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
3 most common concerns marketers have about engaging an advertising production consultant
We have been providing production consulting advice since we started in 2000. In that time we have assessed, managed, negotiated and reviewed production both in Australia and New Zealand, but also around the world and especially in Asia-Pacific. These productions ...
How Marketing and Procurement can obtain maximum value from an Advertising Production Consultant
The recent announcement by the AANA on television production costs is simply a reflection on the rising importance of this category. It has also seen an increase in the use of either procurement production or production consulting resources, including TrinityP3 ...
Challenging the payment terms for television commercial production services
This is a question we recently received from one of our clients: "I have a question regarding the fact that we pay the agency 50% of TVC production costs upfront prior to production, and I wanted to know whether this ...
10 sure-fire ways to get thrown off a pitch shortlist
Decided you really don’t want to win the business? Prefer to go with a bigger category brand instead? But too chicken to say so directly? Okay then. Let us save you the embarrassment. Here are ten sure-fire ways to get ...
Is your advertising agency a supplier or a partner?
While many people in the industry talk about partnering with their agency or with their client, the majority of agency fee models do not support this position. Many advertisers and their procurement executives view these relationships as buyer/supplier, while the ...
Advertising is rarely a manufacturing process, but sometimes it can be
A client's procurement team asked me to review their current services contract to ensure it reflected current 'best practice". Apart from the usual problems with intellectual property, the clause that jumped out was that the agency would deliver a 5% ...
Aligning marketing expectations to marketing budget when establishing the agency scope of work
A marketer recently provided their extensive scope of work to their preferred agency so the agency could provide a remuneration proposal. The problem was that the proposal was almost double the marketer's budget for the agency fee. This budget was ...
It is difficult searching agency details unless you know where to look
A marketer was questioning the cost of us providing a market review of agencies suitable for their requirements as they had a comprehensive list of suitable agricultural specialist agencies already. I asked how they developed the list and was told ...
Poor manners leads to poor business strategic alignment with suppliers
I am often amazed at the simple basic rudeness that is tolerated within marketing and advertising, but which leads to poor communication, poor alignment and a large waste of time, effort and resources. There have been more than a handful ...
Turning advertising production costs into financial assets
One of the most overlooked assets are the digital assets created by the advertiser's agency, design companies and direct marketing companies. It seems that for many advertisers the production process is a consumable one, with new advertising created with each ...
How to calculate the agency head hours required to deliver your scope of work
Many remuneration agreements, be they project fees or retainers, are based on the head hour resources required to undertake the task multiplied by an overhead and profit factor. But one of the key issues is setting a realistic scope of ...
Adding procurement and purchasing rigour into television advertising production
When the agency present "competitive" estimates for the latest television production, are you presented with the three quotes on one page, with the three costs all within 5% to 10% of each other? Is this familiar? Does this mean that ...
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, ...