What TrinityP3 does

TrinityP3 Pty Ltd is a Sydney-headquartered marketing management consultancy founded in 2000 by Darren Woolley (originally as P3, rebranded in 2008) that advises CMOs, marketing procurement teams, and agency leaders on agency selection, roster optimization, fee benchmarking, media transparency, and marketing transformation. The firm has advised 300+ companies across five continents and claims to have delivered up to 20% productivity improvement per engagement and $12 billion in audited marketing productivity value cumulatively.

The firm's product surface combines custom professional-services engagements with proprietary tooling: Evalu8ing (online collaboration survey), Ad Cost Checker (rate benchmarking calculator), Agency Fee Decision Tree, Agency Operating Index, Agency Register platform, BetterPitch suite (Coaching and Check), Verificom Toolkit, and the newly launched AI-powered AI Agency Search service. These tools are underpinned by 20+ years of accumulated agency fee and operating benchmarking data and are supported by content assets including the long-running Managing Marketing podcast, Media Angles podcast, TP3for5 newsletter, and annual research reports such as the New Business Report 2025 and State of the Pitch.

Revenue is generated exclusively through project-based professional-services engagements, with custom proposals, 30-day payment terms, and a senior consultant bench of approximately 30 practitioners (each with at least 15 years of industry experience) delivered through offices in Sydney (HQ), New York, London, and Zürich. The firm is privately held, founder-led, and shows no evidence of external institutional investment or M&A activity.

Name

TrinityP3

Legal name

TrinityP3 Pty Ltd

Website

https://trinityp3.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

TrinityP3 is a Sydney-based marketing management consultancy advising CMOs, procurement teams, and agencies globally on agency selection, roster optimization, fee benchmarking, and marketing transformation via proprietary tools and senior practitioner-led engagements.

Ownership category

akta.pro rank

Headquarters

HQ city

North Sydney

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Consulting Services: Custom professional consulting engagements covering marketing transformation, procurement advisory, agency selection, agency roster optimization, and media transparency evaluations. Engagement terms are defined in proposals with fees paid within 30 days of invoice

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

TrinityP3 is a marketing management consultancy that provides independent advisory on marketing operations, marketing transformation, agency selection and roster optimization, procurement, and media transparency and commercial evaluations. Engagements are underpinned by proprietary benchmarking tools (Evalu8ing, Ad Cost Checker, Agency Fee Decision Tree, Agency Operating Index, Agency Register, Verificom Toolkit) and are delivered by senior consultants with minimum 15 years of industry experience across five continents.

Product overview

TrinityP3 is a marketing operations management consultancy offering a platform of proprietary tools, consulting services, and content resources. The core offering includes advisory services in marketing transformation, agency selection, procurement, and media optimization, supported by proprietary tools including Evalu8ing (team collaboration survey), Ad Cost Checker (advertising cost benchmarking), Agency Fee Decision Tree (fee model selection), and Agency Operating Index (benchmarking). Additional tools include the Agency Register platform, BetterPitch suite for pitch processes, Verificom Toolkit, Calculators, and Finance Fluency Quiz. Content offerings include the TP3for5 Newsletter, Podcasts (Managing Marketing, Media Angles), and industry research reports (State of the Pitch, New Business Report 2025). The company leverages 20+ years of global industry data to deliver consulting engagements focused on productivity and performance improvement.

Differentiator

Problem solved

Functional benefit

Brands

• Evalu8ing: An online collaboration survey tool used by businesses to measure and drive team performance. It provides a total performance evaluation system for collaboration and teamwork across internal teams, business partners/suppliers, and marketing teams with agencies.

