Kylie Ridler-Dutton, TrinityP3 senior global marketing consultant, has spent the past decade managing some of the most high-profile agency pitches in Australia […]
Nick Hand, the Senior Financial Consultant at TrinityP3, has managed and negotiated some of the most high-profile agency pitches in this country […]
The MFA and AANA pitching guidelines advocate using a trading exercise template. A glorified Excel for completion by agencies asking for rates, […]
Hick Hunter is the CEO, ECD and co-founder of Paper Moose, a purpose-driven independent agency where strategy, creative ideas, and specialist expertise […]
One of the great frustrations for agencies for agencies, beyond coming second is the lack of constructive feedback during and at the […]
Scott Knox is the President and CEO of the Institute of Canadian Agencies, with a mission to Amplify, Protect and Transform the […]
Jeremy Taylor, Managing Director, TrinityP3 UK, and host Gina Larter, Business Director, TrinityP3 UK, recently attended the AdForum Consultant Summit in New […]
Steve O’Farrell is co-founder and Managing Director of The Royals, one of Australia’s most recognised independent agencies. David Angell and Steve talk […]
Gina Larter is the newest Business Director to join TrinityP3 UK. But she also has experience in managing agencies, consulting with advertisers, […]
During most agency searches, considerable emphasis is placed on the functional capabilities of the agencies you’re evaluating: Size, scope, and capabilities, balanced against strategic and / or creative proof points – all weighed against an acceptable financial model. But just like any interview process, marketers should dig deeper to find out if the chemistry between prospective agency(s) and their marketing teams is strong enough to stand the test of time. An agency that looks good on paper or appears to tick all the proverbial boxes, may end up being a disaster if client facing agency resources and marketing teams don’t actually like each other.
A major and complex issue for marketers when looking for new agencies, or going to market with a tender, is concerns over conflict of interest. That is, not wanting to select an agency that already has a client that is a competitor. But what constitutes a competitive conflict will vary from advertisers to advertiser and category to category. It will also increasingly vary as the relationships between advertisers and their agencies evolve. Some categories are incredibly broad in what constitutes a conflict, such as financial services or alcoholic beverages, and therefore can quickly limit the choice of agencies without conflicts.
In my experience, many people are too busy focusing on the primary task of selecting the right agency, that they miss the […]
In October 2011 I was invited to a meeting with a marketer who provided a confidential briefing on a new strategic direction […]
There is an increasing use of Request for Tenders and Requests for Proposals (RFX) by procurement in selecting strategic marketing suppliers. In fact […]
