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TrinityP3:
Adding Value to
an Agency Pitch
Process
TrinityP3
COMMERCIAL IN CONFIDENCE
© October 2016

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TrinityP3: An Introduction
• In 2000, Darren Woolley, a scientist and
advertising creative director, founded
TrinityP3 in Australia. His purpose was to
help people to achieve commercial purpose
through creative process. People, Purpose,
Process – the ‘3P’s’ of TrinityP3.
• Sixteen years on, we’ve grown significantly,
in size and in scope. We are Asia Pacific’s
leading strategic marketing management
consultancy with an international network
of industry professionals, consulting at the
leading edge of decision making in the
marketing and advertising industry.
• Our aim is simple. We want to improve the
marketing output of every single
organisation that engages us.
• Generating improvement can mean
challenging the norm and changing values
within a marketing team or broader
organisation. We guide our clients on this
journey, emerging in a better place for the
marketing team and its attributable effect
on the organisation.

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TrinityP3: An Introduction
• We have built significant proprietary IP over
the last sixteen years, including
sophisticated agency search functionality,
detailed financial benchmarking capability,
extensive contractual experience and app
or web-based evaluation tools.
• Our client base includes more than 50 of
the world’s top 100 advertisers. We
continue to grow in experience,
geographical footprint and expertise. We
continue to challenge thinking – our own,
and that of our clients.
• Our consultants all possess at least ten
years of experience in a specialised field
within marketing and procurement.
• We enjoy a high profile in the Australian
market and have produced extensive
industry material in the form of articles,
blog posts, webinars, speaking
engagements and opinion pieces. To see
the extent of our work in this area, please
visit http://www.trinityp3.com/blog/.

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Overview: ROI Definitions
Typically, TrinityP3 adds value in a pitch process
by ensuring the following:
1. That the needs of marketing and advertising
are clearly articulated and fulfilled by the
process.
2. That the process meets the highest
standards of due diligence and corporate
governance.
3. That the principles of procurement and
marketing are accommodated in the process
to achieve the best outcome for both the
client and the suppliers.
We flex within the requirements of specific clients
as much as possible, within scope; no two
processes are exactly alike.

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Overview: ROI Definitions
The resultant Return on Investment generated by
this delivery can therefore take many forms.
For clarity, we have split the definition of ROI into
three components.
1. Financial ROI: Optimal Efficiency, Optimal
Effectiveness.
2. Operational ROI: Refined Process,
Refined Delivery.
3. Post-Project ROI: The Benefits of a
Productive Agency Relationship.

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Financial ROI
• TrinityP3 has been in operation for 16 years,
and during most of that time, we have been
conducting agency pitch processes on behalf
of our clients.
• During this period, we have built and evolved
considerable data-driven IP that we apply as
industry benchmarks when assessing
financial proposals.
• Our aim is not to deliver ‘the cheapest’ or
‘cheaper than last time’. Our aim is to deliver
best possible value, sustainable to both
parties and commensurate with the market.
• As agency service models and methods of
delivery become more complex, and the
agency marketplace becomes more
cluttered, it becomes harder for advertisers to
truly understand the relative level of
competitiveness of any given proposal.
• Agencies are often able to significantly mark
up many elements contained within overall
scope, beyond reasonable market levels. Our
assessment negates any gain of unfair
advantages through excessive mark-up.

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Financial ROI
• Our financial assessment is comprehensive. Based on a specific scope of work and
remuneration structure that we can help you to build, we assess and benchmark agencies
not just against each other, but critically against our extensive market data across many
criteria, including but not limited to:
• Retainer value
• Overhead recovery
• Profit mark up
• Non-retained head hour fees by position
• Cost breakdown by campaign type/area of scope
• Various production incidentals
• FTE level, skillset composition and seniority composition
• Performance Incentive Payment mechanisms
• Our ability to demonstrate to Subway Australia exactly where cost savings or other
improvements could be made across all of these disparate elements, what levers to pull in
negotiation is at the heart of the Financial ROI proposition. Subway Australia will emerge
with confidence that the agreement it reaches with a chosen agency represents
strongest possible financial value across the board.

