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 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 from reliable sources. We put these to the audience to gauge what is acceptable today and what is not. The world of marketing, media and advertising is changing rapidly, especially driven by technology innovation, which is multiplying opportunities and options and magnifying pressure and demands. But has this impacted the way we work together? And if so how? Continue reading

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How TrinityP3 is helping optimise marketing performance through technology – 3 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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Managing Marketing: Dealing with the rapidly increasing complexity of the media market

Scott Hagedorn, CEO of the world’s fastest growing agency, Hearts & Science talks with Darren on the important relationship between science and intuition in advertising, especially for marketers dealing with an increasingly complex world. The similarities and differences between agile marketing and the scientific method and role data play in decision-making. Continue reading

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Are all your strategies getting in the way of delivering marketing performance?

As we have shared previously, much of the work we do with our clients is to align their structure and process to effectively deliver their marketing strategy. The starting point in this process is reviewing the agreed strategy so we can determine the requirements of that strategy that need to be delivered to achieve the results or objectives. But with all of the complexity in marketing these days and the diversity of business objectives, especially in larger organisations, that are supported by marketing, we often find there is more than one strategy and often multiple strategies that are misaligned or even worse, in conflict with each other. Continue reading

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Managing Marketing: Reviewing the ANA Advertising Financial Management Conference in San Diego

Lyndon Brill, Senior Consultant at TrinityP3 and Darren discuss the sessions and topics that captured their attention at the annual Advertising Financial Management Conference, this year in San Diego, USA. Covering everything from Block Chain, to Transparency. Bot Fraud to Compensation and more. Continue reading

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When is the right time to apply the Golden Rule in marketing?

This is the first 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 is an attempt to prove Albert Einstein right when he said “The definition of genius is taking the complex and making it simple”. But he also said “Everything should be made as simple as possible, but not simpler”. So we will leave it for you to judge. Please let us know here if there is a topic you would like us to cover in a Golden Minute. 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?

Managing Marketing: The importance of measuring performance in digital marketing

Luke Brown is CEO and co-founder of Affinity and here he discusses with Darren their approach to digital advertising and the importance in clearly defining business and marketing success upfront and developing a strategy and optimising the execution against that objective. Continue reading

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The latest ANA Programmatic Transparency Report – laudable intent, but what does it actually tell us?

I’ve just read the latest ANA report, ‘Programmatic: Seeing through the Financial Fog’. Published last week and completed in conjunction with the ANA, the ACA, Ebiquity and AD/FIN, the stated goal of the report was to ‘investigate the costs and economics of the programmatic advertising system.’ Continue reading

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Marketing independence is under attack but does anyone care?

Surprise, surprise. When you meet with a technology vendor, the conversation invariably leads to “needing” their solution. Even though you discuss alternative business opportunities that require solving prior to any technology implementation. Surprise, surprise. You appoint one of the big consultancy firms, such as Deloitte or PWC, and you start down a pipeline of creative and digital discussions that can all be magically solved now under their banner. Continue reading

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Who’s to blame for the current digital media mess? We all are.

Commentary regarding the various issues facing the digital advertising industry continues to grow. Dishonesty, corruption, complexity, lack of knowledge, inadequate marketing, inadequate agencies, inadequate measurement…the list goes on. Based on the work we do with our clients, these issues are certainly becoming more recognised – even if many advertisers are still extremely challenged in their understanding of who, or what, they need to look at. The trouble is, so much of the commentary lacks objectivity. Continue reading

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Drowning in Marketing Deliverables

There’s more to the Digital and Social Revolution than programmatic media, online videos, data analysis and overnight billionaires. There’s something else, and it’s called an avalanche of workload. Ad agencies are drowning in deliverables. Scopes of Work are out of control. Advertisers are experimenting, experimenting, experimenting with out-of-scope digital and social deliverables, and agencies are overwhelmed with the amount of work they have to get out the door on a daily basis. Continue reading

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Managing Marketing: Modern publishing and the new opportunities for advertisers

Alexandra Tselios is the founder and publisher of the TheBigSmoke.com.au and here she talks with Darren on the changes in publishing and her approach to content, advertising, publicity and the opportunities for advertisers and their agencies to engage with her audience in a way that delivers value to all involved. Continue reading

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Organisational Mishmash: The Ad Agency’s Unaccountable Structure

The global ad agency has become a complex, unmanageable mishmash of organisational positions. Complexity reigns. Accountability is invisible if it exists at all. No wonder clients are able to take such advantage of their agencies, loading on unpaid out-of-scope work and cutting fees! Top agency executives, though aware of the problem, are unable to launch a management counter-offensive. No one has the responsibility for the problem or the authority to turn things around. Continue reading

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