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
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
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
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?
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 ...
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How TrinityP3 is helping marketers restructure their marketing for the future – Three case studies
The market is changing and becoming ever more complex, and therefore business and marketing strategies are changing to meet the challenge. But while strategies change, often marketing structure remains largely the same. At best, companies will make capability additions where ...
Losing pitches, part 2: a further 7 ‘less obvious’ reasons why agencies lose pitches
I recently wrote an article about some of the less obvious reasons that an agency, after all the hard work involved, can end up losing a pitch. Well. After thousands of reads, shares and a number of comments (most of ...
How many agencies is too many when it comes to roster size?
This is the fourth 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 ...
Struggling with your strategy? Try the Costanza Maneuver
This is the third 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 ...
Do you remunerate or compensate your agency?
This is the second in a series of one-minute videos that address 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 ...
When is the right time to apply the Golden Rule in marketing?
This is the first 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 ...
Is there nothing fair or reasonable about agency remuneration?
During more than 15 years of agency benchmarking and negotiations two words I have often heard repeated in these discussions is fair and reasonable. Marketers, procurement and agencies all agree that the remuneration model should be fair and reasonable. It ...
What are the biggest challenges facing marketing today?
You can share and discuss your biggest marketing challenges here. Back in February this year we had our twice yearly get together in Sydney with all the TrinityP3 consultants from around the world, including Michael Farmer, our new Executive Chairman and ...
What is going on with advertising creative awards?
The announcement last week by the CEO of Publicis Groupe, Arthur Sadoun, that the holding company would be taking a year out from Award Shows and other industry marketing events has had the impact I am sure he was hoping ...
Marketing independence is under attack but does anyone care?
Surprise, surprise. When you meet with a technology vendor, the conversation invariably leads to “needing” their solution. Even though you discuss alternative business opportunities that require solving prior to any technology implementation. Surprise, surprise. You appoint one of the big ...
How many brief types does an advertiser need to brief their agency?
I have noticed recently there have been a number of consultants and industry commentators again talking about the perennial problem of briefing. Quite rightly too, because in the endless search for advertising effectiveness, the process starts with the brief. Joe ...
Addressing the ‘alternative facts’ of advertising production
Living in a post truth world full of alternative facts and fake news may seem like a recent occurrence to some. But a real fact is that in advertising broadcast production there have been alternative facts for many years that ...
Our Latest Podcast:
Managing Marketing: The Anatomy Of Marketing
Kieran Antill is the Director of Brand and Marketing at Ne-Lo, and Ross Hastings is the Managing Director. Their agency, Ne-Lo, has its foundation in a gym of all places, where two people with wildly different backgrounds and perspectives, yet with a shared fascination with the challenges of modern business, ...