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 is 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.
Agency DEI policies are great. Now how about improving advertising output to match?
Jeremy Taylor spent a week in May 2021 attending the AdForum Consultants Summit, on the receiving end of nine full credentials presentations from some of the leading global advertising networks and from some up and coming independents. Every presentation had ...
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Have you thought through all aspects of your Martech strategy?
At first, it seems like such a simple question, but the more you delve into what’s possible and the ramifications involved, I think you’ll agree, that it’s far more complicated if you want to get it right! Not just for ...
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It’s time for the definition of ‘Advertising’ to evolve
Jeremy Taylor spent a week in May 2021 attending the AdForum Consultants Summit, on the receiving end of nine full credentials presentations from some of the leading global advertising networks and from some up and coming independents. One of the ...
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Have you thought through your Pitch approach and what’s needed to make a more informed decision?
At first it seems like such a simple question, but the more you delve into it and the ramifications involved, it’s far more complicated if you want to have the best chance of getting it right! I say this because ...
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How a new CMO can make themselves a champion in the first 90 days on the job
Most people, in most jobs in this industry, want to make an impact in some shape or form. It’s not always easy. Navigation of existing practices, historical legacy or unwilling stakeholders is often challenging. Not to mention – what impactful ...
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Five ways clients can get better relationships and work from their agencies
Having spent the first half of my career in the advertising agency arena, you’d hope that using that experience to better develop agency relationships and generate better creative work once on the client side, would be achievable. According to colleagues ...
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Does the marketer’s experience matter when it comes to getting great work from their agencies?
Having spent over 25 years working in Asia on both the Agency side and the Client side, I’ve witnessed some pretty interesting behaviours from both inexperienced, often junior, clients towards their agencies, and also experienced, more mature clients, towards their ...
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Ten reasons you should declare for the climate with Comms Declare
The world is facing a climate crisis. Those words are stark. Alarming. But unfortunately, true. The world of communications and advertising is all about words. Using words and images to persuade an audience. Persuasion is powerful. It can be used ...
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Restructuring your marketing department – the five challenges
Many organisations are having to review their marketing structures as the world emerges from the COVID pandemic. Marketing strategies have changed over the past year, so structures are having to change to accommodate them - as Chandler famously put it, ...
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The 5 biggest mistakes made by agencies when pitching
This is the second of two posts around the topic of ‘What are the 5 biggest mistakes made when Pitching’. This first one focuses on Clients, which you can read here if you missed it! This one focuses on Agencies ...
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The Challenges for Marketers in Meeting Net Zero Emissions
In the previous two articles, I explained the language around Net Zero Carbon Emissions and how Corporations are Structuring and Communicating their Net Zero Targets. This challenging subject has been structured in three parts: Explaining the language around Net Zero ...
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The 5 biggest mistakes made by advertisers when pitching
This is the first of two, around the topic of ‘What are the 5 biggest mistakes made when Pitching’. The first one focuses on Clients, the second will focus on Agencies. Now on to Clients and what big mistakes we ...
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The Challenges for Marketers in Meeting Net Zero Targets
In the previous edition of these three articles, I explained the language around Net Zero Carbon Emissions. In that first article, I translated into marketing terms, the standards and reporting requirements covering Net Zero Targets. It stated that there was ...
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Why 96.5%* of marketers agree that market research needs to be treated with caution
Market research in many ways is the industry ‘comfort blanket’ that underpins marketing plans and assumptions. If you can say “It’s not just me saying this – our consumers agree and here is the evidence”, then it’s that much harder ...
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The Marketers guide to Net Zero targets
First the good news. With the term ‘Net Zero’ carbon emission targets have finally become a globally accepted rallying cry that is helping corporations set out a sustainable business pathway. The bad news is that there remains continuous self-interest politicization ...
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The Eternal Behaviours of the Average Work
In-Housing, as a concept, is back. OK, it’s never really been away. But in 2021 it seems to be regaining momentum, as brands emerge from COVID looking for different approaches and in all probability, cost savings, and businesses such as ...
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Pitching is an essential skill for business and life
Whether it’s pitching for that promotion, pitching for new business, pitching an idea at work or pitching for funding - pitching is a crucial business skill. Success comes from being able to compete for those rarest of resources – attention ...
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The traps and pitfalls of developing an output-based agency fee model
Since 2004 we have been working with a workload agency fee model, used to calculate agency resources based on work to be undertaken and the outputs delivered. Meanwhile, in the USA, my colleague and Chairman of TrinityP3 USA has been ...
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The Conundrum of the Client Head – To Client Service, or to Client Leadership?
Michael Farmer, the Executive Chairman of TrinityP3 USA, recently wrote an excellent article about the challenges facing the agency ‘client heads’ (Client Heads are the Front Line Troops for Agency Transformations – but they need better support from their leaders) ...
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How evaluating your marketing process can improve the effectiveness
Quite regularly a post will pop up on the LinkedIn feed that will make me pause and reflect on the advertising and marketing industry. Sometimes, it is simply examples of creative thinking that have shifted a category, other times innovation ...
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AI driven modelling is both present and future – and media agencies should give up the fight to own it
A number of years ago, I wrote an article about a new organisation called Blackwood Seven, an AI-driven SaaS media modelling, optimisation and media trading platform. Fast forward to 2021, and Blackwood Seven, along with various competitors, is still growing ...
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Why is getting your moral compass in perspective so important for the brand’s future?
It struck me while attending a webinar hosted by the WFA recently where the topic of Sustainability was being discussed. The focus was very much about getting to grips with an appropriate universal measurement approach. As I was mulling over ...
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Media industry carbon impact – Ad Net Zero and the IPA Media Focus Group Climate Charter
The UK advertising industry put its head firmly above the parapet in 2020 and committed itself to reduce its carbon footprint. Two key initiatives are the development of a media carbon calculator; and the setting up of a media owner ...
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Should agencies adhere to the same ethical, environmental and social standards their clients do?
Corporate values, like corporate purpose, is a hot topic. Doing good is considered by many to be good for business, good for society, good for the environment and good for the world at large. Values such as equality - leading ...
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Value-based, cost-based, pricing-based, and performance-based agency fees – bring it on
At the Mumbrella360 Reconnect last year, I was moderating the thought-provoking session by Kathryn Williams, Managing Director at KMint, titled “Why ‘Value’, not ‘Time’, should be the New Agency Currency”. During the session, the following question arrived anonymously: “What’s TrinityP3’s ...
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The 90-day plan to deliver your revamped 2021 marketing approach?
Hopefully, you have arrived at this blog having already read the blog written last week that set up the help we’re providing with this one. If you haven’t seen it or had a chance to read it yet, then you ...
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Media Agencies and the ACCC – We’re Way Beyond ‘Education’
I read with interest the recent article in Mi3 (ACCC adtech inquiry: Brands told to wise up over arbitrage, adtech, but Google noose tightens). Having also read the ACCC report, my interest in the article was primarily to do with ...
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Has marketing lost its heart and soul?
It can be rare in a marketing forum to hear anyone suggesting that procurement is leading innovation and action. But a recent exercise undertaken by TrinityP3 has shown that for all the talk about brand purpose, many marketers struggle with ...
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How to manage high performing agency relationships
Made for Marketers is a webcast series, which explores marketing as a strategic pillar in driving business growth and fueling the customer journey. In each episode, they invite marketing masterminds to deep-dive and share their smarts in strategy and execution ...
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Past, present or future – which tells you more about your agency fees?
Wondering if your agency fee is fair and reasonable? When we benchmark agency fees against a scope of work there are a number of ways, we can do this: we can assess the performance of the past, we can benchmark ...
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