Knowledge Centre – The Blog

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.

Managing Marketing Costs for 2020

Managing Marketing Costs for 2020

In lockdown, everyone suddenly seems to have an opinion. LinkedIn is replete every day with shouty marketing posts with titles like ‘7 essential leadership shifts to power out of the pandemic’, or ‘5 things a trombone can teach us about ...
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Lessons for advertisers and agencies from the frontline of a remote, hands-free, online pitch

Lessons for advertisers and agencies from the frontline of a remote, hands-free, online pitch

The health and safety impacts of the COVID-19 pandemic have been felt globally. No more so in marketing, media and advertising than when it comes to the pitch. Reports suggest a more than 50% drop in brands tendering their agencies ...
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Etiquette_In_Business

Five poor behaviors in business that reflect badly on you

The often-quoted justification for poor manners in business is that everyone is busy being busy and so something has to give. But there is a counter argument that at a time when personal and professional reputation is as fickle as ...
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How to rebalance the origination versus adaption split in marketing today

How to rebalance the origination versus adaption split in marketing today

TrinityP3 recently had its planning conference in Sydney. With regional consultants from UK, Europe, Asia and Australia coming together for a fantastic series of sessions where they challenged not only each other’s thinking, but also, the industry as a whole.  ...
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Can Zero Based Budgeting spiral marketing budgets to zero?

Can Zero Based Budgeting spiral marketing budgets to zero?

There are two main reactions when the conversation with marketing turns to the topic of Zero-Based Budgeting or ZBB. The first is a glazed look or resignation that this will mean hours of finance-type meetings and some sort of cut ...
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Has your CEO set up your marketing team to fail rather than succeed?

Has your CEO set up your marketing team to fail rather than succeed?

No matter the size of your company or organisation, from a micro-business of one or two to a multinational corporation of many thousands, there is a need for a marketing function or discipline. It may not be obvious initially. Many ...
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The hidden cost of marketers’ lack of commitment

The hidden cost of marketers’ lack of commitment

Faced with so much uncertainty, due to the Covid-19 pandemic, marketers with more flexible agency relationships may be feeling fortunate in times of crisis. I have shared previously the increased promiscuity of the advertiser / agency relationship. It is no ...
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Why marketing is the source of optimism in business

Why marketing is the source of optimism in business

If there is a centre of optimism in any business, there is a strong argument for why this is marketing. Marketing is future facing, customer focused and growth driving. No wonder Peter Drucker observed "Because the purpose of business is ...
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Why media auditing is effectively dead

Why media auditing is effectively dead

I don’t usually like headlines in marketing declaring that something is dead. Television was dead. Advertising is dead. But I am confident that with the recent announcement that Accenture is dropping media auditing, it is fair to say the end ...
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Troubled economic times are the best time to build a brand

Troubled economic times are the best time to build a brand

We’ve heard about the economic slow-down for a while now. And as I write the stock markets are tumbling into a bear market. With indicators such as the US/China tariff war, major financial market declines, China’s industrial production growth being ...
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The advertising industry is stuck in the 1960s - thinking ‘small’

The advertising industry is stuck in the 1960s – thinking ‘small’

Michael Farmer recently published this great thought-provoking article. He identified the issue of creative agencies taking on more and more work, whilst continuing to under-price when it comes to negotiating their fee arrangements with clients. Partly out of  “Fear of ...
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Flushing money down the toilet

Stop flushing money down the toilet with your marketing technology investment

Clicking into Mumbrella, I read the headline: “Mark Lollback’s big regret as McDonald’s CMO: Flushing ‘$3m down the toilet’ on Salesforce.” He was speaking as part of a session moderated by Mi3’s Paul McIntyre, at The Future of TV Advertising ...
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Are advertising agencies the next big subscription-based model?

Are advertising agencies the next big subscription-based model?

Let’s be honest, no one is happy with the current advertising agency fee models. Advertisers struggle with identifying the value. Agencies feel they need to discount to keep their clients. And procurement view agency fees as an opportunity to deliver ...
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When did advertising forget its brand purpose?

When did advertising forget its brand purpose?

Interesting that not a week goes by when someone raises the issue of brand purpose and the need for brand to have a purpose beyond creating customers, to a higher order of ‘doing good’ to appeal to a Millennial generation ...
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The problem with setting agency fees is most are making it up

The problem with setting agency fees is most are making it up

Would it surprise you that many agencies set their resource plan to the agreed fees? In the absence of any quantifiable scope of work the best the agency can do is guess the resources required. Others use a rule of ...
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What is more important in assessing agency fees, productivity or price?

