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 ‘Doing More with Less’ is Killing Marketing Effectiveness
In the corridors of modern marketing departments and within the walls of increasingly common in-house agencies, a dangerous mantra has taken hold: “Do more with less.” On the surface, it sounds like a noble pursuit of efficiency - a corporate ...
The MarTech Mirage: Why More Technology Usually Means Less Marketing Performance
In the last decade, the marketing technology landscape has exploded. We went from a few hundred tools to a staggering ecosystem of over 11,000 solutions. For the modern marketer, this "MarTech" explosion was promised to be the ultimate enabler—the engine ...
Why Privacy-First Marketing is Your New Strategic Frontier
In the current marketing landscape, it is easy to be dazzled by the "sexy and cool" allure of Artificial Intelligence. From generative creative to predictive modelling, AI dominates every industry conversation. However, while everyone is looking at the AI shiny ...
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 ...
Top 10 Ethical Issues in Marketing for 2026
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 ...
How to Select an Advertising Agency – 7 Key Criteria
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 ...
Scope of Work vs Scope of Services
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 ...
5 Ways Agencies Can Present Credentials More Effectively
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 ...
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 ...
Browse all our insights
The ABC of getting agencies to collaborate with lessons from Dr Suess
Three years ago I was invited to talk to the ISBA COMPAG group on developing and managing collaboration between agencies. This has been a focus for me personally and for TrinityP3 since 2005, when we noticed that one of the ...
Why marketing is becoming the new ring master of the content strategy
Firstly I want to be very clear of what we are talking about when we refer to content strategy. Because often content is interpreted as media content such as programming and films. But in fact content has a much broader ...
Why in-house advertising services work… and why they don’t
Advertisers, especially retail advertisers, have had in-house advertising before John Wannamaker was a boy. Usually these in-house facilities are company owned but occasionally they are implanted into the organisation from external suppliers. The concept of the in-house advertising production facility ...
Do you want a digital agency or a technology partner?
On November 23 last year I spoke at the AIMIA V21 Digital Summit in Melbourne. The topic I was invited to talk on was "The future of specialist digital agencies". In a time when everything is digital, what is the ...
Why do so many agencies take on revenue at the expense of profit?
A couple of weeks ago I was reading an article about why Apple decided not to enter the ‘Netbook’ market; you know – those tiny, ultra portable and inexpensive laptops that threatened to take over the personal computing universe, but ...
Why marketers should stop paying agencies for ideas
As more people are jumping on the bandwagon and declaring the current agency remuneration model broken, there are those who are still suggesting that agencies should be paid for their ideas. The problem is that in most cases they want ...
How to step beyond simply cost benchmarking your advertising agency
A marketer called me the other day and asked "Can you benchmark agency fees?" I told them that we had agency remuneration and resource benchmarks and that we could benchmark the fees against not only what the agency produced, but ...
The financial negligence demonstrated by creative agencies in production
One of the most common causes of frustration for marketers with their creative or content agencies is the cost of production. While cynically you may think this is good for consultants like TrinityP3, it is incredibly damaging for the relationship ...
The danger of making token pitch payments to agencies
This week I was talking with Stephan Argent, President of Listenmore, who manage agency selection in Toronto, Canada and writes specifically about the impact of digital technology and AI on the advertising industry. But this time he was telling me ...
How to effectively negotiate remuneration with your agencies
2012 was frustrating on a number of occasions when it came to negotiating agency remuneration. The most popular project we provide is our Agency Remuneration Assessment. This can be for any number of different agencies, from media to SEO, creative ...
Why creating a single client advertising agency does not work
My colleague and friend Avi Dan wrote a post for Forbes in September this year titled "Dedicated, Single-Client Agencies Are Like Arranged Marriages, And Just As Exciting". In it he equates the recent trend of having the agency holding company decide ...
Top 5 client accounting demands that make agencies feel unvalued
A couple of weeks ago I wrote about agency accounting practices that leave clients frustrated and annoyed. You won’t be surprised to hear that the traffic goes in both directions, and agencies deserve a right of reply. So herewith, the ...
Our Latest Podcast:
Managing Marketing: Navigating The State Of Play Of SEO and GEO
Jarrod Allen, Associate Director, Strategic Media Solutions at .monks discusses the transformative impact of AI on marketing, particularly focusing on the shift from traditional SEO to generative engine optimisation (GEO). He explores how AI is changing consumer behaviour, the importance of understanding audience language, and the challenges marketers face in ...