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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Agency Remuneration: A Loser’s Game

Chief Marketing Officers and their colleagues in procurement have been driving down agency remuneration for more than a decade. Simultaneously, they have been growing Scopes of Work, experimenting with digital and social marketing. Is marketing getting something for nothing, or is it playing a loser’s game? Advertiser-agency relationships have devolved over the past several decades. What was once the strongest of strategic relationships during the golden age of the Creative Revolution has become lopsided and imbalanced. 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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Learn how CEOs & CMOs are restructuring their marketing teams for success – Infographic

Some of the more interesting work we have been undertaking at TrinityP3 in the past five years is designing new marketing structures for our clients. This work arose from the projects where we would restructure their external roster of agencies and suppliers to their strategy, only to have them ask if we could do the same with their internal structure, which they had realised through the process, was often aligned to the business silo structure and not the customer strategy.This work has been done for a wide range of companies and categories including Financial Services, Automotive, Higher Education, Property & Construction and more.Late last year I was interviewed by Lara Sinclair from Simple.HQ on the trends in marketing structures we had observed beyond the centralised and decentralised dichotomy typically seen in the past. Continue reading

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It’s more than the agency roster and the scope of work. It’s the relationship, stupid!

The disappearance of AOR relationships between advertisers and their creative agencies was not a good thing for either party. Both are at fault for letting this happen, and now both parties have suffered the consequences. Advertisers have to manage complex portfolios of specialised agencies who compete for a portion of the total fee. Advertisers have to take the responsibility for planning the detailed Scopes of Work and decide which agencies will be briefed for which deliverables. 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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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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Can Procurement Fix Madison Avenue’s Mess?

Could Madison Avenue’s mess be any worse? The unhappy picture can be reconstructed from articles in the trade press over the past two years. They say the following: Legacy brands are languishing in the marketplace. The consumer transition from Baby Boomers to Millennials has been rocky and unsuccessful for too many large marketers. CMOs are being held responsible for the lack of growth, and their tenure is only half as long as that of CEOs’. The average CEO will go through two CMOs and see a lot of marketing smoke and mirrors. In marketing, there’s uncertainty about what media mix to use, and there are major concerns about the effectiveness of digital and social media, even though the spend level in these areas is growing. 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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Discovering your strategy with a business strategy story

Companies often mistake planning for strategy. This seems to be particularly true of large organisations. A few years back, we got a call from a large company headquartered in the Netherlands. Their head of strategy felt that their people didn’t understand the company strategy – a common concern across most big businesses. The strategy group consisted of 20 people, which is a lot by any measure. When I asked them to describe their strategy, they could spell out initiatives but were unable to put their fingers on the strategic choices the business had made to win. Continue reading

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