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
Managing Marketing: The State Of The Pitch Research 2
In response to an increasingly vocal call from agencies worldwide to ditch the pitch and trade media running headlines and opinion pieces claiming the pitch is broken and even dead, we launched The State of the Pitch Research in Australia ...
How output pricing supports an agency subscription fee model
While input models, such as hourly rates, retainers and project fees, continue to dominate agency fees, there is an increasing interest in output-based pricing models, driven primarily by the impact of AI technology on agency productivity. However, several issues affecting ...
What are the real considerations and impacts of AI on agency fees?
An increasing number of agencies are including promises of AI benefits in their pitches. Typically, these are framed in the context of improved productivity through automation, allowing the agency to provide more for less. A.K.A. - savings. This is a ...
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?
Media advertising continues to be the most significant single component of most advertisers' marketing budgets. Paid media is a substantial investment across traditional media and, increasingly, into digital channels, which are eclipsing traditional broadcast media channels. However, with this change ...
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
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 ...
8 reasons for Evalu8ing your advertising agencies, rather than just survey them
Eight Reasons For Evalu8ing Your Agencies (rather than just survey them) from TrinityP3 Marketing Management Consultants With more and more agencies and suppliers on most marketer’s rosters, having a fast, effective and easy way to be able to measure, manage ...
How to save your advertising production costs by defining your requirements up front
No matter if it is TV, cinema, radio, online, print or digital, we invariably notice that budget over-runs, blowouts and increases are caused by changes in the specification of the task during or after the production process rather than in ...
Paying peanuts? – It is not the smartest advertising agency remuneration strategy
No one wants to be paying too much for their advertising. But likewise, there are downsides to paying too little. We see it all the time, advertisers call us in because they are unhappy with the performance and service levels provided ...
Save time and money by improving your advertising approval process
Sitting with a client and their agency, I was talking about the cost in time, resources and dollars being consumed by their convoluted approval processes. You see, we had identified that for most projects there were eight people involved in ...
How production assessments can add value to television advertising costs – Two case studies
Since 2000 we have been providing our clients with an advertising production cost assessment, cost estimates and management services. It is often a part of our business not popular with many of the agencies (as evidenced in this video introduction ...
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 ...
What’s all this bull about agency billings? – A misleading measure of agency performance
Many people in the media still use media billings to indicate the size of the account or the size of the agency. Check out Mumbrella, or AdNews, B&T or even The Australian and The Financial Review. Even overseas, Advertising Age ...
Mistakes advertisers make with their TV advertising productions – Three case studies
In the 12 years we have been assessing and reviewing television productions there have emerged three common ways advertisers drive up the cost of their television productions. Unfortunately, in almost every case, the advertisers concerned were unaware of the impact ...
Ten tips for managing advertising production costs more effectively
It is interesting that 12 years ago when I started TrinityP3 (Simply P3 then) that the majority of our work was in Production Benchmarking and Management. In fact some of our earliest clients still think of us as production consultants ...
Our Latest Podcast:
Managing Marketing: Creative Connection Is The New Targeting In An AI Fuelled World
Harry Lowes is the Director of ANZ Mid-Market in the Global Business Group at Meta. After long stints at CommBank and Telstra in Australia and being based in Singapore with Meta for the past six years, Harry discusses with Anton the big changes and exciting opportunities for marketers in an ...