Global Marketing Management Update

24 June 2020

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

To quote the Tale of Two Cities, “It was the best of times, it was the worst of times” – and this could be the opening line of any report on the COVID-19 impact on the advertising industry globally. But the fact is that while the major advertising holding companies are struggling in the stock market storm, with many shedding significant numbers of staff, those independents that have the resources to survive also have an opportunity to thrive.

It appears that many marketers and advertisers are rethinking their requirements and are increasingly considering independent agencies for their agility, efficiency and effectiveness. But often we find that the barrier to independent agencies winning more big corporate clients is their own perception and their approach to these opportunities.

Five Ways Independent Agencies are Winning Corporate Clients

While it seems that every Agency and Consultant says they are always doing business development, research shows that the vast majority only do so sporadically. According to a recent study by Moz.com, less than 10% of Agency owners actively prospect for new business. Most Agency owners do not start a business in order to be business development experts – they want to work with clients and maximise their marketing efforts. So often it is not a priority for the Agency until the client work dries up. So, how can you attract corporate clients? Find out here .

Register your agency for new business – Free

The TrinityP3 Agency Register is free, confidential and places your agency in consideration for a chance to win new business. Register your agency here .

Why Smaller Agencies are a Safer Bet for Larger Clients

You don’t have to read Psychology Today to recognise the unfortunately ubiquitous human tendency of self-sabotage. We dream dreams and then tear them down. Sound familiar on a personal level, perhaps?

Well, have you ever told yourself “massive companies only work with massive marketing agencies”? This is a professional self-sabotage red alert. Big companies are working with smaller marketing agencies. Right now. On an increasing basis. In fact, in a lot of cases, they’re seeking them out. Find out why here .

Take the next steps to winning big clients

Independent agencies can win big corporate clients.

Take the first step and sign up with The Agency Accelerators here .

Case Studies on How Independent Agencies Landed Corporate Clients

This is not just a sign of the uncertain times. The fact is that smaller, independent agencies in all disciplines have been winning and keeping major corporate accounts for years. While the issues putting the holding companies and their agencies in the trade media headlines are a bonus for independent agencies, advertisers have always been open to better options.

Don’t take our word for it, feast on these three case studies that show you how they did it. Read all the details here .

Most in Demand for this Month

What have TrinityP3’s consultants been doing this month?

  • Continuing to work from home whenever possible and maintain social distance

  • Delivering a roster alignment and modelling project for an insurance marketer
  • Benchmarking global roster remuneration for a tourism organisation

  • Managing multiple agency tender processes for marketers in the retail, education, financial and travel sectors

  • Advising on a regional retail media tender process