What critical blunders are you making with Influencer Marketing?

Posted on August 13, 2018 by Natalie Giddings
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When consulting with brands and through our yearly audience surveys, we see a vast chasm between the levels of sophistication that influencer marketing has been operationalised within businesses. Where some marketers are in the journey are absolutely worlds apart. Continue reading →

Posted in industry news & trends, marketing process optimisation, social media & digital marketing, strategic management, Uncategorized | Comments Off on What critical blunders are you making with Influencer Marketing?

Why business needs to radically rethink marketing structures

Posted on August 8, 2018 by Zena Churchill
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In today’s landscape, efficiency should not be a standalone strategy. Get insights into how marketing should structure itself across and within teams here. Continue reading →

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Better collaboration does not mean collaboration meetings

Posted on August 6, 2018 by Darren Woolley
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In a complex world we all know it is important to collaborate. But why do so many people think that to collaborate means organising more meetings? There are already too many meetings. And there is more to collaboration than sitting in meetings. Continue reading →

Posted in agency solutions, Evalu8ing - Relationship Performance Monitoring, interesting observations, marketing process optimisation, strategic management | Comments Off on Better collaboration does not mean collaboration meetings

Book Review: Team of Teams by General Stanley McChrystal

Posted on August 1, 2018 by Darren Woolley
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Okay, so the full title is actually Team of Teams – New Rules of Engagement for a Complex World by General Stanley McChrystal U.S. Army Retired with Tantum Collins, David Silverman and Chris Fussell.  But do not let this put you off as this is not some war story from a retired warrior. Continue reading →

Posted in industry news & trends, marketing process optimisation, strategic management | Comments Off on Book Review: Team of Teams by General Stanley McChrystal

The truth about Agile Marketing is it is not simply faster

Posted on July 30, 2018 by Darren Woolley
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Everyone is talking about Agile Marketing when they really mean agile ways to market. What’s the difference? One is a methodology and manifesto based on test and learn and the other is how to become more nimble and faster to market. Continue reading →

Posted in industry news & trends, marketing process optimisation, strategic management | Comments Off on The truth about Agile Marketing is it is not simply faster

Book Review: Powerful. Building a Culture of Freedom and Responsibility, by Patty McCord

Posted on July 25, 2018 by Zena Churchill
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Once, during a performance review I asked my boss, who happened to be the CEO, for negotiation training. He raised his eyebrow quizzically and asked, ‘which supplier do you need this for?’, my response was, ‘oh, I don’t need it for a supplier, I need it so I can better deal with a number of internal teams.’ Continue reading →

Posted in Evalu8ing - Relationship Performance Monitoring, industry news & trends, marketing process optimisation, strategic management | Comments Off on Book Review: Powerful. Building a Culture of Freedom and Responsibility, by Patty McCord

Important questions before taking media in-house

Posted on July 23, 2018 by Darren Woolley
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In the face of ad fraud, brand safety and viewability issues, many marketers are considering taking some or all of their media in-house. Are you? Technology and media innovation is making this more feasible. But is it right for you? Depending on the market, the size of the media spend and and the media mix, there appears to be four options for advertisers when it comes to media, either in-house or outsourced. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, data & direct marketing, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, social media & digital marketing | Comments Off on Important questions before taking media in-house

Does your marketing structure support your marketing strategy anymore?

Posted on July 20, 2018 by Zena Churchill
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Strategy is a fundamental driver of business success, yet it is one of the most misunderstood terms thrown around the halls of business. Often mistaken for a goal or tactic, a strategy is how a company chooses to reach its goals, or to paraphrase Michael Porter it’s ‘doing things differently or doing different things’ to gain market advantage. Continue reading →

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Environmentally Sustainable Marketing – Become an instant expert

Posted on July 16, 2018 by Chris Sewell
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For the ultimate post in the Become an Instant Expert series, we’d like to focus on Environmentally Sustainable Marketing. Are you environmentally concerned and ethically aware and looking to see how you can apply these beliefs to the brave new world of marketing? Are you just starting your career, and starting to find your place within marketing teams? Continue reading →

