TrinityP3’s Darren Woolley joins Mediaweek as Marketing / Agency Editor-at-Large

Darren Woolley

• TrinityP3 is one of Australia’s largest and most influential independent marketing/pitch consultancies.

Mediaweek is excited to announce that Darren Woolley, Global CEO of TrinityP3, has joined the publication as marketing / agency editor-at-large. 

Woolley will provide his unique and distinct voice to the Mediaweek brand by helping guide the marketing and agency content through his well-known columns, editing the Agency HOT List and advising on the Agency 50 power list. 

TrinityP3 is one of Australia’s largest and most influential independent marketing/pitch consultancies. TrinityP3 has a significant presence in Australia where it leads the pitch process for many of the country’s leading advertising accounts as well as having offices in London, New York and Zurich. Which makes Woolley one of the most relevant and respected voices in the industry.

A scientist by training, Woolley fell into advertising as a copywriter but ended up creative director of JWT before moving over to launch TrinityP3 in 2000 where he has sought to bring a more rigorous approach to the selection of agencies and marketing partners for brands. 

Woolley prides himself on being, at times, a polemicist and is unafraid to challenge the status quo on key, sometimes controversial, issues while always fighting for better outcomes for the media industry. In recent years he has led the fight on key topics that have included: media agency transparency, conflicts of interest and the need for greater action in creating workplaces that are safe and free of harassment. 

Commenting on his new role as marketing / agency editor-at-large at Mediaweek, Woolley said: “I am really excited to be working with the Mediaweek team; in recent years they have captured a central place in the media/adland ecosystem. My role will be to provide more of a marketing lens to things and I will be using my column Woolley Marketing to continue to challenge the industry on key areas that need broader discussion. 

“I am also really excited to be taking on the Mediaweek HOT Lists for agencies and using these as a showcase to marketers and the wider industry who are the agencies driving real innovation, creativity and most important returns on investments for their clients. And advising on the Agency Top 50 to ensure the agencies recognise and deserve it. Make sure you buckle up, it is certainly not going to be a dull ride!”

Mediaweek general manager and editor, Trent Thomas, said of the appointment: “We couldn’t be happier to have Woolley join the team, he has been a leading voice in this space for over two decades and brings an authenticity and authority that can’t be matched.”

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