Trinity P3 for FIVE: Welcome to 2025 – here's what you missed over the Summer break
Trinity P3 Global Marketing Management Consultancy
Solving the six biggest challenges facing marketing to improve productivity and performance within the organisation.
Welcome to TrinityP3 for FIVE. A curated newsletter of the five things the TrinityP3 team thinks you need to read this week.?
As the media and advertising industry gears up for another big year we thought our first edition of 2025 should cover the big stories that happened over the break and how they’ll impact the market this year.?
And don’t forget you can sign up to the email version of the newsletter here or the LinkedIn version here. We have also launched an experimental AI audio edition here.
This week’s curator is Darren Woolley , Global CEO of TrinityP3.?
January 19, 2025
THE FIVE
1. ALL EYES ON POTENTIAL TIKTOK BAN
As this newsletter goes out on January 19, the United States are on the cusp of banning TikTok – if a suspension of the deadline doesn’t come through before then. Last year the US government ruled that Chinese tech firm ByteDance had to either sell TikTok’s American assets by January 19 or have the platform banned entirely – with lawmakers citing national security concerns. TikTok’s lawyers argue that the ban would lead to “massive and unprecedented censorship”.
The app has more than 170 million users in the US, and is expected to have reached US$12.3 billion in ad revenue from the American market alone in 2024.
In a fairly ironic response, Americans have been labelling themselves “TikTok Refugees” and moving over to the Chinese social media app RedNote, or Xiaohongshu – sending it to the top of US app download rankings.
Why it matters (DW): First, let’s consider that 13 countries including Australia, Canada, Denmark, France, the Netherlands, New Zealand, Norway, the United Kingdom, USA and the EU, have banned the app from government employee phones, and six more nations have banned it from their countries. You have to wonder if this is something that is popular but just not good for us. Sure, it will be one less social media platform, but some will argue it’s the right move.
2. AMAZON MAKES RETAIL MEDIA AVAILABLE TO ALL RETAILERS
The world’s largest online retailer is moving to make retail media available to all of its brands. Amazon Retail Ad Service (beta) is, according to Amazon, “a cloud-based ad-tech solution that enables retailers to monetise their online web and app traffic by displaying contextually relevant sponsored products ads”.
The new feature is only available in the United States so far, and can only be leveraged by multi-brand retailers with an e-commerce site and/or app. It’s a safe assumption that the feature will continue to be rolled out to more markets over time, but no word yet on when Amazon Retail Ad Service might be heading Down Under.
Why it matters (DW): Retail media is already taking significant media spending away from other media platforms, and why not, when it allows you to engage the shopper at the point of sale. Last year CBA Bank announced the introduction of retail media to its network. However, this move by Amazon will potentially allow it to scale rapidly. It will simply be a matter of which retailers have the biggest clout with their branded suppliers.
3. BOTS, FACT CHECKING, LAWSUITS: HARDSHIPS COME IN THREES FOR META
It’s been a big few weeks for Meta. After previously announcing it would be going ahead with creating AI character profiles across its platforms, the tech giant kicked off the new year with a u-turn – instead opting to delete the accounts after backlash from both users and the AI accounts themselves. A bot admitting that its very existence is harmful, anyone??
This has led to what is likely to play out as one of the biggest tech stories of the year: Mark Zuckerberg announcing the end of fact checking on Meta platforms, instead opting for Community Notes. He also announced the lifting of a number of restrictions on discussion topics like immigration, gender and politics, including a call for “more masculine energy” in the workplace.
Now the CEO has appeared on Joe Rogan’s very popular podcast and said he wants more masculine energy at Meta and in American corporate culture.
But things aren’t over yet for Meta, with the company staring down the barrel of three significant lawsuits in the US – including the enormous FTC Antitrust Lawsuit scheduled to begin on April 14.
Why it matters (DW): The unforeseen consequences of a second Donald Trump presidency? Perhaps. The tech-bros have taken this as a sign to dial-up the machismo and stop pretending they are doing this for any other reason than making themselves even richer. There is so much wrong with these changes that the only thing that will stop it is advertisers withdrawing their support. But be careful, we saw how badly that went with GARM.
4. WHICH AGENCY HEAD DID AUSSIE MEDIA QUOTE MOST IN 2024??
AdLand loves a good media opportunity, some more than others. Five by Five Global CMO, Matt Lawton , has posted his annual analysis of “how Australian agencies promoted themselves in trade press” on LinkedIn, complete with a very neat graph.?
Adam Ferrier ’s Thinkerbell took home the chocolates, followed by the now-rebranded Monkeys and M&C Saatchi Group . Want to make the list next year? Now is the time to update your headshot.
Why it matters (DW): Your agency profile, being top of mind and talked about is an important ingredient in building a successful agency. This can be either through PR or relationship building, or both. So it is no surprise that the top of the list are the same ones that are also top of mind. While Matt was looking at only one of the many trade media sites, he is reportedly working on expanding this to cover all the major trade outlets. Stay tuned for the update.
