the roi of a trinityp3 managed agency pitch

marketing management consultants

1

TrinityP3:�Adding Value to�an Agency Pitch

Process

TrinityP3

COMMERCIAL IN CONFIDENCE

© October 2016


2

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.


3

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/.


4

Overview: ROI DefinitionsTypically, 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.


5

Overview: ROI DefinitionsThe 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.


6

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.


7

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.


8

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.


9

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.


10

Post-Project ROIThroughout 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.


11

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


12

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


13

Proof Points: TestimonialsThe 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


14

Proof Points: TestimonialsThe 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


15

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


16



“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


17



“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


18



“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


19

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/


20

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

[email protected] www.trinityp3.com

Trinityp3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants

the roi of a trinityp3 managed agency pitch

Business