If you think it’s expensive to hire a professional marketing management consultant to do the job, wait until you hire an amateur

I love this quote that I have shamelessly paraphrased in the headline here. Red Adair was a larger-than-life character who built his reputation successfully putting out oil well fires. This is a highly dangerous and incredibly lucrative occupation. Imagine an oil well producing thousands of barrels of oil, suddenly erupts into flames? It is literally millions of dollars going up in smoke. Now I am not for a minute suggesting what we do as marketing management consultants is anywhere near as dramatic or a dangerous as Red Adair and his oil fire fighting business, but I think there are some key examples of where in marketing management an expensive professional provides more value than a low cost amateur. Continue reading

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing process optimisation, marketing procurement, media planning & buying, return on investment, strategic management | Comments Off on If you think it’s expensive to hire a professional marketing management consultant to do the job, wait until you hire an amateur

Media transparency the biggest challenge last year and next

2016 was, generally speaking, a difficult year for the world. Brexit, the US election, and a number of iconic world figures dying, and various natural disasters, have not made for high levels of morale or happiness. So can we at least spread a bit of cheer in our tiny little corner of the world, that of the marketing industry? Unfortunately not; the past year has given us very little to cheer about. If advertisers are looking for some relief from the challenges and issues of the past year, I suggest they make sure they are well rested going into 2017 based on the biggest issues we have noted in 2016. Continue reading

Posted in agency remuneration / compensation, Evalu8ing - Relationship Performance Monitoring, industry news & trends, marketing procurement, media planning & buying | Comments Off on Media transparency the biggest challenge last year and next

Corrupt and illegal advertising production practices in advertising agencies?

It was with great interest that I read an article in The Wall Street Journal (Dec 6 2016) detailing how the US Department of Justice is investigating advertising agencies in the US for manipulating the tender process especially for the production of TV commercials. The concept of the agency acting as the production company is not a new one and has been an effective way to produce television commercials in the past. What is of concern is the way the agency and their holding companies manipulate the bidding process to circumvent the competitive process and maximise the profits from their clients. Continue reading

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The 20 essential marketing posts from 2016

Wow, what a year 2016 has been. It will potentially go down in history as the year the people of the world rejected the political norm with Britain rejecting belonging to the European Union and voting to Brexit, when the Philippines voted in a very unconventional President in Rodrigo Duterte and the USA followed suit electing President Trump against all of the predictions of the polls and the mainstream media. Where this will take society, time will tell. But here we are reviewing those topics published this year on the TrinityP3 blog, which have attracted the most interest from our audience of marketers, procurement professionals and agencies. This audience continues to grow each year to almost 200,000 around the globe. So what are the topics that captured the attention of this audience this year? Lets take a look and see what it could mean for the year ahead. Continue reading

Posted in agency remuneration / compensation, agency solutions, industry news & trends, media planning & buying, social media & digital marketing, strategic management | Comments Off on The 20 essential marketing posts from 2016

Marketing management predictions for 2017 by the TrinityP3 consultants

Each year the TrinityP3 consultants work with marketers, advertisers and procurement professionals to improve the marketing outcomes for those organisations. We do this across a wide range of categories and marketing channels and disciplines. Each TrinityP3 consultant is an industry subject matter expert and their exposure to the range of issues and challenges facing these marketers provides incredible insight into the emerging trends facing the industry. Continue reading

Posted in agency remuneration / compensation, customer relationship management, data & direct marketing, green marketing & sustainability, industry news & trends, marketing procurement, media planning & buying, mobile marketing, social media & digital marketing, television & electronic production | Comments Off on Marketing management predictions for 2017 by the TrinityP3 consultants

Relationships, remuneration and media transparency top trending marketing topics in 2016

Following a series of high profile international scandals, media transparency has, for the first time, made it into the top three most popular subjects in the Marketing Management Book of the Year 2016. While social media measurement and gender equality have also received considerable attention over the past 12 months, the relationship between client and agency once again tops the list, followed by posts on agency remuneration. Continue reading

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Don’t divorce your agency when you can simply change the place settings at the bridal table

Have you ever had to organise a wedding? Recently hearing about the challenges a couple were facing with the seating arrangements at the bridal table, not to mention the seating for the guests, it sounded like the proverbial Gordian Knot. Past relationships and current emotions meant that while the bride and groom wanted all of the extensive bridal party there, they had to carefully consider not only which bridesmaid was paired with which groomsman but also how and where they were seated at the bridal table to minimise the awkwardness and potential conflict that could arise when the champagne started flowing. Continue reading

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Who should really be paying for advertising agency pitches?

The first point I have to make is “Why are you pitching any way?” But the fact is that pitching is happening throughout the industry and across the globe. Not just creative and media but increasingly other disciplines including technology providers, call centres, POS vendors and more. The diversity, range and depth of marketer requirements is growing and seemingly endless. But in all this pitching has anyone considered the costs? I am not talking about the emotional and social costs, I mean the hard financial costs of the pitch process. Continue reading

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Why not all agency pitch processes are equal

I recently had a conversation with a CMO who had just completed an agency pitch with a pitch consultant. Not a TrinityP3 pitch consultant, but one of our many and growing competitors. It was interesting because he was not completely satisfied with the process or more importantly the outcome. So what was the issue? He asked me to describe the process that TrinityP3 usually recommended. I shared our fully managed process and 30 minutes later, when I had described it in detail, he shared the process that the pitch consultant they had used had taken them through. Continue reading

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Beware the dangers of the cookie cutter approach to benchmarking agency remuneration

One of the topics that regularly occupies conversations with marketing services and procurement teams is benchmarking their existing agency arrangements. This of course is something that we have been doing for more than a decade across multiple regions and markets.But also across multiple disciplines including media, digital, public relations, social media, shopper marketing, event marketing, sponsorship management and even call centres. Continue reading

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