Knowledge Centre – The Blog

Knowledge Centre – The Blog

Collection of the important insights, trends and issues we have encountered in our work with our clients.

Unlike a blog, this is not a collection of musings or things that caught our attention today.

Instead, it is a collection of the important insights, trends and issues we have encountered in our work with our clients and the solutions we have developed.

This why we call it our Knowledge Centre. It is where we share the collective knowledge of TrinityP3. We add to this regularly. We update it when and where needed. We recommend bookmarking this page and be sure to visit regularly when looking for inspiration, insight and knowledge on the world of marketing management.

Why the Media Pitch trading exercise template needs to go

Why the Media Pitch trading exercise template needs to go

The MFA and AANA pitching guidelines advocate using a trading exercise template. A glorified Excel for completion by agencies asking for rates, discounts, and CPMs across various media currently used. For larger domestic and global agency reviews, these can be ...
Overcoming Obstacles to Agency Value-Based Pricing Fees

Overcoming Obstacles to Agency Value-Based Pricing Fees

The past 18 months or so have seen more advertisers and agencies looking to move away from “traditional” FTE/resource/cost-recovery-based pricing models to something more sustainable. The rise of generative AI threatens to eat into labour-based income streams for agencies, and ...
Why Value Trumps Cost in Agency Remuneration Fees

Why Value Trumps Cost in Agency Remuneration Fees

My grandfather was a frugal man, borne no doubt from living through the Great Depression, then going to war and returning to a country wracked with post-war austerity. But he wasn’t cheap: he would happily open his wallet and pay ...
How CMOs can manage board expectations, carve out clarity, and deliver real value to influence business outcomes

How CMOs can manage board expectations, carve out clarity, and deliver real value to influence business outcomes

I recently read an article stating that the Chief Marketing Officer (CMO) is now the “Chief Metaverse Officer”. Seriously? After chuckling, I thought, is this the state that marketing discussion has come to? Or can we do better? With the ...
100 consideration for marketers to avoid poor pitch performance

100 consideration for marketers to avoid poor pitch performance

Anyone can run a pitch to select a new advertising agency. Or a new media agency. Or a new digital agency. But are you prepared to run a pitch well enough to get the result you expect? And without risking ...
Why we practice radical candor in providing pitch feedback

Why we practice radical candor in providing pitch feedback

One of the great frustrations for agencies for agencies, beyond coming second is the lack of constructive feedback during and at the end of the pitch process. In my agency experience working on new business pitches, the quality of feedback ...
When it comes to paying your agencies, you need to follow the money.

When it comes to paying your agencies, you need to follow the money.

Marketing teams can be broadly divided into two groups. There are some who think their agency is paid too much. And others think they have already negotiated a cracking deal with their agency and nothing else needs to be done ...
Navigating Media Mix Models, Marketing Mix Models and Multi-touch Attribution Models

Navigating Media Mix Models, Marketing Mix Models and Multi-touch Attribution Models

Media Mix Modelling, Marketing Mix modelling and Multi-Touch Attribution modelling have all been widely discussed and written about in recent years. As CMOs face increasing pressure on their budgets, the need to deliver marketing efficiency is paramount. Modelling has the ...
Why Integrated Marketing Communications (IMC) continues to be relevant.

Why Integrated Marketing Communications (IMC) continues to be relevant.

The concept of Integrated Marketing Communications (IMC) has been around since the late 1980s and has been embraced and enhanced over the years by both marketers and agency partners. Despite today’s rapidly evolving business and digital landscape, Integrated Marketing Communications ...
Why we provide pitch advice to both agencies and marketing suppliers

Why we provide pitch advice to both agencies and marketing suppliers

For more than two decades, we have had the privilege of being in the centre of the action as our clients work through choosing the right agency for their needs. It could be a creative agency, media agency, PR firm, ...
The Top 10 Ethical Issues for Marketers in 2023

The Top 10 Ethical Issues for Marketers in 2023

Stay ahead of the curve in ethical marketing practice with this comprehensive guide from TrinityP3 to the top ethical issues facing the industry and how to navigate them with integrity. What is ethical marketing and why does it matter? Here ...
The Power of Data-Driven Marketing

The Power of Data-Driven Marketing

Data is the lifeblood of most organisations today. And data-driven marketing is the secret weapon in today’s marketing arsenal. Done well, it can power your marketing efforts. Done poorly, it can tangle resources, waste investment, and disengage prospects and customers ...

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Our Latest Podcast:

Managing Marketing: The world of the brand experience agency

Managing Marketing: The world of the brand experience agency

Kerrie Spaargaren is the founder of Graffiti, a brand experience agency that has worked with many of the most well-known names in Australia. Kerrie and David discuss the discipline of brand experience, the post-COVID world of brand experience, the need for ideas to be achievable, and the rapid advances in ...