Global Marketing Management Update

3 March 2021

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

Independent or network agency? Which is the right one for you? There is certainly a lot of buzz about the rise of the independents. In fact, Jeremy Taylor from our UK office wrote about the rise of the new generation of Punk Independents who are taking on the legacy networks and winning.

But how do the indie agencies get into consideration in the first place? And how can they overcome some of the hurdles that are often put in their place ? We believe the rise of the independents is great for the advertising industry and provides a broader palette of options for the marketers looking for the right agency for their business.

READ – Independent or network – choosing an agency relationship

We’ve noticed a distinct recent trend in global markets for advertisers to request, consider and appoint local independent agencies, rather than going for the big networks. Good news for the local agencies, but we wondered what is behind the shift.

Every advertising agency usually claims that it would prefer to be judged by the standards of its work, either through its creative impact or by its effectiveness. However, quite clearly there are other selection criteria for clients. Here is a quick look at the headline benefits of working with the two types of agency, to help you along the decision process.

Find yourself a Marketing Mentor

Want to start the year with a marketing mentor? Or to be a marketing mentor? Then find out more

right here

WATCH – How an independent agency can get a head start on landing major clients

Can independent agencies complete with the major agencies to land those major corporate clients? Hear from those agencies who are ahead of the pack and the new business program getting them there.

Last year, this webinar was hosted by Darren Woolley, Global CEO, TrinityP3 with Peter Applebaum & Susan Werkner, Co-Founders, The Agency Accelerators, Jacques & Nicola Erasmus, Idea Foundry, Carolyn Stebbing, Little Village Creative and John Chan, Berge Farrell. Watch it here .

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LISTEN – How independent agencies win corporate clients

Susan Werkner is the co-founder of The Agency Accelerators. She shares her experience working as a marketer in large corporations and large network agencies in the USA. How her experience reinforced her belief that smaller, independent suppliers could compete very successfully against their larger competitors. It was a strategy she proved worked when she started her own business. Today, Susan and her partner, Peter Applebaum are using this knowledge to help independent agencies grow.


Most in Demand for this Month

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

  • Assessing, benchmarking and redesigning marketing team structure for a insurance brand
  • Aligning marketing structure to strategy for a large financial services marketer
  • Re-designing marketing process and optimising structure for a government organisation
  • Providing an independent commercial assessment of an agency for a telecommunications marketer
  • Leading a global agency search for a sporting goods brand
  • Designing an agency briefing process for a global leisure brand
  • Managing an agency tender process for an automotive retailer