http://www.trinityp3.com/blog/ Advice on achieving maximum value from your advertising budget. en Copyright 2010 Wed, 03 Mar 2010 19:55:35 +1000 http://www.sixapart.com/movabletype/ http://blogs.law.harvard.edu/tech/rss Florence Garnier from Marketing Efficiency in Paris and telling her how some people have difficulty understanding the multi-stakeholder group benefits of Evalu8ing compared to other systems in the market place. Florence, who had previously worked at VT Scan and used the Aprais system, said she found it easy if you use personal relationships as a metaphor. 360 degree relationship systems like Aprais and Decideware are like looking into each others eyes and telling each other what you think of them. Evalu8ing is to all stand together and ensure you are all looking in the same direction. Could not put it any better myself. The only thing I would add is that customer satisfaction surveys as simply asking your clients what they think of you and being told. ]]> http://www.trinityp3.com/blog/2010/03/how-is-evalu8ing-different-fro.php http://www.trinityp3.com/blog/2010/03/how-is-evalu8ing-different-fro.php Evalu8ing Wed, 03 Mar 2010 19:55:35 +1000 assess and benchmark television, print and digital productions, BUT we are not cost consultants because we do not get paid for the savings we identify. We help marketers select creative, digital, media, direct marketing, pubic relations, experiential, promotions agencies etc, BUT we are not pitch consultants because we also help measure and manage the on-going relationship. We help benchmark and negotiate agency remuneration agreements, BUT we are auditors because we will never go through the agencies accounts, and besides, we are much more creative than any accountant. Often when people ask me what I do, I ask if they have ever seen the Quentin Tarantino movie "Pulp Fiction"? If they say YES, I tell them I am the Mr Winston Wolf of marketing communications. Winston Wolf solves problems. If "you've got a corpse in a car, minus a head, in a garage" then I am here to solve your problem. What does that mean?]]> http://www.trinityp3.com/blog/2009/12/what-is-it-that-trinityp3-do.php http://www.trinityp3.com/blog/2009/12/what-is-it-that-trinityp3-do.php P3 e-news Mon, 21 Dec 2009 10:28:47 +1000 here. In launching the second study of Australia’s 50 most valuable brand portfolios, Tim Heberden, Managing Director of Brand Finance Australia says: “Intangible assets represent more than half of the value of corporate Australia, and brands are a significant source of intangible value. Some companies have shrugged off the downturn and added value to their brand portfolios - Woolworths is a prime example and moves into top spot. Unfortunately there is plenty of red ink amongst the Top 50, signifying declines in value. Despite some stand-out performers, Australian brands contribute a lower percentage of enterprise value than top international benchmarks.” The Winner and Losers?]]> http://www.trinityp3.com/blog/2009/12/50-most-valuable-australian-br.php http://www.trinityp3.com/blog/2009/12/50-most-valuable-australian-br.php interesting observations Fri, 18 Dec 2009 09:37:58 +1000 In the past six months we have been demonstrating the Evalu8ing system both in Australia and around the world. Today we can announce that the system is being used by IAS in South Africa. See the press release below. IAS joins Evalu8UK and Navigare as consultant partners of Evalu8ing and we are currently in discussions with more consultants in Paris, London, New York and Singapore. Evalu8ing has also been licensed by a major US financial services company for use across five countries and is being piloted by a major telecommunications company in Europe as well as several Australian based marketers across FMCG, automotive and financial services.]]> http://www.trinityp3.com/blog/2009/12/evalu8ing-collaboration-and-re.php http://www.trinityp3.com/blog/2009/12/evalu8ing-collaboration-and-re.php Evalu8ing Thu, 03 Dec 2009 08:37:30 +1000 Sophia Russell from B&T checks out the landscape. Transcript from 'The Green Guide' published October 16th 2009 http://www.gaiapartnership.com/blog/files/f726c48ccdd8ce028a01d1d31602c4ea-21.html]]> http://www.trinityp3.com/blog/2009/11/how-green-is-aussie-media.php http://www.trinityp3.com/blog/2009/11/how-green-is-aussie-media.php carbon impact Sat, 07 Nov 2009 18:16:41 +1000 Harvard Business Review was sent to me by my friend Shawn Callahan at Anecdote. In it, there research shows that on average CEO believe just 63% of the potential return of a strategy is realised through the implementation. It is called the Strategy-to-Performance gap. ]]> http://www.trinityp3.com/blog/2009/10/turning-great-strategy-into-gr.php http://www.trinityp3.com/blog/2009/10/turning-great-strategy-into-gr.php Evalu8ing Wed, 28 Oct 2009 22:00:03 +1000 Millward Brown BrandZ brand valuation report is now a really neat iPhone application, which I first found out about in New York at a WPP presentation during the Adforum CEO Summit earlier this month. If you have an iPhone (and there is more than 30 million of us in the world according to Apple) check it out here. It is free. And have fun. Especially shaking it to get random word cloud results. Love it! ]]> http://www.trinityp3.com/blog/2009/10/top-100-most-valuable-brandz-i.php http://www.trinityp3.com/blog/2009/10/top-100-most-valuable-brandz-i.php interesting observations Thu, 22 Oct 2009 11:42:36 +1000 The Australian newspaper Media section is a report by Lara Sinclair on the TckTckTck and Hopenhagen. Check it out. Have you signed the petition yet? ]]> http://www.trinityp3.com/blog/2009/10/industry-joins-push-for-climat.php http://www.trinityp3.com/blog/2009/10/industry-joins-push-for-climat.php