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.
Our Latest Articles
Why the Media Pitch trading exercise template needs to go
The MFA and AANA pitching guidelines advocate using a trading exercise template. A glorified Excel for completion by agencies asking for rates, discounts, and CPMs across various media currently used. For larger domestic and global agency reviews, these can be ...
Overcoming Obstacles to Agency Value-Based Pricing Fees
The past 18 months or so have seen more advertisers and agencies looking to move away from “traditional” FTE/resource/cost-recovery-based pricing models to something more sustainable. The rise of generative AI threatens to eat into labour-based income streams for agencies, and ...
Why Value Trumps Cost in Agency Remuneration Fees
My grandfather was a frugal man, borne no doubt from living through the Great Depression, then going to war and returning to a country wracked with post-war austerity. But he wasn’t cheap: he would happily open his wallet and pay ...
Most Popular Articles
What is the definition of Marketing?
I was the guest lecturer for the EMBA course at the Sydney Business School, University of Wollongong for several years. The topic title was marketing today, and I was interested to know how this group of business executives and tomorrow’s ...
The Top 10 Ethical Issues for Marketers in 2024
Stay ahead of the curve in ethical marketing practice with this comprehensive guide from TrinityP3 to the top ethical issues facing the industry and how to navigate them with integrity. What is ethical marketing and why does it matter? Here ...
Agency selection criteria – seven things to consider when choosing an advertising agency
Choosing a new advertising agency, be that creative, media, digital, experiential, shopper, pr or any one of the many other types of service providers is not something to be taken lightly. The cost and time involved and the impact on ...
The difference Between Scope of Work (SoW) and Scope of Services (SoS), and why that matters
We have talked and written many times about the importance of the scope of work in regard to setting or benchmarking agency remuneration based on productivity and not simply the cost of resources. But there is often confusion in regard ...
What are the biggest issues facing the media industry?
This post was updated on October 24, 2018 to reflect the industry changes that have occurred since. Later in the year of this post, the topic of media transparency became a major issue following the revelations from MediaCom in Australia ...
Top ways to make agencies more effective in presenting their credentials
For the past 20 years, I have literally sat through more than a thousand agency credentials presentations. Some were part of a pitch or tender credentials presentation, and others were when I was engaged in providing feedback to help agencies ...
Browse all our insights
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?
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 ...
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
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
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?
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
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 ...
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?
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
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
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
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 ...
Our Latest Podcast:
Managing Marketing: The Anatomy Of Marketing
Kieran Antill is the Director of Brand and Marketing at Ne-Lo, and Ross Hastings is the Managing Director. Their agency, Ne-Lo, has its foundation in a gym of all places, where two people with wildly different backgrounds and perspectives, yet with a shared fascination with the challenges of modern business, ...