Issue 131, 30/06/11

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Welcome to the June 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 search and selection,
• agency engagement and alignment, or
• agency benchmarking and monitoring?

Just ask us, we'd be happy to help.

Aligning agencies to business strategy

It is interesting to see how marketers structure their agency arrangements. We would have to say the vast majority will certainly have defined roles for their media and creative agencies but then have a more adhoc approach to their other suppliers such as digital, social media, sale promotion, retail, pr, direct markets, behaviour marketing, events and the like.

It is often the case that the marketer's agency roster will be a fairly traditional structure which has developed organically in response to an immediate need rather than built to specific strategic requirements.

And this is where problems arise.

Continue reading "Why it is essential for agencies to be part of your business strategy alignment"
Or for a confidential discussion on your agency alignment, contact us.

5 reasons not to base it on relationship

Or 5 reasons why agency compensation should not be relationship based.

Don't get us wrong, measuring and managing a high quality relationship is important between agencies and marketers. But at the ANA Marketing Financial Management Conference last week in Phoenix, Arizona, there was a presentation by Sarah Armstrong from Coca Cola on Value Based Agency Compensation.

In this Sarah presented that one of the four measures used for determining the agency incentive is a relationship / performance score card. This is the same approach we have been promoting with our clients with a system that uses Soft, Medium and Hard criteria.

And this system works for very important reasons.

Continue reading "Five reasons agency compensation should not be relationship based"
Or for a confidential discussion on your current agency compensation agreement, contact us. 

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Most In Demand this Month

In the past month at TrinityP3 we have:
• Reviewed the agency rate rard for a global Homewares client
• Benchmarked agency remuneration for a Media client
• Reviewed the agency contract for a Publishing client
• Reviewed agency rate cards for a global FMCG client
• Reviewed the agency rate card for a Financial Services client
• Benchmarked tv production costs for a global FMCG client
• Developed an agency rate card for a Retail client
• Managed a media agency review for a Govt client
• Negotiated agency remuneration for a Govt client
• Benchmarked tv production costs for a Healthcare client
• Benchmarked media remuneration for a global Entertainment client

If you would like assistance or advice on any aspect of your marketing spend, contact us today for a confidential discussion.

Stephen Wright moving on

Stephen Wright has headed up our media consulting in Australia for the past 5 years and now is moving on to his next challenge.
We wish Stephen all the best for the future. He has made a significant contribution to TrinityP3 and our clients over that time. In the meantime Pam O'Connor will continue to provide media expertise and Russell Easther, Digital / SEO consulting for our clients.