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Agency Roster Management

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www.trinityp3.com

As marketing strategies change and become more complex there is an increasing requirement to manage the roster of agencies and marketing suppliers to maximise their value.
It requires thinking of the roster holistically and the individual agencies and supplier at the same time.
If you are commencing a roster management process for the first time or as an on-going improvement process there are five main steps.

1. Roster Structure & Alignment

2. Remuneration Benchmarking

3. Scope of Work Definition

4. Performance Management

5. Conflict Resolution

Published in: Marketing
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Agency Roster Management

  1. 1. marketing management consultants Agency Roster Management Prepared by TrinityP3 © September 2016 Commercial In Confidence
  2. 2. marketing management consultants Background As marketing strategies change and become more complex there is an increasing requirement to manage the roster of agencies and marketing suppliers to maximise their value. It requires thinking of the roster holistically and the individual agencies and supplier at the same time. If you are commencing a roster management process for the first time or as an on-going improvement process there are five main steps.
  3. 3. marketing management consultants The 5 essential steps 1.  Roster Structure & Alignment 2.  Remuneration Benchmarking 3.  Scope of Work Definition 4.  Performance Management 5.  Conflict Resolution Each step links to a page on TrinityP3.com with further information
  4. 4. marketing management consultants Roster Structure & Alignment The first step is to answer a series of questions: •  What are the requirements of the marketing strategy? •  Are these requirements best delivered in-house or outsourced? •  Which agencies are best placed to deliver these services? •  Therefore how will the roster need to change to align to these requirements?
  5. 5. marketing management consultants Roster Structure & Alignment The TrinityP3 Strategic Supplier Alignment includes: •  One on one interviews with key internal and external stakeholders •  Financial / spend analysis by brand / product, channel and supplier •  Identifies duplications, inefficiencies, misalignments and bottlenecks •  Proposes a number of future states for discussion •  Six stage process: •  Project Scope Agreement •  Data Collection •  Analysis and Reporting •  Model Development & Agreement •  Implementation Planning •  Takes 6 to 8 weeks (depending on data availability) •  Cost quoted based on size of roster
  6. 6. marketing management consultants Remuneration Benchmarking Now you need to look at the financial efficiency of the current remuneration model by asking: •  Where is the marketing investment being spent by brand/product, channel and supplier? •  Do the current remuneration payments to key agencies represent value? •  Was the level of resource and the mix by capability and seniority correct for the outputs required?
  7. 7. marketing management consultants Remuneration Benchmarking The TrinityP3 Supplier Remuneration Benchmarking includes: •  Benchmarking agency resource levels, discipline and seniority mix against scope of work delivered •  Benchmarks agency cost against the agency quality and strategic value to advertiser •  Identifies inefficiencies in current process and relationships •  Four stage process: •  Project Scope Agreement •  Data Collection •  Analysis and Reporting •  Recommendations on changes to level and / or models •  Takes 4 to 6 weeks (depending on data availability) •  Cost quoted based on number of agencies benchmarked
  8. 8. marketing management consultants Scope of Work Definition Looking forward to the coming year, you need to answer the following: •  How is the spend level changing? Is it going up? Down or staying the same? •  How are the requirements changing by brand/product, channel and supplier? •  What impact will this have on the key agencies in the roster in regards to remuneration levels and models?
  9. 9. marketing management consultants Scope of Work Definition The TrinityP3 Scope of Work Management includes: •  Developing specific and customised definitions for advertisers scope by agency discipline •  Calculate agency resource levels, mix and cost based on agency type and strategic importance •  Aligns agency fees to strategic value to marketing and the brand •  Four stage process: •  Project Scope Agreement •  Provision of Scope of Works •  Calculations and Reporting •  Discussions and agreement with agency •  Takes 4 to 6 weeks (depending on data integrity) •  Cost quoted based on number of scope of works included
  10. 10. marketing management consultants Performance Management It is essential to measure, manage and maximise the performance of the individual agencies and the roster as a whole by asking: •  Are the key agencies performing against their core capabilities in the delivery of the requirements? •  Is the roster of agencies working and collaborating together to maximise efficiency and effectiveness of the marketing investment?
  11. 11. marketing management consultants Performance Management The TrinityP3 Evalu8ing Assessment includes: •  Relationship performance between marketing and across up to seven agencies •  Collaboration effectiveness across a roster of up to seven agencies and marketing •  Four stage process: •  Agreement on survey scope and terms •  Survey in market •  Analysis and Reporting •  Stakeholder results workshop •  Takes 3 to 4 weeks from beginning to end (depending on stakeholder availability) •  All inclusive cost £11,000 per survey (Inclusive of workshops)
  12. 12. marketing management consultants Conflict Resolution Either as part of the performance management process or on an ad-hoc basis you need to answer: •  Are there any conflicts between the marketing team and the agencies that need to be resolved? •  Is there conflict between agencies that needs to be addressed? •  Are there any agencies not required or no longer contributing to the marketing outputs effectively?
  13. 13. marketing management consultants Conflict Resolution The TrinityP3 Engagement Agreements include: •  Collaborative development of a Ways of Work agreement between marketing and agencies •  Facilitated workshops that include all of the stakeholders from marketing and agencies •  The development of a written agreement that defines roles and expectations of stakeholders •  Four stage process: •  Project Scope Agreement •  Workshops •  Collective agreement •  Implementation •  Takes 4 to 6 weeks (depending on stakeholder availability) •  Cost quoted based on number of agencies participating
  14. 14. marketing management consultants Then go back to step 1 again. This is an on-going process performed in an annual or six monthly cycle depending on the: •  Marketing planning process and cycle •  Complexity and fragmentation of the agency roster •  Volume, pace and seasonality of the requirements •  Geographic distribution and disparity of the suppliers
  15. 15. marketing management consultants TrinityP3 can assist with these 5 essential steps 1.  Roster Structure & Alignment Find out more about our Strategic Supplier Alignment 2.  Remuneration Benchmarking Find out more about our Agency Remuneration Benchmarking 3.  Scope of Work Definition Find out more about our Scope of Work Management 4.  Performance Management Find out more about our Relationship Performance Evaluation 5.  Conflict Resolution Find out more about our Engagement Agreements
  16. 16. marketing management consultants For more information contact… TrinityP3 Pty Ltd Sydney +612 9964 9900 London +44 203 790 9229 Singapore +65 6631 2861 people@trinityp3.com www.trinityp3.com TrinityP3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants

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