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
Open tenders are not the best way to select agencies
I was recently in a meeting with a marketer and their procurement team discussing a forthcoming agency review. When we got to discussing the process, I was asked by the head of marketing what process would be best. Before I ...
Procurement panels do not always deliver on their promise
Recently I have noticed that the traditional procurement "panel" approach to supplier management has been increasingly failing to deliver. One of the key reasons for this is the increasing diversity in agency services, specialities and core capabilities driven by technology ...
Agency Remuneration Negotiation
Client Category: – Beverage Company Challenging Problem: The client had a process of annual negotiations where the agencies would respond to a scope of work with a proposal of resources and costs. But a recent rationalisation of the roster had ...
Could media agencies become the movie studios of advertising?
Having undertaken a number of media reviews for financial services clients, it has become obvious the diversity of the category and how limited the media agency options there are in the market. We were reflecting on this the other day ...
How much time does it take to run an agency pitch?
Last week I took a call from a client who is a marketer at a major advertiser. He was enquiring about selecting a digital agency and wondered "how long should it take?" "Did you mean how much time will it ...
Reasons why performance based agency fees or payment by results often fail
When assessing, reassessing or creating new agency contracts, many marketers ask about structuring some pay-for-performance terms as part of their agency agreement. While the concept of Performance-based remuneration or payment by results (PBR) is a component of many agency remuneration ...
Marketing structural & process mapping & optimisation in Government
Service Category: A high profile Local Government Operational Challenge: A fragmented and weak Marketing Services function was unable to: a) efficiently service the needs of various business units or b) effectively synergise Council wide strategic branding and marketing imperatives. Strategic ...
What is value based remuneration for advertising and media agencies?
Retainers are still the most common form of remuneration for advertising agencies in the major markets. These retainers are based on resources multiplied by direct salary costs by overhead factor and then multiplied by profit margin. But how do you ...
Agency title promotion and the impact on retainers and fees
You are a recent graduate and land your first job in an advertising agency. You start at the agency on $32,000 and the title of Account Manager. Within 12 months you get promoted to Senior Account Manager and get a ...
Re-drafting the actor’s / talent agreement / contract
Issue: Government Department responsible for developing community communications campaigns to improve health and decrease illness is increasingly exporting campaigns into overseas markets. Challenging Problem: The advertising agency, casting agents and talent agents are using the actor’s union contracts, the terms ...
A better way for advertisers’ to to select agencies
I was at a function for the New Zealand Marketing Association in Auckland last Thursday, where they were talking about agency / client relationships. The interesting thing was that one of the speakers was a marketeer who had pitched his ...
Best time to negotiate agency fees – during pitch or post pitch?
There is no right or wrong answer for this. Some people prefer to make their selection on quality and then negotiate price, other prefer to negotiate price at the same time as they evaluate quality. TrinityP3 methodology is to negotiate ...
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 ...