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When money talks in a pitch, why does everyone else shut up?  

The ‘race to the bottom’ accelerates  We’ve all heard of the pitches where price is the overriding factor. You’d think they’re the kinds of pitches most right-thinking marketers and agencies would try hard to avoid, work hard to call out, and fight to prevent. As we all know, when the game is simply ‘lowest price wins’, the glory of new business success for an agency soon turns into the dull grind of servicing turnover with no profit. Incumbent agencies, if successful, face two to three years of resource reduction and reassignment in a desperate and usually unsuccessful effort to recover their numbers. To continue reading click here

Why a well managed Agency search is more critical than ever 

If you’ve ever undertaken your own agency search, you know they can be disruptive, costly and confusing exercises. Agency searches need to be well planned, carefully coordinated, and skillfully structured to deliver the best possible outcome for both marketer and agency. But if you’re thinking about an agency search or even about to pull the trigger on one, and are thinking, “Come on, how hard can it be…?” – here are some thoughts you might like to consider: To continue reading click here

Let’s put the creative agency selection process out of its (and our) misery 

Everybody in marketing (and procurement) knows what to do when a brand team needs a new agency. The “go-to” process hasn’t changed since before most marketers were born: Step 1: Brainstorm a list of potential agencies Step 2: Send an RFI to each agency (usually via email), requesting many pages of factual information to be submitted (also by email), usually within 2-3 weeks Step 3: Use the RFI responses to narrow the list of candidates Step 4: Meet with each of the short list agencies to review their capabilities Step 5: Brief each candidate on an assignment that they will have 3 weeks to complete with full-blown creative ideas, including how each would be executed through all media Step 6: Choose the agency whose ideas are best liked by members of the selection team; award the agency the business, finalize the contract and the compensation Step 7: Re-brief the agency on the “real work” that needs to be done for the brand, and have the agency start the work. To continue reading click here More then 2000 agencies have registered for new business with TrinityP3 on the TrinityP3 Agency Register. It is free for the agency and confidential. Each agency profile includes key personnel, offices, clients, size, capabilities, awards, work examples and more. Then TrinityP3 consultant team across the region meet with each agency seeing around ten agencies a week to assess and update details on culture, momentum and developments. Agencies can register here https://www.trinityp3.com/agency-register/  Clients wishing to access information on the database should contact TrinityP3 for details. Listen to TrinityP3 Marketing on the Radio https://www.trinityp3.com/2015/04/podcast-marketing-101/ The podcast and my co-hosting Taking Care of Business on Radio RPPFM. Next one is Friday April 24th at 11 am and they can listen in here http://rppfm.com.au/show/page/taking-care-of-business

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