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
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 ...
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 ...
The Top 10 Ethical Issues for Marketers in 2024
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 ...
Agency selection criteria – seven things to consider when choosing an advertising agency
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 ...
The difference Between Scope of Work (SoW) and Scope of Services (SoS), and why that matters
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 ...
Top ways to make agencies more effective in presenting their credentials
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
Casting George Clooney or Brad Pitt for your next television commercial? What a dilemma!
Of course, as a marketer it would be very rare that you would ever have to make this decision. The agency or the director makes most of the casting decisions for a television commercial. You, the marketer will have to ...
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 and 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 ...
Is it time marketers rethink agency competitive conflicts of interest?
When selecting a new agency, a major and complex issue for marketers is the concern over conflict of interest. That is, not wanting to select an agency that already has a client that is a competitor. But what constitutes a ...
7 ways you might be demotivating your existing agencies
All marketing teams - naturally - want enthusiastic, committed and motivated agencies working alongside them to improve their business performance. In attempting to get to that ideal end-state, however, marketing teams can underestimate - or miss completely - the effects ...
Why you need to build resilient marketing teams and not just agile ones?
Imagine the industry you work in is impacted by changes so seismic that it fundamentally shifts how your business could or should operate. How would your business survive? How would your marketing team cope? Would they? This exact situation has ...
Why measuring media value is more important than media cost
This is the next in a series of one-minute videos that address one of the many complex challenges facing marketing, media and advertising today. The Golden Minute series attempts to prove Albert Einstein right when he said, “The definition of genius ...
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 ...
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 ...
Spielberg or Ridley Scott, who is the right director for your TVC?
If you had the budget which director would you choose? and why? 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 ...
The ethics of Client / Agency behaviour: What is acceptable and what is not?
At the inaugural Mumbrella Asia 360 earlier this month Julian Barrans, Asia Business director and I curated a session on client / agency behaviour based around real life examples of dubious incidents we had either witnessed or had heard about ...
How to know if you need to pitch your agency
I often get asked by our clients to see them ‘about running an agency pitch’. The decision to pitch, for whatever reason, is generally already taken by the time they speak to me. Yet sometimes, based on what I hear, ...
The Importance of (good) stakeholder engagement in any marketing transformation project
Each year at TrinityP3, we work on many large strategic marketing transformation projects. Ranging from marketing performance solutions to technology solutions to roster alignments, most of what we do will often involve a lot of people across quite complex organisation ...
Our Latest Podcast:
Managing Marketing: Putting Values In Action By Bridging Purpose And Practice
Chloe Hooper, founder and CEO of Barefeet Consultancy discusses the importance of redefining business purpose and values, the journey of self-belief, and the significance of authenticity in both personal and professional realms. Chloe shares her transition from the agency landscape to consultancy, emphasizing the need for organizations to truly embody ...