TrinityP3 Marketing Management Webinars 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: Creating transparency and trust in media Date: Wednesday September 9
 Time: 13:00-14:00 AEST 
Presenter: David Angell
 Description: The perception of media agencies as lacking in transparency, and therefore trustworthiness, has long been a challenge. The events of the last twelve months, centred around the well-publicised issues at Mediacom, have sparked huge debate on the topic of agency transparency in the Australian market and beyond. In this session we discuss ways in which trust barriers could be overcome, and what you as a marketer need to consider in order to build a better relationship with your media agency.

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Creating Transparency and Trust in Media
TrinityP3 Webinar Series
Presented by David Angell
9 September 2015

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Today
Perception Reality Improvement
Creating Trust Transparency: The 4 C’s
Consultative Compliant Commercial Collaborative

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Let’s face it, we all love one

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Evolution = challenges
• Globalisation, Commoditisation, Competition, Diversification and
Automation
• Balancing the Now, the Next and the Later
• The Resource Conundrum; retain and re-train whilst covering
traditional bases

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Challenges lead to relationship strains
• Confusion around capabilities
• Continuous sense of ‘hard-sell’ – force-fitting the next big thing
• Poor empathy (on both sides)
• Opaque structure, process, technology and remuneration
• Out-dated agreements, outdated metrics, outdated scope
• Irritation with increasingly bitter intra-agency politicking
• Disappointment with over-promise, under-delivery

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Yeah…so what?
What should you want?
How can you get it?

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Creating Trust Transparency
Consultative Compliant Commercial Collaborative
The 4 C’s

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The 4 C’s shape the desired agency
Consultative
Commercial
CollaborativeCompliant
Thought Leading
Practitioners
Contractual
Clarity
Executional
Excellence
Trading Gravitas
Flexibility in
Remuneration
Powerful Pivots –
through the line
Organisational
Adaptability
Agnostic
Transparency
Willing Educators
KPI Commitment
Industry Practice
Adherents
Measure, Learn,
Evolve, Measure,
Learn, Evolve…
Strategic
Standouts.

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Yeah…so what?
What should you want?
How can you get it?

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Lead as you want to be lead
If you expect your agency to follow the 4 C’s
– follow them yourself.

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Consultative
Be completely clear about agency
scope and remit.
Set up a roster structure.
Agree set times for the agency to
talk to you about new services.

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Consultative
Task your agency with opening the
black boxes of media.
Admit what you don’t understand.
Be willing to prioritize regular
education.
Show a genuine interest.

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Consultative
Set and feed the dynamic of co-
creation.
You’re on a journey, together.
Be honest about where you are.
Make the journey an achievable
one, and include rest stops.

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Consultative
Be an enabler of evolution
(within reason).
Involve your agency in broader
internal discussions where
possible.
Give your agency and your team
the chance to convert talk into
action.

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Compliant
Understand your contract
and make it future-proofed
where possible.
Put yourself in a position
to understand how
transparent your agency
is prepared to be.

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Compliant
Pay fairly. Pay on time.
Set up a manageable
performance-related
incentive structure.
Don’t begrudge success
in this area.

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Compliant
Ensure that your agency
understands any relevant
corporate governance
guidelines or affiliations
with industry bodies (e.g.
marketing to children)

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Commercial
Articulate your business
strategy.
Help your agency to help you
in driving the bigger agenda.
Measure against the bigger
agenda, not just the media
nuts and bolts.

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Commercial
When it comes to
commercial dealings
with media sales
networks – act as
one.

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Collaborative
Confront your challenges
head on – with empathy.
Share your expectations.
Set clear boundaries. Find
the common ground. Then
make the rules.

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Collaborative
Be an active participant
in driving your agency
team structure and
personnel.
Don’t put up with square
pegs and round holes.

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Collaborative
Loosen your tie.
Admit (to your agency)
when things are hard.
Make it clear your
agency that you want
them to do the same.

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Collaborative
Accept and commit to the fact that
commercial performance is a two
way street.
In the heat of battle – succeed
together, fail together.
After the event – commit to proper
evaluation.

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In Summary
Relationships between media agencies and
their clients (and vice-versa) have never
been more complex.
Improvement is possible. The 4 C’s define
an approach to a relationship based on
mutual trust and transparency.
There’s a global crisis. Media agencies are
not to be trusted. They are ‘the estate
agents of the industry’.

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TrinityP3 Webinar Series
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: Super charge your agency with incentive
based remuneration
November 25: The challenges for Marketers in a carbon
constrained future
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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