Introducing TrinityP3 Marketing Management Consultants

marketing management consultants
We can give you a helping hand to solve
your six biggest marketing challenges
November 2017

Global marketing management consultants
Meanwhile technology has
been providing greater
opportunities, more options and
at the same time greater
challenges.
No wonder marketers are facing
more complex problems than
ever before.
We’ve been improving productivity in marketing, media and advertising since
2000 with offices in New York, Sydney, London and Singapore.
During this time marketing has had its costs reduced, while expectations for
being accountable for company growth have grown.

What are your biggest marketing challenges?

Improving marketing performance
•  Marketers are facing increasing challenges in a
complex market.
•  There is greater pressure on marketers to
demonstrate effectiveness, drive customer
experience and ultimately business growth.
•  This means that marketers need to focus not only
on delivering performance, but also on proving the
effectiveness and efficiency of their strategy and
execution.
•  TrinityP3 has solutions that address the challenges
marketers are facing from strategy development,
budget setting, performance metrics, business
growth alignment, marketing structures and
stakeholder engagement and alignment and more
https://www.trinityp3.com/marketing-performance/

Creating media transparency and value
•  Media continues to be the single largest budget
item for most advertisers. But how media has
changed in the past decade, with paid digital
media spend higher than television and all
traditional media.
•  With these changes comes significant challenge
around transparency, meaningful and consistent
metrics, viewability, rising ad fraud counted in
billions of dollars annually and the erosion of the
advertiser’s media buying value.
•  We are focused on optimising our clients’ media
value chain. That means ensuring their media
investment is delivering the results they want.
•  We work with the advertiser and their agencies and
suppliers to maximise transparency and deliver
maximum media value and performance.https://www.trinityp3.com/media-performance/

Delivering digital & technology transformation
•  Digital technology is core to the marketing process
today. Automated marketing, data management
platforms, customer relationship management
platforms, demand side platforms, programmatic
buying, content management systems, digital
asset management and so much more. Plus there
are new innovations and more technology options
every day.
•  It is incredibly complex, highly technical and
specialised Therefore getting independent,
marketing technology-informed advice becomes
essential.
•  Whether you are just developing your technology
strategy or reviewing your legacy technology stack
to optimise performance, we can assist in
maximising the performance of your technology
investment.
https://www.trinityp3.com/digital-technology-
performance/

Supporting sustainability through marketing
•  Is your marketing strategy aligned to your
company’s sustainability policy? Do you measure
and optimise your carbon emissions across all
your advertising and marketing communications?
Do you hold your specialist internal and supplier
accountable to sustainability performance?
•  Corporate sustainability is increasingly important to
more organisations and marketing plays an
important role in this strategy.
•  Marketers can now have marketing strategy, media
and production processes and proposals assessed
with an independent guide to the level of CO2-e
that is being added to the atmosphere.
•  With this knowledge you can make informed
decisions as to where to target your
communications and what areas you need to
review. ‘It is all about being aware.’
https://www.trinityp3.com/sustainable-marketing/

Being more agile and nimble to market
•  The delivery and implementation of marketing
programmes represent crunch time. This is where
inefficiency impacts directly on the power of your
marketing budget.
•  Is your marketing process and management
efficient? Are you able to report outcomes with
conviction and clarity, or are you drowning in data?
•  We assess the strength of your implementation
and delivery and work with you to eliminate waste
and duplication and improve your results.
•  Sometimes there is an underlying structural,
contractual or process issue to be diagnosed and
corrected. Other times it is simply a matter of fine-
tuning the existing process to optimise
performance.https://www.trinityp3.com/delivery-implementation/

Optimising your agency & roster performance
•  As the scope and definition of marketing continues
to grow, it becomes harder for one group of people
to ‘know it all’.
•  Agencies have diversified over time to meet
demand for specialist services. The result can
often be unwieldy agency rosters, un-checked
process and underperforming relationships.
•  Rather than just rationalise your roster, it is
important to align it to your strategy to drive
maximum performance from your roster.
•  We can structure your roster, search and select the
strongest agency partners, establish beneficial
remuneration and incentive models, benchmark
core performance outputs and assess relationships
to deliver performance improvement from your
agency teams and help you manage your total
roster to maximise performance.
https://www.trinityp3.com/agency-performance/

