http:www.trinityp3.com/ “We cannot solve our problems with the same thinking we used when we created them” – Albert Einstein. We’re TrinityP3. We’re a strategic marketing consultancy. For the last fifteen years, our belief has been that creation of better results in business comes from changed thinking. We challenge our clients, and ourselves, to continuously evolve in thought and approach. Marketing reverberates with the pace of change. Technology continues to change society. Something powerful enough to change society inevitably challenges fundamental beliefs and ways of working that have shaped businesses for decades. Nowhere is this more apparent than in marketing, as customers and consumers increasingly control of the way in which they choose to engage with brands. TrinityP3 exists for one reason. Our aim is simple. We want to improve the marketing output of every single organisation that engages us. Generating improvement can mean challenging the norm and changing values within a marketing team or broader organisation. We guide our clients on this journey, emerging in a better place for the marketing team and its attributable effect on the organisation. There are numerous ways in which we can help your marketing operation. Our work takes many forms. We develop new approaches that integrate data and digital into the marketing process. We help marketers strategically align their department in context of their organisation, and navigate that organisation to best effect. We shape, search and aid with selection of optimal agency supplier rosters. We measure the ongoing influence and performance of agency suppliers in a variety of ways, including financial, relationship-based and contractual. The work you ask us to do can be selected from a wide range of report-based assessments. Whilst every report we produce is essentially tailored, we are able to go one step further and create a bespoke project to meet your exact circumstance. We can be involved in holistic assessment of an entire marketing function, or we can focus on specific moving parts. The best work we do, regardless of scope, directly contributes to improved business output, attributable to the marketing teams that hire us. That’s why we exist; that’s our aim.

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How do you
achieve
your maximum
(marketing)
potential?

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We’re TrinityP3 marketing management consultants
For the last 15 years, our belief has been
that creation of better results in business
comes from changed thinking. We
challenge our clients and ourselves to
continuously evolve in thought and
approach.
Technology continues to change society.
Something powerful enough to change
society inevitably challenges fundamental
beliefs and ways of working that have
shaped businesses for decades. Nowhere
is this more apparent than in marketing,
as customers and consumers increasingly
control of the way in which they choose to
engage with brands.
TrinityP3 exists for one reason.
Our aim is simple. We want to improve the
marketing output of every single
organisation that engages us.

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How we work
Our work takes many forms. We develop new
approaches that integrate data and digital into
the marketing process.
We help marketers strategically align their
department in context of their organisation, and
navigate that organisation to best effect.
We shape, search and aid with selection of
optimal agency supplier rosters.
We measure the ongoing influence and
performance of agency suppliers in a variety of
ways, including financial, relationship-based
and contractual.
The best work we do, regardless of scope,
directly contributes to improved business
output, attributable to the marketing teams that
hire us. That’s why we exist; that’s our aim.

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Local, Regional And Global
TrinityP3 works across Asia-Pacific including Australia, China and SE Asia with offices in Sydney,
Melbourne, Hong Kong and Singapore and globally through our membership in the Marketing FIRST
Forum (M1F).
M1F is a global collective of like minded marketing professionals providing global expertise and local
knowledge to assist marketers achieve maximum marketing potential and value.
TrinityP3 and M1F are aligned to provide globally consistent services, tools and processes but with
local market knowledge. The M1F structure often mirrors our clients own business unit structures.
Thus, as a united team we work efficiently and effectively to the benefit of our clients.
View more information on M1F at http://www.m1f.org

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Our Scope of Work
Marketing Performance
Services:
1. Marketing business
alignment.
2. Budget KPI and ROI
setting.
3. Marketing structure
process review.
4. Marketing planning
process review.
5. Sustainable marketing
assessment.
6. Relationship
performance evaluation.
Agency Performance Services:
1. Strategic supplier alignment/
Relationship management.
2. Supplier search.
3. Agency selection / Pitch.
4. Media buying benchmarking.
5. Agency assessment
modelling.
6. Contract reviews.
7. Contract negotiations.
8. Scope of work management.
9. Rate card review
(Ad Cost Checker).
Delivery Implementation
Performance Services:
1. Engagement agreements.
2. Relationship performance
evaluation.
3. Production management
assessment.
4. Production transition
management.
5. Sustainability assessment.
6. Results report assessment.
7. Media performance
assessment.
View our full scope of services at http://www.trinityp3.com/services/
TrinityP3 has more than 15 years experience and expertise in providing specific services to achieve
maximum marketing potential. These services are provided to our clients on both a project basis
and as part of a more expansive optimisation process.

