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 2023
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
Defining Value Based Agency Compensation
A few weeks ago in NYC I presented the results on a survey undertaken by the WFA on Value Based Compensation (VBC) to the COMPAG Group, which will become the basis of a white paper we are preparing on the ...
How your agency compensation method can add value
I was recently participating in a discussion in the ANA Advertising Financial Conference LinkedIn Group when Bob Cauley from Beekman & Associates chimed in with "at Beekman Associates argue that "how" you pay your agency is far less important than ...
Not all client agency relationships are the same
I was having a conversation with one of my clients last week and they were talking about how it is demanding enough managing multiple brands within their portfolio, but with a growing number of stakeholders internally, multiple channels being used, ...
Defining the scope of advertising agency services to determine agency fees
Traditionally, agency fees have been calculated and paid based on the cost of the inputs, the number of hours and the cost of those hours. But today's trend is to pay agencies based on the value created, going beyond cost ...
Achieving collaboration in client agency relationships
With so many communications channels available, marketers are using a wider selection of service providers and requiring them to work closer together to provide a consistent brand communication. Some marketers are achieving this through placing all of their marketing communication ...
The importance of overhead in agency compensation
There are a number of variables involved in the most common head hour or cost based agency compensation models being: salary costs, billable hours per year, overhead and profit margin. Each of these are often contested in negotiations, but one ...
Why it is essential for agencies to be part of your business strategy alignment
It is interesting to see how so many marketers structure their agency arrangements. I would have to say the vast majority will certainly have defined roles for their media and creative agencies but then have a more adhoc approach to ...
Five reasons agency compensation should not be relationship based
Don't get me wrong, measuring and managing a high quality relationship is important between agencies and marketers. But at the ANA Marketing Financial Management Conference last week in Phoenix, Arizona, there was a presentation by Sarah Armstrong from Coca Cola ...
Calculating Agency Compensation And Resource From The Scope Of Work
How many agency account managers, strategy planners, creative copywriters, art directors, production managers, producers and coders do you need to deliver your marketing plan? This is a fundamental question facing most marketers when they are either appointing a new agency ...
How to calculate your agency head hour rates
Your agency is proposing to charge $250 per hour for the Group Account Director or the media agency has $325 per hour for the Media Trading Director. How is this calculated? And what is the underlying salary cost? We deal ...
Poor practice agency credentials from P&W Advertising
I have written before on how poorly many agencies present themselves in a distinctive way generally, but especially in the pitch process. And I have provided ideas for agencies on how they can be different in an undifferentiated market place ...
TV Production: Paying for “flavour-of-the-month” or the best solution?
There is a fashionable element to advertising and creativity. Reading the zeitgeist of the market place and tapping into this can be an extremely valuable attribute in driving the brand perception. In television production, this can influence the choice of ...
Our Latest Podcast:
Managing Marketing: The State Of The Media Pitch In Australia
Stephen Wright is TrinityP3’s Media Business Director. For more than a decade, he has managed and facilitated some of this country's most high-profile media pitches. Based on the State of The Pitch Australia Research results, he is here to discuss the implications for media agencies and their pitches. Since the ...