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.

Brain-Rape in the Boardroom 2 – Agency Pitches and Creative IP

Brain-Rape in the Boardroom 2 – Agency Pitches and Creative IP

Part 2 – The Advertiser Recently, I wrote an article about ‘brain-rape’. It was sparked by some posts we read about advertisers stealing the pitch ideas from losing agencies. Part 1 of this article focused on the agency perspective and ...
Brain-Rape in the Boardroom 1 – Agency Pitches and Creative IP

Brain-Rape in the Boardroom 1 – Agency Pitches and Creative IP

Part 1: The Agencies Brain-rape. Anyone would think I had used this term with clickbait in mind, right? Well, it does make a good, attention-grabbing title, for sure. But I’m not using it egregiously. It’s a term used recently in ...
‘Is pitching broken?’ is the wrong question

‘Is pitching broken?’ is the wrong question

Pitching is currently flawed, and it doesn't appear to be improving. The industry should focus on avoiding beauty parades and crude cost-cutting measures to find a more sustainable approach. The industry question 'Is the pitch process broken?' is not the right question ...
How to make marketing change management more successful

How to make marketing change management more successful

There has been an incredible amount of change within marketing departments (and of course businesses overall) over the past 2 years. Some teams that we talk with feel burnt out, others are refreshed with new models and ways of working, ...
Your next agency pitch will cost you financially, but not as much as you think.

Your next agency pitch will cost you financially, but not as much as you think.

The practice of going to tender at the end of the agency contract period has become a habit for many major brands. Procurement will argue it is the only way to truly test an agency against the market. But as ...
Is your agency a precision weapon, or a passive order-taker?

Is your agency a precision weapon, or a passive order-taker?

Across the last 12 months, I’ve noticed a distinct upswing in a certain type of project undertaken by TrinityP3. It’s the type of project I’d call a ‘pivot project’. I give it this name not because a ‘pivot’ of some ...
What can save agencies from a reduced share of their client’s production spend?

What can save agencies from a reduced share of their client’s production spend?

Yet another agency account director was complaining that they had lost a large chunk of agency revenue to a production competitor on price. One of these specialist production suppliers provides a low level of creativity and a focused production line ...
Better_Briefing_Research_Results

Where is it written that marketers must write better briefs?

Writing a briefing is so central to the advertising process, you’d think even a marketer could do it. But apparently not. According to the Better Briefs Project, which commissioned a global industry survey, it seems this is not the case ...
Advertising Agency Fees – The Move from Static Inputs to Valuable Outputs

Advertising Agency Fees – The Move from Static Inputs to Valuable Outputs

This is an edited version of the guide "Advertising Agency Fees – A Comprehensive Guide for Marketing". To access the Guide, which includes more detailed explanations, examples, strategies and tactics on the topic, please follow the link. In the recent ...
Seven watch-outs with AI-driven marketing mix modelling

Seven watch-outs with AI-driven marketing mix modelling

The call for greater accountability of marketing investment has never been louder. And as technology continues to revolutionise the way that people interact and behave, the science of marketing and budget allocation has become increasingly complex. I’m sure I don’t ...
With agency costs on the rise, how should advertisers respond?

With agency costs on the rise, how should advertisers respond?

Believe it not, advertisers have generally enjoyed a stable and relatively low cost for agency services for more than a decade. While it may not feel like it on a case-by-case basis, with many advertisers going to pitch to try ...
Why the hidden OUCH! Factor cost of advertising agency pitching is not financial

Why the hidden OUCH! Factor cost of advertising agency pitching is not financial

If you have not seen the OUCH! Factor research, it is definitely worthwhile to watch the Mumbrella360 Short video here and download the report here. The research report and the video were the work of Julia Vargiu, founder and Managing ...

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Our Latest Podcast:

Managing Marketing: The world of the brand experience agency

Managing Marketing: The world of the brand experience agency

Kerrie Spaargaren is the founder of Graffiti, a brand experience agency that has worked with many of the most well-known names in Australia. Kerrie and David discuss the discipline of brand experience, the post-COVID world of brand experience, the need for ideas to be achievable, and the rapid advances in ...