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Our Clients
Ikea
ING Direct
Johnson Johnson
Kraft/Cadbury
Lion Co
Marico Limited
Mazda
McDonalds
Medibank
Movember
Mondelez
NAB
Nestle
News Limited
Nokia
Officeworks
Pacific Brands
Our clients come from all categories and all markets in Asia Pacific and around the world
Panasonic
Pernod Ricard
Reckitt Benckiser
SAP
SCA Hygiene
Singtel Optus
Suncorp
Tabcorp
Tourism Australia
Toyota
Treasury Wine Estate
Virgin Australia
Virgin Mobile
Vodafone
Walt Disney Studios
Westpac Group
Yum Restaurants
We work closely with our marketing, advertising and procurement stakeholders to ensure we
achieve strong and sustainable relationships with their agencies and suppliers.
View our client and agency testimonials at http://www.trinityp3.com/testimonials/
API Priceline
AGL Energy
Audi
Australian Government
Bank of NZ
Campbell Arnotts
Canon
Carnival Cruise Lines
CommBank / BankWest
CSL Hong Kong
Diageo/GAB
Fonterra Brands
Frucor
GSK
Goodman Fielder
Heinz
Honda

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Our Point of Difference
TrinityP3’s key differences to our main competitors include:
1. Extensive Industry Experience: Broad, relevant, industry experience is the cornerstone of
our business, and our consultants have a minimum of 10 years industry experience in their
specialty and market(s).
2. Maximum Value Creation: We deliver value solutions, not cheap alternatives: we focus on
all three elements of time, cost and quality to ensure clients enjoy better value from their
marketing budgets. This is the reason we do not charge a % of $ saved, as cost is only one
measure of value.
3. Qualitative and Quantitative Approach: We do not provide opinion, but instead make
recommendations and provide advice supported by rigorous scientific and quantifiable
methodologies to all aspects of our processes.
4. 100% Independence Confidentiality: We are independently owned and operated. Our
processes are completely transparent; we do not accept payments from creative suppliers
and therefore are not compromised in our dealings with our clients.
5. Total Category Advice: We are unique in that we are a team of over 20 industry specialists,
rather than a ‘one man band’, who consult and manage suppliers across the breadth of the
marketing mix, from creative agencies, through to media agencies, DM, digital interactive,
design, PR, production, marketing services, research and more.
View our website at http://www.trinityp3.com/

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Marketing Management Tools
We have developed a range of marketing management tools
Details can be found on our website at
http://www.trinityp3.com/

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Powerful tools to drive optimal outcomes.
One thing that separates TrinityP3 from our
competitors is the amount of IP we have at
our disposal.
Built over fifteen years, our data does not
just sit on a shelf; it is used in tools and
applications that allow a rich vein of
information to be tapped.
When added to the experience and
knowledge of our consultants, our marketing
management tools are powerful aids in
driving optimal, tailored project outcomes for
you and your business.
We recognise that sometimes, all you need
is a quick dive. That’s why many of our tools
are available for use by you directly, or in
conjunction with a bigger consultancy
project. The choice is yours.

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Benchmarking your agency rates
Ad Cost Checker is an online database
of all of the agency rates across agency
management, strategy, account
management, media, digital, creative
and production.
The database covers more than 20 markets
and growing including Australia, New
Zealand, China, Indonesia, South Korea,
Japan, UK, Spain, Switzerland, Portugal,
Italy, France and India.
The system automatically ensures only up
to date data is included in the benchmarking
and will exclude any benchmark where
there is not enough current data to make it
statistically significant. This ensures you
only get robust and reliable rate
benchmarking.
You can access Ad Cost Checker at
http://adcostchecker.com/

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Calculating agency rates and salaries
The TrinityP3 Resource Rate Calculator is
an mobile phone app available for free for
the iOS, Android and Windows platforms.
It allows you to calculate the number of
billable hours per year, the overhead and
profit multiple and convert agency hourly
rates into annual salaries and annual
salaries into hourly rates.
Believed to be the first mobile app
developed by a Marketing Management
Consultancy it is regular updated and in
high demand.
It is available free to download from the
Apple App Store, Google Play and Windows
Find out more or download your own
version here http://www.trinityp3.com/
mobile_apps_for_business/

