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
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 ...
The perils of counting chickens: Why agencies shouldn’t bank on new business revenue
In the fiercely competitive advertising industry, agencies are increasingly using aggressive financial forecasting to sidestep making crucial operational decisions vital to their future. One common but flawed practice is incorporating significant new business revenue into their financial modelling, often exaggerated ...
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
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 ...
Managing Television Production Costs for Maximum Value
The television production process is technically complex and often expensive. Therefore it is important that the advertiser is able to ensure that the process, costs and outcomes are managed to not just deliver the best possible outcome, but that that ...
The traps and pitfalls of setting agency remuneration during a pitch
It became very fashionable, especially amongst less enlightened procurement professionals, to run a pitch or tender during the GFC as a way of reducing agency costs. But many of the advertisers who actively pursued this strategy are already suffering the ...
How to calculate the real value of your advertising agency retainer
The real value of your agency retainer is in the mix of resources, not just the level or resources. What do I mean by this? We asked 3 agencies to submit a proposal during a pitch for a clients business ...
Request for Proposal RFP, Request for Tender RTF, Request for information RFI, Expressions of Interest EOI, WHY? HOW? WHAT?
The rise in influence of procurement in the marketing category has seen a fundamental change in the way the pitch process is increasingly run. The pitch is now the RFT. Credentials are now a RFI. The financials are a RFP ...
If chemistry is so important, why do so many agencies get it so horribly wrong?
Psychological studies show that people have assessed and evaluated people they meet within minutes. Be that socially or in a work environment. But there are things you can do to ensure a chemistry session with a potential new client goes ...
Ten important considerations before an agency should agree to pitch for business
Here are ten important consideration every agency Managing Director / CEO should consider before agreeing to participate in a pitch / tender for a marketers business: 1. The product (or service) must be one which you would be proud to ...
Developing collaborative work practices
Company Category: International FMCG Challenging Problem: The client worked with an internationally aligned creative and media agency, which despite all efforts of the client, and the verbal support of the agency, had not been able to implement a truly effective ...
Agency Remuneration Benchmarking For Contract Renewal
Company Category: Government Department Challenging Problem: It had been 3 years since the agency was appointed. The relationship was solid, the client happy with the work, but the contract was due to be tendered. Many organisations make the mistake of ...
New Agency Relationship Management – Case study
Company Category: Telecommunications Challenging Problem: The client had just appointed a new creative lead agency to be included in a mix of existing design, digital, media and sale promotions services providers who had developed a collaborative method of working together ...
Consolidating Marketing Services To One Supplier
Company Category: Financial Services Challenging Problem: A regional insurance company with operations in multiple countries had various “best-of-breed” service providers in each market in the areas of digital, CRM, direct marketing and database marketing, but one global network creative agency ...
Search Engine Marketing Review
Company Category: – Financial Services Challenging Problem: Client found the rising importance and both the day to day and strategic management of search engine marketing very complex, costly and inefficient. Creative Solution: TrinityP3 was engaged across a large scale project ...
Our Latest Podcast:
Managing Marketing: How To Successfully Humanise Technology
Bonnie MacTavish and Ahmed Meer, along with Christine Sultana, founded a Digital Product Studio called Nightjar. Bonnie and Ahmed talk to TrinityP3's Anton Buchner about what guides their decision-making in creating a successful human connection with clients and their customers when changing technology: the values, the clarity, the understanding of ...