A Modern Marketing Fairytale: Prince Marketing & The Seven Agencies

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TrinityP3 Marketing Management Consultants

http://www.trinityp3.com/ This modern fairy tale was written as a story for the AANA Hothouse on Client / Agency Relationship Management to create the foundations for the discussion by providing a snapshot of the state of play at the moment. Marketers are managing a time of change with increasing complexity and accountability. A significant part of this change is how to manage the increasing numbers of agencies and service providers now required to implement their marketing strategies. The focus is creating business strategy alignment through marketing and the various strategic suppliers.

Business Gesundheit & Medizin

Evalu8ing. Collaboration. Relationships. Performance.

O nce upon a dream
in Brandland, the
handsome Prince
Marketing
ﬂourished !
with the!
assistance!
of his faithful!
Fairy AdAgency.

Evalu8ing. Collaboration. Relationships. Performance.

Tgoblin
he maleﬁcent

Technology!
was hard at work,
providing the !
common folk !
of Brandland !
with the Internet.

Evalu8ing. Collaboration. Relationships. Performance.

Prince Marketing
turned to his faithful
Fairy AdAgency!
for advice. !
And Fairy AdAgency
gave him the advice
she always did… !
“lets do some more
advertising”!
she exclaimed!
Evalu8ing. Collaboration. Relationships. Performance.

Owalking through the forest, when he
was
ne sunny day, Prince Marketing!

heard a group of happy little agencies
busy at work.

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But while thehad
thought he
Prince

found the answer to
his problems, it was
just the beginning.
Back at the Palace,
the Prince
organised all his
new agencies
around him.
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ThisPrince found
he
days ﬁlled
with brieﬁng
one agency and
giving feedback
to another and
so on, so that!
he had no time
to run the
Brandom.
Evalu8ing. Collaboration. Relationships. Performance.

B randland has become!
more and more complex.
Marketing is no longer managing!
one agency relationship!
but many relationships at once.
Improving performance is about all!
working more e"ectively together.

Evalu8ing. Collaboration. Relationships. Performance.

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www.trinityp3.com Speaking at the #VividSydney Ideas session by MediaSocial 08 was held on Thursday 2 June at the magnificent Cell Block Theatre - National Art School, Forbes St, Sydney. Darren Woolley, Global CEO and founder of TrinityP3 Marketing Management Consultants spoke on the Value of Creativity. Providing a political, business and marketing industry context to the concept of creativity, innovation and imagination, Woolley provided a financial and economic view of the current value of ideas and provides advice on how ensure the value of the idea is realised.

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Briefing to achieve integrated ideas & encourage maximum agency collaboration 04 November 2015, Karmarama, London, 08:30 am - 10:00 am Concerned that your agencies aren't working in harmony? This event featured Darren Woolley, a marketing consultant with considerable expertise on how to manage relationships in a smarter way, who shared top briefing tips on encouraging integration and collaboration. Presenter: Darren Woolley, Founder and Global CEO, TrinityP3 Marketing Management Consultants Day 3 of ISBA/IPA Good Brief Week, hosted by Karmarama, was presented by Darren Woolley, a flamboyant Australian marketing consultant who flew in from Sydney to talk about the myth that is agency collaboration. Read the blog of the session here: http://www.isba.org.uk/news/2015/11/05/collaboration.-cooperation.-co-ordination-briefing-to-achieve-integrated-ideas-agency-collaboration

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www.trinityp3.com Mark Bowling, TrinityP3 Senior Consultant based in Singapore recently addressed the World Federation of Advertisers Sourcing Forum on the current issues and trends in Marketing Management and Marketing Procurement and Sourcing. In the presentation he discusses: 1. Scope of work setting and management 2. Agency remuneration models and trends 3. The challenges of a performance based remuneration model 4. Issues encountered during agency negotiations 5. Agency roster relationship and performance management

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TrinityP3 Marketing Management Webinars http://www.trinityp3.com/product-category/webinars/ Managing marketing and your agency suppliers continues to become increasingly complex and time consuming. TrinityP3 Marketing Management Consultants are thought-leaders in all aspects of marketing management to improve marketing and agency performance and increase implementation efficiency. This series of webinars are your opportunity to hear the latest industry best trends and practices from the consultants working in this category on a daily basis regionally and globally. An interactive approach means you will be able to have your specific questions answered by industry leading practitioners. Topic: Transforming Production for the 21st Century Date: Wednesday September 23 Time: 13:00 – 14:00 AEST Presenter: Christopher Sewell Description: The explosion of digital channels has completely changed the landscape of advertising communications. But while the language around multi-channel content creation has evolved the old approaches to production management and creation has not necessarily kept up. Find out how to transform your approach to marketing production spend without being blindsided by vested interests.

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TrinityP3 Marketing Management Webinars http://www.trinityp3.com/product-category/webinars/ Managing marketing and your agency suppliers continues to become increasingly complex and time consuming. TrinityP3 Marketing Management Consultants are thought-leaders in all aspects of marketing management to improve marketing and agency performance and increase implementation efficiency. This series of webinars are your opportunity to hear the latest industry best trends and practices from the consultants working in this category on a daily basis regionally and globally. An interactive approach means you will be able to have your specific questions answered by industry leading practitioners. Topic: Creating transparency and trust in media Date: Wednesday September 9  Time: 13:00-14:00 AEST  Presenter: David Angell  Description: The perception of media agencies as lacking in transparency, and therefore trustworthiness, has long been a challenge. The events of the last twelve months, centred around the well-publicised issues at Mediacom, have sparked huge debate on the topic of agency transparency in the Australian market and beyond. In this session we discuss ways in which trust barriers could be overcome, and what you as a marketer need to consider in order to build a better relationship with your media agency.

