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.
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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What does your business do to support Mature Workers?
Mature workers are the heart and lungs of the TrinityP3 business. They are the engine that makes the business concept work. Let me explain. When I started the TrinityP3 consulting business two decades ago, it was clear I needed subject ...
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Is a house style good for advertising agencies?
There was a time when the best and most notable advertising agencies in the world were known for their house-style. That is an approach to their advertising for which the agency became known and loved. Agencies are known for their ...
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How long before the change in marketing procurement makes it to APAC?
It is refreshing, possibly exciting, to read about the changes happening in marketing procurement. These changes appear to have started in the EU possibly a year or two ago. Suddenly the discussion from a small band of procurement professionals was ...
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Bringing diversity, inclusion, philanthropy and environmental sustainability to the agency selection process
2020 was an unprecedented year. The global pandemic. Working from home and working remotely. The rise of global action on the climate crisis. Public protests for the Black Lives Matter movement. On-going examples of gender inequality and violence. A global ...
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Punk vs Legacy – the rise of the new agency generation
2020 has seen a notable rise in the fortunes of a new generation of independent advertising agencies around the world. Having watched 20 different agency groups and independents presenting their credentials at the November AdForum online conference, some clear trends ...
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How remote pitching is showing up the agency showmen
The idea of the pitch being a bit of theatre or showmanship is as old as the advertising industry itself. Agencies get to present themselves in a beauty parade before the potential client. The one who makes the best impression ...
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Why it is time to recalibrate, reboot and rebuild advertisers’ relationships with programmatic
The technology supporting programmatic continues to evolve and create new opportunities for advertisers to engage with consumers and drive value across the world wide web. However, for many reasons, a significant number of advertisers are not engaging in the opportunities ...
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Why pitch consultants should be advisors and not marriage arrangers
With so much business going to pitch at the moment, it is disconcerting but not surprising that perhaps not all processes are being run properly. Not all pitches are run or managed by pitch consultants. Most pitches are handled either ...
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Why your tender process should be about looking for the right agency, not the best agency
Yet again, I took a call from a client wanting to discuss running a tender for a new agency. During the conversation, they asked me which agencies I would recommend. Sounding a lot like a consultant, I replied as always ...
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Six ways TrinityP3 adds value for marketers beyond just solving challenges
This is the third in a series of three articles written by TrinityP3 directors. Each is written for one of the audiences in our name TrinityP3. In this case, being 'Marketers and Advertisers'. The other two are 'Agencies and Marketing ...
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Six ways TrinityP3 provides value to procurement teams in marketing
This is the second in a series of three articles written by TrinityP3 directors. Each is written for one of the audiences in our name TrinityP3. In this case, being 'Procurement and Sourcing'. The other two are 'Marketers and Advertisers' ...
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Four key ways TrinityP3 delivers value to agencies
This is the first in a series of three articles written by TrinityP3 directors. Each is written for one of the audiences in our name TrinityP3. In this case, being 'Agencies and Marketing Suppliers'. The other two are 'Marketers and ...
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Is procurement standing in the way of independent agencies winning larger clients?
This is a trend that has been on the rise for more than a year. But one that appeared to accelerate during the COVID pandemic. That is an advertiser preference for smaller, independent agencies over their larger, global network competitors ...
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How to get a fast start to your first 90 days in the role (or the new strategy)
After I wrote this article in Media Village last November, a friend shared with me a book that they have used as a bible throughout their corporate career. The first page reads: “Presidents of the United States get 100 days ...
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‘Non-proactive’ is a major factor in wanting to change agencies. But what does it really mean?
One of the reasons that regularly come up to justify wanting to change agencies is that the incumbent agency is ‘non-proactive’. But ask the agency and they will provide a pile of documents as evidence of proactivity on their part ...
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What I have learned in 4 months of piloting a mentoring program for the whole marketing industry
For the past 4 months, we have been piloting an industry based mentoring scheme for Australian marketing. When I say marketing, I mean this in the broadest sense of the term. It is marketing, media, advertising, ad tech and mar ...
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Global or local? Network or Independent? Choosing an advertising agency relationship
We’ve noticed a distinct recent trend in global markets for advertisers to request, consider and appoint local independent agencies, rather than going for the big networks. Good news for the local agencies, but we wondered what is behind the shift ...
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Why marketing restructures are rarely marketing transformations
With so many organisations either looking or being forced to review their current marketing strategy due to the pandemic, it is likely we will see some significant restructures in the coming months. After all, as Alfred Chandler famously observed, “structure ...
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Why the buying exercise is flawed in a media pitch, especially during the COVID-19 pandemic
There is a procurement practice when it comes to selecting media agency partners of including a media buying exercise. This is a process of having the media agency commit to a buying position of various media based on volume and ...
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The environmental impacts of in-store advertising
What are the environmental challenges for retailers when we're shopping again? Raising this subject while COVID 19 continues its march across the globe might seem a bit strange. We will one day have a 'new normal' and in theory, people ...
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Why the advertising industry needs educating in how to calculate carbon pollution contribution
The August 11th article in Mumbrella- “‘Disingenuous’ Coles slammed by industry body after ceasing catalogue delivery" - covered the response from The Real Media Collective (TRMC) to the announcement by Coles of their plans to terminate printed catalogue distribution in ...
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Agencies talk about creativity. Consultants talk about insights.
If you have any interest in advertising and marketing, you will find yourself on the subscription list of a multitude of industry sources, from trade media to the newsletters of the agencies, consultancies, tech companies and more. In the past ...
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What tier is your advertising agency? What tier advertising agency do you need?
Marketers will often talk about agency tiers when discussing a roster or portfolio of agencies. The issue is that many different ways of classifying agencies into tiers exist. Here, we explore and examine the various ways this can be achieved ...
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Media Agency Contracts may not be worth the paper they are written on
Hollywood mogul, Sam Goldwyn is famously quoted as saying “A verbal contract is not worth the paper it is written on”. But when it comes to media agency contracts, some of the written contracts are worth as much as a ...
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Better to mess up a pitch yourself than pay someone to do it for you
Any fool can hang up a shingle and call themselves a consultant. More than 20 years ago I was one of those fools. Today with mass redundancies and record unemployment, there are more ‘consultants’ hanging up those shingles than ever ...
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Ad agencies are great storytellers for their clients, but can the global agency networks tell their own stories?
TrinityP3 was invited by AdForum to attend a series of webinars in July 2020 in which each of the major agency networks was invited to sell the benefits of their distinctive approach to the business. The audience for each webinar ...
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Will agencies absorb their advertiser budget reductions again?
For those too young to remember the global recession of 2007, most agencies absorbed the significant cuts in their client’s advertising budgets. With Covid-19 damaging an already fragile global economy, will agencies be expected to do the same again? And ...
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Perspective on the digital supply chain debate
This post is by Stephen Wright, who has recently returned to TrinityP3 to head media consulting after 2 years at a specialist programmatic agency. Last month, ISBA in the UK released the findings of their long awaited Programmatic Supply Chain ...
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Questions to ask and answer when an agency loses a pitch
In every agency pitch, there is typically only one winner and a list of losers. They may have dropped out at credentials and chemistry, at the workshop or presentation, or in the final negotiation. But no matter where or when ...
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