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Issue 129, 31/03/11
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 March 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? Oh Pooh, try something different... 
At the AANA Congress in early February this year Darren Woolley spoke about the growing complexity in the market place and the need for adopting a different approach to this complexity. Since then we have had a number of conversations with marketers who have described their frustration with their current agencies. The interesting thing is that when you start to probe, the problems are that often the agency / supplier arrangements they have in place have not substantially changed in years. At the Communications Council Circus I saw Jess Greenwood from Contagious present and one of the things that resonated was this image from "The House at Pooh Corner". Read "If your current agency arrangements are not working, try something different" Open tenders not the best process We were discussing a forthcoming agency review with a marketer and their procurement team. We were asked by the Head of Marketing what process would be best. Before we could answer the Procurement team said they would have to go to market with an open tender as that was company policy.
The problem is that while the Open Tender is a legitimate selection process, in the marketing and advertising category, like most professional services categories, it is often flawed, delivering less than optimal results. The 5 key issues are: 1. Attracting less than qualified suppliers Continue reading "Open tenders are not the best way to select agencies" Why global media pitches happen MediaSense in the UK recently ran a survey in global media pitches, which we participated in and have now published the results in this SlideShare presentation. Some of the main finding were: • Relationship issues are the main drivers for account reviews, even ahead of savings • The focus is on chemistry, consistency and credibility • There is more emphasis on realistic and scalable innovations; engagement over process; and a requirement for a more flexible commercial approach • Savings are a given; rate comparisons/grids are a leveller not a differentiator; and trading innovation is a challenge Continue reading "Why global media pitches happen, and how to win them" 
Account Planning Group's Ideas Exchange What’s that? Business and marketing are experiencing a time of increasing entropy. Greater fragmentation. Greater specialisation. More complex problems. It is a time when truly innovative and creative problem solving is needed to address these problems. Yet creative organisations are becoming more structured, rigid and fragmented in the face of this complexity. Is it any wonder creative and innovative thinking is so hard?
Darren Woolley, Marketing Services Seminar: Discovering the real value in marketing (and how procurement can help maximise this) 
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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