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Global Marketing Management Update

9 October 2019

Welcome to the October edition of TrinityP3’s e-news

We have all read the report from the ANA where they state that almost 80% of their membership has in-house agencies. In-house agencies are not new, but they have made a comeback in recent years with lower costs of entry, especially for media and production. But there are some major questions around in-housing including why and when you should do it? (It is not lower costs), how to manage the in-house agency performance? (Because the consequences of getting it wrong are high) and ensuring it is delivering the same or better value than outsourcing? (Where many advertisers get it wrong).

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 in-house. It only became fashionable in the second half of the 20th Century to outsource this function to external agencies. But it is clear we are witnessing a trend back to in-house services, especially for many of the larger advertisers. But to do this successfully requires careful strategic management. Find out why here.

Will more advertisers bring agency services in-house?

Will the in-house trend continue or has it already peaked. Find out the results from our industry poll on in-house agencies

here.

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 having in-house agency services. But in our experience, one of the major flaws is these in-house operations are often not performance managed effectively to ensure that the investment is justified. But how should you measure the performance of your in-house agency? Find out more here.

What do you need to consider before taking media in-house

Considering taking some or all of your media in-house? Find out what you need to consider

here.

Solving complex in-house agency issues – Three case studies

It is interesting for us that when a client/agency relationship goes wrong the marketers can call a pitch and put the agency to a market review. But when the agency relationship in question is an in-house agency it is not as simple an option. In the past few years, we have been asked to assess and optimise these in-house relationships. Here are three case studies on addressing these performance issues.

Most in Demand for this Month

The TrinityP3 team helped our clients on the following projects last month:

  • Aligning structure and process to strategy for a national retailer
  • Benchmarking agency remuneration for an FMCG marketer
  • Managing a tender process for a financial advertiser
  • Assessing the performance of a production partner for a large utility
  • Surveying agency relationships and performance for a major government department