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TrinityP3 Webinar Series: How many agencies do you need and how to get there

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http://www.trinityp3.com/product-category/webinars/

Managing marketing and your agency suppliers continues to become increasingly complex and time consuming. TrinityP3 Marketing Management Consultants are thought-leaders in all aspects of marketing management to improve marketing and agency performance and increase implementation efficiency. This series of webinars are your opportunity to hear the latest industry best trends and practices from the consultants working in this category on a daily basis regionally and globally. An interactive approach means you will be able to have your specific questions answered by industry leading practitioners.

Topic: How many agencies do you need and how to get there
Date: Wednesday October 7

Time: 13:00 – 14:00 AEST

Presenter: Nathan Hodges

As media channels become more fragmented and more specialised, so do agency rosters and skill sets. For several years now, marketers have been seeking and finding expert help beyond their traditional agency partners. But as a result, a roster of 20, 50 or even 70-plus agencies is not that uncommon these days even on a moderate spend, and managing such a roster presents enormous challenges for any marketing organisation. How do you find out if you have the right number of agencies, and how do you manage them effectively? And if you are a specialist agency on a large roster, or a large agency having to collaborate with a host of new partners, how can you ensure that you’re adding value?

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TrinityP3 Webinar Series: How many agencies do you need and how to get there

  1. 1. marketing management consultants 1 How Many Agencies Do You Need? How Do You Get There? TrinityP3 Webinar Series Presented by Nathan Hodges 7th October 2015
  2. 2. marketing management consultants 2 Outline • The ever-expanding roster • What this expansion means for marketers and agencies • What to do about it – for marketers and for agencies
  3. 3. marketing management consultants 3 Driving the ever-expanding roster
  4. 4. marketing management consultants 4 Driving the ever-expanding roster Fragmentation of channels Broader role of technology Increase in data Changed consumer expectations
  5. 5. marketing management consultants 5 Driving the ever-expanding roster Fragmentation of channels Broader role of technology Increase in data Changed consumer expectations Greater marketing complexity… …requiring more specialism …demanding more of the marketing generalist
  6. 6. marketing management consultants 6 Driving the ever-expanding roster Fragmentation of channels Broader role of technology Increase in data Changed consumer expectations Greater marketing complexity… …requiring more specialism …demanding more of the marketing generalist Marketer Responses Fix it fast Do it cheaper Centralised vs decentralised
  7. 7. marketing management consultants 7 Driving the ever-expanding roster Fragmentation of channels Broader role of technology Increase in data Changed consumer expectations Greater marketing complexity… …requiring more specialism …demanding more of the marketing generalist Agency Responses Revenue protection (‘we can do that for you’) Revenue expansion (‘let us show you what we can do’) Marketer Responses Fix it fast Do it cheaper Centralised vs decentralised
  8. 8. marketing management consultants 8 Why the expanding roster is a problem The Spiral of Roster Destruction
  9. 9. marketing management consultants 9 Why the expanding roster is a problem Expansion, but with… …no roster model …no strategy …no financial model The Spiral of Roster Destruction
  10. 10. marketing management consultants 10 Why the expanding roster is a problem Expansion, but with… …no roster model …no strategy …no financial model No one agency has a significant share of activity, budget, knowledge or data The Spiral of Roster Destruction
  11. 11. marketing management consultants 11 Why the expanding roster is a problem Expansion, but with… …no roster model …no strategy …no financial model Agency turf wars Insecurity Recommendations linked to discipline No one agency has a significant share of activity, budget, knowledge or data The Spiral of Roster Destruction
  12. 12. marketing management consultants 12 Why the expanding roster is a problem Expansion, but with… …no roster model …no strategy …no financial model Agency turf wars Insecurity Recommendations linked to discipline No one agency has a significant share of activity, budget, knowledge or data Loss of strategic focus Loss of management focus Opportunity cost The Spiral of Roster Destruction
  13. 13. marketing management consultants 13 Why the expanding roster is a problem Expansion, but with… …no roster model …no strategy …no financial model Agency turf wars Insecurity Recommendations linked to discipline No one agency has a significant share of activity, budget, knowledge or data Loss of strategic focus Loss of management focus Opportunity cost Increased marketing head hours Loss of cost control The Spiral of Roster Destruction
  14. 14. marketing management consultants 14 Why the expanding roster is a problem Expansion, but with… …no roster model …no strategy …no financial model Agency turf wars Insecurity Recommendations linked to discipline No one agency has a significant share of activity, budget, knowledge or data Loss of strategic focus Loss of management focus Opportunity cost Increased marketing head hours Loss of cost control Results pressure Cost pressure The Spiral of Roster Destruction
  15. 15. marketing management consultants 15 What to do about it – for marketers Define and articulate the current and likely future marketing requirements
  16. 16. marketing management consultants 16 What to do about it – for marketers Build structure around channel, segment or product/business unit Define and articulate the current and likely future marketing requirements
  17. 17. marketing management consultants 17 What to do about it – for marketers Build structure around channel, segment or product/business unit Define and articulate the current and likely future marketing requirements Develop roster model Develop remuneration model
  18. 18. marketing management consultants 18 What to do about it – for marketers Match marketing requirements to agency roles and skill sets, enterprise-wide where possible Build structure around channel, segment or product/business unit Define and articulate the current and likely future marketing requirements Develop roster model Develop remuneration model
  19. 19. marketing management consultants 19 What to do about it – for marketers Negotiate and implement Maintain, monitor & govern Match marketing requirements to agency roles and skill sets, enterprise-wide where possible Build structure around channel, segment or product/business unit Define and articulate the current and likely future marketing requirements Develop roster model Develop remuneration model
  20. 20. marketing management consultants 20 What to do about it – for agencies
  21. 21. marketing management consultants 21 What to do about it – for agencies Play nicely with others Don’t engage in turf wars
  22. 22. marketing management consultants 22 What to do about it – for agencies Play nicely with others Don’t engage in turf wars Be brilliant at what you do
  23. 23. marketing management consultants 23 What to do about it – for agencies Play nicely with others Don’t engage in turf wars Be straight and honest about the expertise in your agency Be brilliant at what you do
  24. 24. marketing management consultants 24 What to do about it – for agencies Play nicely with others Don’t engage in turf wars Be straight and honest about the expertise in your agency Be brilliant at what you do Ask your client for clear guidance on roles, responsibilities and expectations
  25. 25. marketing management consultants 25
  26. 26. marketing management consultants 26
  27. 27. marketing management consultants 27
  28. 28. marketing management consultants 28
  29. 29. marketing management consultants 29 Questions?
  30. 30. marketing management consultants 30 TrinityP3 Webinar Series October 21: Aligning your digital marketing to marketing November 11: The challenges for Marketers in a carbon constrained future November 25: Super charge your agency with incentive based remuneration http://www.trinityp3.com/product-category/webinars/
  31. 31. marketing management consultants 31 For more information contact: TrinityP3 Pty Ltd Sydney +612 9964 9900 Melbourne +613 9682 6800 Hong Kong +852 3478 3982 Singapore +65 6631 2861 people@trinityp3.com www.trinityp3.com Trinityp3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants

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