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
Real life tips and learnings of applying artificial intelligence in marketing
Trends abound in Marketing. It’s an exciting part of the discipline’s continual evolution. And the Artificial Intelligence (AI) space is no exception. Over the past few years we’ve seen the rise and rise of AI discussion and solutions in marketing ...
How media agencies can poison the waterhole in a pitch
With price becoming such a driver in the selection of a new agency we have noticed that there is a strategy, used by some media agencies, to effectively poison the waterhole of the client / agency relationship by proposing a ...
Why agencies need to understand business to be business partners
If you are a marketer of a publicly listed company, then I suggest you try this little exercise with your agency account team. Or if you manage an agency with publicly listed clients then try this with your client management ...
Is decision making overload causing poor marketing decisions?
Let’s face it there are more decisions that marketers need to make today than say a decade, or so, ago. And no-one thought things were easy then in choosing the right blend of activity and spend options. It was already ...
Why it is so hard for the agency incumbent to win a pitch
There is an increasing incidence of what are often referred to as ‘statutory’ or ‘regulatory’ or ‘compulsory’ pitches. This is where the agency contract term is at an end and it is a statutory requirement or regulation or simply compulsory ...
Why ‘no pitch’ is better than pitching for everyone involved
Most agencies, and perhaps a few advertisers, would know TrinityP3 as a pitch consultancy. However, of all the work we do, managing pitches is less than one fifth of our business. But, it is the part that gets the most ...
How healthy is your brand within it’s ecosystem?
There’s been so much in the news about climate change and how an individual country can impact the global ecosystem by it’s actions. In particular, the impact of deforestation in Brazil’s amazon area and how the more it is cleared ...
Ethics in Procurement
There is a new 30-page report on Ethics In Procurement prepared by the Ethics Alliance, it is available for download here or if you would like to purchase a printed copy, contact us here. But what I would like to ...
3 ways to put more efficient marketing process into effective practice
Are you drowning in the myriad of marketing activity? Or are you living and breathing effective operationalisation? It’s one of the greatest challenges for marketers today. In a fragmented media world, and due to complex business structures, marketing has become ...
Why you do not need to pitch your agencies every three years
There is a trend in marketing for accounts to be put to market at the end of the contract period to test the market. One of the unforeseen consequences of this is that it is more likely for the account ...
Discover how to redefine marketing
You’ve probably read about companies removing the CMO role over the past few years, in favour of new titles and remits: Coca-Cola Co. (with a chief growth officer overseeing corporate strategy and retail relationships) Beam Suntory (with their president of brands ...
Managing the composite agency pitch – Three case studies
What is a composite pitch? You are probably familiar with a creative agency pitch. Or a media agency pitch. Or a digital agency pitch. Or a PR Pitch. Or an experiential agency pitch. But what is the process when you ...
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, ...