www.trinityp3.com
Company Credentials Presentation for TrinityP3 Marketing Management Consultants November 2017
For more than a decade, marketing has had its costs reduced, while expectations for delivering company growth have grown. Meanwhile technology has been providing greater opportunities and at the same time greater challenges. No wonder marketers are facing more complex problems than ever before.
TrinityP3 has developed new ways to solve these new and complex marketing problems.
So what are your major marketing challenges?
1. Do you need to improve marketing performance?
2. Or optimise your agency roster and agency performance?
3. Is media transparency, value and performance an issue?
4. Or is digital transformation and technology proving a challenge?
5. Perhaps you simply want to be more agile in your delivery?
6. Or reduce waste to deliver environmentally sustainable marketing?
No matter what your problem or challenge, we have the solutions and services to provide an informed and robust analytical approach to your marketing needs.
trinityp3.com
Often the agency roster is defined by marketers and advertisers as the advertising agencies they work with on a daily basis. But from a financial and procurement perspective all suppliers paid from the marketing cost centre are part of the marketing supplier roster. Following on from the work done by TrinityP3 in 2011 this presentation takes the concept of a tiered roster approach further into the management and maintenance of the roster to ensure maximum performance and minimum waste.
Previous presentation on this topic can be found here https://www.slideshare.net/darrenwoolley/trinityp3-strategic-supplier-alignment-process
www.trinityp3.com
A agency fee model based on paying a price for the value of the output requires clear definitions of those outputs.
The industry has language and definitions for outputs that can vary by advertiser and agency.
Disagreement or misalignment on the definitions of these outputs leads to confusion and misunderstanding.
Therefore we provide definitions and a descriptive framework to minimise confusion and disagreements.
The output pricing model framework
There are three categories of work being:
1. Origination (New Idea and Executions)
2. Extension or Refresh (Existing Idea and New Executions)
3. Adaptation (Complex and Simple)
There are four stages of work outputs being:
1. Strategy
2. Idea or Concept
3. Executions
4. Deliverables
www.trinityp3.com
On Tuesday December 4, 2017 Michael Farmer, author of the award winning marketing business book Madison Avenue Manslaughter presented his Plan B for the industry to turn the manslaughter into a make over that would get brands and agencies moving again. This is the presentation where he defines why the industry needs a Plan B and what that Plan B should look like to deliver a Madison Avenue Makeover.
The video of his lecture can be found here https://www.youtube.com/edit?o=U&video_id=zNhCKd3V-MA
The transcript of his speech can be found here https://www.trinityp3.com/2018/02/plan-b-turning-madison-avenue-manslaughter-into-makeover-part-1/
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
TrinityP3 Marketing Management Webinars
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: The latest trends in agency remuneration
Date: Wednesday August 26
Time: 13:00-14:00 AEST
Presenter: Darren Woolley
Description: Agency remuneration, or as our friends in the USA say compensation, continues to be a significant issue for advertisers, procurement and agencies. There are an increasing number of approaches and methodologies all with their own strengths and weaknesses. And while there is no one cookie-cutter approach, we will be reviewing each of the remuneration models to help you find the one that is right for you.
trinityp3.com
Often the agency roster is defined by marketers and advertisers as the advertising agencies they work with on a daily basis. But from a financial and procurement perspective all suppliers paid from the marketing cost centre are part of the marketing supplier roster. Following on from the work done by TrinityP3 in 2011 this presentation takes the concept of a tiered roster approach further into the management and maintenance of the roster to ensure maximum performance and minimum waste.
Previous presentation on this topic can be found here https://www.slideshare.net/darrenwoolley/trinityp3-strategic-supplier-alignment-process
www.trinityp3.com
A agency fee model based on paying a price for the value of the output requires clear definitions of those outputs.
The industry has language and definitions for outputs that can vary by advertiser and agency.
Disagreement or misalignment on the definitions of these outputs leads to confusion and misunderstanding.
Therefore we provide definitions and a descriptive framework to minimise confusion and disagreements.
The output pricing model framework
There are three categories of work being:
1. Origination (New Idea and Executions)
2. Extension or Refresh (Existing Idea and New Executions)
3. Adaptation (Complex and Simple)
There are four stages of work outputs being:
1. Strategy
2. Idea or Concept
3. Executions
4. Deliverables
www.trinityp3.com
On Tuesday December 4, 2017 Michael Farmer, author of the award winning marketing business book Madison Avenue Manslaughter presented his Plan B for the industry to turn the manslaughter into a make over that would get brands and agencies moving again. This is the presentation where he defines why the industry needs a Plan B and what that Plan B should look like to deliver a Madison Avenue Makeover.
The video of his lecture can be found here https://www.youtube.com/edit?o=U&video_id=zNhCKd3V-MA
The transcript of his speech can be found here https://www.trinityp3.com/2018/02/plan-b-turning-madison-avenue-manslaughter-into-makeover-part-1/
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
TrinityP3 Marketing Management Webinars
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: The latest trends in agency remuneration
Date: Wednesday August 26
Time: 13:00-14:00 AEST
Presenter: Darren Woolley
Description: Agency remuneration, or as our friends in the USA say compensation, continues to be a significant issue for advertisers, procurement and agencies. There are an increasing number of approaches and methodologies all with their own strengths and weaknesses. And while there is no one cookie-cutter approach, we will be reviewing each of the remuneration models to help you find the one that is right for you.
Proposal for boosting Sales force effectiveness at ITravelCoVivek Jha
This presentation has been prepared by students of IE business school as part of the making change happen competition. This presentation demonstrates a proposal prepared by students to boost the sales of a leading company (Name changed). The competition was designed by Bain & Co.
Disclaimer: This is a project work prepared by students with limited facts. This has no relevance to any company or firm in real life.
