Over the course of the last five years, as part of our role as an independent adviser on marketing management, TrinityP3 has contributed to the cause with numerous articles, podcasts, webinars, newsletters and blog posts.
But the purpose of our TrinityP3 White Paper is to bring together, under one ‘roof’, a selection of work dealing with specific topical issues facing marketing, media, advertising and marketing procurement.
We hope you find these White Papers useful, and we welcome any feedback.
How will marketing evolve in a carbon-constrained future?
While TrinityP3 have been promoting the idea of being environmentally aware in the way we advertise, lots of ‘green’ products have appeared, along with lots of green advertising explaining the virtues of corporate sustainability policies. But the advertising of environmental products is still often done in a manner that is not environmentally friendly.
This White Paper covers a range of views on the impacts of advertising and marketing on the environment which, when pulled together, provides a comprehensive review of the challenges and opportunities faced by advertisers and their media agencies. It brings together, under one ‘roof’, a selection of work dealing with the issues associated with marketing in a carbon- constrained future, when carbon not only has a moral risk but also a business risk, impacting the bottom line.
Media Agency Relationship Management
We’re all in the communications industry, right? Communication of some form, at least – creating it, planning it, buying it, commenting on it or monitoring it. So how come we’re often so bad at communicating with each other, across the agency–client garden fence?
Too often, agency staffers do not pay enough respect to the intuition of the client, or, even worse, they phrase an innocent comment in a way that is highly likely to be misinterpreted.
Bridging the Great Divides that Limit Marketing Performance
You’ve no doubt heard marketers say, ‘It’s time to break down silos. It’s time to collaborate. It’s time to be consumer-centric’. Progressive leaders have not only identified this, they have taken action and are starting to transform their businesses.
As a business and marketing leader, we understand some of the challenges and opportunities in uniting teams. Here, we look at how the ‘great divides’ are being broken down within leading organisations to overcome duplication of time and effort, speed up go-to-market activity, and ultimately help improve marketing performance.
The Media Rebate and Transparency Crisis
The recent K2 report on media transparency and rebates commissioned by the US-based ANA (Association of National Advertisers) has articulated what we have observed in APAC and especially Australia for the past four years or more.
It has literally been like watching a train wreck in slow-motion. My recent claims of conflict within the AANA (Australian Association of National Advertisers) are driven by frustration over the continued lack of action on this matter, considering we have seen it coming since 2012. But in fact, it all started before then with the GFC.
Improving the Search and Selection Process
Improving the search and selection process to get the right agency. Studies in recent years have discussed the factors that drive clients to terminate their relationship with their advertising or communications agency.
These factors often form the determinants when clients are searching for and selecting a new agency.
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