2017 in review and predictions for 2018 from the TrinityP3 marketing management consultants

How was your 2017? What were the highlights of the year for you? And what is your top priority for next year? What was the trend that affected marketing this year? And what will most impact marketing in the coming year? As this year comes to a close it is time for reflecting on the year that was and looking towards the year ahead. We put those questions to the TrinityP3 Marketing Management Consultants and here are their answers plus some advice for marketers for the year ahead. Continue reading

Posted in agency remuneration / compensation, data & direct marketing, green marketing & sustainability, interesting observations, marketing process optimisation, marketing procurement, media planning & buying, social media & digital marketing | Comments Off on 2017 in review and predictions for 2018 from the TrinityP3 marketing management consultants

When is the right time to set an Engagement Agreement? – Three case studies

Engagement Agreements are an effective way of defining the ways of working between advertisers and their agencies. One of the best times to undertake the process of defining the relationship and the expectations of both parties is at the beginning of the relationship, rather than waiting for things to either go wrong or for poor practices and misalignments to become major issues. Continue reading

Posted in agency search & selection, agency solutions, case studies, interesting observations, marketing process optimisation, return on investment | Comments Off on When is the right time to set an Engagement Agreement? – Three case studies

How To Transform Your Agency Relationships!

This week, we thought it would be worthwhile looking at some ideas to help transform your agency relationships. And we don’t mean just make them ‘bearable’ – we’re talking about making a transformative shift in the overall relationship and yes, better business results. As a general rule, the earlier we’re brought into to help identify and resolve client / agency issues, the more likelihood there is of being able to help clients avoid triggering a search, and instead getting their agency relationships not just back on the track – but transformed into positive, business building partnerships. Continue reading

Posted in agency remuneration / compensation, agency solutions, Evalu8ing - Relationship Performance Monitoring, interesting observations | Comments Off on How To Transform Your Agency Relationships!

Something about Facebook all marketers who care about the environment need to know

Recently we were privileged to have a research project accepted and undertaken by the University of Sydney under their Post Graduate Masters of Sustainability Program. TrinityP3 has been advocating a pivot to a more sustainable approach to marketing and also supplying carbon emission measurement using the CO2counter for over 8 years using our own developed and verified methodology. We felt it would be good to get some up-to-date research from a highly recognized source. Continue reading

Posted in green marketing & sustainability, industry news & trends, media planning & buying, social media & digital marketing | Comments Off on Something about Facebook all marketers who care about the environment need to know

Madison Avenue Moneyball: Insights About the Game of Advertising

By now, we know what “Moneyball” is:  The best-selling book about baseball by Michael Lewis (2003), the Academy Award-nominated movie with Brad Pitt (2011) and — most importantly — the underlying concept that obscure metrics reveal the truth about how the game of baseball works.  Moneyball general managers, like Billy Beane of the Oakland A’s, could consistently win games despite payroll disadvantages that prevented the A’s from hiring expensive talent.  Lewis asked, “How’d they do it?  What was their secret?” Continue reading

Posted in agency remuneration / compensation, agency solutions, data & direct marketing, industry news & trends, strategic management | Comments Off on Madison Avenue Moneyball: Insights About the Game of Advertising

Managing Marketing: The challenges and changes in automotive marketing

Peter Anderson is an Automotive Journalist and chats with Darren about the changes and challenges facing the automotive industry and how the category is adapting to the changes including autonomous motor vehicles, alternative fuel, falling motor vehicle ownership amongst the Millennial Generation and addressing the needs of women buyers. Continue reading

Posted in customer relationship management, industry news & trends, Podcasts, strategic management | Comments Off on Managing Marketing: The challenges and changes in automotive marketing

Spielberg or Ridley Scott, who is the right director for your TVC?

Most advertisers leave the selection of a TVC director up to the agency. And rightly so, it is often very difficult to recognise what a director has actually bought to a project apart from management and communication skills (or is this all that is required of a great director?). Let’s face it, making an audio-visual communication whether it’s a 2 hour long narrative or a 30 second TVC is a team effort. So not only do you have to be mindful of who the director is but who his or her team is, is just as important. Continue reading

Posted in television & electronic production | Comments Off on Spielberg or Ridley Scott, who is the right director for your TVC?

Why Agency Makeovers are Difficult

Organisational stability is what we seek.  We struggle to make order out of daily chaos.  We yearn for the illusive: understanding and respect from clients, the successful management of deadlines, the creation of effective work, the achievement of personal satisfaction, the comfort that comes from knowing that we and our organisations are valuable partners — that we fit in and, for better or worse, that we successfully occupy a little corner of the world. Isn’t that what our daily efforts are all about? Continue reading

Posted in agency remuneration / compensation, agency solutions, industry news & trends, interesting observations | Comments Off on Why Agency Makeovers are Difficult

How many billable hours are there in a year?

If you are still working with agency retainers then the issue of billable hours per person will definitely be an issue. Too high and too low both have impacts on the retainer calculations and the result. But what is the right number of billable hours per year? Well it depends and in my time working with advertisers around the world it has varied from a ridiculously low 1,200 per year up to a mind-blowing 2,080 hours per year. But why is this so important? Continue reading

Posted in agency remuneration / compensation, agency solutions, interesting observations, iPhone business app, marketing procurement | Comments Off on How many billable hours are there in a year?