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Operational ROI
• TrinityP3 is highly experienced in conducting agency reviews and pitches. Prior to joining
TrinityP3, our consultants all have at least 10-15 years of specific experience in field, on
agency and client side.
• Pitches can be extremely costly to advertisers. There is a significant amount of management,
organisation and structuring required to achieve a successful pitch.
• The process we undertake with you is designed to remove much of this internal cost, thereby
offering significant operational ROI benefits to Subway Australia.
• Our process encompasses the following key elements:
• Specific briefing base from Subway Australia, against which we commence our search.
• Use of multiple data sources, overlaid with experience, to select the best agency
candidates. Data sources include our proprietary agency register, with access to
detailed information across more than 2,000 agencies from many disciplines.
• Chemistry, strategic and creative assessment, with detailed scoring mechanics and
feedback forms at each stage.
• Rigorous discussion and guidance with specialists.
• Comprehensive project management and administration.

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Operational ROI
• From an operational perspective, Subway
Australia derives ROI from:
• Smoother, faster process,
delivering internal cost savings.
• Higher level of confidence in
decision making, resulting from
expert guidance at each stage –
consequently improving the likelihood
of a long and productive agency
relationship.
• Less required internal resource –
we take the strain away from you,
handling all agency liaison and
project management as required.
• A tailored outcome, taking
advantage of our rich mix of hard
data, specialist experience and
assessment tools.

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Post-Project ROI
Throughout this document, TrinityP3 has stated
the importance of creating a sustainable and
productive agency relationship.
Working with us to optimise the outcome of
your agency pitch process carries a number of
related ROI benefits:
• A tailored outcome increases the chance
of a longer relationship tenure, thus
reducing repeat pitch costs to the business
over time.
• A mutually beneficial and productive
agency agreement based on rigorous
two-way assessment builds strong
foundations, and is more likely to yield
better outputs over time.
• Better outputs have knock-on ROI effects
on your business outcomes, derived from
advertising/marketing activity.

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Proof Points: Consultants
Minimum 10
years industry
experience
Subject Matter
Experts in
Marketing,
Media and
Advertising
Totally
independent
industry expert
advice
Access to more
than 3,000
agency and
supplier details
on the Agency
Register
Provide a
qualitative and
quantitative
approach

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Proof Points: Our Clients
Frucor
GSK
Goodman Fielder
Heinz
Honda
Ikea
IAG
ING Direct
Johnson & Johnson
Kraft/Cadbury
Lend Lease
Lexus
Lion Co
Marico Limited
Mazda
McDonalds
Our clients come from all categories, and many different markets across the APAC region and
beyond. We have conducted a diverse range of consultancy projects with the following
organizations (amongst others):
Medibank
Monash University
Movember
Mondelez
Mitsubishi
NAB
Nestle
News Limited
Nokia
Officeworks
Pacific Brands
Panasonic
Pernod Ricard
Porsche
Reckitt Benckiser
RMIT
API Priceline
AGL Energy
Audi
Australian Government
Australian Unity
Bank of NZ
Bluescope Steel
Campbell Arnotts
Cancer Council Australia
Canon
Carnival Cruise Lines
CommBank / BankWest
CSL Hong Kong
Diageo/GAB
Eli Lilly
Fonterra Brands
SAP
SCA Hygiene
Simplot
Singtel Optus
Suncorp
Tabcorp
Tourism Australia
Toyota
Treasury Wine Estates
Vicinity Group
Virgin Australia
Virgin Mobile
Vodafone
Walt Disney Studios
Westpac Group
Yum Restaurants

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Proof Points: Testimonials
The listed testimonials are from clients who have worked with us, including members of your
nominated team, over the last 12-24 month period. For more testimonials from both clients and
agencies who have worked with us, please visit https://www.trinityp3.com/testimonials/.
“Simplot Australia asked TrinityP3 to lead a creative agency review
process, with a view to establishing the best route forward for our brands in
this key area of marketing. Through various challenges along the way,
TrinityP3 has always been on hand with expert advice, opinion and data-
driven analysis. The thoroughness of their approach has enabled us to gain
confidence in our choice. The team have gone above and beyond in their
support of our marketers and procurement stakeholders, and in the
management of the project as a whole. Consequently, the value generated
for Simplot by having TrinityP3 involved has been significant. I wouldn’t
hesitate to recommend TrinityP3 as market leaders in the field.”
Suzanne Harman, GM Marketing & Frozen Foods at Simplot Australia

