1. marketing management consultants
Agency Roster Management
Prepared by TrinityP3
© September 2016
Commercial In Confidence

2. marketing management consultants
Background
As marketing strategies change and
become more complex there is an
increasing requirement to manage the
roster of agencies and marketing
suppliers to maximise their value.
It requires thinking of the roster
holistically and the individual agencies
and supplier at the same time.
If you are commencing a roster
management process for the first time or
as an on-going improvement process
there are five main steps.

3. marketing management consultants
The 5 essential steps
1. Roster Structure & Alignment
2. Remuneration Benchmarking
3. Scope of Work Definition
4. Performance Management
5. Conflict Resolution
Each step links to a page on TrinityP3.com with further information

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Roster Structure & Alignment
The first step is to answer a series of
questions:
• What are the requirements of the
marketing strategy?
• Are these requirements best
delivered in-house or outsourced?
• Which agencies are best placed to
deliver these services?
• Therefore how will the roster need to
change to align to these
requirements?

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Roster Structure & Alignment
The TrinityP3 Strategic Supplier
Alignment includes:
• One on one interviews with key
internal and external
stakeholders
• Financial / spend analysis by
brand / product, channel and
supplier
• Identifies duplications,
inefficiencies, misalignments and
bottlenecks
• Proposes a number of future states
for discussion
• Six stage process:
• Project Scope Agreement
• Data Collection
• Analysis and Reporting
• Model Development & Agreement
• Implementation Planning
• Takes 6 to 8 weeks
(depending on data availability)
• Cost quoted based on size of roster

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Remuneration Benchmarking
Now you need to look at the financial
efficiency of the current remuneration
model by asking:
• Where is the marketing investment
being spent by brand/product,
channel and supplier?
• Do the current remuneration
payments to key agencies represent
value?
• Was the level of resource and the
mix by capability and seniority
correct for the outputs required?

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Remuneration Benchmarking
The TrinityP3 Supplier
Remuneration Benchmarking
includes:
• Benchmarking agency resource
levels, discipline and seniority
mix against scope of work
delivered
• Benchmarks agency cost against
the agency quality and strategic
value to advertiser
• Identifies inefficiencies in current
process and relationships
• Four stage process:
• Project Scope Agreement
• Data Collection
• Analysis and Reporting
• Recommendations on changes to level
and / or models
• Takes 4 to 6 weeks
(depending on data availability)
• Cost quoted based on number of
agencies benchmarked

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Scope of Work Definition
Looking forward to the coming year, you
need to answer the following:
• How is the spend level changing? Is
it going up? Down or staying the
same?
• How are the requirements changing
by brand/product, channel and
supplier?
• What impact will this have on the
key agencies in the roster in regards
to remuneration levels and models?

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Scope of Work Definition
The TrinityP3 Scope of Work
Management includes:
• Developing specific and
customised definitions for
advertisers scope by agency
discipline
• Calculate agency resource
levels, mix and cost based on
agency type and strategic
importance
• Aligns agency fees to strategic
value to marketing and the brand
• Four stage process:
• Project Scope Agreement
• Provision of Scope of Works
• Calculations and Reporting
• Discussions and agreement with agency
• Takes 4 to 6 weeks
(depending on data integrity)
• Cost quoted based on number of
scope of works included

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Performance Management
It is essential to measure, manage and
maximise the performance of the
individual agencies and the roster as a
whole by asking:
• Are the key agencies performing
against their core capabilities in the
delivery of the requirements?
• Is the roster of agencies working
and collaborating together to
maximise efficiency and
effectiveness of the marketing
investment?

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Performance Management
The TrinityP3 Evalu8ing
Assessment includes:
• Relationship performance
between marketing and across
up to seven agencies
• Collaboration effectiveness
across a roster of up to seven
agencies and marketing
• Four stage process:
• Agreement on survey scope and terms
• Survey in market
• Analysis and Reporting
• Stakeholder results workshop
• Takes 3 to 4 weeks from beginning
to end (depending on stakeholder
availability)
• All inclusive cost £11,000 per survey
(Inclusive of workshops)

12. marketing management consultants
Conflict Resolution
Either as part of the performance
management process or on an ad-hoc
basis you need to answer:
• Are there any conflicts between the
marketing team and the agencies
that need to be resolved?
• Is there conflict between agencies
that needs to be addressed?
• Are there any agencies not required
or no longer contributing to the
marketing outputs effectively?

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Conflict Resolution
The TrinityP3 Engagement
Agreements include:
• Collaborative development of a
Ways of Work agreement
between marketing and agencies
• Facilitated workshops that
include all of the stakeholders
from marketing and agencies
• The development of a written
agreement that defines roles and
expectations of stakeholders
• Four stage process:
• Project Scope Agreement
• Workshops
• Collective agreement
• Implementation
• Takes 4 to 6 weeks
(depending on stakeholder
availability)
• Cost quoted based on number of
agencies participating

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Then go back to step 1 again.
This is an on-going process performed
in an annual or six monthly cycle
depending on the:
• Marketing planning process and
cycle
• Complexity and fragmentation of the
agency roster
• Volume, pace and seasonality of the
requirements
• Geographic distribution and disparity
of the suppliers

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TrinityP3 can assist with these 5 essential steps
1. Roster Structure & Alignment
Find out more about our Strategic Supplier Alignment
2. Remuneration Benchmarking
Find out more about our Agency Remuneration Benchmarking
3. Scope of Work Definition
Find out more about our Scope of Work Management
4. Performance Management
Find out more about our Relationship Performance Evaluation
5. Conflict Resolution
Find out more about our Engagement Agreements

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For more information contact…
TrinityP3 Pty Ltd
Sydney
+612 9964 9900
London
+44 203 790 9229
Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
TrinityP3.com/blog/
@TrinityP3
TrinityP3
TrinityP3.StrategicMarketingConsultants