What are we to make of the holding companies in 2017?

The marketing communications holding companies, like the industrial conglomerates that preceded them, were created through M&A transactions and run as decentralized financial holdings. In this business model, acquired agencies and businesses are expected to improve their financial performance by growing revenues, profits and profit margins. The holding companies make additional acquisitions, using their ever-increasing stock market prices to buy more efficiently. Continue reading

Posted in agency remuneration / compensation, agency solutions, industry news & trends, interesting observations, return on investment | Comments Off on What are we to make of the holding companies in 2017?

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

Time for marketers to follow P&G’s lead and apply the Golden Rule

Congratulations to Procter & Gamble CMO Marc Pritchard on an excellent example of how marketers need to apply the Golden Rule. The Golden Rule is the Man with the Gold makes the rules. Or put another way, the market sets the price but the buyer sets the terms. But there is certainly an argument that for the past ten years marketing and procurement have been setting the price, using competitive tensions and tenders to drive down the agency fee but largely ignoring the importance of setting the terms. By terms I do not mean payment terms, but even the introduction of extended payment terms has been cost driven. Continue reading

Posted in agency solutions, Evalu8ing - Relationship Performance Monitoring, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, strategic management | Comments Off on Time for marketers to follow P&G’s lead and apply the Golden Rule

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 marketing and their agencies were responding to a customer’s festive season brief

As we come to the end of another year I got thinking about what would happen if marketers and their agencies responded to a brief for the festive season, what would the outcome be? Imagine for instance if a letter to Santa Claus was delivered to the marketing department instead of going to Santa’s workshop in the North Pole? What would arrive on Christmas morning in response? Continue reading

Posted in agency solutions, interesting observations, marketing process optimisation, marketing procurement | Comments Off on If marketing and their agencies were responding to a customer’s festive season brief

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

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

Posted in agency remuneration / compensation, agency solutions, Evalu8ing - Relationship Performance Monitoring, marketing procurement | Comments Off on Don’t divorce your agency when you can simply change the place settings at the bridal table

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?

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