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
The importance of positioning in-house agencies within your organisation
In-housing of agency services has become ubiquitous in the past decade, with their own industry associations, their own award shows and even their own industry research to demonstrate how popular and every day they have become. According to Kantar, 78% ...
The perils of agency hourly pricing: Lessons from a man and his lawn mower
Imagine sitting at lunch with some of Australia’s best marketing management consultants, watching a man spend almost five hours mowing a lawn the size of a billiard table. Is this a tale of dedication or a cautionary editorial on the ...
How to avoid waste in your agency fees
With the increase in the cost of living still impacting households in most of the world’s economies, it only stands to reason that businesses will be equally impacted as consumers tighten their belts. In the last few months, we have ...
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
Why 20% of the agency retainer you are paying is lost to you
Sitting through another agency presentation of Excel spreadsheets full of agency hours, explaining why they are spending too much time on the account. Adding up the over numbers to justify why the client needs to top up the retainer by ...
What’s causing all the agency reviews?
You are probably surprised that a pitch consultant is questioning why it is that this year we’ve already seen an unprecedented number of reviews being called. Why are we not simply busy taking the work and being thankful for it ...
When a full-time agency resource is not a full-time resource
So, when is a full-time equivalent resource in your agency retainer, not a full-time resource? It seems like a redundant question. Of course, a full-time retained resource is full-time. But if that is the case, why are there advertisers who ...
According to this industry consultant, 84% of clients are wasting everyone’s time pitching
There is a headline in Forbes that reads “84% of clients have picked a winner before the agency pitch begins”. The opinion piece by Will Burns refers to a blog post by John Heenan, Agency Growth Consultant, published on his ...
Why average cost per agency FTE is dependent on the task at hand
Average cost per FTE is a very common procurement measure for assessing agency costs. It is basically the equivalent number of full-time staff divided into the total cost of retaining those staff. The fundamental flaw of this approach is it ...
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 ...
Our Latest Podcast:
Managing Marketing: What’s So Not Funny About Advertising?
Emily McGregor is the founder and CEO of PenguinCat Creative. She also has over 20 years of experience in video sketch comedy, marketing across diverse industries, and leading creative teams. Her work has helped bestselling authors, top influencers, eCommerce brands, and industry-leading coaches achieve results like sold-out events, tripled memberships, ...