Sales Excellence does not describe a state, but rather a continuous process. The Kienbaum Sales Excellence Model provides guidance in this process. It serves on a theoretical, as well as practical level, as it guides through the ten fundamental components of sales. It has proven itself in practice as an analytical and optimization tool used in various industries and sales segments.
A marketing plan is a document that contains information with the direct impact on the firm's marketing strategy that facilitates the alignment of decision makers.
I've been asked a couple of times during job interview to present on how I would tackle the first 3 months/6 months/100 days on the job. Usually it's a stab in the dark since research material is limited. This broad overview is applicable to a wide range of companies.
This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/business-document/strategic-marketing-and-sales-plan-template-233
This 71-page template is a comprehensive template for a Strategic Marketing and Sales Plan. It is based on the Systems Thinking Approach, and guides the development of the strategic marketing and sales plan in the context of the bigger picture corporate strategies. Using this template will allow the user to follow a rigorous process in developing the marketing plan, that takes into consideration the external business environment, and the internal corporate strategies and goals, then develops clear marketing goals, strategies and action plans to implement effective marketing.
In this file, you can ref useful information about sales performance appraisal such as sales performance appraisal methods, sales performance appraisal tips, sales performance appraisal forms, sales performance appraisal phrases … If you need more assistant for sales performance appraisal, please leave your comment at the end of file.
If you are interested in knowing where to invest to improve the performance of your sales network and your customer review ...........you are interested to this report
www.trinityp3.com
Introducing TrinityP3
• In 2000, Darren Woolley, a scientist and advertising creative director, founded TrinityP3 in Australia. His purpose was to help people to achieve commercial purpose through creative process. People, Purpose, Process – the ‘3P’s’ of TrinityP3.
• Sixteen years on, we’ve grown significantly, in size and in scope. We are Asia Pacific’s leading strategic marketing management consultancy with an international network of industry professionals, consulting at the leading edge of decision making in the marketing and advertising industry.
• Our aim is simple. We want to improve the marketing output of every single organisation that engages us.
• Generating improvement can mean challenging the norm and changing values within a marketing team or broader organisation. We guide our clients on this journey, emerging in a better place for the marketing team and its attributable effect on the organisation.
• We have built significant proprietary IP over the last sixteen years, including sophisticated agency search functionality, detailed financial benchmarking capability, extensive contractual experience and app or web-based evaluation tools.
• Our client base includes more than 50 of the world’s top 100 advertisers. We continue to grow in experience, geographical footprint and expertise. We continue to challenge thinking – our own, and that of our clients.
• Our consultants all possess at least ten years of experience in a specialised field within marketing and procurement.
• We enjoy a high profile in the Australian market and have produced extensive industry material in the form of articles, blog posts, webinars, speaking engagements and opinion pieces. To see the extent of our work in this area, please visit http://www.trinityp3.com/blog/.
ROI Definitions
Typically, TrinityP3 adds value in a pitch process by ensuring the following:
1. That the needs of marketing and advertising are clearly articulated and fulfilled by the process.
2. That the process meets the highest standards of due diligence and corporate governance.
3. That the principles of procurement and marketing are accommodated in the process to achieve the best outcome for both the client and the suppliers.
We flex within the requirements of specific clients as much as possible, within scope; no two processes are exactly alike.
For clarity, we have split the definition of ROI into three components.
Financial ROI: Optimal Efficiency, Optimal Effectiveness.
Operational ROI: Refined Process, Refined Delivery.
Post-Project ROI: The Benefits of a Productive Agency Relationship.
Proposal for boosting Sales force effectiveness at ITravelCoVivek Jha
This presentation has been prepared by students of IE business school as part of the making change happen competition. This presentation demonstrates a proposal prepared by students to boost the sales of a leading company (Name changed). The competition was designed by Bain & Co.
Disclaimer: This is a project work prepared by students with limited facts. This has no relevance to any company or firm in real life.
Sales Excellence does not describe a state, but rather a continuous process. The Kienbaum Sales Excellence Model provides guidance in this process. It serves on a theoretical, as well as practical level, as it guides through the ten fundamental components of sales. It has proven itself in practice as an analytical and optimization tool used in various industries and sales segments.
A marketing plan is a document that contains information with the direct impact on the firm's marketing strategy that facilitates the alignment of decision makers.
I've been asked a couple of times during job interview to present on how I would tackle the first 3 months/6 months/100 days on the job. Usually it's a stab in the dark since research material is limited. This broad overview is applicable to a wide range of companies.
This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/business-document/strategic-marketing-and-sales-plan-template-233
This 71-page template is a comprehensive template for a Strategic Marketing and Sales Plan. It is based on the Systems Thinking Approach, and guides the development of the strategic marketing and sales plan in the context of the bigger picture corporate strategies. Using this template will allow the user to follow a rigorous process in developing the marketing plan, that takes into consideration the external business environment, and the internal corporate strategies and goals, then develops clear marketing goals, strategies and action plans to implement effective marketing.
In this file, you can ref useful information about sales performance appraisal such as sales performance appraisal methods, sales performance appraisal tips, sales performance appraisal forms, sales performance appraisal phrases … If you need more assistant for sales performance appraisal, please leave your comment at the end of file.
If you are interested in knowing where to invest to improve the performance of your sales network and your customer review ...........you are interested to this report
www.trinityp3.com
Introducing TrinityP3
• In 2000, Darren Woolley, a scientist and advertising creative director, founded TrinityP3 in Australia. His purpose was to help people to achieve commercial purpose through creative process. People, Purpose, Process – the ‘3P’s’ of TrinityP3.
• Sixteen years on, we’ve grown significantly, in size and in scope. We are Asia Pacific’s leading strategic marketing management consultancy with an international network of industry professionals, consulting at the leading edge of decision making in the marketing and advertising industry.
• Our aim is simple. We want to improve the marketing output of every single organisation that engages us.
