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 ...
Browse all our insights
Video Conferencing for Dummies* – Ad Agency Pitching
For 18 months now we have been managing advertiser pitches to choose agencies using video conferencing. Zoom, Teams and Google Meet have become a way of doing business. IT departments have had to accommodate users embracing video conferencing as people ...
Pitching the incumbent agency: Procurement versus Consultant perspective
We have previously shared why pitching the incumbent agency at the end of a contract period is no longer good corporate governance. But this recent conversation with a procurement manager, hell-bent on pitching their current agencies as a routine, highlights ...
If your agency cannot be different, then at least try to be distinctive
Like that scene from the 1979 Monty Python film, Life of Brian, “we are all individuals, we are all different”. A feature of humanity is our desire to be individuals while all maintaining a sense of belonging. But, when it ...
Advertising ideas are a dime a dozen according to this advertiser
Ultimately, the value of the advertising agency process is in the intellectual properties created and in the commercial outcomes, those properties deliver. It is just a pity that agencies continue to be paid not for their IP or the results ...
When an agency transforms from a vendor into a partner
Yet again, an excited agency announces winning a new client with a quote that says how proud/honoured/humbled/excited they are to be partnering with said client. Remember, this announcement comes as the signatures are clicked on the DocuSign file to seal ...
Why TrinityP3’s corporate purpose is more than just brand
There is much discussion in the marketing world of the importance of brand purpose. But from my own experience, organisational purpose or corporate purpose trumps brand purpose every time. Why? Because our purpose is more than a marketing exercise. It ...
Anti-competitive, corporate bully or smart competitive business
There are plenty of advertising agencies. Some may say too many. But in any market, there are always a handful of agencies that are considered hot. Particularly creative agencies. The hot agencies that are winning all the awards. The creative ...
What happens when an agency bites off more than it can chew?
Beware what you wish for, because you just may get your wish. It is an interesting warning. Not just because of the threat that all your dreams coming true may turn into your nightmare, but because for many agencies it ...
Common mistakes made when preparing a scope of work for the agency
We have written extensively about developing a scope of work for media, creative and digital agencies. This could be to calculate agency fees during a pitch or tender process. It could be to set agency fees for the year ahead ...
Where do the best marketing procurement people come from?
Who are the best marketing procurement specialists? Are they procurement professionals that ‘learn’ marketing or marketing professionals that ‘learn’ procurement? These are the two schools of thought on where to recruit people for marketing procurement. Some believe the best marketing ...
Does your marketing procurement live the core value of Project Spring?
“It’s time for a revolution in marketing procurement. A transformation from savings to value, which can rid the profession of bad practice and reduce the number of opportunities for negative articles about the discipline” read the press release and the ...
Are advertiser’s practices stopping their agencies from becoming more efficient?
Isn’t technology great? Artificial intelligence. Blockchain. Robotics. Automation. All packed with the promises of making our lives easier, faster, cheaper… It is revolutionising business in so many ways. But, it appears, rather more slowly in advertising agencies. I am not ...
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, ...