5. WPP EMPLOYEES SIGN PETITION AGAINST RETURN TO WORK MANDATE
The spike in work-from-home days that came post-Covid has come to an end for WPP staff. In a memo from the agency’s CEO, Mark Read , staff received directives that “from the beginning of April this year, the expectation across WPP will be that most of us spend an average of four days a week in the office”.
“I believe that we do our best work when we are together in person. It’s easier to learn from each other, it’s a better way to mentor colleagues starting out in the industry, and it helps us win pitches as a truly integrated team,” Read added.
The move was not taken kindly by all staff, with an open letter and a change.org petition started by “Concerned WPP Employees” demanding the mandate be revoked now, having hit 10,000 of its requested 15,000 signatures.?
Why it matters (DW): This is not as clear-cut as it may appear, with benefits and issues for both sides of the argument. With advertising agency employee ages skewed to the younger age group, it is vital to create an immersive workplace of mentoring and learning. But there is also the valuable loss of unpaid travel time transiting too and from the workplace. The fact is it will be a numbers game. Those who are unhappy will leave for greater flexibility, and those who like a more draconian approach to the workplace will be attracted to this approach.
领英推荐
THINGS THAT CAUGHT OUR ATTENTION?
Nathan Hodges , Managing Director ANZ, TrinityP3 Nathan Hodges, Managing Director ANZ, TrinityP3
If you only catch up on one podcast from the summer period, this is it. Two of the smartest people in the business doing what they do best: keeping complex things simple, basing everything they say four-square on data and evidence, and staying suitably ironic along the way. In just over an hour, sarah carter and Les Binet provide a comprehensive guide to what's actually important in marketing in 2025, without all the hype and nonsense. Proper stuff.
Kylie Ridler-Dutton , Senior Global Consultant, TrinityP3?
I must be still in holiday mode and feeling nostalgic. When I heard Simon Townsend had? passed away this week I immediately had in my head “If you believe, anything is possible”, from Simon’s Wonder World. After a wave of bliss it made me think of how influential media can be in your youth. For anyone born post-80s the link can explain.
Nic Christensen , Senior Consultant, TrinityP3?
The Age has a great piece from over the summer, looking at how Liberal Party MPs are leaning into the short-form video revolution. Now does the world need Jane Hume’s cocktail recipes or Dan Tehan’s exercise tips? Not sure, but in an election year we’re likely to get them as politicians use these platforms to reach punters directly.
Nick Hand , Senior Consultant, TrinityP3??
I wouldn’t say I’m a cricket tragic, but I did spend an inordinate amount of time these holidays in front of the box, enthralled by two classic test matches in Melbourne and Sydney, and it seems I wasn’t alone, with record TV ratings and ground attendances. The predicted demise of test cricket in favour of the “hit and giggle” version may be greatly exaggerated.
Lydia Feely , General Manager, TrinityP3?
Getting into the swing of 2025 with the trend of “Vibe Marketing’’. A concept where brands are shifting toward emotion-led vibe marketing and tapping into mood, feeling and cultural resonance. This article highlights some insights and industry examples.
Anton Buchner , Senior Consultant, TrinityP3?
If you’re into your gadgets but missed CES25, check some of these out. I think I need the Brisk It AI powered grill.
WHAT WE’VE BEEN UP TO?
Trinity P3 turned 25 on January 14.
(DW on LinkedIn): Officially 25 years. What a milestone!
There are far too many people to thank for getting us here.?
To everyone who has had us work for them, thank you for your support.
To the many great industry professionals who have worked with us, thank you for your passion and commitment.
To all the marketing procurement professionals who have challenged us and our methodology, thank you for making us better.
To all the agencies and suppliers who we have engaged with over the years, thank you for the constant perspective.
And to the current group of marketing maniac consultants at Trinity P3, thank you too.
We had a great year in 2024 and look forward now to the start of the next 25 years.
FOR THE DIARY IN 2025?
(Start pencilling these in now)
WHAT MADE US LAUGH?
Satirical news site Double Bay Today has come out swinging for 2025, with their headline Local marketing/PR executive sacked for attending a meeting without an oversized, brightly coloured water bottle.
Was this headline spotted whilst sitting in front of an oversized, brightly coloured water bottle? We’ll never tell …
AND FINALLY?
As ever we would love your feedback on the TrinityP3 for FIVE. Please email [email protected].
??Brand Comms Consultant. Marketing Advisor. Strategic Copywriter. Neuroplastician. AI Ethicist. ??I ensure businesses & professionals build strong reputations & dominate their markets?? Let's do phenomenal things!
1 个月It's only January and 2025 is already looking like it's going to be a BIG year, Darren Woolley. Happy 25th anniversary, Trinity P3 Global Marketing Management Consultancy!
Five by Five Global CMO
1 个月Thanks for highlighting the analysis Darren Woolley. The expanded data will indeed be ready to publish before the end of this month. It's a manual search process so I'm cursing those agencies with non-specific names like Hero, Essence, and worst of all bloody Special! You won't believe how many campaigns (or aspects of) are described as 'special'. I've created a monster!