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.
David Angell is Head of Media and General Manager at TrinityP3 and has just started his own podcast called Media Angle where he interviews media influencers on all the media angles. But here he talks with Darren about the role and importance of robust, relevant and rigorous media contracts to ensure transparency, value delivery and performance.
You can listen to the podcast here:
Welcome to Managing Marketing and today we’ve got David Angell, general manager of Australia New Zealand and head of media at TrinityP3 in the office in Sydney. Welcome David.
Thank you Darren, nice to be here as always.
What do they say, welcome to the emerald city? For those Melbourne folk who make the trek north.
Yes, I don’t do it enough quite frankly, but it is good to be here for sure.
One of the issues that has been talked about a lot in media is contracts, you know those huge documents, 100s of pages long with very small type that usually get slid across the desk from the client to the agency to read through and sign. Do you remember contracts, David?
Yes, I do remember contracts and it’s funny you should describe them like that because in my experience many contracts in this particular industry are actually pushed the opposite way from the agency to the client and they contain very few pages and very few clauses in actual fact that make them truly effective or enforceable.
It’s one of the things that as the transparency debate rumbles on, this industry has really struggled with because a lot of things do begin at the contract.
That’s an interesting perspective because I have mainly seen the big heavy ones and maybe that’s because I’m dealing with banks and telcos. They seem to have clauses after clauses.
I remember one particular bank; it was 146 pages long and there was a section called the SLA—service level agreement—just one small part of this and I started reading through it and it said things like the agency will return phone calls within two hours, and the KPI was 99.9%.
And I pointed that out to the procurement person; who is measuring and timing how quickly the agency calls and what happens if the client calls the agency at 10 o’clock at night? Do they have to call before midnight if that’s the particular case? Continue reading “Managing Marketing: The importance of media agency contracts”