Agency Roster Alignment for FMCG Sector with Composite Pitch – Case study

Challenging Problem

The client was operating with multiple agencies, some of which were remunerated on sizeable retainers and not all of which operated seamlessly with each other. Consequently, core challenges related to the effectiveness of relationship and operation, management and quality of output, and commercial efficiency.

TrinityP3 Solution

We executed a two-stage approach.

  • Agency Roster Alignment – assessing the current state structure and proposing three alternative structures that would yield incremental benefits if adopted.
  • Composite Pitch – having decided on the new roster structure, facilitating a pitch process to find best-fit partners.


The roster alignment process was undertaken using a mix of documentary discovery and stakeholder feedback, in addition to remuneration and resourcing assessment.

The core ‘missing piece’ in the roster jigsaw was the singular strategic oversight to drive across all disciplines (which included PR, advertising, media, internal comms, and shopper marketing). We devised a model whereby the overall agency leadership and strategic oversight would come from within a multi-disciplined Tier 1 agency, supported by Tier 2 partners selected from the existing roster based on the strength of their work to date.

The pitch process involved ‘making the complex simple’ – enabling strong assessment across multiple disciplines. We achieved this by crafting bespoke briefing materials and building a bespoke remuneration and resourcing model.

Result and Feedback

The pitch yielded a high-quality Tier 1 agency that was able to remove much of the complexity and bring the proposed structure/way of working to life.

The commercial agreement delivered a 23% improvement in base cost versus previous multi-agency arrangements whilst remaining sustainable to both parties (achieved via de-duplication of account management fees that had previously sat across a higher number of agencies). Additionally, an estimated 15% improvement associated with costs involved with managing agencies was gained via efficiency improvements that reduced the client hours spent in ‘agency management’.

Contact us about an Agency Roster Alignment or learn more about our approach to Agency Roster Alignment and Agency Search & Selection.