Category Archives: agency search & selection

Shares 99

You’ve likely heard David Ogilvy’s famous words, ‘clients get the advertising they deserve’ but when it comes to their agencies… do clients get the agencies they deserve? Over the last seven years or so, we’ve done enough marketer problem resolution work and agency searches to be able to answer that question with some conviction. The answer is unequivocally, yes. Invariably, agency relationship challenges can be traced back to their marketing masters and are a reflection of how the agency is being managed. But if you’re reading this with some scepticism and thinking, wait a minute, this is like saying dogs look their owners – consider these behavioural attributes: Continue reading →

Posted in agency search & selection, agency solutions, customer relationship management, interesting observations | Comments Off

The challenges facing Automotive marketers in selecting new agencies – Three case studies

Posted on September 6, 2017 by TrinityP3 Consultants

Share48

Tweet64

Share10

Shares 122

Share48 Tweet64 +1 Share10Shares 122The automotive industry is being disrupted globally. Electric motor vehicles like the Tesla are providing a viable and desirable alternative to the fossil fuels of the past. Diesel technology has been shown not to be as … Continue reading →

Posted in agency search & selection, agency solutions, case studies, interesting observations, marketing procurement | Comments Off

The danger of confusing best practice with common practice

Posted on August 30, 2017 by Darren Woolley

Share44

Tweet82

Share8

Shares 134

Many of the challenges marketers are facing are new. Digital technology has had major impact in disrupting all aspects of business and particularly marketing because it has disrupted consumer behaviour too. Therefore, while we agree that the foundations of marketing and marketing strategy are still essential, there are new challenges arising in the implementation because of the increased complexity and constant change. In the face of these new challenges and complexity, many of the old tried and true solutions no longer work. Yet it is human nature to stick with what you know or what has been tried and tested, rather than trying something new. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, Evalu8ing - Relationship Performance Monitoring, interesting observations, marketing procurement | Comments Off

Managing Marketing: The importance of an insightful and robust agency search & selection process

Posted on August 18, 2017 by Darren Woolley

Shares 97

Kylie Ridler-Dutton is a Senior Consultant at TrinityP3 and a specialist in agency search and selection. Here she chats with Darren regarding the agency search and selection process and the considerations required when planning and managing a successful pitch process for a wide range of agency types including creative, media, digital, social, PR, technology suppliers and more. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing procurement, Podcasts, strategic management | Comments Off

Losing pitches, part 2: a further 7 ‘less obvious’ reasons why agencies lose pitches

Posted on August 11, 2017 by David Angell

Shares 290

I recently wrote an article about some of the less obvious reasons that an agency, after all the hard work involved, can end up losing a pitch.

Well. After thousands of reads, shares and a number of comments (most of them made privately to me, as is the norm with this sensitive topic) it seems that the article generated some interest – whether you agreed with the content or not. Continue reading →

Posted in agency search & selection, agency solutions, interesting observations | Comments Off

How many agencies is too many when it comes to roster size?

Posted on August 9, 2017 by Darren Woolley

Shares 122

A very common complaint we hear is “How did I end up with so many agencies?” usually closely followed by the question “How many agencies should I have?” And while Nathan Hodges has answered this comprehensively here, it is interesting that marketers often find themselves with way too many agencies on their roster either because they have inherited a roster that is out of control or it has grown organically right under the nose of the marketing team. Continue reading →

Posted in agency search & selection, agency solutions, interesting observations, marketing process optimisation, marketing procurement, strategic management | Comments Off

When is the right time to apply the Golden Rule in marketing?

Posted on July 19, 2017 by Darren Woolley

Shares 140

This is the first in a series of one minute videos that address one of the many complex challenges facing marketing, media and advertising today. The Golden Minute series is an attempt to prove Albert Einstein right when he said “The definition of genius is taking the complex and making it simple”. But he also said “Everything should be made as simple as possible, but not simpler”. So we will leave it for you to judge. Please let us know here if there is a topic you would like us to cover in a Golden Minute. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, interesting observations, marketing procurement, media planning & buying, strategic management | Comments Off

Is there nothing fair or reasonable about agency remuneration?

