Darren Woolley, marketing expert, shares with us the insights and practices to understand where media and marketing value is created, lost, and hidden. He shows us ways to unlock the value in our media investment. The video below is from a session at the Establishment in Sydney, Australia, on October 4 2012, with Datalicious and ThinkVine on how to “Boost Media Value”.
Darren Woolley started his working life as a scientist at the Royal Children’s Hospital Neuropathology Laboratory in Melbourne, Australia, undertaking research in myopathies, neuropathies, Sudden Infant Death Syndrome and Repetitive Strain Injury. He established a chemical recycling company called Resolve before making the transition to advertising in the mid eighties.
During his 15 years as a writer and Creative Director, Darren developed brand and business communication strategies for a broad range of organisations. He was Creative Director at J Walter Thompson and President of the Melbourne Art Directors’ Club for two consecutive terms.
In 2000, Darren founded TrinityP3, Asia Pacific’s leading marketing management consulting company with an international network of more than 30 industry professionals helping people to achieve commercial purpose through creative process. Now a decade on, TrinityP3 is at the leading edge of decision making in the marketing and advertising industry that spent over $200 billion in 2009 and their client base includes more than 50 of the world’s top 100 advertisers, with offices in Hong Kong, Singapore, Sydney, Melbourne, London and Wellington.
With his background as both scientist and Creative Director, Darren brings a unique sense of process combined with creative purpose to his work. He has regularly been named in Australia’s AdNews Power 50: The Most Powerful People in Advertising since 2005 and is a regular industry commentator contributing to numerous trade magazines.