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TrinityP3 Marketing Management Webinars http://www.trinityp3.com/product-category/webinars/ Managing marketing and your agency suppliers continues to become increasingly complex and time consuming. TrinityP3 Marketing Management Consultants are thought-leaders in all aspects of marketing management to improve marketing and agency performance and increase implementation efficiency. This series of webinars are your opportunity to hear the latest industry best trends and practices from the consultants working in this category on a daily basis regionally and globally. An interactive approach means you will be able to have your specific questions answered by industry leading practitioners. Topic: The latest trends in agency remuneration Date: Wednesday August 26 Time: 13:00-14:00 AEST Presenter: Darren Woolley Description: Agency remuneration, or as our friends in the USA say compensation, continues to be a significant issue for advertisers, procurement and agencies. There are an increasing number of approaches and methodologies all with their own strengths and weaknesses. And while there is no one cookie-cutter approach, we will be reviewing each of the remuneration models to help you find the one that is right for you.

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While procurement is often associated with a process of cost reduction, in actual fact there is a huge opportunity for procurement to help marketing unlock the value of marketing and promote this value throughout the organisation. The first step is to define the value of marketing by developing a methodology for calculating ROMI (Return On Marketing Investment) In this presentation I highlight the fact that marketing, along with sales, is the one area that can grow the top line of any business. By working with the relevant senior marketing leads (those who are responsible for or who significantly influence the P&L) to define the value of marketing for the C-suite. The three areas where procurement should focus for marketing value are: 1. Cost cutting / benchmarking 2. Waste reduction / process optimisation 3. Performance improvement / effectiveness Cost cutting needs to be undertaken carefully to ensure you do not impact the top line performance of the marketing function. More importantly is the application of cost and resource benchmarking as a way of identifying inefficient areas of the marketing process, especially where marketing engages with external suppliers. Waste reduction is a combination of process improvement and optimisation to eliminate duplication within the agency roster, the marketing process and the cost of the outputs and outcomes. This includes improvements in costs and speed to market. Performance Improvement focuses on looking at implementing ways of improving performance from end to end. Budgeting right through to planning, execution and performance.

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At the recent event in Sydney titled "How to be a more effective content marketer" I presented a session on what marketers should consider and do before undertaking a content marketing strategy. This presentation provided the essential considerations and steps anyone undertaking content marketing should answer to not only determine if content marketing is right for them, but also to ensure they have the strategy, structure, resources and ability to deliver the desired outcomes. It is important reading for those either considering content marketing or currently undertaking content marketing for their business or brand. The advice is based on not only assisting marketers with the implementation of their content marketing strategy, but also from the personal experience of building the TrinityP3 brand as a thought leader in marketing management consulting in the Asia Pacific region.

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http://www.trinityp3.com/ Television continues to be a cornerstone of advertising production, although the application of these productions are being used across increasingly more channels than ever before including: online, mobile, point of sale as well as broadcast and subscription television. But what are the best ways for advertisers to ensure they are maximising the value and managing the costs of these productions? The anger is that simply reducing the budget or cost means lower quality productions that are less effective in engaging the audience. But likewise over investing in production is simply wasteful. It is also important that beyond the initial investment, advertisers identify ways to leverage the value within these assets. This is often overlooked with most television assets discarded as a consumable item. But the online environment means that many of these productions have value beyond the initial media flight. Think Facebook timelines and YouTube channels, where this content exists. This presentation provides an overview of the television advertising production process and highlights areas of opportunities for managing costs and maximising value. It also provides a summary of the main approaches to achieve this cost and value approach. I have also included scenes from the excellent film "Truth in Advertising" a Tim Hamilton Film by Axion Productions (c) 2001 to highlight the process. You can find out more about this funny view of advertising here. http://www.imdb.com/title/tt0283648/

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http://www.trinityp3.com/ I recently gave this presentation to the Annual Leadership Forum of AMSRO held in Coolum, Queensland. The feedback from the audience of almost 50 research company business owners led me to think there is perhaps many professionals in the marketing category that are suffering from the application of what could be considered traditional procurement practices. This presentation is based on my 12 years consulting experience and 15 years advertising agency experience. It highlights strategies for dealing with procurement to move beyond the focus of price to encourage the evaluation of value. Of course there is no guaranteed, foolproof strategy here, but there are many interesting approaches and practical ideas for possibly increasing your success rate or minimising the waste of time of filling out endless RFPs, RFQs, RFTs and RFIs.

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Organisational success today depends on effective communication and collaboration with individuals from cultures with varying beliefs and practices. Indeed, with the workforce increasingly comprised of people of varying cultural backgrounds, leaders must now prioritise the significance of cultural competence in the workplace. Ensuring cultural competence at every level of your organisation cannot be understated. While cultural disparities can manifest in different ways, as a leader, you must build deep and nuanced cultural competence skills and education to accurately spot, address and alleviate the various scenarios that can arise. Failing to recognise the importance of cultural competence or not acting to improve it can lead to cultural negligence. There are a few things to consider to ensure your organisation is on the right track. In this deck, you'll understand the importance of building cultural competence in the workplace. You'll also learn • The three (3) dimensions of Cultural Competence in the workplace • Key strategies to build a culturally competent workforce • Major benefits you stand to gain by having a culturally competent team.

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