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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How TrinityP3 is helping marketers restructure their marketing for the future – three case studies

The market is changing and becoming ever more complex, and therefore business and marketing strategies are changing to meet the challenge. But while strategies change, often marketing structure remains largely the same. At best, companies will make capability additions where needed, simply adding to the legacy structures of the past. Others will vacillate between centralised and decentralised structures and variations in between. What is often required, however, is a rethink and re-evaluation of the marketing structure against the strategy and the requirements of that strategy. 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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Do you remunerate or compensate your agency?

This is the second in a series of one minute videos that address 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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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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Where can Global Advertisers find the best Creative Value?

The global marketplace is increasingly becoming a global village thanks to the pervasiveness of the internet and growing mobility. The days of ‘centres of excellence’ are passing, as talent now has the ability to collect into cohorts anywhere in the world. For a global marketer looking to tap into the sources of world-class creativity, the issue is one of not only identifying the location of this creative talent but also the relative cost of assessing their value. Continue reading

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Managing Marketing: The increasing role of science in marketing and advertising

Adam Ferrier is a Consumer Psychologist and the co-founder of MSIX the Marketing Science Ideas Exchange and best selling co-author of The Advertising Effect. Here he talks with Darren about the role of science in marketing and the importance of the symbiotic relationship between the Mad Men and the Math Men in driving innovation, creativity and most importantly performance. Continue reading

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Heaven and Hell in Advertising

Share183 Tweet85 +18 Share10Shares 286This post is by Michael Farmer, Chairman of TrinityP3 USA and author of Madison Avenue Manslaughter: an inside view of fee-cutting clients, profit-hungry owners and declining ad agencies, which won the Axiom Gold Business Book Award for … Continue reading

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Managing Marketing: The challenges of marketing and advertising in the financial services category

Jon Holloway is the founder of Zuper Superannuation and here he discusses with Darren the challenges and failures of financial services companies in leveraging the full potential of marketing and advertising to innovate and build their banking and insurance brands and businesses in Australia. Continue reading

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Clients: You Are What You Brief

Poor client briefings are a source of immense frustration to both agencies and the clients who issue them. Agencies that aren’t briefed properly spend a huge amount of time trying decipher or guess at what their clients really want, while clients end up disappointed, underwhelmed and frustrated by the agency’s seeming lack of insight and creativity. And I hate to break it to you, but from what we’re hearing, there’s something of an epidemic of dismal briefings darkening agency meeting rooms and inboxes. In short, agencies have a beef with their client’s briefs. Continue reading

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Meeting the Global CEO of TrinityP3 Marketing Management Consultants

Hi, Darren. Can you first of all tell us a bit about your background and how you came to lead TrinityP3? I graduated from university with a degree in Applied Sciences and worked in the field of Medical Research for five years before embarking on a 15-year career in advertising. In 2000 I founded TrinityP3 marketing management consultants. As Global CEO, I lead marketing consultants around the world through all phases of the marketing optimisation process to improve the performance of our clients marketing. Continue reading

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Managing Marketing: The challenges facing the advertising agency business model

Andrew Reeves is the Founder and CEO of ARC Limited with a lifetime of experience as an agency CFO. Here he chats with Darren on the current agency remuneration and business models and the challenges facing agencies in finding ways to make this work in rewarding agencies for the value they create. Continue reading

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5 questions to help charities drive a greater return on marketing investment

In the highly concentrated charity sector*, charities must evolve from making people feel sorry to give money, to being truly people centric in approaching their mission.
So with clutter being the constant, the world’s best charities and not-for-profit organisations are transforming their organisation and marketing strategies around actionable data insights. Aimed at helping them inform the direction and stories that people are interested in when it comes to a relevant mission. Continue reading

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Why it is so important to have an agency scope of work

This is the final in our series of articles on agency scope of work management. Managing the scope of work for your agency is possibly the easiest and fastest way to increase the buying power of your marketing budget by removing the duplication and uncertainty as much as possible from the agency work. In this way you are able to get more for your agency budget without simply driving down the rates and prices. Continue reading

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How to build flexibility into an agency scope of work

Being able to plan all of your requirements of the agency for the coming year is an ideal situation. But the world and the market is often an unpredictable place and your brand strategy needs to be able to frame how your responds to the changes in the market place. Luckily there is a way to frame your agency scope of work in a way that lets you obtain the benefits of the increased efficiency. Continue reading

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