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

Is the structure of your marketing team hindering its success?

Is the structure of your marketing team hindering its success?

On a day to day basis how many times do you stop and think about the structure of your marketing team and the impact it’s having on how well you are going to market? Honestly? Yet, with the current situation ...
rationalising your agency roster

The biggest challenges you will face when rationalising your agency roster

At some point most marketers managing a significant sized budget will question if they really do need all of the agencies and suppliers they have collected on their roster. It is only natural. In fact a common question we often ...
Moral Injury

The cost of moral injury due to unethical behavior in modern business

I recently attended The Ethics Alliance Sydney Event on Moral Injury in the Workplace. It was an in-depth look at how high stress culture in modern business is giving way to the risk of greater unethical behaviour and causing higher ...
losing a pitch

Pitfalls to avoid when losing a pitch.

God knows pitching is hard on agencies. Honestly, it’s hard on everyone, but the diligence required to make an informed and holistic decision about a commercial relationship of this nature naturally requires a lot of work. The Joy of Victory ...
When is agile marketing not Agile Marketing?

When is agile marketing not Agile Marketing?

I love a buzzword as much as the next person, which is why I love working in marketing. Some of my favourites include, gamification, amplification, customer-centricity, authenticity, influencer and agile marketing. Wait, what? Agile marketing isn’t a buzzword, it’s a ...
retainers vs project fees

Retained AOR or project fees? Which one is best?

I received an email today from my friend and industry colleague, Francisco Escobar, who said “Just looked through your newsletter and blog posts for the past 18 months or so and did not see anything on comparing AOR/Retainer versus Project-based.  ...
Agency retainers

Ten common problems with agency retainers

Reading the trade media on the trend towards agency project fees, you would think that the agency retainer is dead, (along with the Agency of Record). And while the ANA Agency Compensation Survey shows that the retainer is not as ...
Lack of transparency in advertising production

Who are the real victims in the lack of transparency in advertising production?

Last year the ANA responded to the investigation by the Department of Justice into Agency production practices and included this in their call for greater transparency in advertiser and agency relationships. The concern was that agencies and especially the Holding ...
Top 10 tips for winning new business – Infographic

Top 10 tips for winning new business – Infographic

Winning new business is the life-blood of any advertising agency. Driving growth, bringing on new clients and energising the agency culture. But what is the secret to winning new business? Here are some great tips from APAC’s leading pitch consultants ...
Top 10 Tips For Agency Briefings - Infographic

Top 10 Tips For Agency Briefings – Infographic

It all starts with the agency brief. So you want to make the best start possible. But there seems to be as many different briefing formats and processes, as there are agencies. What is clear though is here you’ll find ...
Top 10 tips for making agile marketing work in your organization - Infographic

Top 10 tips for making agile marketing work in your organization – Infographic

In a fast paced world it is an advantage to be more agile. This is why Agile Marketing has become such a hot topic for marketers. But beyond just talking about Agile marketing here are some tips for integrating agile ...
Top 10 ways to make data drive better marketing results - Infographic

Top 10 ways to make data drive better marketing results – Infographic

There is a lot of talk about data, be it first, second or third party data. But no matter what the type of data; Big Data or small data, the best use of data is to drive marketing and business ...

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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 ...