2. Once upon a time…
• It was enough to simply give an agency a
brief and select the best idea.
• Now there is great complexity and greater
demand for rigor and due diligence.
• But sometimes this process can become
an obstacle to a successful outcome.
• Here is what you need to consider to
reduce the bitchin’ and advertising pitchin’.
marketing management consultants
4. Outcomes
• The outcome of this
process is a winner
Winners • And run correctly the
marketer wins too
• But where there is a
winner, there are also…
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5. Outcomes
• All of the other agencies
asked to pitch
• Plus trade press love Losers
the drama of the victor
and the vanquished
• And the industry love to
gossip about it too
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6. Resources
High cost High cost in
in time resource
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7. Resources
• The pitch process is
time consuming
• It is also disruptive to
High cost the current marketing
process
in time
• Across all internal
stakeholders it can take
500 – 700 hours
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8. Resources
• Add to this the time
invested by the agency
• Multiply that by the High cost in
number of agencies resource
• And you are suddenly
burning many
thousands of dollars
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10. Risk
• There are risks
associated with a pitch
for the marketer
Moderate • Sharing confidential
plans and strategies
with third parties
• Plus your reputation is
on display to the industry
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11. Risk
• The risk for the
agencies is higher
• Publicly losing a pitch
impacts their reputation High
• Plus the are investing
in a process they have
little control over
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13. Process
• You need to ensure you
assess all of the
available options for:
Thorough • Capability
• Expertise
• Chemistry
• Value
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14. Process
• While at the same time
minimise waste due to:
• Duplicated steps
• Protracted approval
processes Efficient
• Conflicting schedules
• The average pitch
should take no longer
than 6 – 12 weeks
marketing management consultants
16. Approach
• You can manage
confidentiality without
being closed
Open • An information vacuum
is soon filled with rumor
and misinformation
• So take control of
the process
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17. Approach
• Be open and
transparent with all
stakeholders on:
• Process
• Timing Fair
• Reason / Rationale
• But only share agency
information with their
permission
marketing management consultants
19. Requirement
• Are you looking for a
advisor or a supplier?
• An advisor provides
Advisor strategic advice and
recommendations
• They can create and
add tangible value
marketing management consultants
20. Requirement
• A supplier simply
provides products and
services
• A supplier or vendor
Supplier
fulfills your needs, no
more and no less
• Value creation is
incidental
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22. Focus
• Strategy is the solution
or solutions to a
problem
Strategic • The strategic process
usually delivers long
term value
• Good strategy always
comes before execution
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23. Focus
• Creativity is innovation
or, at the least, novelty
• Do you want a strategic
solutions provider? Creative
Creative innovator?
Both?
• The process you use will
determine the outcome
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25. Criteria
• Choosing the right
agency is more
emotional than rational
Rational • It is more subjective
than objective
• Therefore it is important
to value both in the
process
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26. Criteria
• Develop use metrics,
and score cards that:
• Rationally measure
the emotional
• Objectively score Emotional
the subjective
• Allows you to organise,
assess the feelings and
thoughts of the group
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28. Alignment
• In selection hierarchy
the point of entry is
agency capabilities
Capabilities • With agencies often
having similar
capabilities, it is
rarely a differentiator
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29. Alignment
• The true point of
differentiation is
relationship or
chemistry
Relationship
• This is often subjective
measures such as
aligned values, mutual
trust, creative alignment
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31. Success
• The process you
choose will influence or
define the outcome
Process • Therefore ensure you
have a very clear view
of success
• Develop the process to
deliver this
marketing management consultants
32. Success
• The outputs of the
process are important
• But equally so is the
process itself Output
• Decisions should be
made taking both into
consideration
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33. To avoid bitching…
• Clearly define a • Recognise risks
successful outcome for both parties
• Align your process • Define criteria and
to that outcome metrics against success
• Minimise wasted time • Treat agencies as
and resources partners not vendors
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34. For more information go to
http://www.trinityp3.com/
Trinityp3.com/blog/ TrinityP3 Pty Ltd
Sydney
+612 8399 0922
@TrinityP3 Melbourne
+613 9682 6800
Hong Kong
TrinityP3
+852 3478 3982
Singapore
TrinityP3.StrategicMarketingConsultants +65 6631 2861
Slideshare.net/darrenwoolley people@trinityp3.com
TrinityP3’s liability is limited as per our standard terms and condition as approved by the client prior to the project commencing
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