Issue 94, 28/5/08

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Changing agencies can be time consuming and costly in finances, resources and lost knowledge. In China this does not seem to be an issue, where advertisers will change agencies on a regular basis chasing a lower remuneration cost. But smart marketers know that the best strategy is to find the right agency and then reap the rewards.

In this edition of P3 e-news Lydia Feely gives dating advice to ensure you make the right selection up front and get the rewards immediately. Think of it as ways to avoid the pitfalls of the blind date which so many agency reviews quickly become.

Better pitches for better relationships

We are constantly seeing reports and articles about the flaws of pitching.  A common theme of these articles is the fact clients often select agencies based on their creative potential but dismiss them for service related issues.  So how can you ensure your pitch process builds the foundations for a solid long term relationship?

P3's top 5 tips on pitching for the long term

1. Have a clear understanding of what you want
What may seem the most obvious is often the most overlooked in the rush to get the pitch progressing.  It is worth really defining what you are asking the agencies to solve now and what briefs you may have after the pitch is over.

2. Plan it more like a test drive than a date or beauty parade
Whilst pitches have roughly had the same format over the years, it is important to determine the level of input you require from your agency after the pitch and build this into the pitch process.  If you require regular strategic input and insights from key staff at the agency including creative teams, we suggest a day long workshop with each of the short listed agencies to ascertain the chemistry not only in personality but in the solving of marketing problems.

3. Who is paying, you or them, because no one wants to split the bill
Regardless how great the creative solutions and how well the chemistry is going, if you don’t ensure you negotiate a framework that allows you to get the service you need at sustainable rates for both your business and the agency, the relationship is likely to fail over discussions that detract from the core business objectives.  It is also important to keep the performance criteria simple enough to be measured.

4. Be clear and up front in what you want and expect
Be clear in how you plan to run the pitch and how you plan to work after the pitch is over.  In any relationship that fails, it’s usually confusion over expectations that are the cause.

5. Be prepared to spend the time to really get to know each other
The average pitch can require 600 - 800 internal head hours.  As you are selecting a partner to help achieve key business goals it is worth allocating the time upfront.  It is also important key decision makers have the time to consider the agencies properly and not get caught up in the administration of the pitch.

P3 has extensive experience managing search and selection projects across all marketing communications agencies. To ensure you have the right process in place to achieve long term relationships with your agencies, contact Lydia Feely in Sydney on 02 8399 0922 or Darren Woolley on 03 9682 6800.

Measuring the impact

Some of Australia's top advertisers are now actively measuring the impact of carbon emissions from marketing communications.

However, without first having the right media strategy in place it is not possible to consider a reduction in the carbon footprint from your communications. If the strategy is correct, your spend becomes more targeted. Less waste not only saves you money it also reduces the amount of carbon that is being produced by your marketing communications.

What do we currently know about the emissions from marketing channels? There is currently a lack of independent debate regarding the carbon emissions created by marketing communications. While there has been a body of work on the environmental impact within the paper and printing industries, other forms of communication have escaped this level of scrutiny.
 
So the question you should ask is: “Do we really know what impact our marketing communications is having on the planet? “

To take the first step in understanding and measuring the carbon effect of your media spend contact P3Green's Chris Sewell on 02 8933 0922 or email chris@p3.com.au
 

Woolley speaks in Hong Kong

Darren Woolley with be speaking in Hong Kong at the American Chamber of Commerce event 'Getting the best from your Marketing Partners' on June 5th.

Get insights into professional secrets for selecting and managing an advertising agency. How do the world's leading marketers get the best work for the right fee from their agencies, no matter what the budget?

The panelists represent more than 40 of Hong Kong's top marketing firms, and include:
• Marie Yuen, Peninsula Hotels
• Darren Woolley, P3
• Clara Wong, HK4A's
• David Croasdale, Chairman Council of PR Firms, HK

For more information, contact the American Chamber of Commerce in Hong Kong.

Easther speaks in Singapore

Fresh from adtech Sydney, P3Digital's Russell Easther will speak at adTech Singapore on June 26-27, 2008.

Russell currently consults on a range of services from search engine marketing and online media, to online direct response and third party adserving. Russell also conducts training programs  on behalf of ADMA and presents to marketing audiences regularly on the benefits and ‘know how ‘of digital marketing.

In Singapore, Russell will moderate an industry panel on Integrated Marketing Strategy & Planning. For more information on adtech Singapore, click here.