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marketing management consultants 1 How do you achieve your maximum (marketing) potential?

Introducing TrinityP3 Marketing Management Consultants

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marketing management consultants

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How do you ���achieve ���

your maximum ���(marketing)potential? ���

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We’re TrinityP3 marketing management consultants

For the last 15 years, our belief has been that creation of better results in business comes from changed thinking. We challenge our clients and ourselves to continuously evolve in thought and approach.

Technology continues to change society. Something powerful enough to change society inevitably challenges fundamental beliefs and ways of working that have shaped businesses for decades. Nowhere is this more apparent than in marketing, as customers and consumers increasingly control of the way in which they choose to engage with brands.

TrinityP3 exists for one reason.

Our aim is simple. We want to improve the marketing output of every single organisation that engages us.

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How we workOur work takes many forms. We develop new approaches that integrate data and digital into the marketing process.

We help marketers strategically align their department in context of their organisation, and navigate that organisation to best effect.

We shape, search and aid with selection of optimal agency supplier rosters.

We measure the ongoing influence and performance of agency suppliers in a variety of ways, including financial, relationship-based and contractual.

The best work we do, regardless of scope, directly contributes to improved business output, attributable to the marketing teams that hire us. That’s why we exist; that’s our aim.

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Local, Regional And Global

TrinityP3 works across Asia-Pacific including Australia, China and SE Asia with offices in Sydney, Melbourne, Hong Kong and Singapore and globally through our membership in the Marketing FIRST Forum (M1F). M1F is a global collective of like minded marketing professionals providing global expertise and local knowledge to assist marketers achieve maximum marketing potential and value. TrinityP3 and M1F are aligned to provide globally consistent services, tools and processes but with local market knowledge. The M1F structure often mirrors our clients own business unit structures. Thus, as a united team we work efficiently and effectively to the benefit of our clients.

View more information on M1F at http://www.m1f.org

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Our Scope of Work

Marketing Performance Services: 1.  Marketing business

alignment. 2.  Budget KPI and ROI

setting. 3.  Marketing structure

process review. 4.  Marketing planning

process review. 5.  Sustainable marketing

assessment. 6.  Relationship

performance evaluation.

Agency Performance Services: 1.  Strategic supplier alignment/

Relationship management. 2.  Supplier search. 3.  Agency selection / Pitch. 4.  Media buying benchmarking. 5.  Agency assessment

modelling. 6.  Contract reviews. 7.  Contract negotiations. 8.  Scope of work management. 9.  Rate card review

(Ad Cost Checker).

Delivery & Implementation Performance Services: 1.  Engagement agreements. 2.  Relationship performance

evaluation. 3.  Production management

assessment. 4.  Production transition

management. 5.  Sustainability assessment. 6.  Results report assessment. 7.  Media performance

assessment.

View our full scope of services at http://www.trinityp3.com/services/

TrinityP3 has more than 15 years experience and expertise in providing specific services to achieve maximum marketing potential. These services are provided to our clients on both a project basis and as part of a more expansive optimisation process.

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Our Clients

Ikea ING Direct Johnson & Johnson Kraft/Cadbury Lion Co Marico Limited Mazda McDonalds Medibank Movember Mondelez NAB Nestle News Limited Nokia Officeworks Pacific Brands

Our clients come from all categories and all markets in Asia Pacific and around the world

Panasonic Pernod Ricard Reckitt Benckiser SAP SCA Hygiene Singtel Optus Suncorp Tabcorp Tourism Australia Toyota Treasury Wine Estate Virgin Australia Virgin Mobile Vodafone Walt Disney Studios Westpac Group Yum Restaurants 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 Bank of NZ Campbell Arnotts Canon Carnival Cruise Lines CommBank / BankWest CSL Hong Kong Diageo/GAB Fonterra Brands Frucor GSK Goodman Fielder Heinz Honda

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Our Point of DifferenceTrinityP3’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 payments 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.

