global best practices icom regional meeting lisbon september 23, 2005

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Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

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Page 1: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Global Best Practices

ICOM Regional Meeting

Lisbon September 23, 2005

Page 2: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Best Practices is Not

Standardization

Globalization

Centralization

Rigid Control

Half-and-Half Solution

Compromise

Lowest Common Denominator

Page 3: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

INSTEAD

Intelligent and Flexible

Adaptation of

Agency Management to

Client Structure

for Ultimate Satisfaction

Page 4: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

International Clients

„Clients who are increasingly managing their business on a regional or global level prefer multinational ad agencies that can create a unified brand image and positioning around the world“

„They are looking for improved efficiencies and effectiveness of operations between the two parties“

Page 5: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

The ICOM Promise

„A network of idependently owned and operated communications agencies in 55+ countries where every agency treats a network client as its own.“

„A lead agency and an account manager who directs the activities of the other ICOM agencies with a set of documents so that these clients see the same information presented in the same way in each country on their account“

Page 6: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

The ICOM Promise

„A real alternative to the growing sameness and bureaucracy of the multinational networks“

Page 7: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Global Best Practices

„Next to Creativity the Best Practices model used is the only true differentiator between agency networks“

Page 8: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Global Best Practices Role Model

No such thing

Page 9: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Global Ad Decision Controls

26% Centralized 34% Decentralized

40% Hybrid Strategy

Page 10: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Agency Responses

The predominant organizational principle is

• to meet the needs of global accounts

• to adapt their structure to client requirements

• to standardize service delivery as much as possible

Page 11: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Delivery of Best Practices

A shared understanding between agency and client of

• Responsibilities and lines of communication• Tasks to be performed• Strategies for maximum effectiveness• Methods for exchange of learnings across borders

Page 12: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Shared Understanding

• Indispensible for a long-term profitable relationship

• Do not start work before a negotiated agreement

• Buying a creative idea is no guarantee for its delivery

• „Mutual respect“ is no substitute for operational clarity

• Anticipate all client demands made of the network

• Elevation of quality standards and human resources through training

Page 13: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Responsibility & Communication

• Harmonize Client structure with Agency network

• Appoint the individual that delivers

• Create and instruct support groups

• Tie down client responsibilities by name/function

• Agree procedures for approval, time, and recourse

Page 14: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Strategic Tasks & Delivery

• Be clear on what is and what is not bought by client

• Establish monitoring principles

• Agree patterns for client review and agency evaluation

• Ensure concurrence with all network offices

• Consider even the most unlikely

Page 15: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Execution of Strategies

• Here agencies lose money and clients lose faith

• Set standards that avoid waste and frustration

• Discourage „muddeling“ between agency and client but also within the network

• Agree adjustments with client asap when necessary

• Create an internal monitoring system

Page 16: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Manifestation of Best Practices

• Technically – a manual between all parties• Emotionally – a personal contract for each team member with the client• Personally – a way to advance knowledge and career• Financially – an insurance for long-term income and profitability • Competitively – a method that puts ICOM at par with big global networks while retaining

individuality.

Page 17: Global Best Practices ICOM Regional Meeting Lisbon September 23, 2005

Global Best Practices

Thank You