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

Client agency behaviour

The ethics of Client / Agency behaviour: What is acceptable and what is not?

At the inaugural Mumbrella Asia 360 earlier this month Julian Barrans, Asia Business director and I curated a session on client / agency behaviour based around real life examples of dubious incidents we had either witnessed or had heard about ...
How to know if you need to pitch your agency

How to know if you need to pitch your agency

I often get asked by our clients to see them ‘about running an agency pitch’. The decision to pitch, for whatever reason, is generally already taken by the time they speak to me. Yet sometimes, based on what I hear, ...
stakeholder engagement

The Importance of (good) stakeholder engagement in any marketing transformation project

Each year at TrinityP3, we work on many large strategic marketing transformation projects. Ranging from marketing performance solutions to technology solutions to roster alignments, most of what we do will often involve a lot of people across quite complex organisation ...
Pitching for your business

What happens when the best agencies are no longer interested in pitching for your business?

Recently we have read reports from the CEO of WPP, Sir Martin Sorell and even our own Executive Chairman, Michael Farmer, talking about the almost irrational motivation of agencies to pitch for and win business at any cost. Certainly, with ...
Pitch process

How TrinityP3 helps measure the performance of marketing – Three case studies

After more than 15 years of downward pressure on marketing costs, the majority of traditional businesses are struggling to deliver growth and yet marketing provides one of the most successful drivers of business growth and performance when properly invested and ...
advertising agencies value

Can management consultants teach ‘value’ to the advertising agencies?

It is interesting to see how the advertising industry has reacted to the recent acquisition play of the management consultant firms like Accenture and PWC. Some people embrace the trend while others are sceptical as to the efficacy of the ...
working to non-working ratio

Why working / non-working ratios no longer work for advertising

This is the ninth 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 ...
Pitching your agency

The dangers of pitching your agency on a regular basis

Do you work for a company that routinely has you take your contracted agencies to pitch every three years? Is this mandated by finance or procurement? Or is this something that the marketing team believe is the best option? We ...
optimise marketing performance

How TrinityP3 is helping optimise marketing performance through technology – Three case studies

Technology platforms, both martech and adtech, provide marketers with the opportunity to be more effective and efficient in their marketing. But technology is said to be moving at click speed and the investment is significant. It is important when investing ...
Benchmark origins

Are you benchmarking or butchering your agency fees?

This is the tenth 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 is ...
TV production

Is your TV production process moving forward or stuck in the old ways?

Recently I received an email from an “Institute” claiming that they were researching the current state of the global TVC production industry. They said that they had read several of my posts on the TrinityP3 site and considered me to ...
PR Partners for advertising

Engagement Agreements to align expectations and performance – Three case studies

Just as marketing is increasingly complex, so the relationships between marketers and their various agencies are increasingly complex and difficult to manage. Many of the past practices, both formal and informal, struggle to keep pace with the changes and complexity ...

To contact us about how we can work with you, or to discuss a specific tailored project.

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 ...