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Proof Points: Testimonials
The listed testimonials are from clients who have worked with us, including members of your
nominated team, over the last 12-24 month period. For more testimonials from both clients and
agencies who have worked with us, please visit https://www.trinityp3.com/testimonials/.
“Mitsubishi Motors Australia Limited was requested by the MMC global
office to enter a creative agency review process that was thorough and
objective in its approach.
Trinity P3’s professional and well managed step by step approach was
invaluable in achieving these key requirements.”
Darrell Jacobs, Head of Marketing at Mitsubishi

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Proof Points: Testimonials
The listed testimonials are from clients who have worked with us, including members of your
nominated team, over the last 12-24 month period. For more testimonials from both clients and
agencies who have worked with us, please visit https://www.trinityp3.com/testimonials/.
“With agency structures becoming ever more fragmented and complex,
Honda engaged TrinityP3 to undertake a review of our media partner;
which also included an assessment of the general health of our client/
media/creative relationship. Trinity P3 were able to deliver strong insights
into our current state, and importantly, solid recommendations targeting
improved efficiency and effectiveness. Given the analysis was based upon
functional experience and objectivity, we are confident our business will be
stronger as a result.”
Scott McGregor, GM of Customer & Communications at Honda

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Proof Points: Testimonials
The listed testimonials are from clients who have worked with us, including members of your
nominated team, over the last 12-24 month period. For more testimonials from both clients and
agencies who have worked with us, please visit https://www.trinityp3.com/testimonials/.
“I’ve been involved in selecting agency partners for over twenty years and I
have been extremely impressed with the knowledge, professionalism and
integrity demonstrated by TrinityP3 during our recent pitch. They guided us
through a rigorous, holistic process and proved to be an invaluable source
of advice to myself and my team. TrinityP3 has delivered a great return on
investment to Monash University.”
Margot Burke, CMO at Monash University

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Proof Points: Testimonials
The listed testimonials are from clients who have worked with us, including members of your
nominated team, over the last 12-24 month period. For more testimonials from both clients and
agencies who have worked with us, please visit https://www.trinityp3.com/testimonials/.
“Feedback from the business has been overwhelming positive, particularly
around the structure and professionalism provided us. Would love to work
with you again. As it has been the first time our business has embarked on
such a journey, it’s was reassuring that your team understood our
challenges upfront and have provided us with the assistance and
professionalism to ensure we were able to make informed decisions.”
James Reilly, Creative & Project Marketing Director, carsales.com.au

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Proof Points: Testimonials
The listed testimonials are from clients who have worked with us, including members of your
nominated team, over the last 12-24 month period. For more testimonials from both clients and
agencies who have worked with us, please visit https://www.trinityp3.com/testimonials/.
“Working with TrinityP3 on reviewing the design of our Group Marketing
structure and function provided a fresh viewpoint informed by their extensive
market experience both across the APAC region and the globe. They
provided a detailed framework for identifying the strategic drivers and then a
process to specifically allocate the resources needed to effectively deliver
both the immediate and longer term Group Marketing needs of the bank.”
Louise Eyres, Group GM Marketing, ANZ

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Proof Points: Blog and Case Studies
• TrinityP3 is a leading voice in the marketing
industry across the world. We publish
articles on all major social media platforms
and in the trade press.
• Our commitment to the industry, and to our
clients, is reflected in our content.
• We have an extremely active blog,
containing hundreds of articles, books,
webinars and trade press articles written by
our consultants and other guests.
• In addition, the website contains numerous
case studies of the work we do.
• All of our content is searchable by keyword
on our website.
• To access this content, please visit
https://www.trinityp3.com/blog/

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Thanks for considering us. For more
information please contact
TrinityP3 Pty Ltd
Sydney
+612 9964 9900
London
+44 203 790 9229
Hong Kong
+852 3478 3982
Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
Trinityp3.com/blog/
@TrinityP3
TrinityP3
TrinityP3.StrategicMarketingConsultants