Revenue growth is essential for all businesses, and advertising agencies are no exception. Agencies work in a highly competitive category, and are particularly dependent on reputation, talent and innovation to manage not just the ‘now’, but also the ‘next’ and the ‘later’. In short, agencies are businesses in constant flux, driven by a need to stay at or ahead of constant market evolution and changing client needs.
The objective of our agency growth advisory practice is to help agencies grow. We employ our unique industry perspective and work closely with agencies to provide actionable insights and recommendations across the following three areas, which you can explore here:
You can find more information on agency growth advisory here or explore more details and insights below.
The perils of counting chickens: Why agencies shouldn’t bank on new business revenue
In the fiercely competitive advertising industry, agencies are increasingly using aggressive financial forecasting to sidestep making crucial operational decisions vital ...
100 considerations for marketers to avoid poor pitch performance
Anyone can run a pitch to select a new advertising agency. Or a new media agency. Or a new digital ...
Why we practice radical candor in providing pitch feedback
One of the great frustrations for agencies for agencies, beyond coming second is the lack of constructive feedback during and ...
Why we provide pitch advice to both agencies and marketing suppliers
For more than two decades, we have had the privilege of being in the centre of the action as our ...
Agency Sizzle Reels – Potent Sales Tools, or Seriously Muddled Stories?
The human brain processes images 60,000 times faster than text, which justifies using imagery. However, the brains of the person ...
10 personality types agencies may encounter in a new business pitch
One of the important factors in any pitch decision is how aligned the agency is to the advertiser’s culture. And ...
How do you pitch when you’re the incumbent agency?
It sounds like the toughest gig in town. Your client has called a review of your agency – despite your ...
The Chemistry Conundrum: Learning Enough About Your Agencies to Make Meaningful Decisions
I’ve always found the term ‘Chemistry Session’ to be a complete misnomer. I use the term because it’s entered into ...
Growing Wings on Your Unicorn – Making Agency Credentials Compelling
Credentials – either written long-form, delivered in ‘chemistry sessions’ or both. They’re often maligned, just as often misunderstood by both ...
The Final Scores – The Essentials of Agency Pitch Scorecards
In agency pitching, proper evaluation is important. The services you’re procuring are complex. Not everything you’re buying directly quantifiable as ...
Why marketers will continue to use a pitch to select agencies
The headlines scream “The pitch is broken”. But in fact, the pitch is alive and well and has never been ...
Agency Client Chemistry Meetings – the Seven Deadly Sins to avoid and seven deadly words you never want to hear at them
TrinityP3 UK is a founder signatory of the Pitch Positive Pledge launched jointly by the IPA and ISBA in May ...
What does financial and rate benchmarking mean at TrinityP3?
Benchmark. It’s a term we use a lot at TrinityP3, and the concept underpins much of the work we do ...
For an ideas industry, most agencies are very poor at protecting their intellectual property
Advertising is an industry of ideas. And while it is true, as recently written here in Campaign, that you cannot copyright ...
What must marketing provide for agencies to make sound business decisions on pitching?
The recent demands of marketers have been for agencies to be more transparent, particularly in their media dealing on behalf ...
Why the hidden OUCH! Factor cost of advertising agency pitching is not financial
If you have not seen the OUCH! Factor research, it is definitely worthwhile to watch the Mumbrella360 Short video here ...
Why average cost per agency FTE is dependent on the task at hand
Average cost per FTE is a very common procurement measure for assessing agency costs. It is basically the equivalent number ...
Video Conferencing for Dummies* – Ad Agency Pitching
For 18 months now we have been managing advertiser pitches to choose agencies using video conferencing. Zoom, Teams and Google ...
If your agency cannot be different, then at least try to be distinctive
Like that scene from the 1979 Monty Python film, Life of Brian, “we are all individuals, we are all different” ...
Are agency people embarrassed about how they make their living?
Jeremy Taylor spent a week in May 2021 attending the AdForum Consultants Forum, on the receiving end of nine full ...
Large or small, agencies like to be all things to all people. Does size really matter?
Jeremy Taylor spent a week in May 2021 attending the AdForum Consultants Forum, on the receiving end of nine full ...
The 5 biggest mistakes made by agencies when pitching
This is the second of two posts around the topic of ‘What are the 5 biggest mistakes made when Pitching’ ...
Pitching is an essential skill for business and life
Whether it’s pitching for that promotion, pitching for new business, pitching an idea at work or pitching for funding - ...
Should agencies adhere to the same ethical, environmental and social standards their clients do?
Corporate values, like corporate purpose, is a hot topic. Doing good is considered by many to be good for business, ...
Is a house style good for advertising agencies?
There was a time when the best and most notable advertising agencies in the world were known for their house-style ...
Punk vs Legacy – the rise of the new agency generation
2020 has seen a notable rise in the fortunes of a new generation of independent advertising agencies around the world ...
How remote pitching is showing up the agency showmen
The idea of the pitch being a bit of theatre or showmanship is as old as the advertising industry itself ...
Why pitch consultants should be advisors and not marriage arrangers
With so much business going to pitch at the moment, it is disconcerting but not surprising that perhaps not all ...
Is procurement standing in the way of independent agencies winning larger clients?
This is a trend that has been on the rise for more than a year. But one that appeared to ...
‘Non-proactive’ is a major factor in wanting to change agencies. But what does it really mean?
One of the reasons that regularly come up to justify wanting to change agencies is that the incumbent agency is ...
