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
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 ...
What is included in the overhead when calculating the agency retainer?
When discussing retainers there are some key parts to the calculation: Business expenses: all expenses found on the Profit and Loss Statement. Overhead expenses: all costs found on the income statement except for direct labor, direct materials, and costs attributable ...
Advertising Carbon Offset Calculation – Case study
Company Category: Major International FMCG Issue: This company was claiming to have measured then offset all the carbon emissions in the production and distribution of a new ‘Green’ product. Challenging Problem: Under the watchful eye of the Government Authority there ...
Agency Remuneration and Scope of Work Benchmarking
Client Category: Tourism Challenging Problem: Client needed to confirm its remuneration arrangements were delivering value and which would allow the Agency to be reappointed without a costly and disruptive pitch process. Creative Solution: Agency Remuneration Benchmarking and subsequent SOW benchmarking ...
Television Production Supplier Negotiation
Company Category: Tourism Challenging Problem: The Tourism Board had brokered a deal to ‘piggy- back’ an major new film about the country by having the film’s director shoot a TVC in the same style. As competitive costs were logistically unavailable ...
Marketing Carbon Reduction Assessment
Company Category: Government Issue: Environmental Legislation was demanding all departments to fully understand there carbon emissions. This included marketing spend. Challenging Problem: With all other business divisions being able to measure their carbon footprint marketing were required to gain an ...
Television Production Review
Company Category: Restaurant Chain Challenging Problem: With over 50 TVC’s being produced each year the client engaged TP3 to review the current TVC buying costs and processes to ensure they were receiving fair value from their agencies. Creative Solution: TP3 ...
Creative Agency Search & Selection
Company Category: Global Telecommunications Brand or Issues: Entire organization e.g. brand communications, retail network, sponsorships, digital and direct response, direct and CRM, consumer and business proposition communications. Challenging Problem: Client engaged TP3 to facilitate a full service creative agency search ...
Remuneration Benchmarking & Modelling
Company Category: Global FMCG Challenging Problem: TP3 were asked to review the remuneration arrangements with its two creative Agencies. These relationships had been in place for many years however there was a sense that the rates may have been above ...
Retainers: good to better, better to best
Many marketers have moved from media commissions and service fees to retainer-based remuneration models. Yet although retainers often provide a minimum of management during the course of the agreement, they can become problematic at renewal or review time, especially if ...
Steps to Maximize Marketing Value
Nowadays, everyone's trying to squeeze more out of their marketing budget than ever. From reviewing agencies to evaluating internal relationships, there's plenty of scope for improvement in all areas of the marketing communication mix. So we look at the ten ...
The four essential stages of the pitch process
In any pitch process for marketing services providers, whether it be for a full-service agency scope of work or a specific media, creative, digital, data-driven, technology, social or PR agency scope of work, there are four essential stages. Often, marketers ...
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 ...