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Finding the right agency or supplier
Finding the right supplier or agency can be
difficult. There are not many sources where
you can access details on:
1. Offices Ownership
2. Associations
3. Philosophy / Market Positioning
4. Key Personnel
5. Capabilities
6. Clients and Relationship Duration
7. Awards
8. Work examples
This extensive database is kept up to date
by the agencies and checked by TrinityP3
consultants visiting agencies on a regular
basis.
It forms an invaluable resource for agency
search projects across the region.
For more details check out
http://www.trinityp3.com/agency-register/

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Measuring collaboration and performance
There are innumerable survey tools for
measuring supplier performance and
agency relationships, but only Evalu8ing
measures all of this and also measures and
manages collaboration and alignment.
The system was developed in 2007
and since then has been used to evaluate
hundreds of relationships both across
suppliers rosters and also internally
within organisations to align teams and
departments to common goals and
objectives.
Evalu8ing lets you measure and manage
how up to eight teams, departments, groups
or companies work together and identifies
where there are issues and problems.
To find out more on Evalu8ing Performance
and Collaboration click here
http://www.evalu8ing.com/

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Identifying if you have the right media agency
Media has become increasingly complex
and less transparent, making it difficult for
advertisers to access if they have the right
media agency for their needs.
Calibr8or is an innovative platform that
provides an objective and quantifiable
evaluation of the capabilities, skills and
effectiveness of media agencies, and
through that, a fact-based method to match
media advertisers with media agencies
based on the profile of their specific needs.
It also provides media agencies and media
owners with a quantified understanding of
their strengths and capabilities compared to
the market offering.
To find out more on Calibr8or click here
https://calibr8or.com/

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Case Studies
Our full suite of case studies are available at
http://www.trinityp3.com/blog/case-studies/

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Re-defining Aligning the Media Value Chain
Company Category: Financial Services
Challenging Problem: The marketing team wanted to ensure they had the best media agency in place
for the immediate future and engaged TrinityP3 to undertake a media agency search selection.
Creative Solution: In talking with the team it was clear that while their current media strategy, planning
and buying structure was very traditional, their strategic requirements were increasingly not. Rather
than simply test the current structure and suppliers we undertook a strategic review of their
requirements, the current suppliers and internal resources delivering these services. The process
showed that there were significant duplications, gaps and misalignments in the current structure that
needed to be corrected by replacing the current legacy supplier structure with a customised, purpose
built structure and process.
Process: TrinityP3 interviewed the key internal and external stakeholders on their strategic
requirements both for now and the immediate future and determined the perception on the capability of
the current suppliers to deliver these. Then we interviewed the agencies to differentiate between
perceived misalignments and actual misalignments. We also obtained financial data for the past year
and the proposed future investment and were able to create a model of the current state and compare
this against the strategic requirements. We were also able to create a number of future models to better
meet the strategic channel needs.
Timeline: This project had 3 phases which were completed within 9 - 12 weeks.
Result and feedback: Rather than simply changing agencies, the marketing teams were able to create
and implement a more efficient media and channel value chain with some services established and
developed in-house for greater flexibility, and external suppliers reorganised and one new supplier
appointed. The result is a more focused delivery of the strategic media and channel requirements.
Cost to client: $65,000

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Remuneration Benchmarking Modeling
Company Category: Global FMCG
Challenging Problem: TrinityP3 was asked to review the remuneration arrangements of a Client’s two
creative agencies. These relationships had been in place for many years however there was a sense
that the rates may have been above market.
Creative Solution: TrinityP3 benchmarked the rates and also the level of resources supplied by both
agencies. Against benchmarks it appeared both the mix of resources provided and the level were
excessive. In addition the head hour rates were well above market. TrinityP3 recommended a
restructuring of the remuneration model to be an “all inclusive retainer” which allowed the client to buy
the same level of resource currently on rate card at a cheaper price. TrinityP3 also assisted in the
rationalization of the agency roster as there was no apparent benefit having the work spread across
two agencies.
Process: TrinityP3 benchmarked to client “Scope of Work” for the following year and asked each
agency to submit a remuneration proposal based on the Scope and new remuneration model. TrinityP3
then assessed the responses providing advice to the client’s procurement team on the appropriate
negotiation strategies.
Timeline: This project had 3 phases which were completed within 8 weeks.
Result and feedback: The client achieved significant monetary and efficiency savings over the current
model in the area of $480,000, and has been used as a model for the company in other regions where
we have assisted in delivering the same outcome in Hong Kong, Malaysia and most recently Japan with
a total saving of more than $12 million.
Cost to client: $85,000

