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

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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How many agencies is too many when it comes to roster size?

A very common complaint we hear is “How did I end up with so many agencies?” usually closely followed by the question “How many agencies should I have?” And while Nathan Hodges has answered this comprehensively here, it is interesting that marketers often find themselves with way too many agencies on their roster either because they have inherited a roster that is out of control or it has grown organically right under the nose of the marketing team. Continue reading

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Ad Agencies: Prisoners of a Creative Past

Who needed “hands-on management” when revenues were high and automatic, workloads modest, TV dominant, creativity celebrated, brands growing, agencies respected, employees well-paid, parties outrageous and clients long-lasting? Creativity was the foundation of agency success, and to nourish creativity, management got out of the way, lest its intervention destroy the magic. “A creative agency needs to operate like an ant colony,” declared Kevin Roberts, former CEO of Saatchi & Saatchi, “where every ant knows its job and has the freedom to do it. As long as we hire and inspire the right people, to do the right thing … our agency should grow and our creativity should flourish.” Continue reading

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Struggling with your strategy? Try the Costanza Maneuver

Much of the consulting work we do with marketers and their organisations involves aligning structure and process to the strategy, be it marketing structure or agency roster structure. Of course to effectively deliver this work requires a clear articulation of the business and marketing strategy, which can be a challenge to find. Not because there is not strategy. On the contrary, there are often too many strategies. But also there is often confusion over the strategy and the objective(s). Continue reading

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“Creativity” Versus “Improved Results”: The Paradigm Needs to Change

Ad agencies and advertisers are victims of the belief that “creativity” is the basis of their current relationships, and that “more creativity” will give them more of what they need. Ad agencies have promoted “creativity” since the days of Bill Bernbach, more than 50 years ago, when agencies were at the top of their game. Advertisers, as their clients, continue to hire agencies for their perceived creativity, provided costs are rock bottom. However, “creativity” is no longer delivering improved brand performance or increasing shareholder value. The search for more creativity is making victims of agencies and CMOs alike — neither lasts very long in a relationship. It’s time for a new paradigm. The “Creative Paradigm” is out of date. It’s not working. Continue reading

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How much time do you waste in meetings per week?

It’s strange how the universe works. Or maybe it was an amazing algorithm predicting my behaviour. Having just completed a marketing team assessment project for a client where one of the findings was meeting overload, up popped this Infographic by Oisín Grogan, The $200 Million Business Coach: Continue reading

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What are the biggest challenges facing marketing today?

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

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The Terrible Outcomes of Lower Growth in Advertising

Growth is the engine of wealth and success. Stock prices soar. Companies expand, hire and promote, and salaries rise. Optimism abounds. Everyone has a place in a growing future. The party does not go on forever, as we know. Growth rates slow, and sometimes they halt — the reasons vary, but it’s inevitable. Still, the end of growth is shocking, and the advertising industry is now facing the shock. Continue reading

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Managing Marketing: The importance of measuring performance in digital marketing

Luke Brown is CEO and co-founder of Affinity and here he discusses with Darren their approach to digital advertising and the importance in clearly defining business and marketing success upfront and developing a strategy and optimising the execution against that objective. Continue reading

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10 ways to save money with your agencies (without shooting yourself in the foot)

Share115 Tweet75 +111 Share11Shares 212This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 If you’re reading this thinking it may be an easy fix guide to squeezing the living daylights … Continue reading

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The latest ANA Programmatic Transparency Report – laudable intent, but what does it actually tell us?

I’ve just read the latest ANA report, ‘Programmatic: Seeing through the Financial Fog’. Published last week and completed in conjunction with the ANA, the ACA, Ebiquity and AD/FIN, the stated goal of the report was to ‘investigate the costs and economics of the programmatic advertising system.’ Continue reading

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Managing Marketing: The increasing role of science in marketing and advertising

Adam Ferrier is a Consumer Psychologist and the co-founder of MSIX the Marketing Science Ideas Exchange and best selling co-author of The Advertising Effect. Here he talks with Darren about the role of science in marketing and the importance of the symbiotic relationship between the Mad Men and the Math Men in driving innovation, creativity and most importantly performance. Continue reading

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Marketing independence is under attack but does anyone care?

Surprise, surprise. When you meet with a technology vendor, the conversation invariably leads to “needing” their solution. Even though you discuss alternative business opportunities that require solving prior to any technology implementation. Surprise, surprise. You appoint one of the big consultancy firms, such as Deloitte or PWC, and you start down a pipeline of creative and digital discussions that can all be magically solved now under their banner. Continue reading

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Heaven and Hell in Advertising

Share183 Tweet85 +18 Share10Shares 286This post is by Michael Farmer, Chairman of TrinityP3 USA and author of Madison Avenue Manslaughter: an inside view of fee-cutting clients, profit-hungry owners and declining ad agencies, which won the Axiom Gold Business Book Award for … Continue reading

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How many brief types does an advertiser need to brief their agency?

I have noticed recently there have been a number of consultants and industry commentators again talking about the perennial problem of briefing. Quite rightly too, because in the endless search for advertising effectiveness, the process starts with the brief. Joe Talcott, ex-McDonald’s Marketing Chief and Creative Evangelist highlights nine big mistakes he notices marketers make when briefing. Meanwhile Casey Jones, CEO at BriefLogic shared advice on why marketing briefs should not be brief and the important difference between the marketing brief and the agency brief. Continue reading

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