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

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How Many Agencies Do You Need?How Do You Get There?

TrinityP3 Webinar SeriesPresented by Nathan Hodges

7th October 2015

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Outline

• The ever-expanding roster

• What this expansion means for marketers and agencies

• What to do about it – for marketers and for agencies

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Driving the ever-expanding roster

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Driving the ever-expanding roster

Fragmentation of channels

Broader role of technology

Increase in data

Changed consumer expectations

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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

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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

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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

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Why the expanding roster is a problem

The Spiralof Roster

Destruction

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Why the expanding roster is a problem

Expansion, but with…

…no roster model

…no strategy

…no financial model

The Spiralof Roster

Destruction

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Why the expanding roster is a problem

Expansion, but with…

…no roster model

…no strategy

…no financial modelNo one agency has a significant share of

activity, budget, knowledge or data

The Spiralof Roster

Destruction

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Why the expanding roster is a problem

Expansion, but with…

…no roster model

…no strategy

…no financial model

Agency turf warsInsecurity

Recommendations linked to discipline

No one agency has a significant share of

activity, budget, knowledge or data

The Spiralof Roster

Destruction

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Why the expanding roster is a problem

Expansion, but with…

…no roster model

…no strategy

…no financial model

Agency turf warsInsecurity

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 Spiralof Roster

Destruction

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Why the expanding roster is a problem

Expansion, but with…

…no roster model

…no strategy

…no financial model

Agency turf warsInsecurity

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 Spiralof Roster

Destruction

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Why the expanding roster is a problem

Expansion, but with…

…no roster model

…no strategy

…no financial model

Agency turf warsInsecurity

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 Spiralof Roster

Destruction

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What to do about it – for marketers

Define and articulate the current and likely future marketing requirements

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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

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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

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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

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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

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What to do about it – for agencies

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What to do about it – for agencies

Play nicely with others

Don’t engage in turf wars

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What to do about it – for agencies

Play nicely with others

Don’t engage in turf wars Be brilliant at what you do

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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

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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

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Questions?

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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/

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For more information contact:

TrinityP3 Pty LtdSydney

+612 9964 9900Melbourne

+613 9682 6800Hong Kong

+852 3478 3982Singapore

+65 6631 2861

people@trinityp3.comwww.trinityp3.com

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