P3 REBRANDS AND EXPANDS AS TRINITY P3

Australian marketing management consultancy P3 has undergone a name change to reflect its recent expansion into the international market and a new strategic direction. The company will trade as TrinityP3.
The company has recently opened offices in Hong Kong and Singapore, with a view to expanding to Dubai, London and the US in the coming years.
“The addition of Trinity to the P3 name is a reference to the importance of balancing the trinity of cost, time and quality in the increasingly complex marketing communication category," said managing director Darren Woolley, who is a former Melbourne ad agency creative (pictured).
“Smart, sophisticated marketers have already realised that the paradigm has changed. Multi-channelled, interactive, co-ordinated and customised communications are needed to effectively engage today’s consumer. With this comes the need to strategically manage an ever-growing number of channel specialist, communication suppliers. TrinityP3 will be helping marketers achieve strategic alignment, constant process improvement and monitoring on-going performance with operational assessments."
TrinityP3’s renewed focus on strategic alignment will entail making sure all aspects of marketing communications processes are seamlessly aligned with objectives from business to supplier.
On the process improvement side, the emphasis will be on improving speed to market and cost efficiency while enhancing quality through process improvement and skill training.  
Finally, on the operational assessment front, the focus will be on ongoing assessments to monitor the marketing communications process to identify improvement opportunities across production, media, environmental impact and all aspects of marketing communications. 

32 Comments

Anonymous said:

Well that's just fucking great!

Anonymous said:

sounds like they have swallowed a marketing jargon book and spat it out randomly - bollocks

Anonymous said:

Does that press release come with subtitles?

Anonymous said:

Why would Woolley bother sending this release to a creative blog when his audience is marketers? Because deep down in his heart he is angry with the creative world and wishes to show us all that he is now successful...

Anonymous said:

Phew.
Here I was thinking I was going to be stooged by my trusted agency and business partner. I'd much rather give money to an irrelevant 3rd party who has no understanding of my client/agency relationship.
Fuck I hope they can save me $200 on catering at my next shoot. I feel like I'm being shafted royally.

Anonymous said:

who gives a shit.

Anonymous said:

So i spend a few grand, if not tens of thousands with this guy in the hope that he'll catch some production company or agency trying to squeeze a dollar out of this already miniscule margin business.

What's the pay off for clients, they spend money to save a bit here and there. I just don't understand it, but I guess when we've got clients spending 50% of production budgets on research then it just shows they'd rather throw good money after stats & data that in the end won't help them do a thing.

My advice to clients reading this is to keep focused on the big picture, if your agency and the chosen production company have plans to get you there, trust will save you more money than P3. I guess good clients understand this.

Anonymous said:

So that's what David Schwimmer's been up to.

Anonymous said:

8:44 It's simple - Another name for P3 could well be "ARSE COVERAGE ARE US"

That's why clients use them, research and people like Monty- to cover their arse.

If a client spends millions of dollars of his company's money on gut feel or what we say will work best, and it doesn't work, they're out of a job.

"Good clients" as you call them, have a finely honed gut feel just like the best of us do. But on the OFF chance that they've got a tummy ache that day, they can go to their boss when it doesn't work and say "but gee Bob, I ran it past ARSE COVERAGE ARE US!?"

No amount of blog posting or anything else will ever, ever change this. Or the growth in the arse covering industry.

Anonymous said:

9.26pm: you hit the nail square on the head.

Anonymous said:

Blow us all, 10:14. You either have a vested interest in the 'arse covering industry', or you're too lily-livered to take a stance for the work, or to persuade clients that the best people to make the final decision about their brand are not some fucking number-crunching, pie-chart loving third party, but their own agency. That's what they hired the agency for in the first place.

People like you help perpetuate this bullshit. What's next, a satellite industry to safeguard against any possible oversight by the 'arse covering industry'? This kind of cowardice just helps to ensure that the standard of work gets shitter, not better.

Anonymous said:

Listen 12:36, we're on the same fucking side you brain doner! (actually no, I've just thrown you off mine).

I despise all those "hurdles". I'm just pointing out to 8:44 and other dimwits why the environment exists. And those of us who know, know how to work that system and still win metal and be led off the stage by the babe in the shimmering cocktail dress.

Now both of you get over here, it's time for your slapping!!

Anonymous said:

A few times now I've watched as a client used P3 to look at a production budget. They squeeze some dollars out of an already tight budget, so the production company and agency have to make do with less money to put on screen. Meanwhile that money that was "saved" was more than offset by the cost of P3. So the upshot is P3 make some money and the production suffers. It's no coincidence that some quite large production companies have gone bust latey. I don't mean P3 caused that, I'm just saying, these people (production companies) aren't ripping clients off, they're struggling to survive.

Anonymous said:


"trying to squeeze a dollar out of this already miniscule margin business."

Wow, Dave Deneen must be busy...those miniscule margins just paid for his 2.7 million dollar boat.

Anonymous said:

I've done a job that P3 audited, had no trouble with them. They failed to find the secret comission that was paid to the agency owned production company that did absolutely nothing but create an invoice.

Anonymous said:

David Deneen has been directing for nearly forty years - thats why he is good and thats why he has made money. You gotta be a rich kid or marry well to afford directing as a career these days.

