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
Is your brand strong on the inside as well as on the outside?
So you’ve developed and established the brand’s positioning that delivers differentiation versus competitors and resonates effectively with the target market. ‘Job done’ you might say, now you just need to keep the brand fresh and relevant as time goes by ...
What you need to consider when searching for the perfect agency
TrinityP3 have a global register of agencies spanning across disciplines from Advertising, PR, and Design right through to direct, digital, social, and media. It has allowed us to work with clients all over the globe in countries as far as ...
How effectively are you managing your digital marketing?
Digital marketing is integral to marketing. In this day and age you cannot have a marketing plan that doesn’t encompass digital. However, digital still often has its shiny new tag on – whether this is because it is still new ...
Why do Agency pitches take so long and does that produce a better outcome?
For marketers, the agency pitch creates a fantastic opportunity to take stock of skills and services needed from an agency (or agencies), as well as to glean expert opinion on the brand’s market situation and creative opportunities to better meet ...
3 reasons why direct marketing isn’t dead in today’s digital era
Lester Wunderman (RIP) said, “I am absolutely convinced that the future of our industry lies with the large, highly competitive manufacturing companies, which must increasingly bring their selling and marketing influence closer to the consumer.” Mr Wunderman passed away on ...
Marketing and Business Transformation – How involved should marketers be?
For most marketers business transformation seems to be either a matter of inconvenience or something they fear because the change will mean a further round of budget cuts! This is understandable, to some extent, as the steps that have probably ...
Is your media agency an integral part of the creative process?
Despite being the largest expenditure item in most marketing budgets, media continues to be given less attention than it deserves. Traditional format creative and media presentations are still common, with creative presented as hero and media being tagged on at ...
What could be the cost of reducing your television production budget?
There is incredible pressure on marketers to reduce their budgets, while increasingly taking responsibility for delivering growth. This is passed on to their agencies to come up with bigger and better ideas on smaller budgets. And finally production companies are ...
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 ...
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, ...