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
What math and the Democratic Primaries can teach us about choosing an agency
While recently in the US it was announced that the Democratic Party was potentially increasing the number of Presidential candidates from the 24 declared candidates. At the same time I read this article in The Conversation about how many Americans are ...
Do marketers in Asia face similar marketing challenges to those in the West?
You won’t believe how many times I have been asked this, both in Asia and in the West. On the whole it’s a resounding ‘yes’, though of course with respect to the challenges themselves, there are differences because of the ...
How to survive first contact with the agency marketplace – the composite pitch
It was Helmuth von Moltke the Elder who first told us that ‘No plan survives first contact with the enemy’. (I’m sure the wily old Prussian field marshal would be a little surprised to find his military wisdom being applied ...
Why TrinityP3 supports #womenwithagency to level the procurement playing field
This year at the Cannes Lions Festival of Creativity, Bec Brideson launched her not-for-profit procurement initiative, Women With Agency when she spoke at the Badass Women panels, a new session representing the world’s most badass female business leaders and creatives ...
Simplify the complexity of all your marketing activity
Do you find yourself struggling with budget allocation, resource allocation or decision making around the myriad of marketing channels now available? Are your marketing teams butting heads fighting for their own activity without realising the impact on other areas of ...
Prioritising business and marketing opportunities – three leading case studies
With marketing outputs and deliverables on the rise to meet the demands of an increasing number of media channels and consumer touch points and marketer and agency resources limited by downward pressure on media budgets and agency fees, it is ...
Location, Location, Location choices and the impact on cost in television production – Three case studies
Be it for broadcast television, cinema online video etc, video production is still an important process for major brands wanting to communicate with a mass audience with high engagement. But while digital technology in production has increased creative options, it ...
Solving complex in-house agency issues – Three case studies
It is interesting for us that when a client/agency relationship goes wrong the marketers can call a pitch and put the agency to a market review. But when the agency relationship in question is an in-house agency it is not ...
How to ensure your in-house agency is performing better than market
According to the ANA, the trend of establishing an in-house agency is well established, with almost 80% of their members having in-house agency services. But in our experience with several major marketers and their in-house agencies, one of the major ...
Why hourly rates are no measure of value when negotiating agency fees
What represents value when you are looking at agency fees? Often marketers and procurement professionals will look at the agency hourly rates as a measure of value. The lower the rates or the lower average rate per full time equivalent ...
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 ...
How to create a level playing field in a tender without commoditising the participants
There is a procurement practice to create a ‘level playing field’ during a tender process that says all information should be provided to all tender participants. While this seems like a reasonable practice it can also work against the intention ...
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, ...