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
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 ...
Navigating the chaos – how to avoid the marketing traps around technology, data and measurement
For marketers, the spectacular promise of data, technology and now AI has never been greater, but nor has the complexity. The tech industry and media headlines constantly promise marketers to become more “streamlined” and “empowered”. Yes, the experience of many ...
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
Most 360º client agency relationship systems are misleading
I was in a discussion with a UK based company about measuring their various agency relationships around the globe and I asked them "what is it that you want to measure? Performance? Relationship? Level of collaboration?" The fact is that ...
Balancing risk and reward in value based advertising agency compensation
Last week in NYC I was speaking at the WFA COMPAG group about Value Based Compensation (VBC). During the discussion I made the distinction that VBC can be segmented into two approaches - Output Based Price and Outcome Based Performance ...
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 appointing a new agency or about to ...
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 ...
Our Latest Podcast:
Managing Marketing: Putting Values In Action By Bridging Purpose And Practice
Chloe Hooper, founder and CEO of Barefeet Consultancy discusses the importance of redefining business purpose and values, the journey of self-belief, and the significance of authenticity in both personal and professional realms. Chloe shares her transition from the agency landscape to consultancy, emphasizing the need for organizations to truly embody ...