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
How output pricing supports an agency subscription fee model
While input models, such as hourly rates, retainers and project fees, continue to dominate agency fees, there is an increasing interest in output-based pricing models, driven primarily by the impact of AI technology on agency productivity. However, several issues affecting ...
What are the real considerations and impacts of AI on agency fees?
An increasing number of agencies are including promises of AI benefits in their pitches. Typically, these are framed in the context of improved productivity through automation, allowing the agency to provide more for less. A.K.A. - savings. This is a ...
Navigating the chaos – how to avoid the marketing traps around technology, data and measurement
For marketers, the spectacular promise of data, technology and now AI has never been greater, but nor has the complexity. The tech industry and media headlines constantly promise marketers to become more “streamlined” and “empowered”. Yes, the experience of many ...
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 2024
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?
Media advertising continues to be the most significant single component of most advertisers' marketing budgets. Paid media is a substantial investment across traditional media and, increasingly, into digital channels, which are eclipsing traditional broadcast media channels. However, with this change ...
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
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 ...
Why your tender process should be about looking for the right agency, not the best agency
Yet again, I took a call from a client wanting to discuss running a tender for a new agency. During the conversation, they asked me which agencies I would recommend. Sounding a lot like a consultant, I replied as always ...
Six ways TrinityP3 adds value for marketers beyond just solving challenges
This is the third in a series of three articles written by TrinityP3 directors. Each is written for one of the audiences in our name TrinityP3. In this case, being 'Marketers and Advertisers'. The other two are 'Agencies and Marketing ...
Six ways TrinityP3 provides value to procurement teams in marketing
This is the second in a series of three articles written by TrinityP3 directors. Each is written for one of the audiences in our name TrinityP3. In this case, being 'Procurement and Sourcing'. The other two are 'Marketers and Advertisers' ...
Our Latest Podcast:
Managing Marketing: Transforming Marketing Charity – The Sydney Children’s Hospital Foundation
Kate Ferguson, CMO of the Sydney Children's Hospital Foundation, discusses the transformative strategies implemented there, focusing on integrated fundraising efforts, emotional storytelling, and innovative partnerships. She highlights the significant impact of their campaigns, the importance of connecting with donors through authentic narratives, and the future aspirations for pediatric healthcare. Additionally, ...