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Introduction – the Media Agency world
Prior to 1994, advertising was a simple TV, radio and print business where media agencies were paid healthy commissions for their work. Agencies were well-staffed, and there was a significant history of expertise to guide their media planning and buying operations. But that year the first banner ads appeared – and ever since, the growth of digital has changed the media landscape beyond recognition.
In 2019, digital advertising spend overtook traditional advertising spend. Although media agencies significantly increased their integrated planning and buying capabilities with these developments, they have suffered from the knock-on effects of their clients’ brand growth weaknesses, procurement-led fee reductions, marketing-led Scope of Work growth and significant increases in clients’ organizational complexity.
This combination of massively increased complexity and poorly-defined workloads has affected agency revenue and profitability, leading agencies to downsize and juniorize teams. And as a result of this ‘perfect storm’, media agencies now tend to be seen as commodity suppliers rather than business partners. It’s become a race to the bottom, with no winners.
TrinityP3 believes it is vital to reverse this trend. To help media agencies and their clients re-establish constructive and fairly-rewarded partnerships, TrinityP3 has developed a suite of tools to diagnose workloads and relationship complexities — and to fix the dysfunctions discovered during our diagnostic process.
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