• Generating improvement can mean challenging the norm and changing values within a marketing team or broader organisation. We guide our clients on this journey, emerging in a better place for the marketing team and its attributable effect on the organisation.
• We have built significant proprietary IP over the last sixteen years, including sophisticated agency search functionality, detailed financial benchmarking capability, extensive contractual experience and app or web-based evaluation tools.
• Our client base includes more than 50 of the world’s top 100 advertisers. We continue to grow in experience, geographical footprint and expertise. We continue to challenge thinking – our own, and that of our clients.
• Our consultants all possess at least ten years of experience in a specialised field within marketing and procurement.
• We enjoy a high profile in the Australian market and have produced extensive industry material in the form of articles, blog posts, webinars, speaking engagements and opinion pieces. To see the extent of our work in this area, please visit http://www.trinityp3.com/blog/.
ROI Definitions
Typically, TrinityP3 adds value in a pitch process by ensuring the following:
1. That the needs of marketing and advertising are clearly articulated and fulfilled by the process.
2. That the process meets the highest standards of due diligence and corporate governance.
3. That the principles of procurement and marketing are accommodated in the process to achieve the best outcome for both the client and the suppliers.
We flex within the requirements of specific clients as much as possible, within scope; no two processes are exactly alike.
For clarity, we have split the definition of ROI into three components.
Financial ROI: Optimal Efficiency, Optimal Effectiveness.
Operational ROI: Refined Process, Refined Delivery.
Post-Project ROI: The Benefits of a Productive Agency Relationship.
Marketing automation software or strategy webinarMarketo
“Marketing Automation is no longer an optional solution but … essential to assure business success.”Nucleus Research: “Marketing Automation Drives Business Success” 2019
www.trinityp3.com
Mark Bowling, TrinityP3 Senior Consultant based in Singapore recently addressed the World Federation of Advertisers Sourcing Forum on the current issues and trends in Marketing Management and Marketing Procurement and Sourcing.
In the presentation he discusses:
1. Scope of work setting and management
2. Agency remuneration models and trends
3. The challenges of a performance based remuneration model
4. Issues encountered during agency negotiations
5. Agency roster relationship and performance management
Similar to Introducing TrinityP3 Marketing Management Consultants (20)
www.trinityp3.com
Earlier this year I was invited to guest lecture at the EMBA course at the Sydney Business Sydney Business School, University of Wollongong. The topic title was marketing today and I was interested to know how this group of business executives and tomorrow’s leaders defined marketing.
As Chair of the Australian Marketing Institute, I was surprised at the range of definitions often raised in discussions with members of the institute and the diversity of opinions even on the board.
A Google search of definitions of marketing lead me to this collection of definitions by Heidi Cohen, http://heidicohen.com/marketing-definition/ that are quite comprehensive and I picked through these to identify particular themes on marketing definitions that I used as stimulus for the participants in the EMBA course.
Please don’t get me wrong, I am not suggesting any of these are wrong, I am more interested in the diversity of views on what is the definition of marketing and one that as a profession we are able to rally around if there is any chance to have marketing recognised as a profession in the same way that we recognise lawyers, architects, doctors, accountants and the like.
Perhaps agreement on defining the profession of marketing will be a step in the right direction to answer Mark Ritson’s recent question “Shouldn't an expert in marketing be trained in marketing?”
Here are some of the definitions collated by Heidi Cohen for your consideration. But more importantly I would like to hear your definition by leaving a comment at the bottom. Mine is here too. Right at the end.
www.trinityp3.com
Speaking at the #VividSydney Ideas session by MediaSocial 08 was held on Thursday 2 June at the magnificent Cell Block Theatre - National Art School, Forbes St, Sydney.
Darren Woolley, Global CEO and founder of TrinityP3 Marketing Management Consultants spoke on the Value of Creativity.
Providing a political, business and marketing industry context to the concept of creativity, innovation and imagination, Woolley provided a financial and economic view of the current value of ideas and provides advice on how ensure the value of the idea is realised.
Briefing to achieve integrated ideas & encourage maximum agency collaboration
04 November 2015, Karmarama, London, 08:30 am - 10:00 am
Concerned that your agencies aren't working in harmony? This event featured Darren Woolley, a marketing consultant with considerable expertise on how to manage relationships in a smarter way, who shared top briefing tips on encouraging integration and collaboration.
Presenter: Darren Woolley, Founder and Global CEO, TrinityP3 Marketing Management Consultants
Day 3 of ISBA/IPA Good Brief Week, hosted by Karmarama, was presented by Darren Woolley, a flamboyant Australian marketing consultant who flew in from Sydney to talk about the myth that is agency collaboration.
Read the blog of the session here: http://www.isba.org.uk/news/2015/11/05/collaboration.-cooperation.-co-ordination-briefing-to-achieve-integrated-ideas-agency-collaboration
TrinityP3 Marketing Management Webinars
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: Transforming Production for the 21st Century
Date: Wednesday September 23
Time: 13:00 – 14:00 AEST
Presenter: Christopher Sewell
Description: The explosion of digital channels has completely changed the landscape of advertising communications. But while the language around multi-channel content creation has evolved the old approaches to production management and creation has not necessarily kept up. Find out how to transform your approach to marketing production spend without being blindsided by vested interests.
http://uamcd2015.org.au/
My address for the Senior Leadership Breakfast at the RACV Club in Melbourne, Victoria Australia at the Universities Australia Marketing Communications And Development Conference
TrinityP3 Marketing Management Webinars
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: Creating transparency and trust in media
Date: Wednesday September 9
Time: 13:00-14:00 AEST
Presenter: David Angell
Description: The perception of media agencies as lacking in transparency, and therefore trustworthiness, has long been a challenge. The events of the last twelve months, centred around the well-publicised issues at Mediacom, have sparked huge debate on the topic of agency transparency in the Australian market and beyond. In this session we discuss ways in which trust barriers could be overcome, and what you as a marketer need to consider in order to build a better relationship with your media agency.
