Category Archives: Evalu8ing – Relationship Performance Monitoring

How To Transform Your Agency Relationships!

Posted on December 15, 2017 by Stephan Argent

This week, we thought it would be worthwhile looking at some ideas to help transform your agency relationships. And we don’t mean just make them ‘bearable’ – we’re talking about making a transformative shift in the overall relationship and yes, better business results. As a general rule, the earlier we’re brought into to help identify and resolve client / agency issues, the more likelihood there is of being able to help clients avoid triggering a search, and instead getting their agency relationships not just back on the track – but transformed into positive, business building partnerships. Continue reading →

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Take the Pledge! End Madison Avenue’s Manslaughter!

Posted on September 15, 2017 by Michael Farmer

Madison Avenue’s self-destructive practices need to come to an end! In the wake of a decade or more of marketing cost reductions, CMOs have lost credibility and power; procurement departments have confused benchmarking with marketing, and demoralised agencies have seen their capabilities severely compromised through downsizing, juniorising, and Scope of Work inflation. Cost reduction programs have run their course. They were never a credible substitute for brand growth as a way of delivering shareholder value. Continue reading →

Posted in agency solutions, customer relationship management, Evalu8ing - Relationship Performance Monitoring, green marketing & sustainability, industry news & trends, interesting observations, strategic management | Comments Off

The danger of confusing best practice with common practice

Posted on August 30, 2017 by Darren Woolley

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

What are the biggest challenges facing marketing today?

Posted on July 12, 2017 by Darren Woolley

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

Tips for more successful agile marketing

Posted on June 2, 2017 by Anton Buchner

Beware agile marketing, it’s time to transform the terminology. Are you an agile marketer? Or have you heard someone say that they are doing ‘agile marketing’ recently? We have heard the term being bandied about regularly in projects with local and global marketing teams for a few years now. So for this post, I’d like to firstly demystify what agile marketing actually means. It’s not all about speed by the way! As well as give some tips on how to make it work within your current organisational structure and roster of agencies. Continue reading →

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

Posted on May 19, 2017 by Anita Zanesco

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 →

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Can Procurement Fix Madison Avenue’s Mess?

Posted on March 27, 2017 by Michael Farmer

Could Madison Avenue’s mess be any worse? The unhappy picture can be reconstructed from articles in the trade press over the past two years. They say the following: Legacy brands are languishing in the marketplace. The consumer transition from Baby Boomers to Millennials has been rocky and unsuccessful for too many large marketers. CMOs are being held responsible for the lack of growth, and their tenure is only half as long as that of CEOs’. The average CEO will go through two CMOs and see a lot of marketing smoke and mirrors. In marketing, there’s uncertainty about what media mix to use, and there are major concerns about the effectiveness of digital and social media, even though the spend level in these areas is growing. Continue reading →

Posted in agency remuneration / compensation, agency solutions, Evalu8ing - Relationship Performance Monitoring, industry news & trends, marketing process optimisation, marketing procurement, strategic management | Comments Off

Which comes first, the media plan or the creative?

Posted on March 8, 2017 by Bill Merrick

Sometimes, using a story can help put things into context; here’s one for this idea. A chicken and an egg meet in a dimly lit bar in New York. After a few drinks, it’s clear that they’re heading for romance. They get a room and feathers fly. Later, in the warm afterglow of the street lights and the hotel neon blinking gently into the room, the chicken lights two cigarettes, hands one to the egg and says, “Well, I guess that settles that.” My apologies, but the debate in the industry over which comes first, the media plan or the creative – is an almost certain way to fall fowl (pardon the pun) of good practice. But it does seem to me that more and more people are asking this (especially with all the new shiny toys and technology)– and it’s a great way of sorting the pros from the cons (The professionals or the people trying to con their way through). Continue reading →

Posted in agency solutions, Evalu8ing - Relationship Performance Monitoring, interesting observations, marketing process optimisation, media planning & buying, strategic management | Comments Off

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

Posted on February 3, 2017 by Darren Woolley

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

How to transform your agency relationships

Posted on January 20, 2017 by Stephan Argent

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

Media transparency the biggest challenge last year and next

Posted on January 13, 2017 by Darren Woolley

2016 was, generally speaking, a difficult year for the world. Brexit, the US election, and a number of iconic world figures dying, and various natural disasters, have not made for high levels of morale or happiness. So can we at least spread a bit of cheer in our tiny little corner of the world, that of the marketing industry? Unfortunately not; the past year has given us very little to cheer about. If advertisers are looking for some relief from the challenges and issues of the past year, I suggest they make sure they are well rested going into 2017 based on the biggest issues we have noted in 2016. Continue reading →

Posted in agency remuneration / compensation, Evalu8ing - Relationship Performance Monitoring, industry news & trends, marketing procurement, media planning & buying | Comments Off

Relationships, remuneration and media transparency top trending marketing topics in 2016

Posted on December 12, 2016 by Darren Woolley

Following a series of high profile international scandals, media transparency has, for the first time, made it into the top three most popular subjects in the Marketing Management Book of the Year 2016. While social media measurement and gender equality have also received considerable attention over the past 12 months, the relationship between client and agency once again tops the list, followed by posts on agency remuneration. Continue reading →

Posted in agency remuneration / compensation, Evalu8ing - Relationship Performance Monitoring, industry news & trends, media planning & buying, strategic management | Comments Off

Don’t divorce your agency when you can simply change the place settings at the bridal table

Posted on December 2, 2016 by Darren Woolley

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 →

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5 ways to optimise transparency in your marketing department

Posted on November 2, 2016 by Zena Churchill

Transparency. Mention this word at the next industry function and most people will assume you are talking about the very hot topic of media transparency. Transparency in marketing and advertising has always been a bit of a topic and is primarily thought of as an output (an unnecessary one by some) that flows between the agency and client or brand and consumer. However, there is another movement around transparency that has been gaining momentum for the past number of years that positions it as an input, and that is transparency in the workplace. Continue reading →

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If collaboration is causing you pain, here are 5 ways you are doing it wrong

Posted on October 26, 2016 by Darren Woolley

Collaboration between partners requires mutual trust, aligned objectives and open communication. When executed well it leads to mutual benefit and rewards. So when Nick Cleaver, CEO of full service agency 303MullenLowe Australia, said he “hates” working with other agencies and argued it creates nothing but division and inefficiency, my first thought is that he is probably doing it the wrong way and doesn’t even know it. Back in 2010 we provided a Slideshare presentation on the range of various roster types from the highly diverse “Best of Breed” model to the Holding Company “full service” model. Continue reading →