Attempting to Win More Media Pitches, Hill Holliday Creates New Unit Trilia
Advertising agency Hill Holliday, whose clients include Dunkin' Donuts, has spun off its media operations as Trilia, a stand-alone agency inside IPG's Hill Holliday. According to Trilia Media president Cindy Stockwell, Trilia is a mashup of "true" and "real" to reflect how the company approaches every relationship with clients, with tech and content partners and with each other, Adweek reports. In a similar move to Hill Holliday with Trilia, LatinWorks last year spun off its media unit and called it NTrigue.
"The open triangle reflects our belief that pricing transparency is absolutely critical to a solid relationship with our clients. If you look at the conversation in our industry in the last few months, we see a general lack of transparency that we think is bad for business," Stockwell said.
When launching Trilia, the agency wanted to be able to invest in tools, technology and data sets to give clients an edge in the marketplace. To do that, they needed to be in a position to create a revenue stream. After talking to key search consultants, who felt that media creativity was really lacking in the rush to data and low CPM, they realize clients were hungering for a partner that could provide both.
"The industry is starting to recognize that there needs to be a true blurring of the lines between media and creative,"Stockwell added.
Because of its heritage as a full-service agency, Trilia naturally works that way. Media buys complemented by social programs that amplify the creative message are so much more effective at driving up time spent with that message. But the media team needs to understand the brand positioning, and needs to work very closely with their creative partners to make sure the message is actually amplified. Conversely, creatives should be using data to inform their campaigns.An example of which is the work Trilia does with TJX and their creative partners around their holiday campaign. For the past five years, they have created social engagement programs as diverse as social influencer programs to a custom gift recommendation engine. The goal is to get on the target's holiday shopping list by leveraging their social and technology behaviors to amplify the holiday campaign and share their experience within their social networks.
Stockwell assures Trilia has made a very conscious decision to tell its clients exactly what fees they are paying in the programmatic space.
"We can drive the overall CPM of the buy down by more than 25 percent—while driving up the time spent with our client's message." Stockwell said when she launched Trilia. By using data and consumer insights, and pairing paid media with social experiences, can drive those kinds of numbers for any client, at least on a portion of their budget.