Darren Woolley

Darren Woolley started his working life as a scientist at the Royal Children’s Hospital Neuropathology Laboratory in Melbourne, Australia, undertaking research in myopathies, neuropathies, Sudden Infant Death Syndrome and Repetitive Strain Injury. He established a chemical recycling company called Resolve before making the transition to advertising in the mid eighties.

During his 15 years as a writer and Creative Director, Darren developed brand and business communication strategies for a broad range of organisations. He was Creative Director at J Walter Thompson and President of the Melbourne Art Directors’ Club for two consecutive terms.

In 2000, Darren founded TrinityP3, Asia Pacific’s leading marketing management consulting company with an international network of more than 30 industry professionals helping people to achieve commercial purpose through creative process. What that means is he leverages his extensive knowledge of the marketing and advertising industry, to help advertisers achieve maximum value from their budget by providing cost benchmarks, industry best practice knowledge, training and independent third party advice on agency selection and remuneration, media planning & buying, digital, direct & interactive marketing, TV and print production and public relations.

Now a decade on, TrinityP3 is at the leading edge of decision making in the marketing and advertising industry that spent over $200 billion in 2009 and their client base includes more than 50 of the world’s top 100 advertisers, with offices in Hong Kong, Singapore, Sydney, Melbourne, London and Wellington.

With his background as both scientist and Creative Director, Darren brings a unique sense of process combined with creative purpose to his work. He has regularly been named in Australia’s AdNews Power 50: The Most Powerful People in Advertising since 2005 and is a regular industry commentator contributing to numerous trade magazines.


Managing marketing suppliers to achieve greater efficiency.

Are you managing your service providers or are they managing you? Universally, everyone is saying that they do not have the time and resources to do everything they need to do. In fact “everything” is a luxury, just handling the basics is demanding enough. But while managing marketing communications suppliers may be a low priority for many marketers, effectively managing your specialist marketing suppliers will deliver huge efficiencies in cost and time, making your budget go further and speeding up your time to market. Likewise, neglecting your supplier management could be costing you significantly, without you even knowing.

The discussion will look at

• How procurement and marketing can work together to manage their suppliers and achieve efficiencies to make the marketing budget more effective.

• Understand media planning, buying, agency remuneration, contract management, supplier rosters and models.

• Practical steps to shine light on marketing purchasing and deliver measurable results.

Relationship Management and alignment in marketing communications.

With greater media fragmentation and the increased difficulty in engaging consumers, marketers are using a wider selection of marketing communications and engaging a greater number of specialist service providers than ever before. No longer is it just a matter of managing a media and advertising agency. Today, marketers will also be managing a digital agency, channel planners, events companies, public relations, direct marketing, sales activation, experiential marketers and more.

The discussion will look at the strengths and weaknesses of the various models, strategies for managing the growing number of suppliers and methods for fostering a collaborative environment to deliver maximum value to advertisers and marketers.


Green Marketing – Practical Approaches to environmentally sustainable marketing.

With over $500 billion being spent by companies world wide on promoting their goods and services, how will the ‘carbon effect’ begin to influence this marketing expenditure? Darren Woolley will outline the way carbon emissions are measured and how they can be embed into media and business planning. The discussion will also look at

• Environmental Strategy: Aligning marketing practice and impact with organisational environmental strategy.

• Green reduction: Undertaking reduction strategies and reduces waste and environmental costs associated with your marketing.

• Green Assessments: Assessing the current environmental impact of your marketing activities across media and production.


“Darren, feedback to your session was superb.  All comments that people put on evaluation forms were positive. This was reconfirmed by the “scores” from the evaluation forms. Your overall average score of 4.5 against an average for all the seminars of 3.9 placed your seminar 2nd out of 18. Your score of 4.5 (and the score that beat you at 4.6) were two of the highest scores we have ever had since commencing these evaluations four years ago. A very good result.”

Nigel Wardropper
Publisher Procurement Professional

Event Director CIPSA Conferences

Managing Director
, BTTB Marketing Pty Ltd


“You really engaged the crowd and spurred what I thought was a great Q&A session and follow up conversation. Many thanks again for making the time and effort to share your knowledge with our membership. I hope we’ll be able to interest you in a future appearance.”

Susan. A. Reingold
Chairwoman, Communications & Marketing Committee
AmCham Hong Kong

Martin Roll

Business & Brand Leadership

Daniel Edward Craig

Hotel Online Reputation Management