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

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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

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How financial services marketers get customer experience so wrong

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

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 Additionally, contract material was out of date.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

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

‘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

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

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

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

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

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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