Changing the name from P3 to TrinityP3

On July 1 this year we announced the change in name of the company I started eight and a half years ago from P3 to TrinityP3. The reaction and comments have been incredibly positive, but the number one question is “why?” Why did we feel compelled to change the brand name that we had spent eight years in time, effort and money developing?

The pragmatic answer is, “To avoid the confusion with our competitors in Asia who have a very similar name to ours”.

The more significant answer is “Why not?”

P3 has developed significantly since its inception and grown in size, from a one person operation to now more than sixteen industry consultants in Australia and New Zealand and now five people in Asia.

P3 stands for PEOPLE, PURPOSE and PROCCESS. Helping people achieve commercial purpose through creative process. This line was on our business cards, website and almost all of our publications.

In the earliest days of the company it meant we would help advertisers understand and benchmark their production costs in television and then print. In fact for the first three years production assessments represented 90% of our revenue. Today, production assessments now represent less than 10% of our revenue, because the other areas of our business have grown significantly.

Roster rationalisation, remuneration, search and selection, media planning and buying benchmarking, PBR, contracts and negotiations are now the bulk of our business. We are performing a more strategic, rather than tactical, role for our clients.

So why Trinity?

In this strategic role, we think of our relationship as a trinity between the advertiser/marketeer and their suppliers. The marketeer is the Father, the suppliers the Son and we are the Holy Spirit that moves through and around that relationship strengthening and improving it.

Of course, some people may object to the use of the commercial use of the Holy Trinity, and if they are offended, as a Christian, I apologise. But it seemed to me that the strength of the relationship of three is fundamental to human history and the addition of this third part to the trinity is core to our offering to the marketing communications category.

That is why we are NOT cost consultants, or pitch consultants, of procurement consultants, or any of the other labels we have been given in the past.

TrinityP3 is a marketing management consultancy.

While marketeers focus on developing the marketing strategies and executions to deliver their business objectives (EFFECTIVENESS). We assist marketeers manage the marketing process so deliver the resources and services to them in the most cost and time effective way possible (EFFICIENCY).

About Darren Woolley

Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 – Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren’s Bio Here Email:

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