{"id":15707,"date":"2022-02-21T21:25:27","date_gmt":"2022-02-21T21:25:27","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/21\/is-your-agency-a-precision-weapon-or-passive-order-taker\/"},"modified":"2022-02-21T21:25:27","modified_gmt":"2022-02-21T21:25:27","slug":"is-your-agency-a-precision-weapon-or-passive-order-taker","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/21\/is-your-agency-a-precision-weapon-or-passive-order-taker\/","title":{"rendered":"Is your agency a precision weapon or passive order-taker?"},"content":{"rendered":"

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\n\t\tagency search & selection<\/a>, marketing procurement<\/a>\t<\/div>\n<\/p><\/div>\n

This post is by TrinityP3 Business Director,\u00a0David Angell<\/a>. David has extensive commercial and media experience gained most recently as the Regional Chief Operating Officer at Havas Group and through an almost twenty-year career in media agencies, which he uses to help drive optimal results for TrinityP3 clients.<\/em><\/p>\n

Across the last 12 months, I\u2019ve noticed a distinct upswing in a certain type of project undertaken by TrinityP3.<\/p>\n

It\u2019s the type of project I\u2019d call a \u2018pivot project\u2019. I give it this name not because a \u2018pivot\u2019 of some kind is the desired, up-front objective. No \u2013 the recommendation to pivot comes from us, once we\u2019re under the hood and realise that to improve marketing outcomes, we need to take our client on a new journey.<\/p>\n

The truth is this: as the pressure on marketers continues to increase from all angles, they\u2019re finding it more and more difficult to work out what they actually want or need, from their agencies. The consideration of agencies and how best to work with them is getting squeezed out amongst the myriad other worries of the modern-day marketer. And, given that generally speaking, a huge chunk of a marketing budget is deployed through or with agencies, this isn\u2019t a good place to be.<\/p>\n

Back to the pivot project. It often starts with us being asked to pitch an agency or help build a case for pitching an agency deemed unsuccessful or in some way not fit for purpose.<\/p>\n

Getting back to basics<\/h2>\n

So far, so good. But increasingly often, once we establish a baseline situation analysis, it becomes clear that our client simply can\u2019t cut through the noise and chatter to get back to basics.<\/p>\n

Extensive experience in the field suggests that this can be for many reasons:<\/p>\n