carbon impact Thu, 22 Oct 2009 11:32:45 +1000 The International Day of Climate Action organized by 350.org Already, over 4000 creative events are being planned in over 170 countries - from the slopes of Mt. Everest to the underwater reefs of the Maldive Islands, to the parks and streets of our own communities. In fact, check out the events in your area here and plan to join in. Or search for local activities here. Participants will be uploading images of their events in real-time to both the 350.org website and on the giant screens of Times Square. By day's end, there will be an unprecedented global gallery of images and stories, enough to make both old media and new ring out with this crucial number. ]]> http://www.trinityp3.com/blog/2009/10/international-day-of-climate-a.php http://www.trinityp3.com/blog/2009/10/international-day-of-climate-a.php carbon impact Thu, 22 Oct 2009 06:37:28 +1000 It reads: You did it! Yesterday you and bloggers in 155 countries across six continents wrote about a single issue that impacts us all, and turned Blog Action Day 2009 into one of the largest social change events ever held on the web. Your participation helped change the conversation and showed the power of the web to connect people across the world who despite their varied backgrounds have one shared desire: to make a difference. According to blogpulse, we increased the number of posts about climate change on a given day by 500%, and CNN wrote a great article covering the excitement and diversity of today's event across the web and around the world. A full recap is up on our blog, and here are some highlights: We hit 31,000 total trackable blog posts, and our current estimate is that together we reached at least 17.9 million people yesterday. We just exceeded 13,000 registered bloggers on the site and are working to get all of you who posted but haven't yet registered into the final count. We had at least three major world governments as active participants in this year's event. United Kingdom Prime Minister Gordon Brown posted the first Blog Action Day entry in Britain at the stroke of midnight on the 15th, which was followed by Foreign Minister David Milliband and many others from the UK stationed around the world. The PSOE governing party of Spain hosted a bloggers event focused on climate change and transformed their website for the day to promote Blog Action Day. And late in the day, President Barack Obama's White House blog joined in become part of the global movement of bloggers shaking the web. Of course, well-known bloggers were a big presence yesterday as well: The Official Google Blog gave a green tour of the company's campus; Mashable asked what you're doing to reverse climate change; The Unofficial Apple Weblog suggested "Five apps to help save the world"; Treehugger gave us two simple things that could, by themselves, stop climate change; Global Voices posted a roundup of bloggers from around the world writing in many languages; Gadling spent the whole day posting about green travel; BlogHer covered the road to the next international climate negotations in Copehagen. There are many more, and we encourage you to check out the Featured Posts on the blogactionday.org homepage for a longer list of some of the world's largest blogs.]]> http://www.trinityp3.com/blog/2009/10/blog-action-day-31000-posts.php http://www.trinityp3.com/blog/2009/10/blog-action-day-31000-posts.php carbon impact Mon, 19 Oct 2009 08:26:59 +1000 On December 7 2009, world leaders from 192 countries will gather at the UN Climate Change Conference in Copenhagen to determine the fate of our planet. You can take part in this important event and here are ways you can have your say and make a difference to Climate Change. Turn Copenhagen into Hopenhagen In response to the planned UN Climate Change Conference in Copenhagen on Dec 7, the campaign 'Turn Copenhagen into Hopenhagen' has been launched. Here you can sign the UN petition in support of a world wide response to the problem of climate change. The mission is to connect every person, every city, and every nation to Copenhagen. To give everyone hope, and a platform from which to act. To create a grassroots movement that's powerful enough to influence change. The site gives you lots of things you can do including linking to the Facebook site for Hopenhagen and spreading the word by Twitter. Show the world you support change. Turn Copenhagen into Hopenhagen. 'Turn Copenhagen into Hopenhagen' was developed by Ogilvy NY. Join the TckTckTck Campaign The Tck Tck Tck campaign also supports the UN Climate Change Conference in Copenhagen. And October 1 saw the launch of the global campaign song, a re-mix of 'Beds are Burning', recorded by over 60 artists and celebrities, and re-written by Midnight Oil themselves to reflect the greatest humanitarian crisis facing humankind today - climate change. This campaign allows you to download free the re-recorded song 'Beds are Burning' either at the site or at the Apple iTunes store and in doing so you add your name to the petition. Check out the video on YouTube. Tck Tck Tck is an initiative of Havas and Euro RSCG. The re-release of 'Beds are Burning' was driven by one of the co-founders of the TckTckTck campaign, former UN Secretary General Kofi Annan's new organization, the Global Humanitarian Forum, and their partners Havas Worldwide and film production arm, The:Hours.]]