Products and services

• Evalu8ing An online collaboration survey tool that measures and drives team performance across five key areas: Strategy, Project Management, Communication, Culture and Collaborative Behaviour. Features 140 questions with a 15-20 minute completion time and reported 90%+ completion rate. Used by clients to evaluate internal teams, business partners/suppliers, and marketing-agency collaboration.
• Ad Cost Checker An advertising cost benchmarking calculator that statistically benchmarks hour rates and fees for creative, media, digital, social, design, and advertising production. Used by agencies and clients for rate benchmarking.
• Agency Fee Decision Tree A proprietary decision-support tool that walks users through pros and cons of different agency fee structures to determine the right agency fee model for their needs. Used by marketers and procurement teams selecting agency compensation models.
• Agency Operating Index An industry benchmarking tool that provides metrics and comparisons for agency operational performance, used by marketers and agencies to assess operating effectiveness.
• Agency Register A platform for advertising agencies and media or marketing suppliers to register with TrinityP3 to improve business performance visibility and be considered for client pitches.
• BetterPitch A suite of agency pitch services comprising BetterPitch Coaching, BetterPitch Check and related tools designed to help clients and agencies run better pitch or tender processes. Used by marketers running agency searches and by agencies responding to pitches.
• Verificom Toolkit A proprietary toolkit for verification and validation purposes in marketing operations, used by clients to assess agency claims and marketing operations integrity.
• Marketing Operations Consulting Core consulting practice covering marketing transformation, procurement advisory, agency selection, agency roster optimization, and media transparency and commercial evaluations. Delivers up to 20% productivity and performance improvement for major organizations and has delivered audited $12 billion in marketing productivity and performance value across 300+ companies.
• AI Agency Search An AI-powered agency search and selection service that helps clients find the best-fit agency for their needs using TrinityP3's proprietary data and tools.
• Marketing Transformation Consulting service helping organizations develop roadmaps for marketing transformation journeys, including technology partner selection and martech optimization.
• Agency Roster Alignment Advisory service for assessing and managing the effectiveness of agency rosters, including building bespoke roster models for major organizations.
• Media Value Operational Review A review process evaluating media agency performance and value, typically tailored to address specific client concerns.
• Procurement Advisory Consulting service supporting marketing procurement teams with agency fee benchmarking, commercial evaluations, contract negotiations, and total cost of ownership analyses.
• Production Consultancy Consulting service providing production process and assessment support, a continuation of the firm's original P3-era remit focused on creative production.
• Agency Credentials and Positioning Consultation Advisory service supporting agencies on credentials, positioning, and pitch story refinement for new business growth.
• Billable Hours/Rate Calculator A standalone calculator that converts hourly rates to annual salary equivalents and vice versa, used by agencies and clients for rate card benchmarking.

Quantifiable outcome

• Delivers up to 20% productivity and performance improvement for clients
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators6 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• ID Comms: Specialist media and marketing consultancy focused on agency remuneration, contract benchmarking, and media transparency. Direct competitor to TrinityP3's media and procurement advisory practice, particularly in EMEA markets.
• MediaSense: UK-based media management consultancy that helps advertisers with agency selection, media audits, and agency remuneration. Closest direct peer to TrinityP3, with overlapping service lines in media transparency, pitch management, and agency benchmarking.
• R3 (Reachable, Repeatable, Remarkable): Global consulting firm specializing in marketing transformation, agency search, and pitch management. Directly comparable to TrinityP3 in scope and target buyers (CMOs and procurement leaders) with very similar advisory offerings.
• The Observatory International: Global marketing effectiveness consultancy advising advertisers on agency selection, remuneration, and performance. Direct peer with similar target clients and overlapping scope in agency roster and commercial advisory.

Broad incumbents

• Accenture Song: Accenture's marketing services arm offering marketing transformation, agency selection, and procurement advisory at massive scale. Competes with TrinityP3 on enterprise marketing operations consulting but serves a far broader portfolio of services.
• Ebiquity: Independent media and marketing advisor offering media audit, agency benchmarking, and contract evaluation. Listed media consultancy that competes in similar agency performance and transparency evaluations but at greater scale.

Others

• Wharton Faculty / Source Global Research: Research and advisory firm publishing market intelligence on the marketing services and management consulting industries. Adjacent research provider that competes for the same thought leadership mindshare TrinityP3 cultivates.
• Procurement Leaders: Membership and research community for procurement executives, including marketing procurement. Adjacent ecosystem player rather than direct competitor, but addresses the same CMO and procurement buyer personas TrinityP3 targets.

Emerging players

• Agency Mania Solutions: Provider of agency relationship management software and benchmarking tools. Overlaps with TrinityP3's Evalu8ing and Agency Operating Index tools through a more SaaS-centric delivery model.

Regional players

• Hakuhodo's M&A and consulting arm (Consulting Division): Japan-based advertising agency group with consulting capabilities. Regional player with comparable marketing transformation and procurement-style advisory, focused primarily on APAC markets where TrinityP3 also operates.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/trinityp3
• YouTubeyoutube.com/@Trinity_P3
• Facebookfacebook.com/TrinityP3.GlobalMarketingManagementConsultants
• LinkedInlinkedin.com/company/trinityp3
• Instagraminstagram.com/_trinityp3_

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TrinityP3