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 perils of counting chickens: Why agencies shouldn’t bank on new business revenue
In the fiercely competitive advertising industry, agencies are increasingly using aggressive financial forecasting to sidestep making crucial operational decisions vital to their future. One common but flawed practice is incorporating significant new business revenue into their financial modelling, often exaggerated ...
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 ...
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
The perils of counting chickens: Why agencies shouldn’t bank on new business revenue
In the fiercely competitive advertising industry, agencies are increasingly using aggressive financial forecasting to sidestep making crucial operational decisions vital to their future. One common but flawed practice is incorporating significant new business revenue into their financial modelling, often exaggerated ...
Review of Martech and Adtech stack requirements and performance for a Beverages advertiser – Case study
Challenging Problem “Can you advise us on whether we have the right adtech and martech in our stack?” “What’s the most effective measure of social media now to show that we’re moving the dial on sales growth?” “What are the ...
Advising a Financial Services company on their Martech and Data for customer engagement – Case Study
Challenging problem TrinityP3 is not always known for independent advisory on marketing and advertising technology. However, over the past 18 months we have been helping more and more marketers optimise their approach to martech and adtech as an enabler of ...
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 ...
Assessing Media Agency Contracts – Case Study
Challenging Problem Media agency contracts can be complex and, due to the evolution of media strategies, channel investments and technology, can ‘date’ relatively quickly. While most organisations have in-house legal and procurement expertise, they are often not specifically experienced in ...
Reviewing Media Agency Commercial Arrangements for the Financial Services Sector – Case Study
Challenging Problem This organization operated in a highly decentralized structure whilst using one media agency. The challenges that the client wished to address in this project included: Establishing a consistent operating practice Agency governance Understanding strengths and challenges of current ...
Media Agency Pitch Management for the Higher Education Sector – Case study
Challenging Problem Our client had been working with a respected agency partner in a long-term relationship. However, there was an internal requirement to stress-test the market when the pace of change in the organisation increased, which necessitated rapid evolution of ...
Creative Agency Pitch Consultation – Case study
Challenging Problem The agency was participating in numerous pitches, but the strike rate of wins was not high enough, and there was a frustrating number of ‘close second place finishes’ to contend with, resulting in morale challenges alongside the central ...
Agency Roster Alignment for FMCG Sector with Composite Pitch – Case study
Challenging Problem The client was operating with multiple agencies, some of which were remunerated on sizeable retainers and not all of which operated seamlessly with each other. Consequently, core challenges related to the effectiveness of relationship and operation, management and ...
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 ...
Our Latest Podcast:
Managing Marketing: The Trials And Tribulations Of An Advertising Recruiter
Belinda Lodge is the founder and CEO of iPopulate, a well-known recruitment agency for advertising professionals. In a frank and wide-ranging discussion, Belinda and Ellie talk about bootstrapping a business with $400 and a milk crate, what a good recruitment consultant can bring to the table, and how perception of ...