Over the course of the last five years, as part of our role as an independent adviser on marketing management, TrinityP3 has contributed to the cause with numerous articles, podcasts, webinars, newsletters and blog posts.
But the purpose of our TrinityP3 White Paper is to bring together, under one ‘roof’, a selection of work dealing with specific topical issues facing marketing, media, advertising and marketing procurement.
We hope you find these White Papers useful, and we welcome any feedback.
Our Approach to Media Value and Performance.
The subject of ‘Media’ is multi-faceted, complex and much debated. So much commentary often clouds the reality of the issues at hand, and can be very hard for marketers and advertisers to decode.
David Angell, Head of Media at TrinityP3, has contributed to numerous articles, interviews, blog posts and podcasts, each focussed on different parts of the media world.
Here, David attempts to weave the threads together into a single pattern to demonstrate, in a single source, TrinityP3’s ‘approach to media’ across several important issues facing the industry today.
Some issues crop up more than once in what follows, and we make no apology for that: it’s all part of the complexity of debate and challenge facing the media industry today.
It’s certainly a fascinating time to be around the media industry. Let’s dive in.
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Identifying creative value for global advertisers
The global marketplace is increasingly becoming a global village thanks to the pervasiveness of the internet and growing mobility. The days of ‘centres of excellence’ are passing, as talent now has the ability to collect into cohorts anywhere in the world. For a global marketer looking to tap into the sources of world-class creativity, the issue is one of not only identifying the location of this creative talent but also the relative cost of assessing their value.
To provide a measure of creative value requires a consistent and recognised measure of creativity and a measure of cost, together producing a Creative Value Index (CVI). By sourcing existing creative and cost metrics, we have been able to apply the methodology to calculate a CVI that allows global and regional advertisers to identify markets offering exceptional value for creativity based on performance and cost.
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Managing agency scope of work to improve efficiencies and performance
The easiest and fastest way to increase the buying power of your marketing budget is through managing the scope of work for your agencies. It allows you to remove duplication and uncertainty, take advantage of economies of scale and therefore get more value for your agency budget without simply driving down the rates and prices.
Building a scope of work is essentially important today as there has not only been an incredible fragmentation of outputs, but also a dramatic increase in the deliverables agencies are producing for their clients these days, especially due to content marketing, social media and digital advertising.
While many marketers may avoid committing to a scope of work due to a concern over flexibility and lack of certainty, it is possible to manage the agency scope of work to allow for unforeseen market driven changes and deliver significant performance improvements and increased value from your agencies.
How will marketing evolve in a carbon-constrained future?
While TrinityP3 have been promoting the idea of being environmentally aware in the way we advertise, lots of ‘green’ products have appeared, along with lots of green advertising explaining the virtues of corporate sustainability policies. But the advertising of environmental products is still often done in a manner that is not environmentally friendly.
This White Paper covers a range of views on the impacts of advertising and marketing on the environment which, when pulled together, provides a comprehensive review of the challenges and opportunities faced by advertisers and their media agencies. It brings together, under one ‘roof’, a selection of work dealing with the issues associated with marketing in a carbon- constrained future, when carbon not only has a moral risk but also a business risk, impacting the bottom line.
Media Agency Relationship Management
We’re all in the communications industry, right? Communication of some form, at least – creating it, planning it, buying it, commenting on it or monitoring it. So how come we’re often so bad at communicating with each other, across the agency–client garden fence?
Too often, agency staffers do not pay enough respect to the intuition of the client, or, even worse, they phrase an innocent comment in a way that is highly likely to be misinterpreted.
Bridging the Great Divides that Limit Marketing Performance
You’ve no doubt heard marketers say, ‘It’s time to break down silos. It’s time to collaborate. It’s time to be consumer-centric’. Progressive leaders have not only identified this, they have taken action and are starting to transform their businesses.
As a business and marketing leader, we understand some of the challenges and opportunities in uniting teams. Here, we look at how the ‘great divides’ are being broken down within leading organisations to overcome duplication of time and effort, speed up go-to-market activity, and ultimately help improve marketing performance.
The Media Rebate and Transparency Crisis
The recent K2 report on media transparency and rebates commissioned by the US-based ANA (Association of National Advertisers) has articulated what we have observed in APAC and especially Australia for the past four years or more.
It has literally been like watching a train wreck in slow-motion. My recent claims of conflict within the AANA (Australian Association of National Advertisers) are driven by frustration over the continued lack of action on this matter, considering we have seen it coming since 2012. But in fact, it all started before then with the GFC.
Improving the Search and Selection Process
Improving the search and selection process to get the right agency. Studies in recent years have discussed the factors that drive clients to terminate their relationship with their advertising or communications agency.
These factors often form the determinants when clients are searching for and selecting a new agency.
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