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Creating Transparency and Trust in Media���
TrinityP3 Webinar Series Presented by David Angell
9 September 2015
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Today Perception Reality Improvement
Creating Trust & Transparency: The 4 C’s
Consultative Compliant Commercial Collaborative
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Let’s face it, we all love one
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Evolution = challenges
• Globalisation, Commoditisation, Competition, Diversification and Automation
• Balancing the Now, the Next and the Later
• The Resource Conundrum; retain and re-train whilst covering traditional bases
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Challenges lead to relationship strains
• Confusion around capabilities • Continuous sense of ‘hard-sell’ – force-fitting the next big thing • Poor empathy (on both sides) • Opaque structure, process, technology and remuneration • Out-dated agreements, outdated metrics, outdated scope • Irritation with increasingly bitter intra-agency politicking • Disappointment with over-promise, under-delivery
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Yeah…so what?
What should you want?
How can you get it?
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Creating Trust & Transparency
Consultative Compliant Commercial Collaborative
The 4 C’s
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The 4 C’s shape the desired agency Consultative
Commercial
Collaborative Compliant
Thought Leading Practitioners
Contractual Clarity
Executional Excellence Trading Gravitas
Flexibility in Remuneration
Powerful Pivots – through the line
Organisational Adaptability
Agnostic Transparency
Willing Educators
KPI Commitment
Industry Practice Adherents
Measure, Learn, Evolve, Measure, Learn, Evolve…
Strategic Standouts.
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Yeah…so what?
What should you want?
How can you get it?
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Lead as you want to be lead
If you expect your agency to follow the 4 C’s – follow them yourself.
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Consultative
Be completely clear about agency scope and remit. Set up a roster structure. Agree set times for the agency to talk to you about new services.
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Consultative
Task your agency with opening the black boxes of media. Admit what you don’t understand. Be willing to prioritize regular education. Show a genuine interest.
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Consultative
Set and feed the dynamic of co-creation. You’re on a journey, together. Be honest about where you are. Make the journey an achievable one, and include rest stops.
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Consultative
Be an enabler of evolution (within reason). Involve your agency in broader internal discussions where possible. Give your agency and your team the chance to convert talk into action.
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Compliant
Understand your contract and make it future-proofed where possible. Put yourself in a position to understand how transparent your agency is prepared to be.
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Compliant
Pay fairly. Pay on time. Set up a manageable performance-related incentive structure. Don’t begrudge success in this area.
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Compliant
Ensure that your agency understands any relevant corporate governance guidelines or affiliations with industry bodies (e.g. marketing to children)
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Commercial
Articulate your business strategy. Help your agency to help you in driving the bigger agenda. Measure against the bigger agenda, not just the media nuts and bolts.
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Commercial
When it comes to commercial dealings with media sales networks – act as one.
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Collaborative
Confront your challenges head on – with empathy. Share your expectations. Set clear boundaries. Find the common ground. Then make the rules.
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Collaborative
Be an active participant in driving your agency team structure and personnel. Don’t put up with square pegs and round holes.
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Collaborative
Loosen your tie. Admit (to your agency) when things are hard. Make it clear your agency that you want them to do the same.
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Collaborative
Accept and commit to the fact that commercial performance is a two way street. In the heat of battle – succeed together, fail together. After the event – commit to proper evaluation.
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In Summary
Relationships between media agencies and their clients (and vice-versa) have never been more complex. Improvement is possible. The 4 C’s define an approach to a relationship based on mutual trust and transparency.
There’s a global crisis. Media agencies are not to be trusted. They are ‘the estate agents of the industry’.
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TrinityP3 Webinar Series September 23: Transforming Production for the 21st Century
October 7: How many agencies do you need and how to get there October 21: Aligning your digital marketing to marketing
November 11: Super charge your agency with incentive based remuneration November 25: The challenges for Marketers in a carbon constrained future
http://www.trinityp3.com/product-category/webinars/
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For more information contact:
TrinityP3 Pty Ltd Sydney
+612 9964 9900 Melbourne
+613 9682 6800 Hong Kong
+852 3478 3982 Singapore
+65 6631 2861
[email protected] www.trinityp3.com
Trinityp3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants
