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
The Definitive Guide to Marketing Productivity: A Strategic Roadmap for CMOs and Fractional Leaders
In the current economic landscape, marketing leaders are no longer just "brand custodians"; they are the architects of growth and the engineers of operational efficiency. For the permanent or the Fractional CMO, the challenge is the same: how to extract ...
Why Trust in the Agency Pitch is a Debt, Not a Gift
In the world of agency search and selection, we often talk about trust as if it were a merit badge - something an agency earns by the end of a final presentation, or a gift - something a marketer bestows ...
Focus your pitch for a better pitch result
Somebody very wise (Often misattributed to Mark Twain, but was actually Blaise Pascal) once famously wrote “Je n'ai fait celle-ci plus longue que parce que je n'ai pas eu le loisir de la faire plus courte”. The point being, keeping ...
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
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 ...
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 ...
Our Latest Podcast:
Managing Marketing: The Role Of News Media For Brands And Business
Ahron Young, founder and CEO of Ticker News, to discuss the current state of journalism, the evolution of news media, and the challenges faced by modern journalists. Ahron shares his personal journey in journalism, from his early days as a cadet journalist to becoming a foreign correspondent and eventually launching ...