What is more important in assessing agency fees, productivity or price?

If Oscar Wilde was alive today, would he write that a marketer “is someone who knows the price of everything and the value of nothing” in regard to the state of the advertising industry? There is an enormous focus on ...
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Lessons to be learned on pitching your agency credentials from a pitch consultant

Lessons to be learned on pitching your agency credentials from a pitch consultant

It is fair to say that in the past two decades of being a consultant I have seen hundreds, if not a thousand or more agency credentials pitches, from presenting credentials to chemistry sessions to the full-blown agency pitch to ...
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Prof_Francis_Frei

What type of trust have we lost in media, marketing and advertising?

Just look at the headlines of the trade media and ask yourself “Do we have an industry trust problem?” Trust deficit leaves half of marketers wanting complete control – The Drum Trust or Bust - Advertising Week Consumers’ Trust in Brands ...
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Why getting the commercial relationship right between advertisers and agencies is critical

Why getting the commercial relationship right between advertisers and agencies is critical

Don’t get me wrong, measuring and monitoring the client / agency relationship is important. It is in fact the most basic activity both parties can invest in. Be that a two-way assessment, or a NPS type feedback, or a client ...
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Is the client / agency marriage metaphor past its use by date?

Is the client / agency marriage metaphor past its use by date?

Don’t get me wrong - I love a great metaphor. But to be great it needs to work on a number of dimensions. When it does it has the habit of sticking around, becoming part of the parlance. Last millennium, ...
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Do agencies deserve the bad reputation they get?

Do agencies deserve the bad reputation they get?

If you read the industry commentary about advertising agencies you would begin to think that agencies are filled with either stupid, lazy, untalented hacks or cunning, duplicitous, lying con-artists. But clearly the truth is a polar opposite of this. After ...
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Three pieces of advice for anyone entering the advertising industry

Three pieces of advice for anyone entering the advertising industry

I was recently invited to speak at the Miami Ad School in New York to the students undertaking the 2 Year Creative Program and the Strategy Planning Boot Camp. This was an audience of young people looking to start their ...
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Taking your marketing in-house? It is time to improve productivity

Taking your marketing in-house? It is time to improve productivity

Bringing agency services in-house is all the rage according to the ANA, reporting more than three quarters of their members had done so. The latest Gartner Budget Report indicates it is continuing with increased investment. While the practitioners of in-housing ...
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Why agencies should consider their clients like an investment portfolio

Why agencies should consider their clients like an investment portfolio

It is a constant surprise, when I suggest to agency management that their clients are like an investment portfolio, and all I get are looks of confusion. Like a good investment portfolio, you need a mix of clients. The mix ...
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Why the agency pitch is no longer good corporate governance

Why the agency pitch is no longer good corporate governance

Too often we hear about marketers taking their agencies to tender on a regular basis. At the end of a typical three-year contract the advertiser goes to market to fulfil good corporate governance. Often this is mandated in the organisation ...
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Why media agency pitches end up all about the price

Why media agency pitches end up all about the price

In almost two decades of managing agency pitches on behalf of advertisers, it is rare for the objectives of the process to be simply about cost reduction. Procurement may want to go to market to ensure the market price being ...
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Have the agency storytellers forgotten how to tell their own story?

Have the agency storytellers forgotten how to tell their own story?

Over the past two decades I have seen more than a thousand agency credentials presentations, either in reviewing an agency or as part of the pitch process. I am often asked to help agencies refine and sharpen their agency story ...
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The five questions CMOs should be asking their CEO

The five questions CMOs should be asking their CEO

Chief marketing officers have the shortest tenure in the C-suite, according to Korn Ferry Institute. And some large multinationals are dumping the CMO for chief growth or customer or revenue officers. One reason for this shift could be a lack of ...
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Five ways to use the Verificom toolkit to more effectively manage agency fees

Five ways to use the Verificom toolkit to more effectively manage agency fees

Since our foundation in early 2000, TrinityP3 has been working with our clients and procurement teams to better assess and understand agency fees, be it for a creative agency of record, media agency, digital agency, public relations firm, event company ...
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Never publicise agencies in a pitch

Three reasons you should never publicise the agencies participating in a pitch

There is always a lot of interest in live pitches. The trade media love a pitch because there will be a winner and lots of losers. It is a story that writes itself. Agencies are interested in who is in ...
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