Our clients
Fonterra Brands
Frucor
General Motors
GSK
Goodman Fielder
Heinz
Honda
Ikea
ING Direct
Johnson & Johnson
Kellogg
Lion Co
Lend Lease
Marico Limited
Mazda
Our clients come from all categories and all markets in Asia Pacific and around the world
McDonalds
Medibank
Movember
Mondelez International
NAB
Nestle
News Limited
Nokia
Officeworks
OPPO
Pacific Brands
Panasonic
Pernod Ricard
Reckitt Benckiser
SAB Miller
SAP
We work closely with our marketing, advertising and procurement stakeholders to ensure we achieve strong
and sustainable relationships with their agencies and suppliers.
View our client and agency testimonials at http://www.trinityp3.com/testimonials/
API Priceline
AGL Energy
Audi
Australian Government
Auto & General
Bank of NZ
BMW
BUPA
Campbell Arnotts
Canon
Carnival Cruise Lines
CommBank / BankWest
CSL Hong Kong
Diageo/GAB
EBay
SCA Hygiene
Singtel Optus
Suncorp
Tabcorp
Tourism Australia
Toyota
Treasury Wine Estate
Uber
Virgin Australia
Virgin Mobile
Vodafone
Walt Disney Studios
Westpac Group
Yum Restaurants

Key differences to our main competitors
TrinityP3’s key differences to our main competitors include:
1.  Extensive Industry Experience: Broad, relevant, industry experience is the cornerstone of our
business, and our consultants have a minimum of 10 years industry experience in their specialty and
market(s)
2.  Maximum Value Creation: We deliver value solutions, not cheap alternatives: we focus on all three
elements of time, cost and quality to ensure clients enjoy better value from their marketing budgets.
This is the reason we do not charge a % of $ saved, as cost is only one measure of value
3.  Qualitative and Quantitative Approach: We do not provide opinion, but instead make
recommendations and provide advice supported by rigorous scientific and quantifiable methodologies
to all aspects of our processes
4.  100% Independence & Confidentiality: We are independently owned and operated. Our processes
are completely transparent; we do not accept commissions or incentives from creative suppliers and
therefore are not compromised in our dealings with our clients
5.  Total Category Advice: We are unique in that we are a team of over 20 industry specialists, rather
than a ‘one man band’, who consult and manage suppliers across the breadth of the marketing mix,
from creative agencies, through to media agencies, DM, digital & interactive, design, PR, production,
marketing services, research and more.

Marketing Management Tools
We have developed a range of marketing management tools
Details can be found on our website at
http://www.trinityp3.com/

Benchmarking your agency rates
Ad Cost Checker is an online database of all of the agency
rates across agency management, strategy, account
management, media, digital, creative and production.
The database covers more than 20 markets and growing
including Australia, New Zealand, China, Indonesia, South
Korea, Malaysia, Singapore, Japan, UK, Spain, Switzerland,
Thailand, Portugal, Italy, France and India.
The system automatically ensures only up to date data is
included in the benchmarking and will exclude any benchmark
where there is not enough current data to make it statistically
significant. This ensures you only get robust and reliable rate
benchmarking.
You can access Ad Cost Checker at
http://adcostchecker.com/

Calculating agency rates and salaries
The TrinityP3 Resource Rate Calculator is an mobile phone
app available for free for the iOS, Android and Windows
platforms.
It allows you to calculate the number of billable hours per
year, the overhead and profit multiple and convert agency
hourly rates into annual salaries and annual salaries into
hourly rates.
Believed to be the first mobile app developed by a
Marketing Management Consultancy it is regular updated
and in high demand.
It is available free to download from the Apple App Store,
Google Play and Windows
Find out more or download your own version here
http://www.trinityp3.com/mobile_apps_for_business/

Finding the right agency or supplier
Finding the right supplier or agency can be
difficult. There is not many sources where
you can access details on:
1.  Offices & Ownership
2.  Associations
3.  Philosophy / Market Positioning
4.  Key Personnel
5.  Capabilities
6.  Clients and Relationship Duration
7.  Awards
8.  Work examples
This extensive database is kept up to date
by the agencies and checked by TrinityP3
consultants visiting agencies on a regular
basis.
For more details check out
http://www.trinityp3.com/agency-register/

Measuring collaboration and performance
There are innumerable survey tools for measuring
supplier performance and agency relationships,
but only Evalu8ing measures all of this and lets
you measure and manage collaboration and
alignment.
The system was developed in 2007 and since
then has been used across hundreds of
relationships both across suppliers rosters and
also internally within organisations to align teams
and department to common goals and objectives.
Evalu8ing lets you measure and manage how up
to eight teams, departments, groups or
companies work together and identifies where
there are issues and problems.
To find out more on Evalu8ing Performance and
Collaboration click here
http://www.evalu8ing.com/

