Unlike a blog, this is not a collection of musings or things that caught our attention today.
Instead, it is a collection of the important insights, trends and issues we have encountered in our work with our clients and the solutions we have developed.
This why we call it our Knowledge Centre. It is where we share the collective knowledge of TrinityP3. We add to this regularly. We update it when and where needed. We recommend bookmarking this page and be sure to visit regularly when looking for inspiration, insight and knowledge on the world of marketing management.
Our Latest Articles
The “Close Second” Lie: A Common Deception in Agency Pitches
In our "State of the Pitch Research," we’ve found that agencies regularly report being told they were unsuccessful, but were a close second. Most recently, an agency that heard they came in a close second checked with the other two ...
BetterPitch: Why agency pitches must be designed to be fit for purpose
Everyone knows that Darwin developed the theory of the “Survival of the Fittest”. But almost no one fully understands what he really meant by it. Darwin wasn’t talking about the kind of fitness that comes from visiting the gym. His ...
Pitching isn’t broken, it simply needs modernising
For years, the advertising industry has been having the same conversation: “the pitch process is broken.” - bloated processes, speculative work, and the emotional toll. Everyone agrees that something must change. But what if the industry has been asking the ...
Most Popular Articles
What is the definition of Marketing?
I was the guest lecturer for the EMBA course at the Sydney Business School, University of Wollongong for several years. The topic title was marketing today, and I was interested to know how this group of business executives and tomorrow’s ...
Top 10 Ethical Issues in Marketing for 2025
Stay ahead of the curve in ethical marketing practice with this comprehensive guide from TrinityP3 to the top ethical issues facing the industry and how to navigate them with integrity. What is ethical marketing and why does it matter? Here ...
How to Select an Advertising Agency – 7 Key Criteria
Choosing a new advertising agency, be that creative, media, digital, experiential, shopper, pr or any one of the many other types of service providers is not something to be taken lightly. The cost and time involved and the impact on ...
Scope of Work vs Scope of Services
We have talked and written many times about the importance of the scope of work in regard to setting or benchmarking agency remuneration based on productivity and not simply the cost of resources. But there is often confusion in regard ...
What are the biggest issues facing the media industry?
Media advertising continues to be the most significant single component of most advertisers' marketing budgets. Paid media is a substantial investment across traditional media and, increasingly, into digital channels, which are eclipsing traditional broadcast media channels. However, with this change ...
5 Ways Agencies Can Present Credentials More Effectively
For the past 20 years, I have literally sat through more than a thousand agency credentials presentations. Some were part of a pitch or tender credentials presentation, and others were when I was engaged in providing feedback to help agencies ...
Browse all our insights
The “Close Second” Lie: A Common Deception in Agency Pitches
In our "State of the Pitch Research," we’ve found that agencies regularly report being told they were unsuccessful, but were a close second. Most recently, an agency that heard they came in a close second checked with the other two ...
BetterPitch: Why agency pitches must be designed to be fit for purpose
Everyone knows that Darwin developed the theory of the “Survival of the Fittest”. But almost no one fully understands what he really meant by it. Darwin wasn’t talking about the kind of fitness that comes from visiting the gym. His ...
Pitching isn’t broken, it simply needs modernising
For years, the advertising industry has been having the same conversation: “the pitch process is broken.” - bloated processes, speculative work, and the emotional toll. Everyone agrees that something must change. But what if the industry has been asking the ...
Five ways to manage a better pitch process for selecting agencies
When the advertising industry refers to a pitch being broken, it typically means one of the two most common tender processes used in advertising today. The Standard Agency Pitch Management Process. The Standard Procurement Managed Tender Process. An outline of ...
BetterPitch: Five ways to make sure pitching is fair
One of the most frequent complaints I hear about agency pitches is the lack of fairness that the process allows. Most often, the comment comes from agencies, but I also hear it from marketers and procurement teams. Tackling the issue ...
How output pricing supports an agency subscription fee model
While input models, such as hourly rates, retainers and project fees, continue to dominate agency fees, there is an increasing interest in output-based pricing models, driven primarily by the impact of AI technology on agency productivity. However, several issues affecting ...
What are the real considerations and impacts of AI on agency fees?
An increasing number of agencies are including promises of AI benefits in their pitches. Typically, these are framed in the context of improved productivity through automation, allowing the agency to provide more for less. A.K.A. - savings. This is a ...
Navigating the chaos – how to avoid the marketing traps around technology, data and measurement
For marketers, the spectacular promise of data, technology and now AI has never been greater, but nor has the complexity. The tech industry and media headlines constantly promise marketers to become more “streamlined” and “empowered”. Yes, the experience of many ...
The perils of counting chickens: Why agencies shouldn’t bank on new business revenue
In the fiercely competitive advertising industry, agencies are increasingly using aggressive financial forecasting to sidestep making crucial operational decisions vital to their future. One common but flawed practice is incorporating significant new business revenue into their financial modelling, often exaggerated ...
Review of Martech and Adtech stack requirements and performance for a Beverages advertiser – Case study
Challenging Problem “Can you advise us on whether we have the right adtech and martech in our stack?” “What’s the most effective measure of social media now to show that we’re moving the dial on sales growth?” “What are the ...
Advising a Financial Services company on their Martech and Data for customer engagement – Case Study
Challenging problem TrinityP3 is not always known for independent advisory on marketing and advertising technology. However, over the past 18 months we have been helping more and more marketers optimise their approach to martech and adtech as an enabler of ...
The importance of positioning in-house agencies within your organisation
In-housing of agency services has become ubiquitous in the past decade, with their own industry associations, their own award shows and even their own industry research to demonstrate how popular and every day they have become. According to Kantar, 78% ...
Our Latest Podcast:
Managing Marketing: The Latop Initiative – Giving Laptops To People In Desperate Need
Cheryl Sing, founder of the Australian charity The Laptop Initiative, is dedicated to bridging the digital divide by providing laptops to those in need, including disadvantaged youth, refugees, and victims of domestic violence. Cheryl shares the origins of the initiative, the importance of access to technology, and the impact of ...