|
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
|
|
|
|
|
|
|
|
|
|
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 |
|
|
|
|
|
|
|
|
|
|
|
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
|
|
|
|
|
|
|
