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Author Archives: Stephan Argent

Marketers and Procurement Who Want to Talk Turkey With Their Agencies Can Learn A Lot From Chickens

OK, what the heck have chickens got to do with marketing and procurement teams negotiating with their agencies? The answer is: Everything. It goes like this: If you’d been craving some Kentucky Fried Chicken in the United Kingdom a few weeks ago you’d have been out of luck and perhaps crossing the street to Burger King instead. Why? Because at the end of last year, KFC chose to change to DHL, a lower cost distributor, which, as it turned out, provided a poorer quality of service with little or no contingency planning. Continue reading

Posted in agency remuneration / compensation, industry news & trends, marketing procurement | Comments Off on Marketers and Procurement Who Want to Talk Turkey With Their Agencies Can Learn A Lot From Chickens

Cannes. And Agency Crocodile Tears Over Remuneration

Yes, it’s almost that time of year again when the advertising community celebrates the best of the best at Cannes. Until 2012 it was known as the ‘International Advertising Festival’ then renamed the ‘Cannes Lions Festival of Creativity‘ as it’s known today. And it’s that ‘creativity’ piece that’s got me (and not in a good way). Don’t get me wrong, I’m all for celebrating, sharing and focusing on creativity on a global scale and recognising the very best creative talent on the planet. But to me, this not-so little ‘festival of creativity’ has somehow lost its way and taken a nosedive into commercialism and excess that’s worthy of having a flashy ‘Trump’ logo emblazoned upon it. Continue reading

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Clients: You Are What You Brief

Poor client briefings are a source of immense frustration to both agencies and the clients who issue them. Agencies that aren’t briefed properly spend a huge amount of time trying decipher or guess at what their clients really want, while clients end up disappointed, underwhelmed and frustrated by the agency’s seeming lack of insight and creativity. And I hate to break it to you, but from what we’re hearing, there’s something of an epidemic of dismal briefings darkening agency meeting rooms and inboxes. In short, agencies have a beef with their client’s briefs. Continue reading

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How to transform your agency relationships

As a general rule, nobody ever looks forward to the uncertainty and disruption of an agency search process. The earlier we’re brought into to help identify and resolve client – agency issues, the more likelihood there is of helping marketers avoid triggering a search and getting their agency relationships back on the proverbial rails.
So this week, I thought it would be worthwhile looking at some ideas to help transform your agency relationships. And I don’t mean just make them ‘bearable’ – I’m talking about making a transformative shift in the overall relationship and yes, better business results. Continue reading

Posted in agency search & selection, agency solutions, Evalu8ing - Relationship Performance Monitoring | Comments Off on How to transform your agency relationships

How to cure programmatic media buying fever

When eMarketer predicted Canadian investment in programmatic was likely to exceed $1billion by 2017, coupled with a 100% increase in mobile programmatic activity this year, ‘programmatic’ certainly caught our collective attention. Factor that growth with concerns around advertising fraud, arbitrage, value chain transparency and an unparalleled surge in media reviews, and the marketing community appears to have what might best be described as ‘programmatic fever’. While some marketers rely on their agencies to guide them, others are looking at programmatic buying as a deeper opportunity to recast the role of media and their media agencies. And the fever rises. Continue reading

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The client agency relationship: 8 ways to be a better client

Following an overwhelmingly positive response to our recent post ‘10 ways marketers can improve briefings to their agencies’, we decided that perhaps the best way to kick-off the new year would be to publish a ‘how to’ series of posts that marketers might find helpful as reference points. Following an overwhelmingly positive response to our recent post ‘10 ways marketers can improve briefings to their agencies’, we decided that perhaps the best way to kick-off the new year would be to publish a ‘how to’ series of posts that marketers might find helpful as reference points.

How to be a better client

So we’re kicking-off the series today with an eyebrow-raising opener ‘How to be a better client’. And even if you are a model client, your agencies love you, the work is outstanding and you’re somehow living a utopian marketing dream – have a read. Because all great clients want ways to constantly improve, right? Right. So here’s our take how all marketers can become better clients: 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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10 programmatic questions to ask your prospective media agency

Whether you refer to it as Programmatic Advertising or Programmatic Media – the term “Programmatic” continues to be one of the hottest topics among marketers, agencies and publishers alike. As marketers seek to educate themselves, talk to their agencies and look at alternatives, they’re repeatedly told – “ask the right questions” – which is all well and good if you know the right questions to ask. But what are the right questions? Continue reading

Posted in agency solutions, data & direct marketing, industry news & trends, media planning & buying, social media & digital marketing | Comments Off on 10 programmatic questions to ask your prospective media agency

What’s the role of today’s advertising agency?

Here’s a thorny question for you – what’s the role of today’s advertising agency? Depending on the set-up of your internal marketing teams, the answer can take many forms and, if you’re like most marketers, the answer could include some (or all) of the following: Continue reading

Posted in agency solutions, industry news & trends, marketing process optimisation, strategic management |