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 to avoid waste in your agency fees
With the increase in the cost of living still impacting households in most of the world’s economies, it only stands to reason that businesses will be equally impacted as consumers tighten their belts. In the last few months, we have ...
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 ...
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?
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
Going beyond words with Media Agency Transparency
This is the next in a series of one-minute videos that address one of the many complex challenges facing marketing, media and advertising today. The Golden Minute series is an attempt to prove Albert Einstein right when he said “The definition of genius ...
The case for a long, mid and short-term view in sailing and marketing
Working within an organisation’s annual financial process means you are likely to be either preparing, or have just finished, your annual planning and budgeting. In fact, it can often feel that just as you complete one round of planning and ...
The marketing plan/budget….when does it cease being a plan, or just a budget and start to become reality?
Most marketers have just gone through their marketing plan preparations as part of the overall business plan submission. No matter how the plan was arrived at, I’m sure there would have been pressures put on the overall budget, as well ...
Top ten reasons agency pitches take too long
Lately there has been discussion that indicates the industry thinks the pitch process is too long and involved and complicated and they are looking for / proposing ways to make it faster / easier. But pitches can be designed to ...
The shift to value, not cost in marketing
This is the next in a series of one-minute videos that address one of the many complex challenges facing marketing, media and advertising today. The Golden Minute series is an attempt to prove Albert Einstein right when he said “The definition of genius ...
Why in-house agencies are not really advertising agencies
The ANA recently reported that 80% of their membership had in-house agencies. That is a staggering statistic at face value that garnered the headlines it deserved. But I wonder if all of those advertisers really had an in-house agency or ...
Why marketing and procurement have more in common than they have difference
At TrinityP3 we write about procurement and marketing a lot. The reason for this is procurement forms a critical part of the work we do with our clients, and more often than not we find ourselves working very closely with ...
Ethics and why it matters in Marketing, Media and Advertising
I recently attended The Ethics Alliance Event on Making Quality Decisions. This event previewed The Ethics Alliance’s new Quality Decision Making tool which has been developed to help guide and support people through challenging business decisions. The event was thought ...
Faster, Better, Cheaper – the Manufactured Marketing curse
This is the next in a series of one-minute videos that address one of the many complex challenges facing marketing, media and advertising today. The Golden Minute series is an attempt to prove Albert Einstein right when he said “The definition of genius ...
How marketers use Evalu8ing to increase marketing performance – Four case studies
Marketers are realising that to meet the needs of their marketing strategy they need to have collaborative teams within their marketing and with their agencies. For regional and global marketers collaboration has also become incredibly important to ensure maximised strategy ...
Eight times procurement failed in managing the procurement process
No one is perfect. And I certainly do not get it right 100% of the time. But when I am wrong, I will be the first to admit I made a mistake, apologise to those who were wronged and then ...
Why a scope of work is essential for managing agency value
This is the next in a series of one-minute videos that address one of the many complex challenges facing marketing, media and advertising today. The Golden Minute series is an attempt to prove Albert Einstein right when he said “The definition of genius ...
Our Latest Podcast:
Managing Marketing: The Role Of Government, Tech Platforms And Advertisers In Protecting Children OnLine
Will Anstee, CEO of the Online Safety Agency, returns to the Managing Marketing podcast to continue the discussion on the issues and opportunities of delivering the benefits and minimising the harm of social media for children and teens. Last time, we discussed the issues facing children and teens using social ...