How the TrinityP3 Scope Monitor helps agencies and advertisers agree agency fees

The latest version of the TrinityP3 Scope Monitor was managed by Lyndon Brill and has the ability to calculate agency resources and fees across more than 45 markets globally for hundreds of agency outputs including strategy, creative and production. Along the way it has been adapted and customised to the needs of agencies and advertisers alike. Continue reading

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Is a Corporate Trade barter system right for your company?

Corporate Trade, or Barter or Media Trading seems to be high on lots of agendas lately. Today every Major Media Agency Network either has their own or is affiliated to a Barter or Media Trading company. Why? Well because it can, when used correctly, provide powerful solutions to client’s problems. It can also provide additional revenue streams for said agencies. It’s nothing new… Barter has been around for decades and is particularly mature in the US (where it is a multi-billion dollar industry) and the UK. Globally, everyone from household brands to small companies have taken advantage of the benefits it can offer around restoring value to under-performing or obsolete assets. Continue reading

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Should you include your incumbent agency in a pitch?

When reviewing their agencies, many advertisers ask if they should include the incumbent in the pitch process? They usually express concern that if they do not then the incumbent will “drop the ball” on the account and that perhaps by including the incumbent in the process they can keep them in the process until the end and ensure their full focus and efforts throughout the process. Continue reading

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Your agency brief sucks. And this is why

If I was alone on the sea of indifferent marketing, about to be stranded on the desert island of bad performance, and in order to escape I had to choose one thing and one thing only to fix, I’d choose the brief. It really is so fundamental, so obvious, and yet so often neglected. So I thought I’d take you on a diverting journey around the most common types of brief-fails. Continue reading

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The paradox of TVC production costs

With the odd exception, it takes a great deal of talent to ensure that content is seen, shared and talked about. Whether we’re considering feature movies, television dramas, reality TV shows, TVC’s, branded content, native advertising (I hate that term) or any other form of content – there is a craft skill behind each medium that is often under-valued and it’s often only when you look at content that has failed to engage an audience that this craft can truly be appreciated. Continue reading

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Why agency CEOs are giving away their profits

I remember very clearly the look on the marketer’s face when we benchmarked the proposed scope of work and had received the financial proposals from the three shortlisted agencies. Two of the agencies were within 10% of the benchmarks, but the incumbent agency was proposing a fee 55% below benchmark. The procurement team were questioning our benchmarking. Continue reading

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2 major impacts for marketers and agencies due to our obsession with speed

Why are we transfixed, obsessed, addicted to speed? Why do we need everything quicker? Were we unhappy with letters taking a week or two to arrive? I don’t want to be misjudged for preventing progress but I do want to challenge the notion of speed or quantity, versus quality. Continue reading

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3 predictions for the future of digital in creative agencies

Having moved from digital agencies to creative agencies I find the phenomenon of having “digital” in every job title rather quaint. There was no Head of Outdoor or Radio Account Manager. Yet anyone from a digital background gets this word tacked onto their title. Every brand and his dog seem to be currently recruiting a Digital Marketing manager. But where do their jobs end and the rest of the marketing team’s begin? Continue reading

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An easier way for an agency to get a foot in the door for new business

This week at the TrinityP3 offices we were greeted by a direct mail B2B promotional item from an agency wanting to “get its foot in the door with the country’s premier agency search consultancy”. While the copy was certainly flattering the dismembered silicone foot, with toenails, was disturbing and disconcerting for everyone that walked into the office. What was equally disconcerting was the fact that this emerging Queensland agency had not heard of the TrinityP3 Agency Register. Continue reading

Posted in agency search & selection, agency solutions, industry news & trends, marketing procurement | 2 Comments

5 issues you need to overcome to make agency incentive payments work

For the past ten years we have been working with advertisers to move their agency compensation from the popular cost-based model to a value-based approach. One of the cornerstones of the value-based approach is performance or incentive-based agency compensation. In our experience the main obstacles to implementing a successful incentive or performance-based compensation are: Continue reading

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This is not Cosmopolitan – Agency size isn’t everything in a pitch

Size, in agencies, often plays a central role in positioning, and in sense of identity – not just brand identity, but literally the sense of identity felt by the staff. I can only assume that size has been used so much because agencies find it hard to differentiate in other ways – and mind you, I don’t necessarily blame them. It’s damn hard to truly differentiate or achieve genuinely rock-solid positioning for an agency brand. Continue reading

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A procurement professional responds to the poorly managed RFP

I received an email from a procurement professional in North America who was responding to my post last July on “The damage caused by poorly managed RFPs”. It is almost a year ago this was published, so they are lucky that this was not an RFP as clearly they would be non-compliant. I wonder why it was sent as an email when it could have just as easily been posted as a comment on the post, which I encourage as I think it is important that as an industry we discuss these issues openly. Continue reading

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Top 10 tips for a successful pitch process

Having worked on a number of pitches over the last 10 months with TrinityP3, I can clearly see the value in having a 3rd party facilitate the process for both the advertiser and the agency. As facilitator, the role is to guide both parties through the process and ensure they are provided with the information required to enable them to put their best foot forward towards the unknown. Continue reading

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