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 2023
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 ...
Browse all our insights
Tips for more successful agile marketing
Beware agile marketing, it’s time to transform the terminology. Are you an agile marketer? Or have you heard someone say that they are doing ‘agile marketing’ recently? We have heard the term being bandied about regularly in projects with local ...
8 ‘Less Obvious’ Reasons Why Agencies Lose Pitches
Pitches can be very capricious. The blend of human intuition, rhetoric, substance and circumstance can make even the best agency lose over the course of a pitch process. No one says that it’s perfect. But there’s a world of difference ...
Top 10 ways to manage your PR consultancy more effectively – Infographic
With the increasing infiltration of social media into all aspects of our personal and business lives, Public Relations (PR) and reputation management has become an even more important marketing function. Having the right PR advisor is one thing: having the ...
Top 10 tips for improving media strategy (Media Planning) – Infographic
For most CMO’s media is the largest marketing budgetary expense under direct management. Scarily it is often the least understood. With complex contractual relationships and ever increasing media channels it is difficult for budget owners to keep up with the ...
Time to pitch your agency or not? And when it is the only answer
That indeed is the question many marketers ask themselves when agencies aren’t performing. Given one of our services at TrinityP3 is Pitch Consultancy, and I get paid to be a Pitch Consultant, one might think I would answer: “Pitch of ...
Why advertisers should never accept a ‘sound-alike’ music track for advertising
The international scandal from New Zealand concerning the court case between the publisher of Eminem’s song Lose Yourself and the National Party of New Zealand reminds us why advertisers should be very careful when it comes to copyright, music rights ...
Top 10 tips for procuring advertising services – Infographic
Procurement has many useful tools and processes to optimize governance and efficiency in the marketing function of any business. Working with procurement in a disciplined and organized manner ensures compliance to business policies and suitable ‘fit for purpose’ contractual agreements ...
Cost benchmarking and value benchmarking your agency, which one gives the best results?
In response to the question of “What is a cynic?” Oscar Wilde wrote “A man who knows the price of everything and the value of nothing”. When it comes to agency benchmarking it is hard not to be cynical. How ...
Meeting the Global CEO of TrinityP3 Marketing Management Consultants
A month or two ago I was interviewed by Amana Hart from The Big Smoke in my role as Founder and Global CEO of TrinityP3. In the interview we discuss the rapidly growing digital space, and the importance of marketing being aligned ...
Learn how CEOs & CMOs are restructuring their marketing teams for success – Infographic
Some of the more interesting work we have been undertaking at TrinityP3 in the past five years is designing new marketing structures for our clients. This work arose from the projects where we would restructure their external roster of agencies ...
Who’s to blame for the current digital media mess? We all are.
Commentary regarding the various issues facing the digital advertising industry continues to grow. Dishonesty, corruption, complexity, lack of knowledge, inadequate marketing, inadequate agencies, inadequate measurement…the list goes on. Based on the work we do with our clients, these issues are ...
Why it is so important to have an agency scope of work
This is the final in our series of articles on agency scope of work management. Managing the scope of work for your agency is possibly the easiest and fastest way to increase the buying power of your marketing budget by ...
Our Latest Podcast:
Managing Marketing: The State Of The Media Pitch In Australia
Stephen Wright is TrinityP3’s Media Business Director. For more than a decade, he has managed and facilitated some of this country's most high-profile media pitches. Based on the State of The Pitch Australia Research results, he is here to discuss the implications for media agencies and their pitches. Since the ...