Managing Marketing is a podcast hosted by TrinityP3 Founder and Global CEO, Darren Woolley. Each podcast is a conversation with a thought-leader, professional or practitioner of marketing and communications on the issues, insights and opportunities in the marketing management category. Ideal for marketers, advertisers, media and commercial communications professionals.
Nathan Hodges, General Manager of TrinityP3 Marketing Management Consultants discusses with Darren the ever increasing complexity of marketer requirements that leads to corresponding expansions in agency and supplier rosters, especially in large marketing departments in service centric companies such as telcos and financial services.
You can listen to the podcast here:
Okay, welcome to Managing Marketing and this week I’m joined by Nathan Hodges who’s General Manager here at TrinityP3, welcome Nathan.
Hi Darren, how are you?
I’m well. But I was actually thinking that this is a great opportunity for me because having been away for a number of weeks, I know you’ve been working on some big projects for clients around their roster management.
The fallacy of the full service agency
Yeah sure, absolutely. There’s some huge projects going through, one of the big hot points at the moment for us is roster size, roster management, the complexity that people are faced with and what the hell they do to go and manage that and improve it and get a handle on even what’s there. So yeah, we’ve been busy Darren while you’ve been away sunning yourself or whatever you’ve been doing.
Well look, it’s interesting because I think back to when I was working in advertising, before TrinityP3 and it really was the start of this process because when I started at Mattingly or Grey Advertising or even when I finished at JWT, it was really a transformation from what was called the full service agency to this much more fragmented approach.
Yeah, I mean so similarly, you’ve got me thinking now about when I started back at what was called BMP, but BMPDDP in London where I spent six years, which was perhaps one of the best full service agencies in London at the time.
While I was there, we were going from full service to the media agencies spinning off and all the controversy that that caused and then I went to BBH where that situation had been in play for two or three years.
It seems strange doesn’t it, that that’s actually not necessarily that long ago but in marketing terms, in advertising terms, in channel terms, it feels like another century, it feels much further back.
You look at the agency structures now where people are talking again and they tend to be people of a certain vintage and a certain kind of era saying, “Oh let’s go back to putting the sauce back in the bottle. Let’s try and become a full service agency again”, and I’ve just got my doubts because I can’t see how the hell you could manage the level of complexity and the level of specialism that you need to master these days with an agency structure without subcontracting everything.
I was going to bring that up because I’ve read articles recently where people, not just in Australia, around the world, are talking about going back to the full service agency and we’ve seen examples of creative agencies working to bring media back in-house and we’re also seeing increasingly the big media groups adding content they call it, they don’t call it advertising, but content creation into that mix.
Do you understand why the industry yearns for the full service model? Continue reading “Managing Marketing: The complex issue of ever expanding agency rosters”