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Remuneration Negotiation
Client Category: Beverage Company
Challenging Problem: The client had a process of annual negotiations where the agencies would
respond to a scope of work with a proposal of resources and costs. But a recent rationalisation of the
roster had seen and increase in agency proposed fees rather than the fall due to the desired economy of
scale. The negotiations had reach a virtual stalemate with an insurmountable disagreement with the
agencies on the level of remuneration.
Creative Solution: Taking the marketers scope of work, we applied our resources benchmarks to
calculate the agency resources required and the associated costs. This created an independent reference
point to compare the agency proposals as we went into the negotiations.
Process: The scope of work for each brand and each agency was provided and benchmarked for
resource level, mix and cost. This was compared to the agency proposals and the result discussed and
the preferred end position of the negotiation agreed with the client team before negotiation recommenced.
Timeline: The benchmarking across all brands and various agencies took 4 weeks before the negotiation
process continued.
Result and feedback: The final negotiation delivered savings on the agencies original proposals that in
excess of a 40 times ROI on the TrinityP3 cost. This was achieve by moving the focus from the fee alone
to the resource level and mix required to deliver the scope of work.
Cost to client: $18,000

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Master Media Buying Agency Selection
Company Category: Government Administration
Issue: Government was required by policy to undertake an open tender for master media buying.
Challenging Problem: The collective Government media spend represented one of the largest accounts
in the market, which made it highly desirable for most media agencies. But the complexity and diversity of
the media needs across the account made it one of the most challenging, as well with special requirements
in NESB media and regional media meaning that few media agencies had the depth of skills to properly
service the account.
Creative Solution: TrinityP3, under strict confidentially agreements, developed a series of weighted score
cards based on experience, expertise, capabilities of the agencies and their proposed resources. These
score cards were used to evaluate the many tender responses to efficiently and thoroughly identify the
agencies with the skills required. TrinityP3 was also able to assist with the benchmarking of resources in
regards to cost and output utilisation, which became the basis of negotiation with the successful agency.
Process: TrinityP3 was initially engaged in the planning of the project and was able to review the process
with the Departmental stakeholders, procurement and probity. TrinityP3 provided industry input into the
RFP and developed the weighted score cards which were used to evaluate the tender responses. The
shortlisted tenders were then benchmarked by TrinityP3 against our industry benchmarks and the report
became the basis of the selection process and negotiation.
Timeline: For a major contract, this process was undertaken over a 4 month period with TrinityP3 involved
every step of the way.
Result and feedback: The process yielded a new media agency to manage the Master Media Buying
Contract with a higher level of specialist resources in online and regional media with no increase in cost.
Cost to client: $32,000

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Remuneration Assessment
Company Category: Tourism
Challenging Problem: The Department needed to confirm its remuneration arrangements were
delivering value which would allow the agency to be reappointed without a costly and disruptive pitch
process.
Creative Solution: Agency Remuneration Benchmarking and subsequent SOW Benchmarking were
undertaken for the following year to assist in determining the level of remuneration going forward.
Process: The agency was asked to provide a completed data pack which was used to review and
benchmark the relationship to date. Following the presentation of the initial findings the client provided
TrinityP3 with the proposed SOW for the following year which was then used to provide the client with a
negotiation position to be put to the agency.
Timeline: Upon receipt of the completed data pack from the agency the process took 2 weeks.
Result and feedback: Client achieved their desired outcomes with no disruption to the current workflow
and continue to enjoy a discount to the market value of their retainer. The agency has been reappointed
without the need to participate in a costly pitch and saw the involvement of TrinityP3 as an integral part of
the process.
Cost to client: $19,000.
Savings included no pitch cost and also 10% saving to market on benchmark value of retainer.

