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
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?
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 ...
Retained AOR or project fees? Which one is best?
While paying agencies with retainers is still a popular fee model, project fees and hourly rates are becoming more popular. While we have previously shared thoughts on comparing rate cards with retainers and the considerations before moving from retainers to project ...
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 ...
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
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
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
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
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 ...
Marc Prichard, the low creative ratio at your agencies is not their fault, it’s yours
Okay, perhaps not yours Marc, but when you recently stated that you would like three quarters of your agencies to be creative, it made me reflect on the literally hundreds of agency remuneration deals we have benchmarked, negotiated and managed over ...
Ageism in advertising is as much a cost issue as a perception one
Louis Loizou, a Freelance creative Director in the UK recently shared on LinkedIn his thoughts “I’m not 54. I’m 22 with 32 years experience”. It is a passionate and considered argument for why older advertising creative professionals have not passed ...
The challenges in measuring the value your agencies contribute to your marketing
How do you calculate or assess the value of your marketing spend? In the past three years we have had a large number of projects designed to achieve just that – a fact based assessment of the value of the ...
Our Latest Podcast:
Managing Marketing: Putting Values In Action By Bridging Purpose And Practice
Chloe Hooper, founder and CEO of Barefeet Consultancy discusses the importance of redefining business purpose and values, the journey of self-belief, and the significance of authenticity in both personal and professional realms. Chloe shares her transition from the agency landscape to consultancy, emphasizing the need for organizations to truly embody ...