Category Archives: case studies

How Financial Services is approaching agency rosters and remuneration – Three case studies

Posted on February 26, 2018 by TrinityP3 Consultants

Financial Services is particularly competitive. Already there are a plethora of brands across the category, there is now significant disruption caused by FinTech start-ups, plus increased competition and fragmentation of the category.The market leaders are focused on innovating and transforming to stay ahead of the competition, but they are also looking for more effective and efficient ways to build and maintain their share of market and share of customer wallet. Continue reading →

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When is the right time to set an Engagement Agreement? – Three case studies

Posted on December 18, 2017 by TrinityP3 Consultants

Engagement Agreements are an effective way of defining the ways of working between advertisers and their agencies. One of the best times to undertake the process of defining the relationship and the expectations of both parties is at the beginning of the relationship, rather than waiting for things to either go wrong or for poor practices and misalignments to become major issues. Continue reading →

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How TrinityP3 helps measure the performance of marketing – Three case studies

Posted on November 8, 2017 by TrinityP3 Consultants

After more than 15 years of downward pressure on marketing costs, the majority of traditional businesses are struggling to deliver growth and yet marketing provides one of the most successful drivers of business growth and performance when properly invested and measured against performance. The problem is that in many organisations marketing is treated as a cost of business with little or no focus on the return on that marketing investment. No wonder the strategy of cost cutting to profit has had such a major impact on marketing and subsequently the marketing agencies and suppliers. Continue reading →

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How TrinityP3 is helping optimise marketing performance through technology – Three case studies

Posted on October 18, 2017 by TrinityP3 Consultants

Technology platforms, both martech and adtech, provide marketers with the opportunity to be more effective and efficient in their marketing. But technology is said to be moving at click speed and the investment is significant. It is important when investing in marketing technology solutions that the marketer has defined objectives and has a clear view of what success looks like. But, more than this, it is important to take into consideration the current processes that the technology is intended to support and the cultural appetite for change.

We have been involved in helping companies select new technology platforms and tender for new vendors, but we have also worked with organisations that have legacy systems and platforms that are under-performing or not performing at all, and have provided a diagnosis and options for consideration. Also, we have reviewed our clients’ current technology stack to identify optimisation opportunities and assess the organisation’s technology transformation. Each time we bring a totally independent and expert perspective to the process. Here are three case studies of the work we have undertaken providing solutions to marketers’ technology challenges. Continue reading →

Posted in agency search & selection, case studies, customer relationship management, data & direct marketing, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, social media & digital marketing | Comments Off

Engagement Agreements to align expectations and performance – Three case studies

Posted on October 4, 2017 by TrinityP3 Consultants

Just as marketing is increasingly complex, so the relationships between marketers and their various agencies are increasingly complex and difficult to manage. Many of the past practices, both formal and informal, struggle to keep pace with the changes and complexity. Over the past decade and more we have seen many marketers still relying on the assumption that the relationship they have will their agencies will naturally manage to work itself out. At the same time, we have witnessed an increase in complaints from marketers over the fact that their agencies struggle to work or collaborate together.

We have also witnessed an increase in agency contracts that appear to address this issue, with the inclusion of service level agreement (SLAs) and set up key performance indicators (KPIs). The trouble is that firstly, these are designed for the delivery of services, but do not easily define the interdependent relationship that exists between marketers and their agencies or between the agencies working with the marketer. Secondly, the agency contract, once signed, is often filed and not looked at again until an issue arises or the marketers are planning to take the relationship to the market. Continue reading →

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

Posted on September 6, 2017 by TrinityP3 Consultants

Share Tweet +1 ShareThe 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 environmentally … Continue reading →

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How TrinityP3 is helping marketers restructure their marketing for the future – Three case studies

Posted on August 14, 2017 by TrinityP3 Consultants

The market is changing and becoming ever more complex, and therefore business and marketing strategies are changing to meet the challenge. But while strategies change, often marketing structure remains largely the same. At best, companies will make capability additions where needed, simply adding to the legacy structures of the past. Others will vacillate between centralised and decentralised structures and variations in between. What is often required, however, is a rethink and re-evaluation of the marketing structure against the strategy and the requirements of that strategy. Continue reading →

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Agency search and selection for global health client – Case study

Posted on January 18, 2017 by Kylie Ridler-Dutton

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

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

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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The death of the Data Analytics and Marketing divide

Posted on February 17, 2016 by Anton Buchner

‘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 →