Marketing transformation: a cautionary tale of two marketers and two very different outcomes

No one can deny the innovations and changes that are driving transformation in marketing. Some call it a digital transformation, some a technology transformation, others a customer experience transformation or some simply a transforming of marketing strategy. These changes are leading to a rethink of marketing structure, process and implementation, including what the ideal roster of agencies and suppliers looks like. But that race to transform can be a challenge, with some taking a considered strategic approach while others rush around trying to find a quick fix. Continue reading

Posted in agency search & selection, agency solutions, interesting observations, marketing process optimisation | Comments Off on Marketing transformation: a cautionary tale of two marketers and two very different outcomes

The importance of financial analysis in determining marketing priorities

In dealing with the management of marketing, a significant component of the work we do is assessing and benchmarking the value of the marketing investment of our clients. This budget is spent with a range of external suppliers. These external suppliers include advertising, digital and media agencies, but also the thousands of other suppliers who are competing for the share of the marketing budget. These suppliers can include everything from printers and merchandising providers to market researchers and software providers. Continue reading

Posted in agency remuneration / compensation, agency search & selection, marketing process optimisation, marketing procurement, media planning & buying, return on investment, strategic management | Comments Off on The importance of financial analysis in determining marketing priorities

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

Agency search and selection for global health client – case study

A local marketing team, who had never engaged an agency before, were facing a major challenge. They not only required a local agency for their communications campaign locally, they also had an immediate need for campaigns to be developed across the various emerging markets, starting in Latin America and rolling out in the longer term to Asia. This posed a significant challenge for the marketing team to find and appoint and then work on a global communications campaign, but also a significant challenge for TrinityP3 to find the right solution to deliver the teams needs to the relatively limited marketing budget provided. Continue reading

Posted in agency search & selection, agency solutions, case studies | Comments Off on Agency search and selection for global health client – case study

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

Is your programmatic media function right for you – and what are your options?

Programmatic media. For a while, the word ‘programmatic’ was an industry buzzword, a sign of things to come. More recently, programmatic trading of digital media has of course gained huge traction. For many advertisers, the programmatic function is completely or partly run by a programmatic trading team (or ‘Agency Trading Desk’) operating as part of an overall media agency arrangement. Various data sources forecast continued double digit year on year growth of digital media expenditure, with programmatically traded media accounting for at least 40-50% of those dollars. Continue reading

Posted in agency search & selection, agency solutions, data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, media planning & buying, social media & digital marketing | Comments Off on Is your programmatic media function right for you – and what are your options?

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

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing procurement | Comments Off on Who should really be paying for advertising agency pitches?

When an agency pitch is not the right answer – case study

The marketing team responsible for a $50m marketing budget approached TrinityP3 wishing to consolidate its agency roster via a pitch process. The team had experienced servicing challenges with its current roster of agencies. Furthermore, a new focus on cost and efficiency following a merger had generated downward pressure and a perceived need to demonstrate significant efficiency gains. The client operated in a complicated sector, and was required to navigate numerous stakeholders to achieve change of any kind. Continue reading

Posted in agency search & selection, agency solutions, case studies, marketing process optimisation | Comments Off on When an agency pitch is not the right answer – case study

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

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing procurement, return on investment, strategic management | Comments Off on Why not all agency pitch processes are equal

5 myths about pitch management, agency remuneration and relationship management

When it comes to pitching there are lots of rumors, gossip and a huge amount of bull. So I thought it was time to myth bust a few untruths about a pitch and give my perspective, having worked over the last 2 years at TrinityP3 on numerous pitches and client projects. That is after quite a few years on the agency side. The fact is that while it has been really positive, there are many agencies (and even some advertisers) who really struggle with the pitch process. TrinityP3 has been running pitches for over 10 years without the “creative beauty parade” so one could say we are pretty tried and tested. Continue reading

Posted in agency search & selection, agency solutions, customer relationship management, Evalu8ing - Relationship Performance Monitoring, interesting observations | Comments Off on 5 myths about pitch management, agency remuneration and relationship management