While procurement is often associated with a process of cost reduction, in actual fact there is a huge opportunity for procurement to help marketing unlock the value of marketing and promote this value throughout the organisation.
The first step is to define the value of marketing by developing a methodology for calculating ROMI (Return On Marketing Investment)
In this presentation I highlight the fact that marketing, along with sales, is the one area that can grow the top line of any business. By working with the relevant senior marketing leads (those who are responsible for or who significantly influence the P&L) to define the value of marketing for the C-suite.
The three areas where procurement should focus for marketing value are:
1. Cost cutting / benchmarking
2. Waste reduction / process optimisation
3. Performance improvement / effectiveness
Cost cutting needs to be undertaken carefully to ensure you do not impact the top line performance of the marketing function. More importantly is the application of cost and resource benchmarking as a way of identifying inefficient areas of the marketing process, especially where marketing engages with external suppliers.
Waste reduction is a combination of process improvement and optimisation to eliminate duplication within the agency roster, the marketing process and the cost of the outputs and outcomes. This includes improvements in costs and speed to market.
Performance Improvement focuses on looking at implementing ways of improving performance from end to end. Budgeting right through to planning, execution and performance.
At the recent event in Sydney titled "How to be a more effective content marketer" I presented a session on what marketers should consider and do before undertaking a content marketing strategy.
This presentation provided the essential considerations and steps anyone undertaking content marketing should answer to not only determine if content marketing is right for them, but also to ensure they have the strategy, structure, resources and ability to deliver the desired outcomes.
It is important reading for those either considering content marketing or currently undertaking content marketing for their business or brand. The advice is based on not only assisting marketers with the implementation of their content marketing strategy, but also from the personal experience of building the TrinityP3 brand as a thought leader in marketing management consulting in the Asia Pacific region.
http://www.trinityp3.com/
Television continues to be a cornerstone of advertising production, although the application of these productions are being used across increasingly more channels than ever before including: online, mobile, point of sale as well as broadcast and subscription television. But what are the best ways for advertisers to ensure they are maximising the value and managing the costs of these productions? The anger is that simply reducing the budget or cost means lower quality productions that are less effective in engaging the audience. But likewise over investing in production is simply wasteful. It is also important that beyond the initial investment, advertisers identify ways to leverage the value within these assets. This is often overlooked with most television assets discarded as a consumable item. But the online environment means that many of these productions have value beyond the initial media flight. Think Facebook timelines and YouTube channels, where this content exists. This presentation provides an overview of the television advertising production process and highlights areas of opportunities for managing costs and maximising value. It also provides a summary of the main approaches to achieve this cost and value approach.
I have also included scenes from the excellent film "Truth in Advertising" a Tim Hamilton Film by Axion Productions (c) 2001 to highlight the process. You can find out more about this funny view of advertising here. http://www.imdb.com/title/tt0283648/
http://www.trinityp3.com/
I recently gave this presentation to the Annual Leadership Forum of AMSRO held in Coolum, Queensland. The feedback from the audience of almost 50 research company business owners led me to think there is perhaps many professionals in the marketing category that are suffering from the application of what could be considered traditional procurement practices. This presentation is based on my 12 years consulting experience and 15 years advertising agency experience. It highlights strategies for dealing with procurement to move beyond the focus of price to encourage the evaluation of value. Of course there is no guaranteed, foolproof strategy here, but there are many interesting approaches and practical ideas for possibly increasing your success rate or minimising the waste of time of filling out endless RFPs, RFQs, RFTs and RFIs.
http://www.trinityp3.com/
At a time when marketers are seeing tightening budgets and increased options and channels with an ever more elusive consumer, the pressure to reduce the cost of advertising is increasing. But often the biggest opportunity and the quickest win is in reducing waste within the marketing process that has often evolved over time.
Based on more than a decade of advising some of Australia's biggest and most successful advertisers, TrinityP3 provides this presentation on the Top 10 ways marketers often waste money, which provides you with practical advise on how to avoid or reduce this waste, returning more spending power to your marketing budget.
http://www.trinityp3.com/
The role of marketing is increasingly complex and diverse and will vary greatly from organisation to organisation. How marketing is positioned within an organisation will impact greatly on how it is structured. This is a range of different strategic positions for marketing and the considerations and structures. There are some basic positions for marketing within an organisation based on the role marketing is to play within that structure. These positions are detailed with the considerations and strengths and weaknesses.
http://trinityp3.com/
As marketing becomes more complex and diversified, driven by technology, marketers are finding themselves managing increasingly larger and more complex agency and supplier rosters. The traditional procurement approach of developing supplier panels based on capabilities and services no longer works in this complex environment. This presentation provides a strategic process for developing a roster of suppliers aligned to the marketing strategy which delivers alignment of the suppliers to that strategy.
http://www.trinityp3.com/
Agency remuneration and compensation models are under pressure with a focus from procurement on marketing budgets. There are basically four types of agency remuneration being 1. Spend based (commissions) 2. Cost based (Head hours, overheads and profit multiples) 3. Output based (Pricing and fixed fee) 4. Outcome based (Performance payments and profit sharing). The last two are increasingly used together in a Value Based Compensation model which fixes the base fee for the agency's outputs and rewards the agency based on performance. This presentation provides an overview of the various advertising agency compensation models and provides guides and consideration to choose the right model for you.
With the ever increasing number of communication channels, marketers are now working with more agencies and specialist service suppliers than ever before. To maximise the outputs of these various specialist groups requires alignment and collaboration. This presentation mad on Sept 6 2010 to the ISBA COMPAG in London highlights the many of the issues marketers and agencies must consider if they are wanting to work collaboratively. Inspire by the writing and illustration of Dr Suess who revolutionised the teaching of reading to children, this presentation is designed to revolutionise the way marketers engage with agencies to create collaborative outcomes and improved marketing effectiveness.