Posted on July 14, 2017 by Darren Woolley

Shares 180

During more than 15 years of agency benchmarking and negotiations two words I have heard often repeated in these discussions is fair and reasonable. Marketers, procurement and agencies all agree that the remuneration model should be fair and reasonable. It is no wonder these words are so popular, after all they sound fair and reasonable. This is why so many guidelines on agency remuneration, including ISBA in 2006, ACASA in 2009, ISBA and IPA in 2012 and the recommendations of competitors and even ourselves, have all stated and restated that agency remuneration should strive to be fair to both advertisers and their agencies. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, marketing procurement | Comments Off

What are the biggest challenges facing marketing today?

Posted on July 12, 2017 by Darren Woolley

Shares 200

Back in February this year we had our twice yearly get together in Sydney will all the TrinityP3 consultants from around the world, including Michael Farmer, our new Executive Chairman and the author of the best selling book “Madison Avenue Manslaughter”. Every six months we get the gang together to review and discuss the business and plan the future. Last February this conversation led to the changes you see on the TrinityP3.com site today. It was started with a conversation with Michael around the trends and challenges facing CMOs and their organisations, which could be summed up in one word – GROWTH – or more specifically the lack of it. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, data & direct marketing, Evalu8ing - Relationship Performance Monitoring, green marketing & sustainability, interesting observations, marketing process optimisation, marketing procurement, media planning & buying, mobile marketing, print production, social media & digital marketing, television & electronic production | Comments Off

10 ways to save money with your agencies (without shooting yourself in the foot)

Posted on July 3, 2017 by Stephan Argent

Shares 224

Share125 Tweet77 +111 Share11Shares 224This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 If you’re reading this thinking it may be an easy fix guide to squeezing the living daylights … Continue reading →

Posted in agency remuneration / compensation, agency search & selection, agency solutions, marketing process optimisation | Comments Off

What is going on with advertising creative awards?

Posted on June 26, 2017 by Darren Woolley

Shares 196

The announcement last week by the CEO of Publicis Groupe, Arthur Sadoun, that the holding company would be taking a year out from Award Shows and other industry marketing events has had the impact I am sure he was hoping for. Of course this made industry news world-wide, and with my career including 15 years as a copywriter and creative director and president of the Melbourne Advertising & Design Club for two years I was asked by Mumbrella Asia to make a comment. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, industry news & trends, marketing procurement | Comments Off

Heaven and Hell in Advertising

Posted on June 19, 2017 by Michael Farmer

Shares 287

Share183 Tweet86 +18 Share10Shares 287This post is by Michael Farmer, Chairman of TrinityP3 USA and author of Madison Avenue Manslaughter: an inside view of fee-cutting clients, profit-hungry owners and declining ad agencies, which won the Axiom Gold Business Book Award for … Continue reading →

Posted in agency search & selection, agency solutions, industry news & trends, interesting observations, marketing process optimisation, marketing procurement, return on investment | Comments Off

Industry Transparency Is a One-Way Mirror

Posted on May 31, 2017 by Michael Farmer

Shares 159

Advertisers have found many ways to dominate and commoditise their ad agency relationships. Transparency is the latest hot issue, justifying outrage over certain media agency practices and setting the stage for reviews of media contracts and fees. Agency hiring and firing remain another advertiser favourite, and the pace of agency replacement has certainly quickened over time. Next in line are declining fees and growing creative Scopes of Work, along with benchmarking studies, the threat of internal agencies, intellectual property disputes, project-based bidding and lengthened payment terms. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, agency solutions, industry news & trends, marketing procurement | Comments Off

8 ‘Less Obvious’ Reasons Why Agencies Lose Pitches

Posted on May 26, 2017 by David Angell

Shares 579

Pitches can be very capricious. The blend of human intuition, rhetoric, substance and circumstance can make even the best agency lose over the course of a pitch process. No one says that it’s perfect. But there’s a world of difference between a well-run pitch process and a bad one. Some mistakes are clichés…some are not. There are some pitch mistakes, made by agencies, which are obvious although often repeated (chest thumping attitude, not listening, not bringing the right people, banging on about oneself, profound gender skews in meeting rooms, etc). Continue reading →

Posted in agency remuneration / compensation, agency search & selection, agency solutions, interesting observations | Comments Off

Time to pitch your agency or not? And when it is the only answer

Posted on May 19, 2017 by Anita Zanesco

Shares 174

That indeed is the question many marketers ask themselves when agencies aren’t performing. Given one of our services at TrinityP3 is Pitch Consultancy, and I get paid to be a Pitch Consultant, one might think I would answer: “Pitch of course!” But alas, you would be mistaken to think I would say that without asking a few very pointed questions first. Continue reading →