The number, type and mix of agencies required to deliver a marketing communication can vary from one to many. Consequently, it is easy for agency rosters to become inefficient, opaque and unwieldy (in some cases, we have identified thousands of agencies on a single roster). But a well-structured and managed roster or portfolio of agencies will reduce waste, improve performance and productivity.
To optimize agency roster design and management, we customize to the specific needs of our clients based on proven industry practice across four key considerations, you can explore here:
You can find more information on agency roster alignment practice here or explore more details and insights below.
Anti-competitive, corporate bully or smart competitive business
There are plenty of advertising agencies. Some may say too many. But in any market, there are always a handful ...
What does it mean, to really look at your marketing supplier roster?
It sometimes amazes me how a client looks - or rather doesn't look - at this critical area. and before ...
The Eternal Behaviours of the Average Work
In-Housing, as a concept, is back. OK, it’s never really been away. But in 2021 it seems to be regaining ...
What tier is your advertising agency? What tier advertising agency do you need?
Marketers will often talk about agency tiers when discussing a roster or portfolio of agencies. The issue is that many ...
The hidden cost of marketers’ lack of commitment
Faced with so much uncertainty, due to the Covid-19 pandemic, marketers with more flexible agency relationships may be feeling fortunate ...
Taking your marketing in-house? It is time to improve productivity
Bringing agency services in-house is all the rage according to the ANA, reporting more than three quarters of their members ...
How to ensure your in-house agency is performing better than market
According to the ANA, the trend of establishing an in-house agency is well established, with almost 80% of their members ...
Why in-house agencies are not really advertising agencies
The ANA recently reported that 80% of their membership had in-house agencies. That is a staggering statistic at face value ...
Faster, Better, Cheaper – the Manufactured Marketing curse
This is the next in a series of one-minute videos that address one of the many complex challenges facing marketing, media ...
How to fix agency or agency roster problems
This is the next in a series of one-minute videos that address one of the many complex challenges facing marketing, media ...
The biggest challenges you will face when rationalising your agency roster
At some point most marketers managing a significant sized budget will question if they really do need all of the ...
How many agencies is too many when it comes to roster size?
This is the fourth in a series of one minute videos that address one of the many complex challenges facing marketing, media ...
Top 10 ways to manage your PR consultancy more effectively – Infographic
With the increasing infiltration of social media into all aspects of our personal and business lives, Public Relations (PR) and ...
How to optimise your agency roster and increase your budget value
The industry is talking about agency rosters, with companies like McDonald's, consolidating their roster with one agency or holding company ...
Sorry, but there is no best practice agency roster structure anymore
There is an on-going industry discussion about agency rosters. What is the best size? Is it better to consolidate and ...
Too many agencies on the roster? Or marketers doing too much with too little?
The conversations from marketers over having too many agencies to manage, as reported from the “All That Matters” conference is ...
Is your team managing your agency roster? (Probably not)
As marketers, you are most likely managing a roster of agencies: brand, direct, digital, social, PR, media, technology and more ...
The problem of the digital silo, and why we all need to escape it
Thank goodness for Madhav Nayak. For those of you who don’t know him, Madhav Nayak is the APAC marketing director ...
Why I’m already sick of the ‘full service agency’ debate
One of my schoolteachers used to tell us ‘never try to go back’. He was quite good at life advice, ...
Is there any difference between an Agency and a Marketing Supplier?
A common question we are asked is “How many agencies is ideal for a roster?” And while Nathan Hodges provided ...
Why every agency village usually has an idiot
For many marketing organisations, a diversified roster of specialist agencies can be an extremely effective and appropriate model. Particularly at ...
How many agencies do you need on your roster and how do you get there?
This is the second post in the series of TrinityP3 Webinars. I'm here today to answer perhaps one of the ...
Bringing outsourced services in-house requires strategic management
The concept of in-house agency services is not new. More than a century ago many advertisers had their advertising services ...
What is the role of today’s advertising agency?
Every so often, an attention-grabbing headline pops up in social media proclaiming the death of advertising and ipso facto – ...
7 steps to improving your multi-agency output
The ever-evolving ‘Agency Model’ If there’s one debate that seems never-ending, at least as long as I can remember, it’s ...
Practical advice for multiple agency roster management
Marketers will often initiate a pitch or review because one of their agencies is under-performing. It appears all they can ...
The City Model for structuring and managing your agency roster
Recently there were two stories in the local trade press in Australia that caught my attention. Not because the issues ...
Why in-house advertising services work… and why they don’t
Advertisers, especially retail advertisers, have had in-house advertising before John Wannamaker was a boy. Usually these in-house facilities are company ...
Do you want a digital agency or a technology partner?
On November 23 last year I spoke at the AIMIA V21 Digital Summit in Melbourne. The topic I was invited ...
Why creating a single client advertising agency does not work
My colleague and friend Avi Dan wrote a post for Forbes in September this year titled "Dedicated, Single-Client Agencies Are ...