Scope Metric Units (SMUs) TM
•  Working with our JV partners Farmer & Co, we can access
their Scope of Work database which includes over 6,000
unique briefs across all media types, from traditional
advertising to direct marketing to the latest digital and
social media initiatives. Each output has a unique
ScopeMetric® Unit (SMU) value.
•  Some of the key measures that make up the
ScopeMetric® system to help advertisers and agencies
evaluate their staffing levels and productivity:
1.  Number of SMUs in a Scope of Work (this defines the
workload).
2.  FTEs per SMU
3.  SMUs per creative per year
4.  Price per SMU
To find out more on SMUs click here
http://farmerandco.com/proprietary-metrics/

Case Studies
Our full suite of case studies are available at
http://www.trinityp3.com/blog/case-studies/

Benchmarking & Negotiating Global Media
Company Category: Travel / Tourism
Challenging Problem: The client was investing heavily in digital and social media across 12 countries and the level of
investment continued to increase but there was a belief that the agency fees were increasing out of proportion with the media
investment.
Creative Solution: The client contacted TrinityP3 at the start of the annual agency fee negotiation process after receiving the
agency’s proposed fees for each market and the global co-ordination fee for the coming year. TrinityP3 proposed a Media
Scope of Work benchmarking to determine the number of FTE resource required in each market and globally and the
associated cost and compare this with the agency proposal to form the foundation of the negotiation.
Process: Using the TrinityP3 Media Benchmarks for Scope of Work investment by media channel and agreeing with the
client and agency that the requirements were mid to high complexity due to the large number of individual campaigns and
channel mix, we benchmarked the deal across the 12 markets and the global co-ordination team at 24.7 FTEs, broken down
by market. We found a 6.75% variation between the benchmark FTE resources and the resources proposed by the agency
along with a similar difference in the proposed fees for the coming year.
Timeline: The benchmarking process took 2 week and the negotiations were an additional 6 weeks.
Result and feedback: TrinityP3 supported the marketing and finance team in the negotiations with the agency on a global
and market basis and achieved a 5.99% reduction in the agency fee compared to the amount originally proposed by the
agency. This saving equated to a eleven times return on the fee the client paid TrinityP3.

Re-deﬁning & Aligning the Media Value Chain
Company Category: Financial Services
Challenging Problem: The marketing team wanted to ensure they had the best media agency in place for the immediate
future and engaged TrinityP3 to undertake a media agency search & selection.
Creative Solution: In talking with the team it was clear they while their current media strategy, planning and buying structure
was very traditional, their strategic requirements was increasingly not. Rather than simply test the current structure and
suppliers we undertook a strategic review of their requirements and the current suppliers and internal resources delivering
these services. The process showed that there were significant duplications, gaps and misalignments in the current structure
that need to be corrected by replacing the current legacy supplier structure with a customised structure and process.
Process: TrinityP3 interviewed the key internal and external stakeholders on their strategic requirements both for now and
the immediate future and determined the perception on the capability of the current suppliers to deliver these. Then we
interviewed the agencies to differentiate between perception misalignments and actual misalignments. We also obtained
financial data for the past year and the proposed future investment and were able to create a model of the current state and
compare this against the strategic requirements and created a number of future models to better meet the strategic needs.
Timeline: This project had 3 phases which were completed within 9 - 12 weeks.
Result and feedback: Rather than simply changing agencies, the marketing teams were able to create and implement a
more efficient media and channel value chain with some services established and developed in-house for greater flexibility,
and external suppliers reorganised and one new supplier appointed. The result is a more focused delivery of the strategic
media and channel requirements.

Master Media Buying Agency Selection
Company Category: Government Administration
Issue: Government was required by policy to undertake an open tender for master media buying.
Challenging Problem: The collective Government media spend represented one of the largest accounts in the market,
which made it highly desirable for most media agencies. But the complexity and diversity of the media needs across the
account made it one of the most challenging meaning that few media agencies had the depth of skills to properly service
the account.
Creative Solution: TrinityP3, under strict confidentially agreements, developed a series of weighted score cards based
on experience, expertise, capabilities of the agencies and their proposed resources. These score cards were used to
evaluate the many tender responses to efficiently and thoroughly identify the agencies with the skills required. TrinityP3
was also able to assist with the benchmarking of resources in regards to cost and output utilisation, which became the
basis of negotiation with the successful agency.
Process: TrinityP3 was initially engaged in the planning of the project and was able to review the process with the
Departmental stakeholders, procurement and probity. TrinityP3 provided industry input into the RFP and developed the
weighted score cards which were used to evaluate the tender responses. The shortlisted tenders were then
benchmarked by TrinityP3 against our industry benchmarks and the report became the basis of the selection process
and negotiation.
Timeline: For a major contract, this process was undertaken over a 4 month period.
Result and feedback: The process yielded a new media agency to manage the Master Media Buying Contract with a
higher level of specialist resources in online and regional media with no increase in cost.

