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
For an ideas industry, most agencies are very poor at protecting their intellectual property
Advertising is an industry of ideas. And while it is true, as recently written here in Campaign, that you cannot copyright an idea, you can own the copyright in an expression of an idea when it is permanently recorded. Well, in ...
Agency Selection and the Paradox of Choice – Why Fewer Agencies is Never Too Few
During my recent sojourn back in agency land, I was heavily involved in pitches. I declined the agency’s involvement in one of these pitches, for reasons not relevant to this article. It turned into an accidentally wise decision; I later ...
A conversation on aligning procurement and marketing in a conscious climate
Suits & Sneakers TV is hosted by the founder, Anne Miles. It is their online channel, where you can hear from the best of the best in marketing, advertising and media. Here, Anne challenges convention by looking at conscious marketing ...
What must marketing provide for agencies to make sound business decisions on pitching?
The recent demands of marketers have been for agencies to be more transparent, particularly in their media dealing on behalf of their clients. ISBA and the ANA were vocal in their demands for greater transparency. But it will be interesting ...
Brain-Rape in the Boardroom 2 – Agency Pitches and Creative IP
Part 2 – The Advertiser Recently, I wrote an article about ‘brain-rape’. It was sparked by some posts we read about advertisers stealing the pitch ideas from losing agencies. Part 1 of this article focused on the agency perspective and ...
Brain-Rape in the Boardroom 1 – Agency Pitches and Creative IP
Part 1: The Agencies Brain-rape. Anyone would think I had used this term with clickbait in mind, right? Well, it does make a good, attention-grabbing title, for sure. But I’m not using it egregiously. It’s a term used recently in ...
‘Is pitching broken?’ is the wrong question
Pitching is currently flawed, and it doesn't appear to be improving. The industry should focus on avoiding beauty parades and crude cost-cutting measures to find a more sustainable approach. The industry question 'Is the pitch process broken?' is not the right question ...
How to make marketing change management more successful
There has been an incredible amount of change within marketing departments (and of course businesses overall) over the past 2 years. Some teams that we talk with feel burnt out, others are refreshed with new models and ways of working, ...
Your next agency pitch will cost you financially, but not as much as you think.
The practice of going to tender at the end of the agency contract period has become a habit for many major brands. Procurement will argue it is the only way to truly test an agency against the market. But as ...
Is your agency a precision weapon, or a passive order-taker?
Across the last 12 months, I’ve noticed a distinct upswing in a certain type of project undertaken by TrinityP3. It’s the type of project I’d call a ‘pivot project’. I give it this name not because a ‘pivot’ of some ...
What can save agencies from a reduced share of their client’s production spend?
Yet another agency account director was complaining that they had lost a large chunk of agency revenue to a production competitor on price. One of these specialist production suppliers provides a low level of creativity and a focused production line ...
Where is it written that marketers must write better briefs?
Writing a briefing is so central to the advertising process, you’d think even a marketer could do it. But apparently not. According to the Better Briefs Project, which commissioned a global industry survey, it seems this is not the case ...
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 ...