Presentation to the American Chamber of Commerce in Hong Kong by Darren Woolley, Managing Director, Trinity P3 Marketing Management Consultants on Monday May 10, 2010. Discussion on the various structures available to marketers for engaging the range of service providers to meet the increasingly complex marketing requirements.
On the 21st Anniversary of the Brisbane Advertising Association, Darren Woolley, Managing Director, TrinityP3 addresses the question "has advertising come of age?" Advertising is the second oldest profession in the world, with modern ad agencies coming into existence more than 150 tears ago, but the digital revolution is fundamentally changing the way advertising is practiced. In the face of these changes is advertising a adolescent, a mature adult or older?
http://www.trinityp3.com
With Evalu8ing you can measure, manage and maximise the performance and alignment of the multiple stakeholder groups working together within your organisation following restructures, mergers and acquisitions, between organisations in joint ventures, strategic alliances and through a supply chain, in one easy to use on-line survey.
More from TrinityP3 Marketing Management Consultants (20)
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
2. marketing management consultants
Global marketing management consultants
Meanwhile technology has
been providing greater
opportunities, more options and
at the same time greater
challenges.
No wonder marketers are facing
more complex problems than
ever before.
We’ve been improving productivity in marketing, media and advertising since
2000 with offices in New York, Sydney, London and Singapore.
During this time marketing has had its costs reduced, while expectations for
being accountable for company growth have grown.
4. marketing management consultants
Improving marketing performance
• Marketers are facing increasing challenges in a
complex market.
• There is greater pressure on marketers to
demonstrate effectiveness, drive customer
experience and ultimately business growth.
• This means that marketers need to focus not only
on delivering performance, but also on proving the
effectiveness and efficiency of their strategy and
execution.
• TrinityP3 has solutions that address the challenges
marketers are facing from strategy development,
budget setting, performance metrics, business
growth alignment, marketing structures and
stakeholder engagement and alignment and more
https://www.trinityp3.com/marketing-performance/
5. marketing management consultants
Creating media transparency and value
• Media continues to be the single largest budget
item for most advertisers. But how media has
changed in the past decade, with paid digital
media spend higher than television and all
traditional media.
• With these changes comes significant challenge
around transparency, meaningful and consistent
metrics, viewability, rising ad fraud counted in
billions of dollars annually and the erosion of the
advertiser’s media buying value.
• We are focused on optimising our clients’ media
value chain. That means ensuring their media
investment is delivering the results they want.
• We work with the advertiser and their agencies and
suppliers to maximise transparency and deliver
maximum media value and performance.https://www.trinityp3.com/media-performance/
6. marketing management consultants
Delivering digital & technology transformation
• Digital technology is core to the marketing process
today. Automated marketing, data management
platforms, customer relationship management
platforms, demand side platforms, programmatic
buying, content management systems, digital
asset management and so much more. Plus there
are new innovations and more technology options
every day.
• It is incredibly complex, highly technical and
specialised Therefore getting independent,
marketing technology-informed advice becomes
essential.
• Whether you are just developing your technology
strategy or reviewing your legacy technology stack
to optimise performance, we can assist in
maximising the performance of your technology
investment.
https://www.trinityp3.com/digital-technology-
performance/
7. marketing management consultants
Supporting sustainability through marketing
• Is your marketing strategy aligned to your
company’s sustainability policy? Do you measure
and optimise your carbon emissions across all
your advertising and marketing communications?
Do you hold your specialist internal and supplier
accountable to sustainability performance?
• Corporate sustainability is increasingly important to
more organisations and marketing plays an
important role in this strategy.
• Marketers can now have marketing strategy, media
and production processes and proposals assessed
with an independent guide to the level of CO2-e
that is being added to the atmosphere.
• With this knowledge you can make informed
decisions as to where to target your
communications and what areas you need to
review. ‘It is all about being aware.’
https://www.trinityp3.com/sustainable-marketing/
8. marketing management consultants
Being more agile and nimble to market
• The delivery and implementation of marketing
programmes represent crunch time. This is where
inefficiency impacts directly on the power of your
marketing budget.
• Is your marketing process and management
efficient? Are you able to report outcomes with
conviction and clarity, or are you drowning in data?
• We assess the strength of your implementation
and delivery and work with you to eliminate waste
and duplication and improve your results.
• Sometimes there is an underlying structural,
contractual or process issue to be diagnosed and
corrected. Other times it is simply a matter of fine-
tuning the existing process to optimise
performance.https://www.trinityp3.com/delivery-implementation/
9. marketing management consultants
Optimising your agency & roster performance
• As the scope and definition of marketing continues
to grow, it becomes harder for one group of people
to ‘know it all’.
• Agencies have diversified over time to meet
demand for specialist services. The result can
often be unwieldy agency rosters, un-checked
process and underperforming relationships.
• Rather than just rationalise your roster, it is
important to align it to your strategy to drive
maximum performance from your roster.
• We can structure your roster, search and select the
strongest agency partners, establish beneficial
remuneration and incentive models, benchmark
core performance outputs and assess relationships
to deliver performance improvement from your
agency teams and help you manage your total
roster to maximise performance.
https://www.trinityp3.com/agency-performance/
10. marketing management consultants
Our clients
Fonterra Brands
Frucor
General Motors
GSK
Goodman Fielder
Heinz
Honda
Ikea
ING Direct
Johnson & Johnson
Kellogg
Lion Co
Lend Lease
Marico Limited
Mazda
Our clients come from all categories and all markets in Asia Pacific and around the world
McDonalds
Medibank
Movember
Mondelez International
NAB
Nestle
News Limited
Nokia
Officeworks
OPPO
Pacific Brands
Panasonic
Pernod Ricard
Reckitt Benckiser
SAB Miller
SAP
We work closely with our marketing, advertising and procurement stakeholders to ensure we achieve strong
and sustainable relationships with their agencies and suppliers.
