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
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 ...
How to stop drowning in a waterfall of data and extract more value
Marketers and agencies alike are drowning in a waterfall of data. This data comes from multiple sources and is used in varying ways. Significant data sits under the remit of agencies as an input to and measure of their areas ...
Deciding on the right agency fee model is now easier
How are you paying your agencies? Is it a retainer? Or project fees? And why did you use that particular model to pay the fees? Did the agency suggest it? Or is it how you always paid agency fees? Or ...
Pitching: The problem is not the game, it is the rules.
New business is a game. There are winners and losers. And the most competitive manifestation of this game is the agency pitch. Like all good games it has a set of rules for both sides in the game – the ...
It’s not who’s to blame for media transparency, it’s who can fix it
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: 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, ...