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.
Our Latest Articles
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
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
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 ...
Most Popular Articles
What is the definition of Marketing?
I was the guest lecturer for the EMBA course at the Sydney Business School, University of Wollongong for several years. The topic title was marketing today, and I was interested to know how this group of business executives and tomorrow’s ...
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 ...
Agency selection criteria – seven things to consider when choosing an advertising agency
Choosing a new advertising agency, be that creative, media, digital, experiential, shopper, pr or any one of the many other types of service providers is not something to be taken lightly. The cost and time involved and the impact on ...
The difference Between Scope of Work (SoW) and Scope of Services (SoS), and why that matters
We have talked and written many times about the importance of the scope of work in regard to setting or benchmarking agency remuneration based on productivity and not simply the cost of resources. But there is often confusion in regard ...
What are the biggest issues facing the media industry?
This post was updated on October 24, 2018 to reflect the industry changes that have occurred since. Later in the year of this post, the topic of media transparency became a major issue following the revelations from MediaCom in Australia ...
Top ways to make agencies more effective in presenting their credentials
For the past 20 years, I have literally sat through more than a thousand agency credentials presentations. Some were part of a pitch or tender credentials presentation, and others were when I was engaged in providing feedback to help agencies ...
Browse all our insights
Media Agencies and the ACCC – We’re Way Beyond ‘Education’
I read with interest the recent article in Mi3 (ACCC adtech inquiry: Brands told to wise up over arbitrage, adtech, but Google noose tightens). Having also read the ACCC report, my interest in the article was primarily to do with ...
Has marketing lost its heart and soul?
It can be rare in a marketing forum to hear anyone suggesting that procurement is leading innovation and action. But a recent exercise undertaken by TrinityP3 has shown that for all the talk about brand purpose, many marketers struggle with ...
How to manage high performing agency relationships
Made for Marketers is a webcast series, which explores marketing as a strategic pillar in driving business growth and fueling the customer journey. In each episode, they invite marketing masterminds to deep-dive and share their smarts in strategy and execution ...
Past, present or future – which tells you more about your agency fees?
Are you wondering if your agency fee is fair and reasonable? When we benchmark agency fees against a scope of work, there are a number of ways we can do this: we can assess the performance of the past, we ...
What does your business do to support Mature Workers?
Mature workers are the heart and lungs of the TrinityP3 business. They are the engine that makes the business concept work. Let me explain. When I started the TrinityP3 consulting business two decades ago, it was clear I needed subject ...
Is a house style good for advertising agencies?
There was a time when the best and most notable advertising agencies in the world were known for their house-style. That is an approach to their advertising for which the agency became known and loved. Agencies are known for their ...
How long before the change in marketing procurement makes it to APAC?
It is refreshing, possibly exciting, to read about the changes happening in marketing procurement. These changes appear to have started in the EU possibly a year or two ago. Suddenly the discussion from a small band of procurement professionals was ...
Bringing diversity, inclusion, philanthropy and environmental sustainability to the agency selection process
2020 was an unprecedented year. The global pandemic. Working from home and working remotely. The rise of global action on the climate crisis. Public protests for the Black Lives Matter movement. On-going examples of gender inequality and violence. A global ...
Punk vs Legacy – the rise of the new agency generation
2020 has seen a notable rise in the fortunes of a new generation of independent advertising agencies around the world. Having watched 20 different agency groups and independents presenting their credentials at the November AdForum online conference, some clear trends ...
How remote pitching is showing up the agency showmen
The idea of the pitch being a bit of theatre or showmanship is as old as the advertising industry itself. Agencies get to present themselves in a beauty parade before the potential client. The one who makes the best impression ...
Why it is time to recalibrate, reboot and rebuild advertisers’ relationships with programmatic
The technology supporting programmatic continues to evolve and create new opportunities for advertisers to engage with consumers and drive value across the world wide web. However, for many reasons, a significant number of advertisers are not engaging in the opportunities ...
Why pitch consultants should be advisors and not marriage arrangers
With so much business going to pitch at the moment, it is disconcerting but not surprising that perhaps not all processes are being run properly. Not all pitches are run or managed by pitch consultants. Most pitches are handled either ...
Our Latest Podcast:
Managing Marketing: The State Of The Media Pitch In Australia
Stephen Wright is TrinityP3’s Media Business Director. For more than a decade, he has managed and facilitated some of this country's most high-profile media pitches. Based on the State of The Pitch Australia Research results, he is here to discuss the implications for media agencies and their pitches. Since the ...