View our client and agency testimonials at http://www.trinityp3.com/testimonials/
API Priceline
AGL Energy
Audi
Australian Government
Auto & General
Bank of NZ
BMW
BUPA
Campbell Arnotts
Canon
Carnival Cruise Lines
CommBank / BankWest
CSL Hong Kong
Diageo/GAB
EBay
SCA Hygiene
Singtel Optus
Suncorp
Tabcorp
Tourism Australia
Toyota
Treasury Wine Estate
Uber
Virgin Australia
Virgin Mobile
Vodafone
Walt Disney Studios
Westpac Group
Yum Restaurants
11. marketing management consultants
Key differences to our main competitors
TrinityP3’s key differences to our main competitors include:
1. Extensive Industry Experience: Broad, relevant, industry experience is the cornerstone of our
business, and our consultants have a minimum of 10 years industry experience in their specialty and
market(s)
2. Maximum Value Creation: We deliver value solutions, not cheap alternatives: we focus on all three
elements of time, cost and quality to ensure clients enjoy better value from their marketing budgets.
This is the reason we do not charge a % of $ saved, as cost is only one measure of value
3. Qualitative and Quantitative Approach: We do not provide opinion, but instead make
recommendations and provide advice supported by rigorous scientific and quantifiable methodologies
to all aspects of our processes
4. 100% Independence & Confidentiality: We are independently owned and operated. Our processes
are completely transparent; we do not accept commissions or incentives from creative suppliers and
therefore are not compromised in our dealings with our clients
5. Total Category Advice: We are unique in that we are a team of over 20 industry specialists, rather
than a ‘one man band’, who consult and manage suppliers across the breadth of the marketing mix,
from creative agencies, through to media agencies, DM, digital & interactive, design, PR, production,
marketing services, research and more.
12. marketing management consultants
Marketing Management Tools
We have developed a range of marketing management tools
Details can be found on our website at
http://www.trinityp3.com/
13. marketing management consultants
Benchmarking your agency rates
Ad Cost Checker is an online database of all of the agency
rates across agency management, strategy, account
management, media, digital, creative and production.
The database covers more than 20 markets and growing
including Australia, New Zealand, China, Indonesia, South
Korea, Malaysia, Singapore, Japan, UK, Spain, Switzerland,
Thailand, Portugal, Italy, France and India.
The system automatically ensures only up to date data is
included in the benchmarking and will exclude any benchmark
where there is not enough current data to make it statistically
significant. This ensures you only get robust and reliable rate
benchmarking.
You can access Ad Cost Checker at
http://adcostchecker.com/
14. marketing management consultants
Calculating agency rates and salaries
The TrinityP3 Resource Rate Calculator is an mobile phone
app available for free for the iOS, Android and Windows
platforms.
It allows you to calculate the number of billable hours per
year, the overhead and profit multiple and convert agency
hourly rates into annual salaries and annual salaries into
hourly rates.
Believed to be the first mobile app developed by a
Marketing Management Consultancy it is regular updated
and in high demand.
It is available free to download from the Apple App Store,
Google Play and Windows
Find out more or download your own version here
http://www.trinityp3.com/mobile_apps_for_business/
15. marketing management consultants
Finding the right agency or supplier
Finding the right supplier or agency can be
difficult. There is not many sources where
you can access details on:
1. Offices & Ownership
2. Associations
3. Philosophy / Market Positioning
4. Key Personnel
5. Capabilities
6. Clients and Relationship Duration
7. Awards
8. Work examples
This extensive database is kept up to date
by the agencies and checked by TrinityP3
consultants visiting agencies on a regular
basis.
For more details check out
http://www.trinityp3.com/agency-register/
16. marketing management consultants
Measuring collaboration and performance
There are innumerable survey tools for measuring
supplier performance and agency relationships,
but only Evalu8ing measures all of this and lets
you measure and manage collaboration and
alignment.
The system was developed in 2007 and since
then has been used across hundreds of
relationships both across suppliers rosters and
also internally within organisations to align teams
and department to common goals and objectives.
Evalu8ing lets you measure and manage how up
to eight teams, departments, groups or
companies work together and identifies where
there are issues and problems.
To find out more on Evalu8ing Performance and
Collaboration click here
http://www.evalu8ing.com/
17. marketing management consultants
Scope Metric Units (SMUs) TM
• Working with our JV partners Farmer & Co, we can access
their Scope of Work database which includes over 6,000
unique briefs across all media types, from traditional
advertising to direct marketing to the latest digital and
social media initiatives. Each output has a unique
ScopeMetric® Unit (SMU) value.
• Some of the key measures that make up the
ScopeMetric® system to help advertisers and agencies
evaluate their staffing levels and productivity:
1. Number of SMUs in a Scope of Work (this defines the
workload).
2. FTEs per SMU
3. SMUs per creative per year
4. Price per SMU
To find out more on SMUs click here
http://farmerandco.com/proprietary-metrics/
19. marketing management consultants
Benchmarking & Negotiating Global Media
Company Category: Travel / Tourism
Challenging Problem: The client was investing heavily in digital and social media across 12 countries and the level of
investment continued to increase but there was a belief that the agency fees were increasing out of proportion with the media
investment.
Creative Solution: The client contacted TrinityP3 at the start of the annual agency fee negotiation process after receiving the
agency’s proposed fees for each market and the global co-ordination fee for the coming year. TrinityP3 proposed a Media
Scope of Work benchmarking to determine the number of FTE resource required in each market and globally and the
associated cost and compare this with the agency proposal to form the foundation of the negotiation.