> http://www.trinityp3.com/blog/2009/10/the-time-has-come-to-turn-cope.php http://www.trinityp3.com/blog/2009/10/the-time-has-come-to-turn-cope.php carbon impact Thu, 15 Oct 2009 07:54:48 +1000 Adforum CEO Summit (9 October New York time) saw the clash of the marketing communication Network big guns stress digital integration. David Jones, global CEO of Havas, provided an inspirational presentation on the power of agency networks to make a difference in the world through the support of the TCK, TCK, TCK campaign and the One Young World campaign. This was followed by an address by WPP's global head Sir Martin Sorrell who gave a very honest and pragmatic assessment of the economic issues facing the industry. A clearer contrast and comparison could not be found anywhere. But as the delegates - 28 pitch consultants from all over the world - sat to reflect on the five days of meetings, there was a clear theme emerging: the world has shifted through technology and that the industry is rapidly developing to address that change. There are still many different responses and a multitude of solution in the market, possibly as many solutions as there are marketers looking for answers. But the one clear trend is that the idea of digital as a separate speciality is dead. Digital technology is everything and if an organisation still has a separate digital strategy to their comms/advertising strategy then they will be left behind. Just as agencies that do not have digital as the platform of their offering will be left behind. The time has come. Story by: Darren Woolley Adnews 12 October 2009]]> http://www.trinityp3.com/blog/2009/10/agency-global-heavyweights-str.php http://www.trinityp3.com/blog/2009/10/agency-global-heavyweights-str.php agency selection Wed, 14 Oct 2009 16:05:09 +1000 Adforum CEO Summit, agencies are talking about results and accountability but the reality is sadly lacking. Today we met with two of the biggest direct marketing agencies in the world. And while they may talk heavily about their focus on ROI and results and while they demonstrate a heavy investment in metrics and data dashboards, when it comes to presenting case studies the results are lightweight. Not because of the results, but the way they are presented. A 4% increase in sales, and a 20% lift in revenue may sound impressive; the question is on what base and against what spend? Where is the base or objective or where is the ROI? While agencies bleat about their compensation and bemoan the value they create that they do not share in, the fact is that in most case studies this value is never proven. Instead they appear to rely on hyperbole and rhetorical, supported by flimsy and flaky numbers. The excuse that the client is protecting their confidential information is fallacious at best. There are plenty of rigorous ways to present results in a meaningful context without providing actual spend figures. One way is profit or revenue ROI as a percentage of spend. But perhaps it is simply easier to rely on hyperbole than face the real numbers? Story by: Darren Woolley 08 October 2009 ]]> http://www.trinityp3.com/blog/2009/10/measure-measurement-and-accoun.php http://www.trinityp3.com/blog/2009/10/measure-measurement-and-accoun.php agency selection Wed, 14 Oct 2009 16:00:38 +1000 AdForum CEO Summit in New York City, but who came out on top? Interestingly, every single one was a marketing procurement specialist with almost all having a marketing background or marketing experience. Most had changed their titles from procurement to marketing services in recognition of the general negative perception of procurement in the marketing category. The procurement people kept using the term "enlightened procurement" and in many ways they were. The big issues discussed were: 1. How to move compensation from resource to value based - too hard. 2. How to provide incentive based remuneration - great idea, but setting the metrics and payment level difficult. 3. How to manage agency / client relationships for greater effectiveness -complex and not enough time or resources. While the consultants had many solutions and suggestions for this, the enlightened procurement people seemed to believe they knew better. And more interestingly they had no suggestion on how to make more procurement people more enlightened. As the consultants walked out on to Park Avenue this afternoon (7 October, NYC time), one was heard to mutter "and to think these people are increasingly our clients". Story by: Darren Woolley Adnews 08 October 2009 ]]> http://www.trinityp3.com/blog/2009/10/procurement-v-consultants-adfo.php http://www.trinityp3.com/blog/2009/10/procurement-v-consultants-adfo.php agency selection Wed, 14 Oct 2009 15:50:59 +1000 AdForum CEO summit. Presentations with Ogilvy, BBDO, Leo Burnett, Dentsu, 180 LA and Profero. I will let you decide which is which. The fact is that while the industry change is being driven by technology it is not the bigger agencies that are being left behind. Investment and focus on technology and people seems even the bigger agencies expanding their game beyond television. Of course, it is easy to cherry pick the case studies to support the rhetoric about their response to client demands. But that would be the cynical response to seeing 11 credential presentations in two days. Having said that, some things stay the same. Creativity is central, the focus, all pervasive. The work, the executions, the ideas and the concept is king, no matter where it originates. Accountability, ROI and performance drives everything. We may be global but we act seemlessly as one team. Totally integrated to what you need or we will collaborate with others. It is good to see that the more things change the more they sometimes stay the same. Story by: Darren Woolley Adnews 07 October 2009 ]]> http://www.trinityp3.com/blog/2009/10/the-good-the-bad-and-the-ugly.php http://www.trinityp3.com/blog/2009/10/the-good-the-bad-and-the-ugly.php agency selection Wed, 14 Oct 2009 15:47:44 +1000