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 ...
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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' ...
Four key ways TrinityP3 delivers value to agencies
This is the first 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 'Agencies and Marketing Suppliers'. The other two are 'Marketers and ...
Is procurement standing in the way of independent agencies winning larger clients?
This is a trend that has been on the rise for more than a year. But one that appeared to accelerate during the COVID pandemic. That is an advertiser preference for smaller, independent agencies over their larger, global network competitors ...
How to get a fast start to your first 90 days in the role (or the new strategy)
After I wrote this article in Media Village last November, a friend shared with me a book that they have used as a bible throughout their corporate career. The first page reads: “Presidents of the United States get 100 days ...
‘Non-proactive’ is a major factor in wanting to change agencies. But what does it really mean?
One of the reasons that regularly come up to justify wanting to change agencies is that the incumbent agency is ‘non-proactive’. But ask the agency and they will provide a pile of documents as evidence of proactivity on their part ...
What I have learned in 4 months of piloting a mentoring program for the whole marketing industry
For the past 4 months, we have been piloting an industry based mentoring scheme for Australian marketing. When I say marketing, I mean this in the broadest sense of the term. It is marketing, media, advertising, ad tech and mar ...
Global or local? Network or Independent? Choosing an advertising agency relationship
We’ve noticed a distinct recent trend in global markets for advertisers to request, consider and appoint local independent agencies, rather than going for the big networks. Good news for the local agencies, but we wondered what is behind the shift ...
Why marketing restructures are rarely marketing transformations
With so many organisations either looking or being forced to review their current marketing strategy due to the pandemic, it is likely we will see some significant restructures in the coming months. After all, as Alfred Chandler famously observed, “structure ...
Why the buying exercise is flawed in a media pitch, especially during the COVID-19 pandemic
There is a procurement practice when it comes to selecting media agency partners of including a media buying exercise. This is a process of having the media agency commit to a buying position of various media based on volume and ...
The environmental impacts of in-store advertising
What are the environmental challenges for retailers when we're shopping again? Raising this subject while COVID 19 continues its march across the globe might seem a bit strange. We will one day have a 'new normal' and in theory, people ...
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 ...