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 is 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.
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
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
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.
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
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.
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
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
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
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 ...
Agency Sizzle Reels – Potent Sales Tools, or Seriously Muddled Stories?
The human brain processes images 60,000 times faster than text, which justifies using imagery. However, the brains of the person telling a story and the one listening to it synchronize and create a connection. That's why good stories make us empathize ...
10 personality types agencies may encounter in a new business pitch
One of the important factors in any pitch decision is how aligned the agency is to the advertiser’s culture. And while there can be some misunderstandings, it is important to make sure you know who you are pitching to, the ...
Why providing consultancy with integrity is more important than ever
Consultants. They often get a bad rap, particularly in the marketing industry. The majority of the clients we work with are pretty happy. I would like to say that the majority of agencies we’ve worked with are – well, at ...
How do you pitch when you’re the incumbent agency?
It sounds like the toughest gig in town. Your client has called a review of your agency – despite your best efforts – and you’ve been asked if you want to take part. You’re angry, scared and pumped in equal ...
Agency Search: the chemistry process and ten key questions to ask
TrinityP3 UK is a founder signatory of the Pitch Positive Pledge launched jointly by the IPA and ISBA in May 2022. We are strong supporters of the Pledge’s objective to reduce the negative effects of the traditional pitch process on ...
Reaching Across the Aisles: The Biggest Challenges Between Procurement and Marketing, and How to Address Them
The concept of procurement and marketing teams working together in pitching or renegotiation of agency services carries, in my experience, a veneer of PC speak that often obscures the truth. Some common examples I generally hear repeated at the start ...
The Chemistry Conundrum: Learning Enough About Your Agencies to Make Meaningful Decisions
I’ve always found the term ‘Chemistry Session’ to be a complete misnomer. I use the term because it’s entered into pitching vernacular. And because the concept of ‘human chemistry’ exists. And because I can’t think of anything better myself that’s ...
Growing Wings on Your Unicorn – Making Agency Credentials Compelling
Credentials – either written long-form, delivered in ‘chemistry sessions’ or both. They’re often maligned, just as often misunderstood by both agencies and their potential clients, running a pitch. We do a lot of work with pitches, and increasingly, a lot ...
The Final Scores – The Essentials of Agency Pitch Scorecards
In agency pitching, proper evaluation is important. The services you’re procuring are complex. Not everything you’re buying directly quantifiable as units – in fact, much of it is not at all quantifiable. There are multiple candidates to keep track of ...
Why marketers will continue to use a pitch to select agencies
The headlines scream “The pitch is broken”. But in fact, the pitch is alive and well and has never been more popular. And that is perhaps the real problem here. If we define the pitch process as ‘to assess, competitively, ...
Tails wagging dogs: when process eats away at culture
Peter Drucker tells us ‘culture eats strategy for breakfast’. In our experience, that’s a near hard-and-fast organisational rule.. But when we assess the current state of any marketing organisation, which is the first stage of most of our engagements, we ...
Agency Client Chemistry Meetings – the Seven Deadly Sins to avoid and seven deadly words you never want to hear at them
TrinityP3 UK is a founder signatory of the Pitch Positive Pledge launched jointly by the IPA and ISBA in May 2022. We are strong supporters of the Pledge’s objective to reduce the negative effects of the traditional pitch process on ...
When is an agency pitch, not an agency pitch?
Advertising is one of the most visible communication professions. And language is an important component of communication. Yet, as an industry, the liberal application of language communicates all kinds of misconceptions. Now, before you accuse me of being a language ...
The limitations of input cost over output and outcome value for advertising agencies
Talking with a media agency today, they were sharing the struggle they had with a client getting a fair fee. They won a pitch based on their excellent credentials in creating econometric models for their clients to inform media mix ...
A Marketing Recession Playbook: The Operations Edit
Mark Ritson’s recently published ‘Recession Playbook’ was a typically no-nonsense ‘don’t lose your collective heads’ message to marketers and their organisational overlords. A summation of Ritson’s message is ‘rely on advertising and marketing theory and past experience; resist the urge ...
What does financial and rate benchmarking mean at TrinityP3?
Benchmark. It’s a term we use a lot at TrinityP3, and the concept underpins much of the work we do and the recommendations we report to our clients. But it’s also a term – the word and its application – ...
Unintended messages in client-agency relationships
With his third law, Isaac Newton told us that ‘for every action, there is an equal and opposite reaction’. Much later, Edward A Murphy famously observed that ‘if there are two or more ways to do something and one of ...
5 steps to overcome internal marketing team non-alignment
One of the greatest challenges in marketing today is how to align internal teams, approaches, and performance measures. The complexity of channels, the ongoing digitisation of society in a Covid-impacted world, global uncertainty impacting business confidence, and the need to ...
Do you need to review your incumbent agency? If so – don’t launch a pitch
Do you know what I love? I love being able to recommend to a client that a pitch is not the answer. It may sound strange, coming from an organisation for whom running pitches is a part of the service ...
Why agency pitches should be a test drive and not a beauty parade
The industry trade media regularly carry stories about the significant problems posed by the pitch process. These stories refer to the pitch as if there is only one-way marketers select agencies. But in our own experience, there are many ways ...
Production houses are tweaking their T&Cs to get rich
Because of some sharp-eyed clients, we have noticed that a few production houses are making changes to their terms and conditions that will create a legal mess for agencies and their clients while increasing the opportunity for these production houses ...
