for unwittingly ending up with a roster, having a complementary mix of expertise at your disposal has to be a good thing. 

For clients, placing all your work with one agency will, despite the benefit of the agencies getting to know your business inside and out, after a time lead to complacency. It's only natural. Particularly in digital there is a constant need for fresh-thinking. 

When pitching to secure a place on a roster agencies will expend huge amounts of time and money. By the time they are appointed they are on a war-footing and the relationship is already highly commercial in nature. 

What is important to clients is not the half-truths of the pitch, but the chemistry and ability of their agencies. Clients that discuss their needs with a selection of pre-qualified, complementary agencies should look to appoint the appropriate ones to their roster on a no-commitment basis with the intention of doing great work together, rather than the inherent stresses of a pitch situation. 

By taking this more collaborative approach we may eventually get to the stage where, having not mortgaged their future on a pitch, some agencies may even start to collaborate – giving the best of both worlds to clients and agencies.

]]></description>
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		<title>Pricey and purposeless pitches can be avoided &#8211; Campaign letter</title>
		<link>http://www.tradewindlondon.com/blog/2008/09/12/pitch-process-campaign/</link>
		<comments>http://www.tradewindlondon.com/blog/2008/09/12/pitch-process-campaign/#comments</comments>
		<pubDate>Fri, 12 Sep 2008 18:46:51 +0000</pubDate>
		<dc:creator>sam.brownfield</dc:creator>
				<category><![CDATA[Published Articles]]></category>

		<guid isPermaLink="false">http://www.tradewind-london.co.uk/blog/2008/09/26/pitch-process-campaign/</guid>
		<description><![CDATA[The phenomena of clients calling pitches to garner fresh ideas or validate their existence and then staying with the incumbent are standard accusations that will continue to be leveled as long as the pitch process remains as it is. Pitching and incumbency are rules that the industry plays by. Yet despite years of consensus that the process is floored or broken nothing has been practically achieved in changing it. 

Specifically in digital, many clients remain with their incumbent agency, long after the relationship should have ended. This is often because the client is afraid of the technical upheaval that they perceive will arise from a move. There is huge amount of misunderstanding and sharp practice around who owns what, where sites are hosted, who owns domains and the apparent specific technical know-how in the incumbent. The net result is to remain with the status quo.

Whatever the discipline, the ability to refine a requirement and the skill or desire to know how and whom to ask for help is the weak link on the client side. The need to cut costs is a reality of life but that is not the only reason that the pitch-stick is used to beat incumbents. Over-charging, loaded advise and decaying service are equally as real. This is why intermediaries and procurement are having their day. 

 

If clients focus on what is needed and ask the right questions of the right agencies then the costs of lost and pointless pitches will cease to reverberate around the industry inflating the costs of the ones that win. And those agencies that fulfill their duty of care to give unloaded advise, charge appropriately and move with the times and reality of the clients changing needs will remain incumbent.
]]></description>
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		<title>Diving In</title>
		<link>http://www.tradewindlondon.com/blog/2007/08/08/diving-in/</link>
		<comments>http://www.tradewindlondon.com/blog/2007/08/08/diving-in/#comments</comments>
		<pubDate>Wed, 08 Aug 2007 19:13:02 +0000</pubDate>
		<dc:creator>sam.brownfield</dc:creator>
				<category><![CDATA[Pharmaceutical]]></category>
		<category><![CDATA[Published Articles]]></category>

		<guid isPermaLink="false">http://www.tradewind-london.co.uk/blog/2007/08/08/diving-in/</guid>
		<description><![CDATA[]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Spot the difference</title>
		<link>http://www.tradewindlondon.com/blog/2007/06/21/spot-the-difference/</link>
		<comments>http://www.tradewindlondon.com/blog/2007/06/21/spot-the-difference/#comments</comments>
		<pubDate>Thu, 21 Jun 2007 05:52:08 +0000</pubDate>
		<dc:creator>sam.brownfield</dc:creator>
				<category><![CDATA[Published Articles]]></category>