Process: Using the TrinityP3 Media Benchmarks for Scope of Work investment by media channel and agreeing with the
client and agency that the requirements were mid to high complexity due to the large number of individual campaigns and
channel mix, we benchmarked the deal across the 12 markets and the global co-ordination team at 24.7 FTEs, broken down
by market. We found a 6.75% variation between the benchmark FTE resources and the resources proposed by the agency
along with a similar difference in the proposed fees for the coming year.
Timeline: The benchmarking process took 2 week and the negotiations were an additional 6 weeks.
Result and feedback: TrinityP3 supported the marketing and finance team in the negotiations with the agency on a global
and market basis and achieved a 5.99% reduction in the agency fee compared to the amount originally proposed by the
agency. This saving equated to a eleven times return on the fee the client paid TrinityP3.
20. marketing management consultants
Re-defining & Aligning the Media Value Chain
Company Category: Financial Services
Challenging Problem: The marketing team wanted to ensure they had the best media agency in place for the immediate
future and engaged TrinityP3 to undertake a media agency search & selection.
Creative Solution: In talking with the team it was clear they while their current media strategy, planning and buying structure
was very traditional, their strategic requirements was increasingly not. Rather than simply test the current structure and
suppliers we undertook a strategic review of their requirements and the current suppliers and internal resources delivering
these services. The process showed that there were significant duplications, gaps and misalignments in the current structure
that need to be corrected by replacing the current legacy supplier structure with a customised structure and process.
Process: TrinityP3 interviewed the key internal and external stakeholders on their strategic requirements both for now and
the immediate future and determined the perception on the capability of the current suppliers to deliver these. Then we
interviewed the agencies to differentiate between perception misalignments and actual misalignments. We also obtained
financial data for the past year and the proposed future investment and were able to create a model of the current state and
compare this against the strategic requirements and created a number of future models to better meet the strategic needs.
Timeline: This project had 3 phases which were completed within 9 - 12 weeks.
Result and feedback: Rather than simply changing agencies, the marketing teams were able to create and implement a
more efficient media and channel value chain with some services established and developed in-house for greater flexibility,
and external suppliers reorganised and one new supplier appointed. The result is a more focused delivery of the strategic
media and channel requirements.
21. marketing management consultants
Master Media Buying Agency Selection
Company Category: Government Administration
Issue: Government was required by policy to undertake an open tender for master media buying.
Challenging Problem: The collective Government media spend represented one of the largest accounts in the market,
which made it highly desirable for most media agencies. But the complexity and diversity of the media needs across the
account made it one of the most challenging meaning that few media agencies had the depth of skills to properly service
the account.
Creative Solution: TrinityP3, under strict confidentially agreements, developed a series of weighted score cards based
on experience, expertise, capabilities of the agencies and their proposed resources. These score cards were used to
evaluate the many tender responses to efficiently and thoroughly identify the agencies with the skills required. TrinityP3
was also able to assist with the benchmarking of resources in regards to cost and output utilisation, which became the
basis of negotiation with the successful agency.
Process: TrinityP3 was initially engaged in the planning of the project and was able to review the process with the
Departmental stakeholders, procurement and probity. TrinityP3 provided industry input into the RFP and developed the
weighted score cards which were used to evaluate the tender responses. The shortlisted tenders were then
benchmarked by TrinityP3 against our industry benchmarks and the report became the basis of the selection process
and negotiation.
Timeline: For a major contract, this process was undertaken over a 4 month period.
Result and feedback: The process yielded a new media agency to manage the Master Media Buying Contract with a
higher level of specialist resources in online and regional media with no increase in cost.
22. marketing management consultants
Remuneration Benchmarking & Modeling
Company Category: Global FMCG
Challenging Problem: TrinityP3 was asked to review the remuneration arrangements of a Client’s two creative
agencies. These relationships had been in place for many years however there was a sense that the rates may have
been above market.
Creative Solution: TrinityP3 benchmarked the rates and also the level of resources supplied by both agencies. Against
benchmarks it appeared both the mix of resources provided and the level were excessive. In addition the head hour
rates were well above market. TrinityP3 recommended a restructuring of the remuneration model to be an “all inclusive
retainer” which allowed the client to buy the same level of resource currently on rate card at a cheaper price. TrinityP3
also assisted in the rationalization of the agency roster as there was no apparent benefit having the work spread across
two agencies.
Process: TrinityP3 benchmarked to client “Scope of Work” for the following year and asked each agency to submit a
remuneration proposal based on the Scope and new remuneration model. TrinityP3 then assessed the responses
providing advice to the client’s procurement team on the appropriate negotiation strategies.
Timeline: This project had 3 phases which were completed within 8 weeks.
Result and feedback: The client achieved significant monetary and efficiency savings over the current model in the
area of $480,000, and has been used as a model for the company in other regions where we have assisted in delivering
the same outcome in Hong Kong, Malaysia and most recently Japan with a total saving of more than $12 million.
23. marketing management consultants
Remuneration Negotiation
Client Category: – Beverage Company
Challenging Problem: The client had a process of annual negotiations where the agencies would respond to a
scope of work with a proposal of resources and costs. But a recent rationalisation of the roster had seen and
increase in agency proposed fees rather than the fall due to the desired economy of scale. The negotiations had
reach a virtual stalemate with an insurmountable disagreement with the agencies on the level of remuneration.
Creative Solution: Taking the marketers scope of work, we applied our resources benchmarks to calculate the
agency resources required and the associated costs. This created an independent reference point to compare the
agency proposals as we went into the negotiations.
Process: The scope of work for each brand and each agency was provided and benchmarked for resource level,
mix and cost. This was compared to the agency proposals and the result discussed and the preferred end position
of the negotiation agreed with the client team before negotiation recommenced.
Timeline: The benchmarking across all brands and various agencies took 4 weeks before the negotiation process
continued.
Result and feedback: The final negotiation delivered savings on the agencies original proposals that in excess of
a 40 times ROI on the TrinityP3 cost. This was achieve by moving the focus from the fee alone to the resource
level and mix required to deliver the scope of work.
