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: How many agencies do you need and how to get there Date: Wednesday October 7
 Time: 13:00 – 14:00 AEST 
Presenter: Nathan Hodges
 As media channels become more fragmented and more specialised, so do agency rosters and skill sets. For several years now, marketers have been seeking and finding expert help beyond their traditional agency partners. But as a result, a roster of 20, 50 or even 70-plus agencies is not that uncommon these days even on a moderate spend, and managing such a roster presents enormous challenges for any marketing organisation. How do you find out if you have the right number of agencies, and how do you manage them effectively? And if you are a specialist agency on a large roster, or a large agency having to collaborate with a host of new partners, how can you ensure that you’re adding value?

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How Many Agencies Do You Need?
How Do You Get There?
TrinityP3 Webinar Series
Presented by Nathan Hodges
7th October 2015

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Outline
• The ever-expanding roster
• What this expansion means for marketers and agencies
• What to do about it – for marketers and for agencies

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Driving the ever-expanding roster

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Driving the ever-expanding roster
Fragmentation of channels
Broader role of technology
Increase in data
Changed consumer expectations

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Driving the ever-expanding roster
Fragmentation of channels
Broader role of technology
Increase in data
Changed consumer expectations
Greater marketing
complexity…
…requiring more specialism
…demanding more of the
marketing generalist

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Driving the ever-expanding roster
Fragmentation of channels
Broader role of technology
Increase in data
Changed consumer expectations
Greater marketing
complexity…
…requiring more specialism
…demanding more of the
marketing generalist
Marketer Responses
Fix it fast
Do it cheaper
Centralised vs decentralised

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Driving the ever-expanding roster
Fragmentation of channels
Broader role of technology
Increase in data
Changed consumer expectations
Greater marketing
complexity…
…requiring more specialism
…demanding more of the
marketing generalist
Agency Responses
Revenue protection (‘we can
do that for you’)
Revenue expansion (‘let us
show you what we can do’)
Marketer Responses
Fix it fast
Do it cheaper
Centralised vs decentralised

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Why the expanding roster is a problem
The Spiral
of Roster
Destruction

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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
The Spiral
of Roster
Destruction

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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
No one agency has a
significant share of
activity, budget,
knowledge or data
The Spiral
of Roster
Destruction

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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
Agency turf wars
Insecurity
Recommendations
linked to discipline
No one agency has a
significant share of
activity, budget,
knowledge or data
The Spiral
of Roster
Destruction

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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
Agency turf wars
Insecurity
Recommendations
linked to discipline
No one agency has a
significant share of
activity, budget,
knowledge or data
Loss of strategic
focus
Loss of management
focus
Opportunity cost
The Spiral
of Roster
Destruction

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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
Agency turf wars
Insecurity
Recommendations
linked to discipline
No one agency has a
significant share of
activity, budget,
knowledge or data
Loss of strategic
focus
Loss of management
focus
Opportunity cost
Increased marketing
head hours
Loss of cost control
The Spiral
of Roster
Destruction

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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
Agency turf wars
Insecurity
Recommendations
linked to discipline
No one agency has a
significant share of
activity, budget,
knowledge or data
Loss of strategic
focus
Loss of management
focus
Opportunity cost
Increased marketing
head hours
Loss of cost control
Results pressure
Cost pressure
The Spiral
of Roster
Destruction

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What to do about it – for marketers
Define and articulate the
current and likely future
marketing requirements

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What to do about it – for marketers
Build structure around
channel, segment or
product/business unit
Define and articulate the
current and likely future
marketing requirements

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What to do about it – for marketers
Build structure around
channel, segment or
product/business unit
Define and articulate the
current and likely future
marketing requirements
Develop roster model
Develop remuneration model

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What to do about it – for marketers
Match marketing
requirements to agency
roles and skill sets,
enterprise-wide where
possible
Build structure around
channel, segment or
product/business unit
Define and articulate the
current and likely future
marketing requirements
Develop roster model
Develop remuneration model

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What to do about it – for marketers
Negotiate and implement
Maintain, monitor & govern
Match marketing
requirements to agency
roles and skill sets,
enterprise-wide where
possible
Build structure around
channel, segment or
product/business unit
Define and articulate the
current and likely future
marketing requirements
Develop roster model
Develop remuneration model

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What to do about it – for agencies

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What to do about it – for agencies
Play nicely with others
Don’t engage in turf wars

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What to do about it – for agencies
Play nicely with others
Don’t engage in turf wars
Be brilliant at what you do

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What to do about it – for agencies
Play nicely with others
Don’t engage in turf wars
Be straight and honest about
the expertise in your agency
Be brilliant at what you do

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What to do about it – for agencies
Play nicely with others
Don’t engage in turf wars
Be straight and honest about
the expertise in your agency
Be brilliant at what you do
Ask your client for clear
guidance on roles,
responsibilities and
expectations

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Questions?

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TrinityP3 Webinar Series
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
http://www.trinityp3.com/product-category/webinars/

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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
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TrinityP3.StrategicMarketingConsultants