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

Cross functional Integration

How Companies Can Achieve Cross-Functional Integration to Improve Marketing Performance

If, like me, your email inbox can run out of control, this is a story about perseverance and making the time to really read the emails before deleting. I try to make sure that each day I have responded to ...
Top 10 reasons advertising production is the new cost focus for marketers

Top 10 reasons advertising production is the new cost focus for marketers

Is it just me or is production the next hot topic after media transparency and data security when it comes to marketing? There is not a day goes by when there is not a new article, podcast or story on ...
Why marketers focus more on creative rather than media challenges

Why marketers focus more on creative rather than media challenges

While some may disagree with this proposition ….let’s consider what’s going on. Are there more brand challenges that need solving by finding that creative ‘big idea’ versus media planning/buying to target better with greater efficiency? There’s no doubt that ideally ...
Rethink marketing structures

Why business needs to radically rethink marketing structures

In 2015, retired US Army General, Stanley McChrystal published a book about the operational challenges he faced when, in 2003, he took command of the Joint Special Operations Task Force in Iraq. Called Team of Teams. New rules of engagement ...
Better collaboration does not mean collaboration meetings

Better collaboration does not mean collaboration meetings

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 ...
Team_Of_Teams

Book Review: Team of Teams by General Stanley McChrystal

Okay, so the full title is actually Team of Teams – New Rules of Engagement for a Complex World by General Stanley McChrystal U.S. Army Retired with Tantum Collins, David Silverman and Chris Fussell.  But do not let this put ...
The truth about Agile Marketing is it is not simply faster

The truth about Agile Marketing is it is not simply faster

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 ...
Important questions before taking media in-house

Important questions before taking media in-house

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 ...
Dysfunctional_Marketing_Structure

Does your marketing structure support your marketing strategy anymore?

Strategy is a fundamental driver of business success, yet it is one of the most misunderstood terms thrown around the halls of business. Often mistaken for a goal or tactic, a strategy is how a company chooses to reach its ...
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 ...
media supply chain

Practical advice on navigating the media supply chain (An interview with David Angell)

Recently I was interviewed, in my role as Head of Media and General Manager at TrinityP3, by Tracey Porter for an article in Marketing Magazine, the Trust Issue June / July 2018. The interview is provided in full here because ...
Can brands behave more ethically?

Can brands behave more ethically?

The world of ethical business is a hornets’ nest of acronyms and jargon. ESG; Corporate Purpose; Triple Bottom Lines; Brand Purpose; greenwashing. Where acronyms and jargon lurk, the heavy hand of the management consultant is often found. And, sure enough, ...

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Our Latest Podcast:

Managing Marketing: The Challenges And Opportunities Of Generative AI

Managing Marketing: The Challenges And Opportunities Of Generative AI

Coming from Tim O’Neill’s background in running one of Australia’s leading digital agencies - Reactive - selling and then meeting Jason Ross at Accenture, they’ve jumped to now officially launch a next-gen generative AI agency called Time Under Tension.  While there is much AI hype around creation and ideation, there ...