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Issue 128, 25/02/11
In this Issue
In Other News Click here to view TrinityP3 testimonials Click here to download the TrinityP3 Brochure. Click here to download the new Introducing TrinityP3 Presentation. Pass it on Know anyone who might be interested in our newsletter? Click here to forward this newsletter. |
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Welcome to the February edition of TrinityP3's e-newsletter. Here we bring you updates on the people, purpose and processes that are important to the marketing industry. Have a question about agency selection, engagement or monitoring? Strategically align your agencies 
How many agencies do you need and what type? With increased market diversity, sophistication and fragmentation, brand marketers are finding themselves engaging an ever increasing number and variety of specialist agencies. It was not long ago that many marketers, when asked how many agencies they engage, would only think about their creative and media agency as this would constitute the vast majority of their spend. But more concerning is that even today many marketers give the same answer when spend data analysis shows that they often engage 5, 10 or more agencies. Read "Strategically aligning your agencies to your marketing requirements" Getting around global alignments 
There are quite a few marketers that feel like they are "stuck" with their advertising and media agencies. This is because the agency was appointed at the global "AOR" Agency of Record, often in the US or Europe and by the time the deal translates into APAC the numbers do not add up and the agency is either under-servicing or over-charging, depending on whichever they can get away with under the global contract. Time and again these marketers feel like they are powerless as the agency relationship is forced upon them and they cannot see how to make the agency more responsive to their needs or more accountable for their performance. Perhaps it's the mentallity - "the US is the world's largest economy and so the deal that works there should work anywhere". But translating that into markets like India, Singapore, Phillipines, New Zealand and China isn't as straightforward as it may appear from the Ivory Tower in New York, London or Brussels. But here is an interesting solution one client recently shared with us... Continue reading "An interesting way to get around global alignments" Strategic ways to use added value 
One of our more "in demand" services is our Media Buying Benchmarking service. Obviously one of the largest spend areas for many advertisers is the media budget and so knowing if your agency is negotiating the best possible rate for your media spend is high on the agenda. When we benchmark media buying, we avoid the pitfalls of short term metrics like CPM and instead review the overall buy for a six or 12 month period - what effective discount was delivered by media channel and how this compares to the level of discount for similar sized and structured advertisers in your market. But in assessing media value, it is not just discounts. Added Value is an important component in the media value equation. And it is often media Added Value that is overlooked as the potentially important strategic metric in media buying. Here are two examples where we have assisted advertisers structure added value as a strategic tool in their media planning and buying. Continue reading "Strategic ways to use media added value' CIPSA Category Management Forum 
4th CIPSA Category Management Forum Darren Woolley, Marketing Services Seminar: Discovering the real value in marketing (and how procurement can help maximise this). The Seminar will: For more information or to book, contact CIPSA Conferences 
In the past month at TrinityP3 we have: 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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