Anonymous said:

P3 are fking annoying with no real end value. Hopefully clients that use them will wake up to themselves and realise it's all a waste of their already-tightened marketing budgets.

Anonymous said:

Dave Deneen has been doing his thing for over 30 years and is pretty good at it.
He's also a smart guy and I'm sure has made some smart investments along the way
that are paying for is his boat. The Australian industry has been squeezed to within
an inch of its life over the past 8 to 10 years, the industry is now so
devalued it will be interesting to see if going forward it can retain the talent required to produce inspired work. P3 are part of the team trying to push good creative past the point of no return so that they can control the process with clients like a widget factory. The good news is that the smart clients realise that companies like P3 don't add any value and if anything undermine the creative and production processes.

4:12, if you weren't so busy being a smart ass you too might be able to buy flash boat one day.

Anonymous said:

2:53, good then! Except I'm a brain donor, not a brain doner. A brain doner's what cannibals eat at 3am after a bender, with garlic sauce, and maybe some tabouli.

Anyway, the consensus seems to be that P3 is parasitic.

Anonymous said:

@4:35 "Hello, my name is Mr Snrub, yes, that'll do, I think you should give all the money back to the Nuclear power plant."

Anonymous said:

Mmm, brain doner. Yum.

Anonymous said:

"strategically manage an ever-growing number of channel specialist, communication suppliers" Gee I never knew engaging suppliers was that verbose. Wow with P3 you can have more meetings, more presentations and more reports about doing stuff that you use to do without thinking about it. In effect this keeps you at work for longer hours and away from doing your actual job. Now thats value!

Anonymous said:

When are you fools going to realise that outfits like P3 have become necessary because of your obsession with doing things that are actually contrary to the interests of your clients? ie: winning awards.

Anonymous said:

That's funny 5:56! I'm taking a credit though.

2:53

Anonymous said:

Fuck off 10:37AM

Who doesn't work for their own interests?

Lawyers, accountants, strategic consultants, research companies?

Who?

What about investment bankers? They charge huge fees to execute deals that invariably lose client's billions in investor value.

And when it becomes clear the CEO has been sold a pup, he steps down looking like a goose.

If marketers are so lame that they can't work out what's in their business' interests without some external nerd whispering in their ear, they should get out of the game.

What are they getting paid for?

Anonymous said:

10:37 - Excuse 11:03 he's not speaking for all of us.

But sorry, as for you, please stay back and write a thousand times -

ALL AWARDS ARE A BY-PRODUCT OF DOING EFFECTIVE WORK
ALL AWARDS ARE A BY-PRODUCT OF DOING EFFECTIVE WORK
ALL AWARDS ARE A BY-PRODUCT OF DOING EFFECTIVE WORK
etc
etc

Anonymous said:

Sorry 3:14PM

I didn't mean to suggest that I was talking on yours or anyone else's behalf.

My point is that everyone is pursuing their own interests, including P3.

It's in his interests to sign more clients on for more services than they need even if they purport to be geared towards protecting their interests.

The role of a marketer or anyone else is to be savvy enough to spot it and put an end to it without the need for lame advice from someone who makes money out of making others feel useless..


Anonymous said:

3:14, that was how awards started - as a bonus for good work. They were the very end of the process.

Now they're the starting point. An end in themselves.

That's a perversion of the whole point of advertising.

That is and was my point.

Love, 10:37.

Anonymous said:

6.14 - that may be the most intelligent comment I have ever read on this blog. Puts perspective on not just this conversation but all the other crap that's been posted about Cannes etc.

Anonymous said:

If TrinityP3 are so good why don't they go about creating a new charging structure for ideas. I recently saw our account service department charge out $120K for head hours and $10K for the creative development. The comment was made that clients feel comfortable paying this amount for account service. The creatives... 2 teams and a creative Director worked on this clients work for 3 weeks. The Account service department basically picked up the phone a few times, wrote a creative brief (generally spent 2.5 whole days working on this account) and we have to outlay our fees like this. As the creative director on this project I can tell you that he didn't add any thinking to the process he was just there. Occasionally.

Anonymous said:

What makes this guy so qualified? If he really is that good he may be able to help the industry make more money rather than taking away from it. Advertising isn't what it used to be and won't ever be again. When there's less money for production everyone suffers. Unfortunately the client suffers the most. The decision has to be made... Do I get a second rate actor? or a second rate DOP?

Why is it that clients never see through this stuff. Question the motives people? Do you really think this guy wants to save 'you' money?

Anonymous said:

10.37... This ain't the answer to the problem of awards. This is just another example of the ad industry's own child eating it's very own.

The more money that get's sucked out of this industry the less money there is to pay decent salaries because hey guess what? We're all owned by accountants who have shit loads of shares. Then the CD says "Money when you bring in the Awards kids" It's little wonder these kids are running around driven by awards. They have to if they want to try and get somewhere in an industry that has them work night after night, weekend after weekend to try and get ahead.

So 10.37... You may have started in this industry when the lunches were a plenty, inflation was pretty low, houses affordable and life generally pretty good because it was advertising and advertising paid reeeeeal gooood... But times have changed mate. It actually sucks to be a young buck that hasn't got a rich baby boomer parent.

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