Knowledge Centre – The Blog

Knowledge Centre – The Blog

Collection of the important insights, trends and issues we have encountered in our work with our clients.

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

Why the Media Pitch trading exercise template needs to go

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

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 ...
Why Value Trumps Cost in Agency Remuneration Fees

Why Value Trumps Cost in Agency Remuneration Fees

My grandfather was a frugal man, borne no doubt from living through the Great Depression, then going to war and returning to a country wracked with post-war austerity. But he wasn’t cheap: he would happily open his wallet and pay ...

Most Popular Articles

What is the definition of Marketing?

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

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

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

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?

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

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

Deciding on the right agency fee model is now easier

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 game

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

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 ...
Addressability

Addressability – Why is it a big threat to media agencies?

Precision, in marketing and advertising terms, represents the now, the next and the later. Who needs the old-world model of broad-brush advertising at scale, when you can pinpoint your potential customer at ‘addressable’ level? Well, despite the talk, the product ...
KPI measurement

5 ways to make sure you have set the correct digital KPIs

Setting the correct digital KPIs is key whether you are working on an overall marketing brief or a digital specific brief. Digital by its nature is the most accountable and trackable channel. As a result a lot of marketing KPIs ...
Why you will always pay less for crappy media

Why you will always pay less for crappy media

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 ...
Pitch process

How TrinityP3 customises the pitch process for clients in a hurry – Three Speedy Case Studies

This post is by Anita Zanesco, a Senior Consultant at TrinityP3. Anita brings a unique blend of insights, creativity and understanding to the communications industry particularly in the areas of talent management, agency process and new business pitch management. Pitching can be a ...
Agency Fee Benchmarking

Is the problem with agency fee benchmarking simply a matter of statistics?

It is often quite annoying when asked if we sell our industry benchmarks, You see, over more than a decade we have been collecting and analysing agency rates across all agency disciplines. But it is not simply an average or ...
What comes first in advertising, channel or content?

What comes first in advertising, channel or content?

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 ...
PR Partners for advertising

How TrinityP3 helps advertisers find the perfect PR partners – Four case studies

This post is by Anita Zanesco, a Senior Consultant at TrinityP3. Anita brings a unique blend of insights, creativity and understanding to the communications industry particularly in the areas of talent management, agency process and new business pitch management. While traditionally public relations ...
How to fix agency or agency roster problems

How to fix agency or agency roster problems

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 ...
Who really wins at advertising creative award shows?

Who really wins at advertising creative award shows?

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 ...

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Our Latest Podcast:

Managing Marketing: Why You Should Not Pitch Your Advertising Account

Managing Marketing: Why You Should Not Pitch Your Advertising Account

Ellie Angell is a Business Director at TrinityP3 and has been responsible for advising marketers through some of the more high-profile and complex pitches over the past decade. Her experience has time and again that often pitching is not the ideal solution..  Since the pandemic, agencies worldwide have been increasingly ...