		<guid isPermaLink="false">http://www.tradewind-london.co.uk/blog/2007/06/21/spot-the-difference/</guid>
		<description><![CDATA[Now call me a cynic but:
On 23.11.06 an article of mine was published in the NMA pithily entitled: Digital industry believes it&#8217;s more grown up than it really is. The beautifully crafted opening line said: &#8220;The digital industry is in a state. Not necessarily always a bad state but, like a teenager, it&#8217;s riddled with [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>Letter Man (NMA Article)</title>
		<link>http://www.tradewindlondon.com/blog/2007/06/19/letter-man/</link>
		<comments>http://www.tradewindlondon.com/blog/2007/06/19/letter-man/#comments</comments>
		<pubDate>Tue, 19 Jun 2007 15:55:22 +0000</pubDate>
		<dc:creator>sam.brownfield</dc:creator>
				<category><![CDATA[Published Articles]]></category>

		<guid isPermaLink="false">http://www.tradewind-london.co.uk/blog/2007/06/19/letter-man/</guid>
		<description><![CDATA[In your article &#8216;Creative agencies call for pitching rethink&#8216; (NMA 12.04.07) sensible suggestions were made about how the process can be managed more cost-effectively. As ever, this perennial problem will fall on deaf ears. Apparently, the agencies say with a little menace, problems with the pitch process are forcing them to &#8216;become more selective about [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>Digital Industry Believes It&#8217;s More Grown Up Than It Really Is</title>
		<link>http://www.tradewindlondon.com/blog/2006/11/23/digital-industry-beleives-its-more-grown-up-than-it-really-is/</link>
		<comments>http://www.tradewindlondon.com/blog/2006/11/23/digital-industry-beleives-its-more-grown-up-than-it-really-is/#comments</comments>
		<pubDate>Thu, 23 Nov 2006 07:42:09 +0000</pubDate>
		<dc:creator>sam.brownfield</dc:creator>
				<category><![CDATA[Published Articles]]></category>

		<guid isPermaLink="false">http://www.tradewind-london.co.uk/blog/?p=12</guid>
		<description><![CDATA[Article in the NMA, first for Tradewind!
Platform: Internet &#124; Source: NMA magazine &#124; Published: 23.11.06
The digital industry is in a state. Not necessarily always a bad state but, like a teenager, it&#8217;s riddled with angst and confusion about how quickly it&#8217;s changing and why no one understands it properly.
For the past seven years I&#8217;ve run [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>Special Delivery</title>
		<link>http://www.tradewindlondon.com/blog/2006/03/02/special-delivery-2/</link>
		<comments>http://www.tradewindlondon.com/blog/2006/03/02/special-delivery-2/#comments</comments>
		<pubDate>Thu, 02 Mar 2006 05:30:19 +0000</pubDate>
		<dc:creator>sam.brownfield</dc:creator>
				<category><![CDATA[Published Articles]]></category>

		<guid isPermaLink="false">http://www.tradewind-london.co.uk/blog/2006/03/02/special-delivery-2/</guid>
		<description><![CDATA[NMA Article by Ben King &#8211; quoting me! 
 
When AOL and Yahoo! recently revealed plans to charge companies to deliver emails to their users, they drew a mixed reaction from the marketing community. Might this be just a short-term way to deal with the issue of spam, or could it mark the way forward for the [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Search Engine Marketing &#8211; finding the balanced approach</title>
		<link>http://www.tradewindlondon.com/blog/2005/04/27/search-engine-marketing-finding-the-balanced-approach/</link>
		<comments>http://www.tradewindlondon.com/blog/2005/04/27/search-engine-marketing-finding-the-balanced-approach/#comments</comments>
		<pubDate>Wed, 27 Apr 2005 07:35:27 +0000</pubDate>
		<dc:creator>sam.brownfield</dc:creator>
				<category><![CDATA[Published Articles]]></category>

		<guid isPermaLink="false">http://www.tradewind-london.co.uk/blog/?p=11</guid>
		<description><![CDATA[An article from &#8220;The Marketing Leaders&#8221;
http://www.themarketingleaders.com/articles/may/sam_brownfield.htm 
SEM spend rose in 2005 to £598 million, but its own set of problems have been brought with it…and traditional marketers are found guilty. Why and what can be done to solve these issues?
With the Office of National Statistics (October 2005) estimating that 91% of adults who have ever used [...]]]></description>
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