The client agency relationship – 5 things agencies hate hearing from clients

Some months back, I wrote an article about the things that clients hate hearing from agencies, which caused a minor stir. Only minor, you understand; it wasn’t a Pullitzer prize winner. But it raised a few comments. Then, more recently, someone approached me with a challenge. ‘Great to talk about what clients hate hearing from agencies’, the person said. ‘But what about what agencies hate hearing from clients? I bet you wouldn’t want to write about that, seeing as how it’s the clients that pay TrinityP3’. Continue reading

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Why marketing teams underperform and what to do about it

When your marketing department is made to feel like it has to carry a pick axe to get results, there’s something seriously wrong. And the fault does not necessarily lay at the feet of the poor pick axe carrying suckers in marketing, although it may. Over the years TrinityP3 have conducted a vast number of marketing strategic alignments, whereby we work with a business to undercover and help them understand whether or not their marketing structures are set up in a way that will support the business to deliver on their strategic goals. Continue reading

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How to manage the politics of an agency pitch

Corporate politics on an agency pitch is something people don’t often talk about and rarely like to admit. But like it or not, politics can – and do – have an effect on some pitch processes. While politics may be obvious in some cases, it may also be subtle but potentially just as damaging. Some of the hallmarks and pitfalls of an agency search process that is experiencing political influence could be some or all of the following Continue reading

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Digital assessment for a new retail concept store in South Korea – case study

TrinityP3 was approached by a global FMCG client to assess a new, concept store, in South Korea. The new flagship store is being targeted to students, those in their 20s and 30s, singles and couples, with the hope of reinvigorating the brand’s world and becoming a major social & entertainment experience in the city. Continue reading

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Managing Marketing – Sustainable marketing, what does it mean for marketers?

Christopher Sewell, Managing Director of the Gaia Partnership chats with Darren on the benefits of sustainable marketing and the opportunities for companies committed to sustainability. But also the challenges and the considerations when embraced as a strategy. Continue reading

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5 steps to finding an insightful market researcher

Impactful marketing starts with an insight. Be it a spark of creative genius written on a napkin or inspired by deep exploration of the category and its consumers. I’m here today to argue that the best insight is found at the intersect between intuitive thinking and analytical thinking, and those most adept at finding this sweet spot are professional market researchers. I’ll also give some tips on finding the right market research partner(s) for you. Continue reading

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Case Study: A FMCG Media Agency Contract and Remuneration Assessment

The procurement team of a large organisation in the FMCG sector had recently initiated an internal evaluation of the incumbent media agency, from a financial perspective. The media agency handled a number of significant brands across the business, and had recently submitted a revised fee and structure proposal for consideration. To conduct a robust evaluation, a number of hurdles had to be overcome. Continue reading

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BINGO – Digital marketing terminology is out of control

Most people that we encounter within organisations have different definitions for the same digital terms. So it is critical to align your understanding of digital marketing terminology. Just as it is to align your strategy, structures, systems and suppliers when looking to transform your business. I wonder what other terms you would add to the game? Folksonomy, IoT, localisation, newsjacking, deep-linking, neuromorphics…. Continue reading

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Managing Marketing – Public sector marketing and the impact of digital

Alun Probert, Group Head at GovCom Group talks with Darren about the role of marketing in Government and the changes being driven by technology to the Government communication process and the increased focus on customers from the Government perspective. Continue reading

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Assess your agency’s performance with accurate agency benchmarks

Agency remuneration benchmarking can be quite a controversial topic, especially for agencies. But it is also a point of contention for procurement and consultants. You see there are many people who purport to have robust agency benchmarks and will talk about their thousands of benchmark data samples. In fact it can ironically become a game of “who has the biggest pool of data wins” as tall tales are told about their data samples in an effort to get credibility. Continue reading

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