A collaborative approach to decoupling television advertising production

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A collaborative approach to decoupling television advertising production

PRODUCTION AUDIT Undertake an audit of production requirements and costs to determine the areas and size of potential benefits.
RFI In consultation with the agency, prepare and review a list of potential productionpartners. Prepare the RFI based on the requirements identified in the audit.
IMPLEMENTATION & MANAGEMENT On appointment, manage implementation meetings with all stakeholders and agree roles, responsibilities and process management.
EVALUATION & ASSESSMENT Evaluate the RFI responses and meet with the shortlisted suppliers. Commence negotiations with the preferred suppliers.

Production Audit
Inputs - Production details from the previous year including: Agency estimates, Production Co. Estimates, Creative outputs – Masters, Spend details & Budgets, Marketing Plan / strategy for the next 12 months to 3 years, List of preferred agency suppliers: Directors / Prod Co., Post Companies, CGI, Animators, VFX, Casting, Audio & Music,
Outputs - Assessment of requirements – past and future, Identify the areas of opportunity, Develop a financial model to demonstrate the efficiencies, Propose decoupling models based on: Production Requirements, Marketing Strategy, Agency Roster Structure, Spend profile

Request For Information - RFI
Based on the decoupling model, an RFI is prepared for each area identified for review. This can include: Film directors / Production companies / Casting / post production CGI / Visual Effects / Animation / Editing / Audio / Music Composition / Dubs &Distribution The companies invited in each category is decided in consultation with the agencies. The number of suppliers required in each category is determined in order of importance by: the creative and production requirements, a sustainable financial model, to deliver the maximum identified benefit.
Beyond legal and financial requirements, the core of the RFI is developed and customised to assess the: depth of capabilities, scope of services, key personnel and current and preferred pricing.

Evaluation & Assessment
Capabilities - Each supplier must first and foremost meet the minimum compliance expectation of the RFI. Then you need to evaluate the breadth and depth of the services provided, particularly the volume of work proposed.
Chemistry - Chemistry is often overlooked in the process and yet it is essential as the production process is a continuation of the creative process. Face to face meetings are organised with shortlisted suppliers. These can include the agency creative and production leads.
Financials - It is important for suppliers to provide their usual rate card fees and then make an initial ‘preferred supplier’ offer. These become the base point for entering the negotiation process where specific volumes and pricings can be discussed and finalised.

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A collaborative approach to decoupling television advertising production

  1. 1. marketing management consultantsA collaborative approach todecoupling television production TrinityP3© Copyright 2013
  2. 2. marketing management consultantsProcess PRODUCTION AUDITUndertake an audit of production requirements and costs to determine the areas andsize of potential benefits.RFIIn consultation with the agency, prepare and review a list of potential productionpartners. Prepare the RFI based on the requirements identified in the audit.IMPLEMENTATION MANAGEMENTOn appointment, manage implementation meetings with all stakeholders and agreeroles, responsibilities and process management.EVALUATION ASSESSMENTEvaluate the RFI responses and meet with the shortlisted suppliers.Commence negotiations with the preferred suppliers.
  3. 3. marketing management consultantsProduction Audit Inputs•  Production details from theprevious year including:•  Agency estimates•  Production Co. Estimates•  Creative outputs – Masters•  Spend details Budgets•  Marketing Plan / strategy for thenext 12 months to 3 years•  List of preferred agency suppliers:•  Directors / Prod Co.•  Post Companies•  CGI, Animators, VFX•  Casting•  Audio MusicOutputs•  Assessment of requirements –past and future•  Identify the areas of opportunity•  Develop a financial model todemonstrate the efficiencies•  Propose decoupling modelsbased on:•  Production Requirements•  Marketing Strategy•  Agency Roster Structure•  Spend profile
  4. 4. marketing management consultantsRequest For Information - RFI •  Based on the decoupling model, an RFI is prepared for each area identified forreview.•  This can include: Film directors / Production companies / Casting / post productionCGI / Visual Effects / Animation / Editing / Audio / Music Composition / Dubs Distribution•  The companies invited in each category is decided in consultation with the agencies.•  The number of suppliers required in each category is determined in order ofimportance by:•  the creative and production requirements•  a sustainable financial model•  to deliver the maximum identified benefit•  Beyond legal and financial requirements, the core of the RFI is developed andcustomised to assess the:•  depth of capabilities,•  scope of services,•  key personnel and•  current and preferred pricing.
  5. 5. marketing management consultantsEvaluation Assessment Capabilities•  Each supplier must first and foremost meet the minimum complianceexpectation of the RFI.•  Then you need to evaluate the breadth and depth of the services provided,particularly the volume of work proposed.Chemistry•  Chemistry is often overlooked in the process and yet it is essential as theproduction process is a continuation of the creative process.•  Face to face meetings are organised with shortlisted suppliers. These caninclude the agency creative and production leads.Financials•  It is important for suppliers to provide their usual rate card fees and thenmake an initial ‘preferred supplier’ offer.•  These become the base point for entering the negotiation process wherespecific volumes and pricings can be discussed and finalised.
  6. 6. marketing management consultantsImplementation Management MARKETING AGENCY TEAMSOn appointment of the preferred productionpartners, the first task is for marketing and agencyaccount and production teams to meet and agreeprocess, roles and responsibilities.AGENCY AND PRODUCTION TEAMSThe next meetings are with the agencies and thepreferred production partners to also agree andunderstand the process, roles andresponsibilities.REGULAR PRODUCTION REVIEWSIt is good practice initially to have formal reviewsfollowing each production with the stakeholdersinvolved in that production. It is also important tohave annual reviews.
  7. 7. marketing management consultantsPossible Decoupling Models This effectively takes the agency out ofthe production process as thecontracted relationship and themanagement of the process resideswith the advertiser.Client Owned Client ManagedUsed when there are multipleagencies, the contract is with theadvertiser, but the relationship ismanaged by the agencies under thisagreement.Client Owned Agency ManagedAgency Owned Agency ManagedFor those advertisers with a resourcesshortage or who prefer the agency tocontinue to own and manage theproduction relationship.Client Owned 3rd Party ManagedThis is where the advertisers is using aproduction management company ortrans-creation company to managetheir production process.The final modelcan be any oneof these or acomposite / variationof a base model
  8. 8. marketing management consultantsTop 10 Critical Success Factors 1.  Requires senior marketing stakeholder support throughout.2.  Is based on a defined and sustainable financial model.3.  Has a clearly defined objectives, strategy and metrics.4.  Includes input from the agencies on supplier selection.5.  Marketing strategy requirements are clearly understood and accommodated.6.  Evaluation criteria is clearly weighted to suit marketing requirements.7.  Is communicated with all stakeholders at each step of the process.8.  Final supplier selection is based on the delivering all of the objectives.9.  On appointment, all stakeholders understand their roles and responsibilities.10.  Regular reviews are undertaken, be this on each production and annually.
  9. 9. marketing management consultantsFor more information please contact… TrinityP3 Pty LtdSydney+612 8399 0922Melbourne+613 9682 6800Hong Kong+852 3589 3095Singapore+65 6884 9149people@trinityp3.comwww.trinityp3.comTrinityP3’s liability is limited as per our standard terms and condition as approved by the client prior to the project commencing@trinityp3www.trinityp3.com/blog/TrinityP3Darren Woolley

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