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trinity p3 - industry updates on people, purpose and process


Issue 153, 31/10/13

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In this Issue

» The four C's in agency relationships
» Who does your Media Agency work for?
» A pitch in a day...
» Top TrinityP3 Posts for the Month
» Most In Demand this Month


In Other News

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Welcome to the October edition of TrinityP3's e-news for 2013.

Have a question about

  • agency search and selection,
  • agency engagement and alignment, or
  • agency benchmarking and monitoring?

  Just ask us, we're always happy to help.



The four C's in agency relationships

This post is by Darren Woolley, Founder of TrinityP3.

When considering selecting or evaluating a creative supplier, be it a media agency, digital agency, advertising agency or any one of a number of creative suppliers on your roster, I find it valuable to classify the selection or evaluation criteria by the 4Cs.

  • Capabilities
  • Chemistry
  • Creativity
  • Commercials

By starting with the 4Cs you will ensure you undertake a full and robust evaluation of an agency and their ability to fulfil your requirements.

Capabilities Assessment

Assessing capabilities comes down to ensuring an agency has the right people, with the right experience and a proven and tested methodology. While many feel it is necessary to make an agency undertake a mock or dummy run at proving their abilities, it is much more efficient and effective to assess the agency based on their recent track record with their existing client base. 

Continue reading Measuring the 4Cs in selecting agencies and managing agency relationships


Who does your Media Agency work for?

This post is by Stephen Wright, Business Director at TrinityP3

The very first advertising agencies were actually media agencies. It was only later, around the mid 1800s that they started to offer creative to run in the media space they were buying as a way to attract more clients.

But when you think of the system implemented at the time, including accreditation and media commissions, in many ways the agents were more like selling agents than buying agents. The media owners found it very convenient to set up accredited agents as a way of minimizing their risk of defaulting debtors, by setting strict financial requirements on the media agents and effectively passing this risk to the agencies.

Then they paid the agents a commission based on the volume sold to the clients. It was only later, after the introduction of providing creative services, additional fees were levied by the agents on their clients.

Continue reading Who does your Media Agency really work for?


A pitch in a day...

This post is by Darren Woolley, Founder of TrinityP3.

How long does it take to run a pitch to select a new agency? Typically the answer is about 12 – 14 weeks from beginning to end. It can take even longer as we have seen recently with some very high profile agency reviews undertaken by procurement.

Three months is a long time in many industry categories. It’s also a long time to invest a lot of time in the process, for both agencies and the marketers selecting them.

Many would argue it is required to undertake a rigorous and exhaustive review of the options for such an important decision. That may be true. But what if you only had five or six weeks to select an agency? What if you needed to have a new strategic partner and did not have three months or more to do it?

Then you need “A pitch in a day?”

Continue reading How to select your ideal agency faster with “A pitch in a day


Top TrinityP3 Posts for the Month

Top 5 TrinityP3 posts for September

  1. Why your PR agency could be inviting a Google penalty
  2. 6 things every marketer should know about great pitch consulting
  3. What are the biggest issues and challenges facing media today?
  4. A more efficient process for selecting the perfect agency
  5. Content Marketing World 2013: Insights from Lee Odden


Most In Demand this Month

Last month at TrinityP3 we helped our clients achieve their goals in the following ways:

  • Developed a pricing based rate card for a Telco client
  • Developed a rate card and remuneration model for a global Alcoholic Beverages client
  • Benchmarked a digital production campaign for a global FMCG client
  • Benchmarked a TV production campaign for a global Alcoholic Beverages client
  • Benchmarked agency remuneration & rate card for a Telco client
  • Benchmarked an agency tender campaign for a state Government client
  • Benchmarked a TV production campaign for a global Retail client
  • Managed & facilitated a stakeholder relationship performance survey for a global Telco client
  • Managed a media agency review for a global Alcoholic Beverages client
  • Managed a marketing services agency review for a global Automotive client
  • Managed agency contract negotiations for a state Government client
  • Assessed agency remuneration and modeling for a global Automotive client
  • Managed a creative agency review for a global Automotive client
  • Benchmarked agency SOW resourcing for a global Travel client

If you would like assistance or advice on any aspect of your marketing spend, contact us today for a confidential discussion.




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trinity p3 - industry updates on people, purpose and process