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Author Archives: TrinityP3 Consultants

About TrinityP3 Consultants

We are the subject matter expert consultants at TrinityP3 Global Marketing Management Consultants. Each one of us has more than ten years experience working in marketing, media and advertising. We work with marketers, procurement and agencies to improve marketing productivity and performance by solving the six major challenges facing marketing today.

The best advice I was ever given was….(From the TrinityP3 Consultants)

With social media there are now more opportunities than ever to read or head career or business advice for free. Log in to LinkedIn, browse business groups, subscribe to newsletters and there it will be, business and career advice from someone you may know, may know of by reputation or not know at all. And the advice? Continue reading

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How Financial Services is approaching agency rosters and remuneration – Three case studies

Financial Services is particularly competitive. Already there are a plethora of brands across the category, there is now significant disruption caused by FinTech start-ups, plus increased competition and fragmentation of the category.The market leaders are focused on innovating and transforming to stay ahead of the competition, but they are also looking for more effective and efficient ways to build and maintain their share of market and share of customer wallet. Continue reading

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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

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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

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How TrinityP3 helps measure the performance of marketing – Three case studies

After more than 15 years of downward pressure on marketing costs, the majority of traditional businesses are struggling to deliver growth and yet marketing provides one of the most successful drivers of business growth and performance when properly invested and measured against performance. The problem is that in many organisations marketing is treated as a cost of business with little or no focus on the return on that marketing investment. No wonder the strategy of cost cutting to profit has had such a major impact on marketing and subsequently the marketing agencies and suppliers. Continue reading

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How TrinityP3 is helping optimise marketing performance through technology – Three case studies

Technology platforms, both martech and adtech, provide marketers with the opportunity to be more effective and efficient in their marketing. But technology is said to be moving at click speed and the investment is significant. It is important when investing in marketing technology solutions that the marketer has defined objectives and has a clear view of what success looks like. But, more than this, it is important to take into consideration the current processes that the technology is intended to support and the cultural appetite for change.

We have been involved in helping companies select new technology platforms and tender for new vendors, but we have also worked with organisations that have legacy systems and platforms that are under-performing or not performing at all, and have provided a diagnosis and options for consideration. Also, we have reviewed our clients’ current technology stack to identify optimisation opportunities and assess the organisation’s technology transformation. Each time we bring a totally independent and expert perspective to the process. Here are three case studies of the work we have undertaken providing solutions to marketers’ technology challenges. Continue reading

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Engagement Agreements to align expectations and performance – Three case studies

Just as marketing is increasingly complex, so the relationships between marketers and their various agencies are increasingly complex and difficult to manage. Many of the past practices, both formal and informal, struggle to keep pace with the changes and complexity. Over the past decade and more we have seen many marketers still relying on the assumption that the relationship they have will their agencies will naturally manage to work itself out. At the same time, we have witnessed an increase in complaints from marketers over the fact that their agencies struggle to work or collaborate together.

We have also witnessed an increase in agency contracts that appear to address this issue, with the inclusion of service level agreement (SLAs) and set up key performance indicators (KPIs). The trouble is that firstly, these are designed for the delivery of services, but do not easily define the interdependent relationship that exists between marketers and their agencies or between the agencies working with the marketer. Secondly, the agency contract, once signed, is often filed and not looked at again until an issue arises or the marketers are planning to take the relationship to the market. Continue reading

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The challenges facing Automotive marketers in selecting new agencies – Three case studies

Share59 Tweet74 +1 Share10Shares 143The automotive industry is being disrupted globally. Electric motor vehicles like the Tesla are providing a viable and desirable alternative to the fossil fuels of the past. Diesel technology has been shown not to be as … Continue reading

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How TrinityP3 is helping marketers restructure their marketing for the future – Three case studies

The market is changing and becoming ever more complex, and therefore business and marketing strategies are changing to meet the challenge. But while strategies change, often marketing structure remains largely the same. At best, companies will make capability additions where needed, simply adding to the legacy structures of the past. Others will vacillate between centralised and decentralised structures and variations in between. What is often required, however, is a rethink and re-evaluation of the marketing structure against the strategy and the requirements of that strategy. Continue reading

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