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: Super charge your agency with incentive based remuneration Date: Wednesday November 25 Time: 13:00 – 14:00 AEST Presenter: Darren Woolley As marketing and advertising are business activities that create value for the company, it seems that a remuneration model that rewards performance and incentivises higher performance makes sense. But many advertisers and procurement have trouble implementing an incentive based model. We will explore the pitfalls, traps and barriers to this approach and provide insights in how to enjoy the rewards of this approach.

1. marketing management consultants
Super charge your agencies
with incentive based remuneration
TrinityP3 Webinar Series
Presented by Darren Woolley
25 November 2015

2. marketing management consultants
What we will discuss today
• The benefits of incentive based remuneration
• Defining performance
• Developing criteria - Soft, medium hard
• Methods of PBR
• The five challenges to overcome
• The ultimate incentive model
• Questions
• Past webinars

3. marketing management consultants
Performance or Incentive Benefits
Benefits:
• Improved agency
performance with incentive for
achieving results
• Rewarding agencies for
outcomes and not inputs
• Encourages competition to
achieve goals and not
competing over your budget

4. marketing management consultants
Performance or Incentive Criteria
Business Performance
• Sales Volume
• Volume Growth
• Relative Brand
Performance
• Composite
Performance
• Market/brand share
• Customer loyalty
• Brand equity
• Brand profitability
Marketing Performance
• Advertising
Awareness
• Brand Image Shifts
• Attitude Ratings
• Ad enjoyment
• Brand personality
• Predisposition to buy
• Ad scores
• Persuasion index
Agency Performance
• Agency Service
delivery*
• Relationship
Management*
• Functional
competencies*
• Contribution to
‘branding’
• Project management*
• Administration*
• Cost Efficiency*
• Pro-activity*
• Collaboration*
* Can be measured, managed and maximised using Evalu8ing. Find out more at www.evalu8ing.com

5. marketing management consultants
Performance or Incentive Models
Types:
• Bonus - additional to the
agreed profit margin.
• Cost recovery - represents
all profit.
• Shared risk and reward -
agency puts % of margin at
risk and advertiser meets
that % in pool.
• Earn back - agency puts %
of margin at risk to be paid
in results.

6. marketing management consultants
5 major challenges to be overcome
1. Agencies are hesitant to link
remuneration to performance

7. marketing management consultants
5 major challenges to be overcome
2. The performance criteria
prove difficult to agree on

8. marketing management consultants
5 major challenges to be overcome
3. The incentive is too small
to be an incentive

9. marketing management consultants
5 major challenges to be overcome
4. It proves difficult to budget
the payment

10. marketing management consultants
5 major challenges to be overcome
5. Disputes over the payment
of the incentive
http://www.trinityp3.com/2015/06/agency-incentive-payments/

11. marketing management consultants
The ultimate incentive system
Step 1: Choose the core
strategic / performance
agencies / suppliers

12. marketing management consultants
The ultimate incentive system
Step 2: Use the same appropriate
criteria the marketing team use

13. marketing management consultants
The ultimate incentive system
Step 3: Agree the size and funding of the bonus pool

14. marketing management consultants
The ultimate incentive system
Step 4: Calculate the agreed
bonus against performance

15. marketing management consultants
The ultimate incentive system
Step 5: Measure collaboration
between agencies

16. marketing management consultants
The ultimate incentive system
Step 6: Use performance and collaboration
to finalise the agency share

17. marketing management consultants
TrinityP3 Webinar Series
August 26: The latest trends in agency remuneration
September 9: Creating transparency and trust in media
September 23: Transforming Production for the 21st
Century
October 7: How many agencies do you need and how to
get there
October 21: Aligning your digital marketing to marketing
November 11: The challenges for Marketers in a carbon
constrained future
November 25: Super charge your agency with incentive
based remuneration
Presentations: http://www.slideshare.net/darrenwoolley
Videos: https://www.youtube.com/user/dazzap3/videos

18. marketing management consultants
For more information contact:
TrinityP3 Pty Ltd
Sydney
+612 9964 9900
Melbourne
+613 9682 6800
Hong Kong
+852 3478 3982
Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
Trinityp3.com/blog/
@TrinityP3
TrinityP3
TrinityP3.StrategicMarketingConsultants