Industry Profile: TrinityP3 founder, Darren Woolley

Pippa Chambers
By Pippa Chambers | 24 March 2016
Daren Woolley, TrinityP3 marketing management consultant.

Our Industry Insights Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry. 

Today we head to North Sydney to speak to TrinityP3 Marketing Management Consultants founder and managing director, Darren Woolley,

In one sentence, how would you describe what the company does?

We work with marketers and advertisers to solve the increasingly complex problems they face in structuring and managing the resources they have at their disposal, both internally and their external agencies and suppliers. 

In one sentence, what does your role involve?

I lead a group of industry professions, all subject matter experts in their own right, all passionate about finding ways for media, marketing and advertising to simply work better for our clients.

Within the last six months/year, what stands out as the company’s major milestones?

One of our philosophies is to embrace the strategies and technologies of the industry. It is important to really understand the issues and challenges for ourselves, rather then simply advising our clients without hands on experience and expertise.

Four years ago we developed and implemented an in-bound marketing strategy for TrinityP3 including content, social, SEO and more. This strategy has seen the brand’s online presence grow every year to the point we have more than 150,000 unique visitors to the website last year.

In the past 12 months visitors and growth from the USA have outstripped our local following and overall we have seen the same proportional growth in revenue. It is all detailed here for those interested.

Best thing about the industry you work in:

The best thing about this industry is the fact it is constantly changing. I know that gives some people headaches, but in fact every day there are new problems to solve and new opportunities to optimise performance.

Previous industry related (ad land/ad tech) companies you have worked at:

For 15 years I worked at advertising agencies in Melbourne including Mattingly, Bond Miles Coulter, THEM, Grey Worldwide and JWT. I was also the president of the Melbourne Advertising & Design Club and the chair of the Australian Marketing Institute.

Career-wise, where do you see yourself in three years time?

Managing an international group of companies, taking the methodologies we have developed here in Australia to the world.

Tell us one thing people at work don’t know about you?

I love to cook. It relaxes me.

Top networking tip:

Accept anyone on LinkedIn relevant to your profession, no matter how junior because they will be industry leaders tomorrow.

My favourite restaurant for a business lunch is:

The Blue Point Hotel (excellent counter meal).

My favourite advert is:

Anything that makes me laugh out loud - there is so much great content out there.

My must-have gadget is:

My FitBit Charge HR to remind me to keep moving.

My favourite media is:


My favourite TV show is:

Criminal Minds.

The last book I read:

Putting Stories to Work, by Shawn Callahan

My mantra / philosophy is:

Doing the same thing over and over expecting a different outcome is insanity (borrowed from Albert Einstein).

I got into advertising/ad tech/marketing etc because:

It paid better than medical research and you did not have to do any formal study.

If I wasn't doing this for a living, I'd be:

A screenplay writer.

In five years' time I'll be:

Five years older and hopefully five years wiser.

Define your job in one word:


What's your poison:

Single malt scotch.

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