24. marketing management consultants
Remuneration Assessment
Company Category: Tourism
Challenging Problem: The Department needed to confirm its remuneration arrangements were delivering value
which would allow the agency to be reappointed without a costly and disruptive pitch process.
Creative Solution: Agency Remuneration Benchmarking and subsequent SOW Benchmarking were undertaken
for the following year to assist in determining the level of remuneration going forward.
Process: The agency was asked to provide a completed data pack which was used to review and benchmark the
relationship to date. Following the presentation of the initial findings the client provided TrinityP3 with the proposed
SOW for the following year which was then used to provide the client with a negotiation position to be put to the
agency.
Timeline: Upon receipt of the completed data pack from the agency the process took 2 weeks.
Result and feedback: Client achieved their desired outcomes with no disruption to the current workflow and
continue to enjoy a discount to the market value of their retainer. The agency has been reappointed without the
need to participate in a costly pitch and saw the involvement of TrinityP3 as an integral part of the process.
25. marketing management consultants
Channel Strategy Review
Company Category: Airline
Challenging Problem: TrinityP3 was engaged to review the current retail and tactical strategy development and
go to market program. The airline industry global was suffering a fall in seat sales and it was felt that the current
process was not delivering the innovation and results to maintain market share.
Creative Solution: Reviewing the retail and tactical work of the pat 12 months it was clear that the retail and
tactical offer team were delivering the same price offerings across the same media channels as the competitors.
Process: TrinityP3 inserted a team into the marketing department across a 72 hour period to meet, observe and
interview all of those people responsible for the development and delivery of the retail and tactical sales offering.
The team also met and interviewed the other customer facing and customer relationship manage areas within
the business. It was found that the category and the teams had fallen into a discounting mentality, competing
with the immediate competitors rather than developing a value focused strategy. Channel selection, by default,
was also driven by competitor activity.
Timeline: This project had 3 phases (Project establishment, discovery, recommendations) which were
completed within five days.
Result and feedback: The diagnosis was that the teams and the process were to competitor focused, rather
than customer focused. The report provided the marketing team with seven innovations and opportunities that
could be deployed immediately to break this focus and realign the sales and retail offering to the customer
focused brand strategy. It also provided recommendation on the changes that needed to be incorporated into the
current process to ensure the process maintained this focus and did not default back.
26. marketing management consultants
Creative Agency Search & Selection
Company Category: Global Telecommunications
Brand or Issues: Entire organisation e.g. brand communications, retail network, sponsorships, digital and direct
response, direct and CRM, consumer and business proposition communications.
Challenging Problem: Client engaged TrinityP3 to facilitate a full service creative agency search and selection
process, due to the various business units all using a number of different creative agencies, and their
dissatisfaction with their current lead creative agency. There was a lack of synergy in all of their communication
in the market, and high levels of cost and administration in using numerous agencies.
Creative Solution: TrinityP3 facilitated the entire process from searching for appropriate agencies in the market,
to developing each stage of the selection process to fit the client’s needs.
Process: The process can be summarized into the following stages; 1. Establish the brief, 2. Review the market
3. Credentials review (RFI), 3. Full day strategy workshops 4. Financial proposal (RFP), 5. Digital and direct
response capabilities review, 6. Creative presentations, 7. Negotiation.
Timeline: Entire project took a total of 15 weeks from initial briefing to contract being signed with the new
agency. TrinityP3 works with clients at the initial briefing to develop a timeline that best fits their needs and
timing expectations.
Result and feedback: Client very happy with the result, the process and advice provided and the current
relationship now provides the transparency, as well as accountability that was lacking. Client has since engaged
TrinityP3 to conduct the search and selection process for their media agency.
28. marketing management consultants
Executive Summary
• TrinityP3 has subject matter experts across the full range of marketing, media and
advertising disciplines and each has more than ten years experience in their area of
speciality.
• As an organisation we have experience across all marketing categories including
FMCGs, automotive, retail, financial services and the like.
• We have extensive database information on industry rates, salary benchmarks, rate card
rates and resource planning across all markets we operate.
• We provide the strategies and knowledge to improve and optimise marketing
performance, supplier performance and the performance of your delivery and
implementation.
• But most importantly, we work with marketers, procurement, marketing services and their
service providers to develop and implement processes that deliver alignment and greater
efficiency and therefore effectiveness for the marketing.
• In this way we assist marketers and procurement achieve maximum marketing performance.
29. marketing management consultants
Executive Summary
• Marketers are facing greater demands and faster change than at any time in history. This
creates greater complexity and unique challenges that require new solutions.
• TrinityP3 assists marketers to solve these major challenges providing independent advice
based on qualitative and quantitative analysis to design customised solutions to these
challenges.
• TrinityP3:
• Delivering performance driven solutions, not simply lower prices
• Use a quantifiable scientific approach
• Improving relationships & effectiveness
• Providing understanding & insight
• 100% independence & confidentiality
• Broad, relevant industry experience
• Fixed project cost upfront
• Maximising marketing performance
30. marketing management consultants
Reference
For more information please click on the following links:
• Range of services – http://www.trinityp3.com/services/
• Current client list – http://www.trinityp3.com/clients/
• Client testimonials - http://www.trinityp3.com/testimonials/
• Agency testimonials - http://www.trinityp3.com/agency-testimonials/
For our Marketing Management Tools please click on the following links:
• Ad Cost Checker – http://adcostchecker.com/
• Resource Rate Calculator App – http://www.trinityp3.com/mobile_apps_for_business/
• Agency Register – http://www.trinityp3.com/agency-register/
• Evalu8ing Relationship Performance & Collaboration - http://www.evalu8ing.com/
• Scope Metric Units TM - http://farmerandco.com/proprietary-metrics/
31. marketing management consultants
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