agency of the future by fred cook, icco summit 2013
TRANSCRIPT
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AGENCY FOR THE FUTURE
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WHAT CLIENTS WANT
INTEGRATION
INSIGHT IDEAS
ENGAGEMENT
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WHY CHANGE?
Source: The Future of Agency Relationships, March 2010, Forrester
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WHERE GH NEEDS TO GO
Generalists
Communications Partner
Traditional
Public Relations
Traditional Media
Business Partner
Adaptable
Specialists
Holistic Engagement
Multi Media
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Redesign agency model
Expand integrated marketing capabilities
Transition from generalist to specialist focus
Invest in training and technology
Make strategic acquisitions and partnerships
WE SET THE STRATEGY
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MD
EVP
SVP
VP
AGS
AS
SAE
AE
AAE
AC
PREVIOUS MODEL
Seniority-based Redundant
Irrelevant
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WE DESIGNED A NEW MODEL:
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WE DEFINED KEY COMPETENCIESStrategistFuture FocusedBusiness MindedData ObsessedProvocativeLogicalVersatile LearnerDot ConnectorDisciplined
CatalystDeterminedMotivatingHighly CollaborativeProblem SolverDetail OrientedPolitically SavvyGrowth DriverChange Agent
CreatorAmbiguity Navigator
CreativeInspiring
InnovativeCurious
Risk TakerStoryteller
Highly Visual/Verbal
ConnectorMedia Savvy
InformedConvincingLive Online
Trend WatcherNews Junkie
NimblePersistent
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WE CONDUCTED AN ASSESSMENT
Group Directors develop short- and long-term staffing plan for
each account to fill gaps.
Group Directors recommend specialty group placement for
each employee based on discussions.
MDs & Group Directors meet and review recommended
staffing plan and finalize role for each employee.
987
Fred (via video) explains the AFTF vision and introduces the assessment process.
MDs distribute Self Assessment to all employees
electronically.
MDs or Group Directors hold meetings to explain how the
process will work.
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Self Assessment is “scored” and sent to Group Director for
review.
Group Director meets with each employee to discuss Self Assessments and add his/her perspective. Final decisions
are not made at this time.
Employee completes and submits Self Assessment.
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Group Directors meet with each employee to discuss role and responsibilities in AFTF.
MDs consolidate group plans into an analysis and forward
plan to office.
AFTF staffing plans sent to Corporate to develop
company-wide outlook.
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Internal community collaboration tool, process, resource
WE CREATED A PLAYBOOK
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CATALYSTSExecutive Director
DirectorSr. Manager
ManagerAssociate
CREATORSExecutive (Function)(Function) DirectorSenior (Function)
(Function)Associate (Function)
CONNECTORSExecutive (Function)(Function) DirectorSenior (Function)
(Function)Associate (Function)
STRATEGISTSExecutive (Function)(Function) Director
Sr. (Function)(Function)
Associate (Function)
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WE ESTABLISHED NEW STRUCTURES & TITLES
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WE WROTENEW JOBDESCRIPTIONS
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WE PLANNED TRAINING PROGRAMS
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WE REDESIGNED CLIENT TEAMS
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WE DEVELOPED SPECIALIZED TRAINING
Strategists Creators Connectors Catalysts
Q1 2012• 8 sessions in Q1• 2012 Strategic Alliance
Roadmap• How to See Around Corners• What Clients Want – Client
Satisfaction Preview & Planning Implications
• 6 self-directed
Q2 2012• 11 sessions• 6 self-directed
Q1 2012• 11 sessions • SEO & SEM: Search
Engines & Public Relations• Conversation Agents• Claiming our “Stake” in
Washington• Writing for the Web
• 8 self-directed
Q2 2012• 12 sessions• 9 self-directed
Q1 2012• 9 sessions in Q1• Visual Storytelling• Black Swans Part 1 (Focus)• Black Swans Part 2
(Discover)• Effective Brainstorming
• 4 self-directed
Q2 2012• 8 sessions• 4 self-directed
Q1 2012• 7 sessions in Q1• Media mix modeling:
Gauging what moves the needle • Strategies for traditional
media measurement• Introduction to survey design• Toluna Analytics
• 9 self-directed
Q2 2012• 8 sessions• 9 self-directed
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Dallas
London
San Francisco
Chicago
Los Angeles
WE BUILT BRIDGES
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A co-creation ideas platform designed to create big, holistic, multi-channel ideas that build brands and engage audiences.
It works by harnessing ideas from a carefully curated band of brilliant creative minds outside the industry and around the globe.
WE INTRODUCED CROWD SOURCING
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WE REDESIGNED OUR WORK SPACE
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Brand Story Dialogue (The Cube) The Bridge
Brand VoiceBright Collective Black Swan
WE DEPLOYED NEW TOOLS & PROCESSES
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Premeditated evolution or intentional change.
WE DEVELOPED A MANTRA
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WE
BUILT
A N
EW W
EBSI
TE
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WE GOT TONS OF PRESS
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Q2 2011 Q2 2012Q1 2012
Stockholm
Bucharest
London
New YorkLos Angeles
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WE TRANSITIONED EVERY OFFICE
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WE HELD IN-DEPTH g4 SUMMITS
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: WE MADE THE A-LIST
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WE ARE TELLING OUR STORY
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Real-Time Marketing SXSW 2012“The Promises and Pitfalls of Real –Time Marketing”
White Paper “Four Reasons to Add RTM to Your Marketing Mix”
VideoJeff Beringer on how to market in real-time
Media Outreach415 mentions of #RTMktg on Twitter reaching 741,093 people.
AdvertisingPrint and online advertising in PR trades
WE ARE PIONEERING REAL-TIMEMARKETING
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• DIFFERENTIATES US• ATTRACTS DIVERSE TALENT• TEACHES US NEW SKILLS• LEVERAGES LATEST TECHNOLOGY• WINS BUSINESS• POSITIONS US FOR THE FUTURE• IMPROVES OUR WORK
WE ARE FEELING THE IMPACT
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