Shaking up marketer / agency relationships

Shaking up marketer / agency relationships
SHARE
THIS



Senior marketers are in talks about shaking up their agency models as they grapple to save some of the time they waste managing agency relationships.

Pitch doctor and marketing management consultant Darren Woolley told B&T he has met with “a lot of CMOs” who are frustrated at being the go-betweens for their agencies.

When it comes to tackling big strategic issues, Woolley’s solution is the ‘City Model’. Rather than having a lead agency, or trying to manage all agencies, or a team of representatives from each of their agencies, Woolley proposes a model where marketers can directly access the individuals they want to work with.

“The trouble with agencies is that, no matter which model you work with, they don’t allow you to get access to the people you need – you have to buy the whole agency,” he said. “That comes with all the infrastructure and account management. The City Model says, as marketer, I have the option to look around the suburbs and cherry pick the people I want to come and work on a problem.

“The model proposes that marketers arrange their agencies like suburbs. As you move away from the CBD – or the brand – there will naturally be more suburbs – or agencies – the further you go.”

Woolley, founder of TrinityP3, said there are obvious issues with the model – and that it won’t be for everyone.

“This is not about writing ads, it’s about solving big strategic problems,” he said, adding: “Most agencies don’t like the idea of their people becoming their stars. They want the agency to be the star.

The model would also force agencies to take on another role: talent management. “At the moment, they hide these people away in many agencies. But under this model, they would have to be more like a William Morris Endeavor agency, representing lots of talented people.”

Convincing agencies is the first hurdle. “The biggest obstacle is getting agencies to understand they are not losing anything,” said Woolley. “What they are giving up is trying to own the whole client relationship.”

The current models

The Lead Agency 

The marketer deals direct with their ‘lead agency’ and that agency deals direct with the brand’s other agencies. “If you don’t set it up or manage it properly, the lead agency becomes like a gate keeper,” said Woolley.

 

 

 

 

Strategic Team

The marketer deals with a team of representatives from its various agencies.

 

 

 

 

 

 

 

 

Tiered Model

The marketer has an inner circle of agencies (eg. media, digital and creative), an outer circle (eg. PR) and others on the periphery (eg. merchandising and sales promotion).

 

 

 

 

 

 

Best of Breed 

The marketer manages all the agencies, identifying which ones to work with on any particular brief. 

Please login with linkedin to comment

Latest News

APN Outdoor Boss James Warburton To Exit
  • Media

APN Outdoor Boss James Warburton To Exit

After less than a year in the role, APN Outdoor CEO James Warburton will leave the business following the completion of its acquisition by JCDecaux. The Federal Court of Australia was the latest regulator to give the JCDecaux-APN Outdoor deal the green light, announcing its approval to APN shareholders yesterday. Warburton joined APN Outdoor in […]

by B&T Magazine

B&T Magazine
Six Tips To Getting Your Opinion Heard In Meetings
  • Opinion

Six Tips To Getting Your Opinion Heard In Meetings

Michelle Sales (pictured below) is a leadership speaker, coach and trainer and author of The Power of Real Confidence. In this book extract below, Sales offers her tips to make sure your voice gets heard at any meeting… It was Eleanor Roosevelt who once said, ‘You gain strength, courage and confidence by every experience in which […]

Opinion

by B&T Magazine

B&T Magazine
How To Foster A Culture Of Creativity
  • Opinion

How To Foster A Culture Of Creativity

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister offers her top tips to get the creative juices flowing… Many of us wrongly assume that to be creative, means to […]

by B&T Magazine

B&T Magazine
Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency
  • Advertising
  • Marketing

Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency

Melbourne real estate group Buxton has appointed independent agency James Phillip Design (JDP) to handle strategic, creative and digital duties. JDP managing director James Peltekis said the agency was very excited about the appointment. “We’ve been collaborating with Buxton for a while now, working on their overall brand strategy and refreshing their brand. We’re delighted […]

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]