Remuneration Benchmarking & Modeling
Company Category: Global FMCG
Challenging Problem: TrinityP3 was asked to review the remuneration arrangements of a Client’s two creative
agencies. These relationships had been in place for many years however there was a sense that the rates may have
been above market.
Creative Solution: TrinityP3 benchmarked the rates and also the level of resources supplied by both agencies. Against
benchmarks it appeared both the mix of resources provided and the level were excessive. In addition the head hour
rates were well above market. TrinityP3 recommended a restructuring of the remuneration model to be an “all inclusive
retainer” which allowed the client to buy the same level of resource currently on rate card at a cheaper price. TrinityP3
also assisted in the rationalization of the agency roster as there was no apparent benefit having the work spread across
two agencies.
Process: TrinityP3 benchmarked to client “Scope of Work” for the following year and asked each agency to submit a
remuneration proposal based on the Scope and new remuneration model. TrinityP3 then assessed the responses
providing advice to the client’s procurement team on the appropriate negotiation strategies.
Timeline: This project had 3 phases which were completed within 8 weeks.
Result and feedback: The client achieved significant monetary and efficiency savings over the current model in the
area of $480,000, and has been used as a model for the company in other regions where we have assisted in delivering
the same outcome in Hong Kong, Malaysia and most recently Japan with a total saving of more than $12 million.

Remuneration Negotiation
Client Category: – Beverage Company
Challenging Problem: The client had a process of annual negotiations where the agencies would respond to a
scope of work with a proposal of resources and costs. But a recent rationalisation of the roster had seen and
increase in agency proposed fees rather than the fall due to the desired economy of scale. The negotiations had
reach a virtual stalemate with an insurmountable disagreement with the agencies on the level of remuneration.
Creative Solution: Taking the marketers scope of work, we applied our resources benchmarks to calculate the
agency resources required and the associated costs. This created an independent reference point to compare the
agency proposals as we went into the negotiations.
Process: The scope of work for each brand and each agency was provided and benchmarked for resource level,
mix and cost. This was compared to the agency proposals and the result discussed and the preferred end position
of the negotiation agreed with the client team before negotiation recommenced.
Timeline: The benchmarking across all brands and various agencies took 4 weeks before the negotiation process
continued.
Result and feedback: The final negotiation delivered savings on the agencies original proposals that in excess of
a 40 times ROI on the TrinityP3 cost. This was achieve by moving the focus from the fee alone to the resource
level and mix required to deliver the scope of work.

Remuneration Assessment
Company Category: Tourism
Challenging Problem: The Department needed to confirm its remuneration arrangements were delivering value
which would allow the agency to be reappointed without a costly and disruptive pitch process.
Creative Solution: Agency Remuneration Benchmarking and subsequent SOW Benchmarking were undertaken
for the following year to assist in determining the level of remuneration going forward.
Process: The agency was asked to provide a completed data pack which was used to review and benchmark the
relationship to date. Following the presentation of the initial findings the client provided TrinityP3 with the proposed
SOW for the following year which was then used to provide the client with a negotiation position to be put to the
agency.
Timeline: Upon receipt of the completed data pack from the agency the process took 2 weeks.
Result and feedback: Client achieved their desired outcomes with no disruption to the current workflow and
continue to enjoy a discount to the market value of their retainer. The agency has been reappointed without the
need to participate in a costly pitch and saw the involvement of TrinityP3 as an integral part of the process.