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Channel Strategy Review
Company Category: Airline
Challenging Problem: TrinityP3 was engaged to review the current retail and tactical strategy
development and go to market program. The global airline industry was suffering a fall in seat sales and
it was felt that the current process was not delivering the innovation and results to maintain market share.
Creative Solution: Reviewing the retail and tactical work of the pat 12 months it was clear that the retail
and tactical offer team were delivering the same price offerings across the same media channels as the
competitors.
Process: TrinityP3 inserted a team into the marketing department across a 72 hour period to meet,
observe and interview all of those people responsible for the development and delivery of the retail and
tactical sales offering. The team also met and interviewed the other customer facing and customer
relationship manage areas within the business. It was found that the category and the teams had fallen
into a discounting mentality, competing with the immediate competitors rather than developing a value
focused strategy. Channel selection, by default, was also driven by competitor activity.
Timeline: This project had 3 phases (Project establishment, discovery, recommendations) which were
completed within five days.
Result and feedback: The diagnosis was that the teams and the process were to competitor focused,
rather than customer focused. The report provided the marketing team with seven innovations and
opportunities that could be deployed immediately to break this focus and realign the sales and retail
offering to the customer focused brand strategy. It also provided recommendation on the changes that
needed to be incorporated into the current process to ensure the process maintained this focus and did
not default back.
Cost to client: $12,800

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Creative Agency Search Selection
Company Category: Global Telecommunications
Brand or Issues: Entire organisation e.g. brand communications, retail network, sponsorships, digital
and direct response, direct and CRM, consumer and business proposition communications.
Challenging Problem: Client engaged TrinityP3 to facilitate a full service creative agency search and
selection process, due to the various business units all using a number of different creative agencies,
and their dissatisfaction with their current lead creative agency. There was a lack of synergy in all of
their communication in the market, and high levels of cost and administration in using numerous
agencies.
Creative Solution: TrinityP3 facilitated the entire process from searching for appropriate agencies in
the market, to developing each stage of the selection process to fit the client’s needs.
Process: The process can be summarized into the following stages; 1. Establish the brief, 2. Review
the market 3. Credentials review (RFI), 4. Full day strategy workshops 5. Financial proposal (RFP),
6. Digital and direct response capabilities review, 7. Creative presentations, 8. Negotiation.
Timeline: Entire project took a total of 15 weeks from initial briefing to contract being signed with the
new agency. TrinityP3 works with clients at the initial briefing to develop a timeline that best fits their
needs and timing expectations.
Result and feedback: Client very happy with the result, the process and advice provided and the
current relationship now provides the transparency, as well as accountability that was lacking. Client
has since engaged TrinityP3 to conduct the search and selection process for their media agency.
Cost to client: $55,000

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Executive Summary

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Executive Summary
• TrinityP3 has subject matter experts across the full range of marketing, media and
advertising disciplines and each has more than ten years experience in their area of
specialty.
• As an organisation we have experience across all marketing categories including
FMCGs, automotive, retail, financial services and the like.
• We have extensive database information on industry rates, salary benchmarks, rate
card rates and resource planning across all markets we operate.
• We provide the strategies and knowledge to improve and optimise marketing
performance, supplier performance and the performance of your delivery and
implementation.
• But most importantly, we work with marketers, procurement, marketing services and their
service providers to develop and implement processes that deliver alignment and
greater efficiency and therefore effectiveness for the marketing.
• In this way we assist marketers and procurement achieve maximum marketing potential.

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Executive Summary
• Marketers focus on developing the marketing strategies and executions to deliver their
business objectives (EFFECTIVENESS).
• TrinityP3 assists marketers to manage the marketing process and so deliver the resources
and services to them in the most cost and time effective way possible (EFFICIENCY).
• TrinityP3:
• Delivering value solutions, not simply lower prices
• Use a quantifiable scientific approach
• Improving relationships effectiveness
• Providing understanding insight
• 100% independence confidentiality
• Broad, relevant industry experience
• Fixed project cost upfront
• Maximising marketing potential

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Reference
For more information please click on the following links:
• Range of services – http://www.trinityp3.com/services/
• Current client list – http://www.trinityp3.com/clients/
• Client testimonials - http://www.trinityp3.com/testimonials/
• Agency testimonials - http://www.trinityp3.com/agency-testimonials/
For our Marketing Management Tools please click on the following links:
• Ad Cost Checker - http://adcostchecker.com/
• Resource Rate Calculator App - http://www.trinityp3.com/mobile_apps_for_business/
• Agency Register - http://www.trinityp3.com/agency-register/
• Calibr8or Media Agency Capability Strengths - https://calibr8or.com/
• Evalu8ing Relationship Performance Collaboration - http://www.evalu8ing.com/

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To achieve maximum marketing
potential, please contact
Sydney
+612 9964 9900
Melbourne
+613 9682 6800
Hong Kong
+ 852 3478 3982
Singapore
+ 65 6631 2861
people@trinityp3.com
www.trinityp3.com