Darren Woolley

Nov 22, 2021

Where is it written that marketers must write ...

Clients think they write great briefs. Agencies disagree. Who's right? In search of an answer, the founder and CEO of pitch consultancy TrinityP3 compares the situation to other professions, such as architecture, the law and medicine.

Aug 4, 2021

When advertisers hoard hot agencies

It's common practice for big brands to tie up the best and brightest agencies in exclusive contracts that effectively take them out of the market, according to the founder and CEO of consultant TrinityP3. Is this anti-competitive bullying, or just smart business?

May 27, 2021

Are advertisers to blame for agency inefficiencies?

Compensation practices make it difficult, if not impossible, for agencies to justify the cost of investing in the technology they need to optimise their production operations, writes the founder and CEO of TrinityP3.

Apr 7, 2021

How agencies are increasingly profiting from ...

Agency retainer models fail to incentivise a reduction in staff churn with consequences for both employees and advertisers, says one industry consultant.

Mar 2, 2021

The often-hidden costs of in-house agencies

The founder and CEO of marketing consultancy TrinityP3 uses a side-by-side comparison to dig into the costs you might not have considered.

Dec 18, 2020

Does Coke's pitch of its entire global agency ...

The company certainly ruined a lot of holiday seasons for incumbent and hopeful agencies alike. But what is the move actually meant to accomplish? TrinityP3's founder and CEO considers the possibilities, and the risks.