the pancake advertising agency. changing forces at work agency client client expectations...
TRANSCRIPT
ThThee
PANCAKEPANCAKE
Advertising AgencyAdvertising Agency
Changing Forces at Changing Forces at WorkWork
AGENCAGENCYY
CLIENTCLIENT EXPECTATIONSEXPECTATIONS
TALENTTALENTEXPECTATIONSEXPECTATIONS
TECHNOLOGYTECHNOLOGYFINANCIALFINANCIAL
Client ExpectationsClient Expectations
• Agency is a vendor Agency is a vendor notnot
a partnera partner• Project orientationProject orientation• Fast responseFast response• Low costLow cost• Diminished loyaltyDiminished loyalty
• FreedomFreedom• EmpowermentEmpowerment• Skill growthSkill growth• Financial and Financial and psychicpsychic
rewardsrewards• Diminished loyaltyDiminished loyalty
TalentTalent ExpectationsExpectations
FinancialFinancial
• Commission declineCommission decline• Project orientationProject orientation• Price competitionPrice competition• Client “procurement”Client “procurement”• Growing overheadGrowing overhead• Cash flow slowdownCash flow slowdown
TechnologyTechnology
• Encourages Encourages new competitorsnew competitors• Promises are notPromises are not being fulfilledbeing fulfilled• ExpensiveExpensive• Hard to applyHard to apply
REVOLUTIONARYREVOLUTIONARYCHANGE!CHANGE!
Eight principlesEight principlesthat canthat can
make these changesmake these changes
WORK FOR WORK FOR YOU!YOU!
1.1. Let client market needs Let client market needs drive the agencydrive the agency
• Client wants vs. Client wants vs. needsneeds• What they need..What they need.. not what you sellnot what you sell• Track market Track market successsuccess• Measure client Measure client
satisfaction satisfaction
DocumentDocument......
ClientClient ExpectationsExpectations
AgencyAgencyPerformancePerformance
Client A
Objectives
Success
2. Organize the 2. Organize the agencyagency
around the clientsaround the clients• Think clients...Think clients... not departmentsnot departments• Establish client teamsEstablish client teams• Some clients have Some clients have dedicated teams... dedicated teams... others ad hocothers ad hoc• Tear down silosTear down silos
Agency Agency OrganizationOrganization
CLIENTCLIENTAA
CLIENTCLIENTBB CLIENTCLIENT
CC
3. Convert departments3. Convert departmentsto skill centersto skill centers
• Centers of craft Centers of craft excellenceexcellence• Mission...Mission... to raise staff to raise staff skillsskills• Leaders become Leaders become teachers...not teachers...not managers managers
Skill Skill CentersCenters
PROJECT MGT.PROJECT MGT.
CREATIVECREATIVEPROGRAMPROGRAM MGT.MGT.
PLANNINGPLANNING
MEDIAMEDIAPRODUCTIONPRODUCTION
INTERNETINTERNETETC.ETC.
PRPR
PROMOTIONPROMOTION
4. Establish multi-4. Establish multi-skillskill
client teamsclient teams• Natural team leaders..Natural team leaders.. not always an AEnot always an AE• Very fluid...Very fluid... can change quicklycan change quickly• Eliminate hierarchical Eliminate hierarchical titlestitles
Client Client TeamsTeams
CLIENTCLIENTAA
CLIENTCLIENTBB
CLIENCLIENTTCC
CLIENTCLIENTDD
TALENTTALENT POOLPOOL
5. Broad-based market & client5. Broad-based market & clientcontactcontact
• Everyone is expected to Everyone is expected to have client contacthave client contact• No “inside only” peopleNo “inside only” people• Reduce digested inputReduce digested input• Get close to client Get close to client customers customers
The Client’s The Client’s CustomersCustomers
6. Reward 6. Reward teamteam
performanceperformance• Based on measured client Based on measured client success and satisfactionsuccess and satisfaction• Deemphasize fixed pay - Deemphasize fixed pay -
increase variable payincrease variable pay• Review on individual andReview on individual and
team performanceteam performance
Compensation Compensation ProfileProfile
FIXEDFIXED
VARIABLEVARIABLE
Year1
Year5
• All are professionals...All are professionals... each takes care of selfeach takes care of self• Minimize management...Minimize management... maximize leadershipmaximize leadership• Doers... not checkersDoers... not checkers• Minimal staff.. finance, Minimal staff.. finance, HR, administrationHR, administration
7. Throw out the pyramid 7. Throw out the pyramid
ChangChangeses
MANAGEMENTMANAGEMENT LEADERSHIPLEADERSHIP
CommandCommand&&
ControlControl
InspireInspire&&
Set ExampleSet Example
• Build self confidenceBuild self confidence• Build entrepreneurial Build entrepreneurial spiritspirit• Build craft skillsBuild craft skills• Trust them…give each Trust them…give each
resources, resources, informationinformation
& collaboration tools& collaboration tools
8. Help people change8. Help people change
Personal Work Personal Work ToolsTools
Others in AgencyOthers in Agency
Internal & External DataInternal & External Data
ClientsClients
MediaMedia
SuppliersSuppliers
Work Process CollaborationWork Process Collaboration
Anywhere!Anywhere!Anytime!Anytime!
TRAINING, TRAINING,TRAINING, TRAINING,TRAINING!TRAINING!
High performanceHigh performancePowerful competitorPowerful competitorSuccessful clientsSuccessful clientsMotivated peopleMotivated peopleVery profitableVery profitable
and... FUN!and... FUN!
The Pancake AgencyThe Pancake Agency
© 2005 Carlton Associates Incorporated