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
The importance of positioning in-house agencies within your organisation
In-housing of agency services has become ubiquitous in the past decade, with their own industry associations, their own award shows and even their own industry research to demonstrate how popular and every day they have become. According to Kantar, 78% ...
The perils of agency hourly pricing: Lessons from a man and his lawn mower
Imagine sitting at lunch with some of Australia’s best marketing management consultants, watching a man spend almost five hours mowing a lawn the size of a billiard table. Is this a tale of dedication or a cautionary editorial on the ...
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 ...
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
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 ...
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 ...
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
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 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 ...
Our Latest Podcast:
Managing Marketing: What’s So Not Funny About Advertising?
Emily McGregor is the founder and CEO of PenguinCat Creative. She also has over 20 years of experience in video sketch comedy, marketing across diverse industries, and leading creative teams. Her work has helped bestselling authors, top influencers, eCommerce brands, and industry-leading coaches achieve results like sold-out events, tripled memberships, ...