Channel Strategy Review
Company Category: Airline
Challenging Problem: TrinityP3 was engaged to review the current retail and tactical strategy development and
go to market program. The airline industry global was suffering a fall in seat sales and it was felt that the current
process was not delivering the innovation and results to maintain market share.
Creative Solution: Reviewing the retail and tactical work of the pat 12 months it was clear that the retail and
tactical offer team were delivering the same price offerings across the same media channels as the competitors.
Process: TrinityP3 inserted a team into the marketing department across a 72 hour period to meet, observe and
interview all of those people responsible for the development and delivery of the retail and tactical sales offering.
The team also met and interviewed the other customer facing and customer relationship manage areas within
the business. It was found that the category and the teams had fallen into a discounting mentality, competing
with the immediate competitors rather than developing a value focused strategy. Channel selection, by default,
was also driven by competitor activity.
Timeline: This project had 3 phases (Project establishment, discovery, recommendations) which were
completed within five days.
Result and feedback: The diagnosis was that the teams and the process were to competitor focused, rather
than customer focused. The report provided the marketing team with seven innovations and opportunities that
could be deployed immediately to break this focus and realign the sales and retail offering to the customer
focused brand strategy. It also provided recommendation on the changes that needed to be incorporated into the
current process to ensure the process maintained this focus and did not default back.

Creative Agency Search & Selection
Company Category: Global Telecommunications
Brand or Issues: Entire organisation e.g. brand communications, retail network, sponsorships, digital and direct
response, direct and CRM, consumer and business proposition communications.
Challenging Problem: Client engaged TrinityP3 to facilitate a full service creative agency search and selection
process, due to the various business units all using a number of different creative agencies, and their
dissatisfaction with their current lead creative agency. There was a lack of synergy in all of their communication
in the market, and high levels of cost and administration in using numerous agencies.
Creative Solution: TrinityP3 facilitated the entire process from searching for appropriate agencies in the market,
to developing each stage of the selection process to fit the client’s needs.
Process: The process can be summarized into the following stages; 1. Establish the brief, 2. Review the market
3. Credentials review (RFI), 3. Full day strategy workshops 4. Financial proposal (RFP), 5. Digital and direct
response capabilities review, 6. Creative presentations, 7. Negotiation.
Timeline: Entire project took a total of 15 weeks from initial briefing to contract being signed with the new
agency. TrinityP3 works with clients at the initial briefing to develop a timeline that best fits their needs and
timing expectations.
Result and feedback: Client very happy with the result, the process and advice provided and the current
relationship now provides the transparency, as well as accountability that was lacking. Client has since engaged
TrinityP3 to conduct the search and selection process for their media agency.

Executive Summary

Executive Summary
•  TrinityP3 has subject matter experts across the full range of marketing, media and
advertising disciplines and each has more than ten years experience in their area of
speciality.
•  As an organisation we have experience across all marketing categories including
FMCGs, automotive, retail, financial services and the like.
•  We have extensive database information on industry rates, salary benchmarks, rate card
rates and resource planning across all markets we operate.
•  We provide the strategies and knowledge to improve and optimise marketing
performance, supplier performance and the performance of your delivery and
implementation.
•  But most importantly, we work with marketers, procurement, marketing services and their
service providers to develop and implement processes that deliver alignment and greater
efficiency and therefore effectiveness for the marketing.
•  In this way we assist marketers and procurement achieve maximum marketing performance.

Executive Summary
•  Marketers are facing greater demands and faster change than at any time in history. This
creates greater complexity and unique challenges that require new solutions.
•  TrinityP3 assists marketers to solve these major challenges providing independent advice
based on qualitative and quantitative analysis to design customised solutions to these
challenges.
•  TrinityP3:
•  Delivering performance driven solutions, not simply lower prices
•  Use a quantifiable scientific approach
•  Improving relationships & effectiveness
•  Providing understanding & insight
•  100% independence & confidentiality
•  Broad, relevant industry experience
•  Fixed project cost upfront
•  Maximising marketing performance

Reference
For more information please click on the following links:
•  Range of services – http://www.trinityp3.com/services/
•  Current client list – http://www.trinityp3.com/clients/
•  Client testimonials - http://www.trinityp3.com/testimonials/
•  Agency testimonials - http://www.trinityp3.com/agency-testimonials/
For our Marketing Management Tools please click on the following links:
•  Ad Cost Checker – http://adcostchecker.com/
•  Resource Rate Calculator App – http://www.trinityp3.com/mobile_apps_for_business/
•  Agency Register – http://www.trinityp3.com/agency-register/
•  Evalu8ing Relationship Performance & Collaboration - http://www.evalu8ing.com/
•  Scope Metric Units TM - http://farmerandco.com/proprietary-metrics/

For more information contact
Sydney
+612 9964 9900
New York
+1 646 666 7142
Singapore
+65 6631 2861
London
+44 203 790 9229
people@trinityp3.com
www.trinityp3.com
TrinityP3.com/blog/
@TrinityP3
TrinityP3
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