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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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

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The Other Opioid Epidemic: The (Brief) High from Chasing New Business

The agency CEO asked me not to use his name.  He wanted to talk privately over breakfast.  “You know, this new business thing is getting to be a problem, he said.  “We’re addicted to falling in love with our next new client, and the one after that and the one after that.  They will solve all our problems.  We’ll do great award-winning work, be well paid, and loved in return … and all the industry crap will disappear.  We’ll pour our heart and soul into winning them.  They’re coy; both flirtatious and distant, making us want them even more.  We’re no better than lovesick teenagers.  And when it goes our way, and we get together and have a wonderful first year, it’s true love … before it turns to crap.  We hate the crap.  We would rather be in love.  That’s why we love new clients and everything it takes to win them.”

Are agency-client relationships becoming loveless marriages that end up on the rocks?  Do the divorced partners, free of the ties that bind, become serial daters, falling in and out of love so often that “commitment” sounds boring and dated — something that was done by their parents in another creative era?  If brands are the children of agency-client relationships, what will happen to them as they’re shuttled from one relationship to another? Will they grow and make positive contributions?  Or, more likely, will they underperform (as they are today)? Continue reading

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Take the Pledge! End Madison Avenue’s Manslaughter!

Madison Avenue’s self-destructive practices need to come to an end!  In the wake of a decade or more of marketing cost reductions, CMOs have lost credibility and power; procurement departments have confused benchmarking with marketing, and demoralised agencies have seen their capabilities severely compromised through downsizing, juniorising, and Scope of Work inflation. Cost reduction programs have run their course. They were never a credible substitute for brand growth as a way of delivering shareholder value. Continue reading

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What are the biggest challenges facing marketing today?

Back in February this year we had our twice yearly get together in Sydney will all the TrinityP3 consultants from around the world, including Michael Farmer, our new Executive Chairman and the author of the best selling book “Madison Avenue Manslaughter”. Every six months we get the gang together to review and discuss the business and plan the future. Last February this conversation led to the changes you see on the TrinityP3.com site today. It was started with a conversation with Michael around the trends and challenges facing CMOs and their organisations, which could be summed up in one word – GROWTH – or more specifically the lack of it. Continue reading

Posted in agency remuneration / compensation, agency search & selection, data & direct marketing, Evalu8ing - Relationship Performance Monitoring, green marketing & sustainability, interesting observations, marketing process optimisation, marketing procurement, media planning & buying, mobile marketing, print production, social media & digital marketing, television & electronic production | Comments Off on What are the biggest challenges facing marketing today?

The impact of Autonomous Vehicles on marketers and the environment

I recently prepared a technology assessment on Autonomous Vehicles (AV) as part of my Master’s degree in environmental management. It occurred to me as I read yet another option piece on the future of AV that my report also formed the basis of my own opinion piece on this subject, especially where it relates to marketing and the environment – both key areas of interest for me personally and TrinityP3. Continue reading

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Marketing management predictions for 2017 by the TrinityP3 consultants

Each year the TrinityP3 consultants work with marketers, advertisers and procurement professionals to improve the marketing outcomes for those organisations. We do this across a wide range of categories and marketing channels and disciplines. Each TrinityP3 consultant is an industry subject matter expert and their exposure to the range of issues and challenges facing these marketers provides incredible insight into the emerging trends facing the industry. Continue reading

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Sustainability and the hidden cost of your media inefficiency

For many years, CPM (‘Cost Per Mille’, otherwise known as cost per thousand as a dollar value) has been a staple metric used to calculate media efficiency and develop media plans. That’s all well and good. But as we move into a carbon constrained future, there’s a growing argument which holds that the carbon cost of communication will become a much more important consideration in media planning and buying. At first glance this hidden cost might not seem significant. But as the media market fragments, the carbon footprint of buying media inexorably grows. Continue reading

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The challenges of marketing in a carbon constrained future

As the world leaders and their negotiators assemble in Paris to finalise an agreement to work together to keep carbon emissions below 2oC, the question should be asked ‘what does this mean for marketers’? Whether you believe the scientists that anthropologic climate change is a major problem or you hold an opposing ideological view, there is a global consensus afoot that will influence the way we live our lives and the manner that business is conducted in the future. Continue reading

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Managing Marketing – Sustainable marketing, what does it mean for marketers?

Christopher Sewell, Managing Director of the Gaia Partnership chats with Darren on the benefits of sustainable marketing and the opportunities for companies committed to sustainability. But also the challenges and the considerations when embraced as a strategy. Continue reading

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The secret to transitioning from print to digital media

Share Tweet +1 ShareThis post is by Chris Sewell, Business Director at TrinityP3. Chris has a wide ranging knowledge of all areas of the advertising and procurement world and specializes in helping companies understand the environmental impact of their marketing spend. Now don’t … Continue reading

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TrinityP3 consultants marketing predictions for 2015

Share Tweet +1 ShareThis post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search … Continue reading

Posted in agency solutions, data & direct marketing, green marketing & sustainability, industry news & trends, marketing process optimisation, media planning & buying, return on investment, social media & digital marketing, strategic management, television & electronic production | 2 Comments

3 questions for sustainable marketing expert – Christopher Sewell

Share Tweet +1 ShareThis post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search … Continue reading

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Placing a financial value on a sustainable business

Share Tweet +1 ShareThis post is by Chris Sewell, Business Director at TrinityP3. Chris has a wide ranging knowledge of all areas of the advertising and procurement world and specializes in helping companies understand the environmental impact of their marketing spend. We are … Continue reading

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Has Australia moved from environmental trailblazer to carbon pariah?

Share Tweet +1 ShareThis post is by Chris Sewell, Business Director at TrinityP3. Chris has a wide ranging knowledge of all areas of the advertising and procurement world and specializes in helping companies understand the environmental impact of their marketing spend. Six months … Continue reading

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