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.

Why 20% of the agency retainer you are paying is lost to you

Why 20% of the agency retainer you are paying is lost to you

Sitting through another agency presentation of Excel spreadsheets full of agency hours, explaining why they are spending too much time on the account. Adding up the over numbers to justify why the client needs to top up the retainer by ...
What’s causing all the agency reviews?

What’s causing all the agency reviews?

You are probably surprised that a pitch consultant is questioning why it is that this year we’ve already seen an unprecedented number of reviews being called. Why are we not simply busy taking the work and being thankful for it ...
When a full-time agency resource is not a full-time resource

When a full-time agency resource is not a full-time resource

So, when is a full-time equivalent resource in your agency retainer, not a full-time resource? It seems like a redundant question. Of course, a full-time retained resource is full-time. But if that is the case, why are there advertisers who ...
According to this industry consultant, 84% of clients are wasting everyone’s time pitching

According to this industry consultant, 84% of clients are wasting everyone’s time pitching

There is a headline in Forbes that reads “84% of clients have picked a winner before the agency pitch begins”. The opinion piece by Will Burns refers to a blog post by John Heenan, Agency Growth Consultant, published on his ...
Why average cost per agency FTE is dependent on the task at hand

Why average cost per agency FTE is dependent on the task at hand

Average cost per FTE is a very common procurement measure for assessing agency costs. It is basically the equivalent number of full-time staff divided into the total cost of retaining those staff. The fundamental flaw of this approach is it ...
Video Conferencing for Dummies* – Ad Agency Pitching

Video Conferencing for Dummies* – Ad Agency Pitching

For 18 months now we have been managing advertiser pitches to choose agencies using video conferencing. Zoom, Teams and Google Meet have become a way of doing business. IT departments have had to accommodate users embracing video conferencing as people ...
Pitching the incumbent agency: Procurement versus Consultant perspective

Pitching the incumbent agency: Procurement versus Consultant perspective

We have previously shared why pitching the incumbent agency at the end of a contract period is no longer good corporate governance. But this recent conversation with a procurement manager, hell-bent on pitching their current agencies as a routine, highlights ...

If your agency cannot be different, then at least try to be distinctive

Like that scene from the 1979 Monty Python film, Life of Brian, “we are all individuals, we are all different”. A feature of humanity is our desire to be individuals while all maintaining a sense of belonging. But, when it ...
Advertising ideas are a dime a dozen according to this advertiser

Advertising ideas are a dime a dozen according to this advertiser

Ultimately, the value of the advertising agency process is in the intellectual properties created and in the commercial outcomes, those properties deliver. It is just a pity that agencies continue to be paid not for their IP or the results ...
When an agency transforms from a vendor into a partner

When an agency transforms from a vendor into a partner

Yet again, an excited agency announces winning a new client with a quote that says how proud/honoured/humbled/excited they are to be partnering with said client. Remember, this announcement comes as the signatures are clicked on the DocuSign file to seal ...
tp3-brand-onion

Why TrinityP3’s corporate purpose is more than just brand

There is much discussion in the marketing world of the importance of brand purpose. But from my own experience, organisational purpose or corporate purpose trumps brand purpose every time. Why? Because our purpose is more than a marketing exercise. It ...
Anti-competitive, corporate bully or smart competitive business

Anti-competitive, corporate bully or smart competitive business

There are plenty of advertising agencies. Some may say too many. But in any market, there are always a handful of agencies that are considered hot. Particularly creative agencies. The hot agencies that are winning all the awards. The creative ...

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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 ...