Agency search and selection for global health client – case study

Posted on January 18, 2017 by Kylie Ridler-Dutton
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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 →

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

Posted on November 23, 2016 by David Angell
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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 →

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How financial services marketers get customer experience so wrong

Posted on October 31, 2016 by Darren Woolley
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The spectacle of the CEOs of Australia’s four major banks making their way to Canberra to appear before the House of Representatives Standing Committee on Economics is a sideshow by the Government to show the electorate that they are making a stand on the financial services category. At a time when the four major bank CEOs were apologising for their behaviour in the past year, the marketing department of one of their competitors demonstrated brilliantly where financial services marketers often get customer experience management wrong. Continue reading →

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Retailer undertakes an assessment of their media agency – case study

Posted on August 17, 2016 by David Angell
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The marketing team had a strong and long-term relationship with the incumbent media agency, but had noticed a drop-off in quality across the past 12 months. Additionally, contract material was out of date. The marketing client was unsure about whether or not to pitch the agency business in order to test the market. Continue reading →

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Content marketing assessment for a tourism and destination marketer – a case study

Posted on July 27, 2016 by Anton Buchner
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TrinityP3 was approached by a destination marketer to assess its approach to content marketing. The strategic goal was to significantly increase the value of tourism over the next four years and content marketing had been agreed as a key priority area within the marketing mix – growing both in volume and complexity. Therefore there was a need for a more structured approach to content marketing. Continue reading →

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The death of the Data Analytics and Marketing divide

Posted on February 17, 2016 by Anton Buchner
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‘Data scientist’ is this year’s hottest job, according to job site Glassdor.com.Tech companies like Amazon, LinkedIn and Uber, along with traditional marketing companies and organisations such as the NSW Government with their Data Analytics Centre (DAC), are all hiring data scientists to help make sense of the mass of data being captured by their digital platforms. With the change in product analytics, user engagement modeling, lifetime value analysis, dashboards, location based models, pricing and communications testing, these companies and organisations all know the power of working with structured and unstructured data. However many companies have been slow to adapt. Continue reading →

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Why hybrid content creation makes marketing sense

Posted on January 22, 2016 by Rakhal Ebeli
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Everyone loves content. Content is great. Content is king. Content will improve ROI and build customer loyalty. And it’s true. Content does do all those things. Content is the future of marketing. But in this discussion, one very important factor is often missed. The industry is so busy, so overwhelmed with enthusiasm that a crucial question is overlooked – how do you create content? Agencies and marketers do not need more reasons why they need content marketing. What they need is a formula for effective, efficient content creation. Continue reading →

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Changing agencies is changing more than just a supplier

Posted on January 8, 2016 by Darren Woolley
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Too often we hear of marketers who have gone through a tender process to select a new agency only to find that after the initial ‘honeymoon’ period they find themselves with as many issues as they had before the tender. Sometimes these issues are the same as before and other times they can be a whole new set of problems. When the same issues arise again it is usually because of underlying issues within the marketing team, which end up being replicated with the new agency. In this case it is important to get to the underlying causes and address these, otherwise the same problems will arise again, no matter what agency is chosen. Continue reading →

Posted in agency search & selection, agency solutions, case studies, marketing process optimisation, marketing procurement, strategic management | Comments Off on Changing agencies is changing more than just a supplier

Digital assessment for a new retail concept store in South Korea – case study

Posted on November 23, 2015 by Anton Buchner
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TrinityP3 was approached by a global FMCG client to assess a new, concept store, in South Korea. The new flagship store is being targeted to students, those in their 20s and 30s, singles and couples, with the hope of reinvigorating the brand’s world and becoming a major social & entertainment experience in the city. Continue reading →

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Case Study: A FMCG Media Agency Contract and Remuneration Assessment

Posted on November 16, 2015 by David Angell
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The procurement team of a large organisation in the FMCG sector had recently initiated an internal evaluation of the incumbent media agency, from a financial perspective. The media agency handled a number of significant brands across the business, and had recently submitted a revised fee and structure proposal for consideration. To conduct a robust evaluation, a number of hurdles had to be overcome. Continue reading →

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Managing an over budget TVC production concept – Case study

Posted on October 21, 2015 by Clive Duncan
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An Alcoholic Beverage client sent a TV commercial production budget to TrinityP3 for assessment. When the documentation, including creative, agency and production-company quote along with the director’s treatment and production schedule arrived it was immediately obvious that the budget as presented was over the clients target production budget by more than 30%. Continue reading →

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The potential media value of excess stock – a case study

Posted on September 21, 2015 by Cameron Swan
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There are countless ways to utilise corporate trade as a business solution to create extra value. Corporate Trade, most commonly known as barter, has been around for decades. In this case study we look at an FMCG client that is a new entrant in the Australian market facing the challenge of short-dated stock. Continue reading →

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Data quality management and benchmarking for a brand marketer – Case study

Posted on August 31, 2015 by Anton Buchner
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An Australian Brand Marketing Manager was initially looking to assess email providers, and was questioning the value of two existing suppliers to their organisation. Once they discussed the issue with TrinityP3, the real challenge identified and agreed was how to assess the value of all available data sources to ensure that the organisation was set up for a customer centric marketing approach prior to assessing external vendors. Continue reading →

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Why a CMO and Digital Marketing Manager engaged TrinityP3 for a Supplier Search

Posted on August 24, 2015 by Anton Buchner
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The CMO and Digital Marketing Manager of a leading Australian construction, property and finance company contacted TrinityP3 to provide an independent and objective market search. They were looking for specific digital suppliers that could provide the following skills: Continue reading →

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Television advertising cost considerations with celebrity talent – Case study

Posted on August 10, 2015 by Chris Sewell
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The advertiser, a global food and beverage company, had briefed their agency for a television production with a defined budget. The agency had come back with a production estimate that was over budget and were unwilling to negotiate the cost due to concerns that the concept involved a well-known celebrity endorsing the product and therefore no risk should be taken in the production. Continue reading →

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