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 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?
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 ...
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Why service level agreements ( SLAs ) are not relevant to marketing services contracts
Wikipedia says an SLA is a formally negotiated agreement between two parties. It is a contract that exists between customers and their service provider, client or between service providers. It records the common understanding about services, priorities, responsibilities, guarantee, and ...
Advertising agency remuneration problems – Retainers
Many advertisers have moved from the old fashion media commission and service fee to retainers based on retaining a set resource, the cost of which is calculated based on the direct salary costs of those resources, multiplied by the overhead ...
Rate cards versus retainers: evaluating the best model for advertising
With media commissions becoming virtually non-existent, the two main remuneration models for advertising service providers is either retainers or project fees specified in rate cards. Some advertisers retain all of the resources they need, others will have no retainer and ...
Is loading talent fees for voice overs a load of rubbish?
In the MEAA Award for voiceover talent there remains what appears to be an old-fashioned anomaly in regard to talent fees. The Commercial Voiceover Award details the minimum agreed fees for voiceover performances on television, cinema and radio, and includes ...
How many billable hours are there in a year?
Since this post was last updated at the end of 2018, the world has gone through a significant upheaval in how and where work is done. Whilst the instances of advertising agency staff working long and largely unpaid overtime hours ...
Still approving artwork via e-mail?
The benefits of sending and receiving artwork files and corrections electronically are clear to anyone familiar with this process. Not having to rely on couriers, where expenses can be high, poor delivery times and occasionally lost artwork. Adobe PDF files ...
How to avoid blowing the budget big time
This case study is an amalgam of incidents we have encountered and illustrates how an advertiser can spend more than twice their budget on a tv production. The brief : The client provided a brief for the development of a ...
Our Latest Podcast:
Managing Marketing: The Anatomy Of Marketing
Kieran Antill is the Director of Brand and Marketing at Ne-Lo, and Ross Hastings is the Managing Director. Their agency, Ne-Lo, has its foundation in a gym of all places, where two people with wildly different backgrounds and perspectives, yet with a shared fascination with the challenges of modern business, ...