Darren Woolley

Darren Woolley

Founder & CEO at TrinitiyP3
North Sydney, Australia

About me

I was a scientist, who got into advertising as a copywriter and ended up a creative director. After 15 years in advertising I realised when marketers and their agencies work well together amazing things can happen. Unfortunately often that is not the way it pans out.

So in 2000 I established TrinityP3 as an independent marketing management consulting company.

We help marketers and advertisers work out what agencies they need, then search and select the right agencies to meet those needs. We help them better engage and align their agencies to their marketing objectives. And we assess and measure the performance of their agencies.

We have offices in Sydney, Melbourne, Hong Kong, Singapore and Auckland so we can help our clients find the right agencies, negotiate the ideal contracts, benchmark the current costs or assess their current processes across Asia Pacific including China, SE Asia, Australia and New Zealand.

Specialties: Agency Search, Agency Compensation, Agency Remuneration, Agency Roster Alignment, Agency Contracts, Agency Negotiation, Agency Cost Assessments, Agency Relationship Management for advertising, brand strategy, media planning, media buying, digital marketing, social media, public relations, direct marketing, customer relationship management, Sales Promotion, Word of Mouth, Experiential, Graphic Design, Packaging Design and more.


Founding Partner
Marketing FIRST Forum
June 2011 - Present (9 years 8 months)
M1F is a distributed thought leadership collective of like minded marketing professionals around the world.

M1F assists marketers on global marketing excellence through local knowhow and effectiveness.

By creating an Open Group we are keen on providing an opportunity to share and address with our peers the complex and challenging issues facing the management of marketing communications in today's world.

This Group is open for all to join and we welcome discussions and productive dialogue with like-minded marketers, communication agencies as well as consultants.

For information on our services and contact details please go to www.m1f.org or follow @marketing1forum on twitter
Managing Director
January 2009 - Present (12 years 1 month)
Evalu8ing is a stakeholder management system for measuring and improving collaboration, relationships, alignment and performance in complex organisational systems. It is based on an on-line survey system that is used to map and measure the relationships and interactions within organisations and between organisations.
Founder & Global CEO
TrinityP3 Marketing Management Consultants
January 2000 - Present (21 years 1 month)
TrinityP3 is an independent strategic marketing management consultancy that provides marketers and advertisers with benchmarks, training and advice on how to maximise the value of their marketing budgets.

We have more than 40 of Australia’s top 100 advertisers using our services.

We can help you find the right supplier, negotiate the ideal contract, benchmark your current costs or assess your current processes across Australasia including China, SE Asia, Australia and New Zealand with offices in Sydney, Melbourne, Singapore and Hong Kong.
Chairman of the Board
Carlton, Australia
October 2014 - November 2015 (1 year 1 month)
At a time when the marketing profession is being significantly disrupted by technology driven social changes, the Australian Marketing institute is more relevant than at any time in its eighty year history. There are many associated industry trade bodies representing aspects of the marketing profession. But only the Australian Marketing Institute represents the professionals who's careers span the broad array that is marketing. Defining marketing broadly as the profession responsible for the creating and management of customers, the Australian Marketing Institute is changing to represent the professionals responsible for delivering this function and in the process delivering value to the organisations they represent. In the process the Australian Marketing Institute is the only professional body that is there to support and foster their individual career development from the course they choose to enter the profession through to retirement and beyond. The role of the Board of the Australian Marketing Institute is there to manage the evolution of the organisation to best fit this goal.
Inaugural Chair - Marketing Procurement Forum
December 2013 - December 2014 (1 year)
The Marketing Procurement Forum is a committee established by the Australian Association of National Advertisers to facilitate the exchanges of views, practices and information through discussions, presentations, debates and knowledge sharing on marketing procurement practice.
Melbourne Art Directors Club
June 1997 - June 1999 (2 years)
After two years on the committee of the MADC (now the Melbourne Advertising and Design Club) I was elected for two terms as president during which time the club membership grew to almost 600 members.
Creative Director
1995 - 1999 (4 years)
I was bought into JWT to work on the local, non-globally aligned clients and in the first 2 years was successfully involved in winning the Coles Supermarkets, Capt'n Snooze and Blockbuster Video business. The role developed and I took an active interest in new business development giving me access to a wide range of marketing and advertising contacts.
Senior Copywriter
1990 - 1994 (4 years)
I was employed as part of a senior team here to work on many of the retail accounts such as Mitre10, Retravision, Autobarn and the like.
TH&M - THEM Advertising
1989 - 1990 (1 year)
Short but sweet with the agency going into voluntary receivership and the senior management and partners jumping ship with a few of the clients, but not before I developed campaigns for Yakka Work Wear and Bega Cheese.
Bond Miles Coulter
1988 - 1989 (1 year)
I went from one of the top 5 biggest agencies in Melbourne to the 50th with a creative department of four people. Primarily working on John Lang Wootton Commercial and Industry Real Estate we launched a weekly 90 second advertorial, the first in the industry and run weekly on Channel Nine.
1987 - 1989 (2 years)
My first job in advertising was a copywriter on Myer department store working on between 50 - 80 press and radio ads a week with a team of between 5 - 8 art directors depending on the workflow. After year moved on to working on campaigns for Woolworth / Safeway, TAB, VLine.
Laboratory Scientist
Royal Children's Hospital
1981 - 1986 (5 years)
Worked in the Victorian Neuropathology Laboratory under Dr. Xenia Dennett. We were responsible for the electron microscopy and histological diagnosis for nerve and muscle disorders as well as research into a vast variety of projects including SIDS, Nerve Growth Factor and RSI.


B App Sc, Medical Laboratory Science

1979 - Present (42 years 1 month)
Medical Laboratory Science was my Bachelor Degree. It involved study across Biochemistry, Anatomical Pathology, Haematology, Immunology and Bacteriology. My specialist topic was anatomical pathology leading to a role at the Victorian Neuromuscular Laboratory under Dr Xenia Dennett

High School Certificate (HSC), Science

1976 - Present (45 years 1 month)

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