View our website at http://www.trinityp3.com/

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Marketing Management Tools

We have developed a range of marketing management tools

Details can be found on our website at

http://www.trinityp3.com/

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Powerful tools to drive optimal outcomes.One thing that separates TrinityP3 from our competitors is the amount of IP we have at our disposal.

Built over fifteen years, our data does not just sit on a shelf; it is used in tools and applications that allow a rich vein of information to be tapped.

When added to the experience and knowledge of our consultants, our marketing management tools are powerful aids in driving optimal, tailored project outcomes for you and your business.

We recognise that sometimes, all you need is a quick dive. That’s why many of our tools are available for use by you directly, or in conjunction with a bigger consultancy project. The choice is yours.

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Benchmarking your agency ratesAd 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, Japan, UK, Spain, Switzerland, 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/

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Calculating agency rates and salariesThe 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/

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Finding the right agency or supplierFinding the right supplier or agency can be difficult. There are 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.

It forms an invaluable resource for agency search projects across the region.

For more details check out http://www.trinityp3.com/agency-register/

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Measuring collaboration and performanceThere are innumerable survey tools for measuring supplier performance and agency relationships, but only Evalu8ing measures all of this and also measures and manages collaboration and alignment.

The system was developed in 2007 and since then has been used to evaluate hundreds of relationships both across suppliers rosters and also internally within organisations to align teams and departments 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/

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Identifying if you have the right media agencyMedia has become increasingly complex and less transparent, making it difficult for advertisers to access if they have the right media agency for their needs.

Calibr8or is an innovative platform that provides an objective and quantifiable evaluation of the capabilities, skills and effectiveness of media agencies, and through that, a fact-based method to match media advertisers with media agencies based on the profile of their specific needs.

It also provides media agencies and media owners with a quantified understanding of their strengths and capabilities compared to the market offering.

To find out more on Calibr8or click here https://calibr8or.com/

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Case Studies

Our full suite of case studies are available at http://www.trinityp3.com/blog/case-studies/

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Re-defining & Aligning the Media Value ChainCompany 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 that while their current media strategy, planning and buying structure was very traditional, their strategic requirements were increasingly not. Rather than simply test the current structure and suppliers we undertook a strategic review of their requirements, 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 needed to be corrected by replacing the current legacy supplier structure with a customised, purpose built 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 perceived 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. We were also able to create a number of future models to better meet the strategic channel 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.

Cost to client: $65,000

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Remuneration Benchmarking & ModelingCompany 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.

Cost to client: $85,000

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Remuneration NegotiationClient 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.

Cost to client: $18,000

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Master Media Buying Agency SelectionCompany 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, as well with special requirements in NESB media and regional media 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 with TrinityP3 involved every step of the way.

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.

Cost to client: $32,000

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Remuneration AssessmentCompany 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.

Cost to client: $19,000. Savings included no pitch cost and also 10% saving to market on benchmark value of retainer.

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Channel Strategy ReviewCompany Category: Airline

Challenging Problem: TrinityP3 was engaged to review the current retail and tactical strategy development and go to market program. The global airline industry 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.

Cost to client: $12,800

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Creative Agency Search & SelectionCompany 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), 4. Full day strategy workshops 5. Financial proposal (RFP), 6. Digital and direct response capabilities review, 7. Creative presentations, 8. 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.

Cost to client: $55,000

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Executive Summary

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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 specialty.

•  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 potential.

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Executive Summary•  Marketers focus on developing the marketing strategies and executions to deliver their

business objectives (EFFECTIVENESS).

•  TrinityP3 assists marketers to manage the marketing process and so deliver the resources and services to them in the most cost and time effective way possible (EFFICIENCY).

•  TrinityP3:

•  Delivering value 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 potential

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ReferenceFor 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/

•  Calibr8or Media Agency Capability& Strengths - https://calibr8or.com/

•  Evalu8ing Relationship Performance & Collaboration - http://www.evalu8ing.com/

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To achieve maximum marketing potential, please contact

Sydney +612 9964 9900

Melbourne +613 9682 6800

Hong Kong + 852 3478 3982

Singapore + 65 6631 2861

[email protected]

www.trinityp3.com