Posted in green marketing & sustainability, interesting observations, marketing process optimisation, strategic management | Comments Off on Environmentally Sustainable Marketing – Become an instant expert

Why Scope of Work (SoW) is not Scope of Services (SoS) and why that matters

Posted on July 13, 2018 by Darren Woolley
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We talk and have written many times about the importance of scope of work in regards to setting or benchmarking agency remuneration based on productivity and not simply the cost of resources. But there is often confusion in regards to what is meant by a Scope of Work. The most common confusion is that the Scope of Work is the same as the Scope of Services or Schedule of Services found in most agency contracts. But there are some very fundamental differences between a Scope of Service and a Scope of Work for the agency. Continue reading →

Posted in agency remuneration / compensation, marketing process optimisation, marketing procurement | Comments Off on Why Scope of Work (SoW) is not Scope of Services (SoS) and why that matters

How to make brands behave more ethically? Start with the 4Ps

Posted on July 9, 2018 by Mahesh Enjeti
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Quarternity P4 (my due apologies to Trinity P3) or put simply, the foursome of Product, Price, Place and Promotion has been the foundation of Marketing for eons. It may have become somewhat out-dated in today’s context, but I was drawn back to it after reading a piece from The Ethics Centre that Darren Woolley shared with me recently. Titled “Trust, Legitimacy & the Ethical Foundations of the Market Economy”, the paper by Simon Longstaff and Victoria Whitaker is a compelling narrative on the origins of the market economy, its apocalyptic decline and possible ways to help restore the legitimacy of our market institutions. Continue reading →

Posted in marketing process optimisation, marketing procurement, return on investment, strategic management | Comments Off on How to make brands behave more ethically? Start with the 4Ps

Is the structure of your marketing team hindering its success?

Posted on July 4, 2018 by Zena Churchill
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On a day to day basis how many times do you stop and think about the structure of your marketing team and the impact it’s having on how well you are going to market? Honestly? Yet, with the current situation of ever changing strategic focus coupled with mounting pressures on marketing to do more for less, deliver more tangible business results, become more customer oriented or be more agile, it’s something we at TrinityP3 feel needs to be thought about. Often. Continue reading →

Posted in interesting observations, marketing process optimisation, return on investment, strategic management | Comments Off on Is the structure of your marketing team hindering its success?

Three amazingly true tales of where client agency communications have gone wrong

Posted on June 29, 2018 by Darren Woolley
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Marketing and advertising are in the communications business, right? Where we communicate with an audience to persuade them to do something like thinking positively about our brand, placing our brand on the consideration list or even buying the brand next time they are shopping. So you would think as professional communication people we would have this communicating thing down pat. Continue reading →

Posted in agency solutions, interesting observations, marketing process optimisation, marketing procurement, print production, television & electronic production | Comments Off on Three amazingly true tales of where client agency communications have gone wrong

The biggest challenges you will face when rationalising your agency roster

Posted on June 27, 2018 by Darren Woolley
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At some point most marketers managing a significant sized budget will question if they really do need all of the agencies and suppliers they have collected on their roster. It is only natural. In fact a common question we often get asked is “how many agencies should I have on my roster?” The next questions is usually “What is the best way to structure and manage them?” Continue reading →

Posted in agency search & selection, marketing process optimisation, marketing procurement, return on investment, strategic management | Comments Off on The biggest challenges you will face when rationalising your agency roster

Managing Marketing: Talking data, big data, small data, first, second and third party data.

Posted on June 22, 2018 by Darren Woolley
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Will Scully-Power is the Chairman of Datarati and the CEO of Pascal. Here Will and Darren discuss Big Data versus Small Data and the role of first, second and third party data. The role of data in transforming organisations to be customer centric or customer first and how privacy issues around data will be transformed by technology like blockchain. Continue reading →

Posted in customer relationship management, data & direct marketing, industry news & trends, marketing process optimisation, Podcasts, return on investment, social media & digital marketing, strategic management | Comments Off on Managing Marketing: Talking data, big data, small data, first, second and third party data.