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① Total gross income ②
Proﬁt as a percent of gross income ③ Salaries as a percent of gross income ④ Income per employee LAGGING LEADING What type of success indicator?
LAGGING LEADING ① Assignments accompanied
by good creative briefs ② Clearly deﬁned expectations and scope of work ③ Good orientation program for new associates ④ Regular recognition and feedback ⑤ Work environment that balances privacy with collaboration ⑥ Leveraging technology for better collaboration What type of success indicator?
“Every person should feel that
he or she is contributing to something that will actually make a genuine and positive difference in the lives of customers and colleagues.” Gary Hamel London School of Economics Author, “Leading the Revolution”
“Our purpose is to create
and perpetuate Lovemarks in order to connect, transform, and empower the people in the 82 countries we operate in. We will demonstrate that to be sustainable in the new century, enterprises need to take on an emotional dimension.” Kevin Roberts CEO
So how good do you
want to be? Pretty good. Good. Very good. The best in your region. The best in the world.Source: Paul Arden, “It’s Not How Good You Are,It’s How Good You Want To Be.”
Why do creative professionals work?
Richard Florida Author, “Rise of the Creative Class” 10. Location and community 9. Organizational culture 8. Exciting job content 7. Stimulating colleagues and bosses 6. Peer recognition 5. Professional development 4. Money 3. Stable work environment 2. Flexibility 1. Challenge and responsibility
“A big problem with working
at ad agencies is that management is too often unwilling to stand up for their own people if it means taking on the client.” 74% agree Study of advertising professionals by Euro RSCG
While 80% of executives feel
their offering is highly differentiated, only 8% of their customers actually agree with them. THE CONFIRMATION BIAS James Allen, Closing the Delivery Gap (Boston: Bain & Company)
① Full service ② Integrated
③ Wide range of experience ④ Strategic ⑤ Team approach ⑥ Creative thinking ⑦ Senior people ⑧ Marketing partner ⑨ Awards ⑩ Results TOP 10 THINGS AGENCIES SAY ABOUT THEMSELVES
Most common topics in agency
self-promotion materials Most common topics clients say they are least interested in x Staff size x Billings x Years in business x Number of ofﬁces x Departments and disciplines x Agency growth history x Staff size x Billings x Years in business x Number of ofﬁces x Departments and disciplines x Agency growth history
A rush job is done
so fast the client perceives it as less valuable A rush job often leads to needing freelancers (money the agency doesn’t earn) A rush job doesn’t allow time for the agency to propose better ideas A rush job leads to agency error A rush job causes rework because of lack of complete information
✚ Clarifying client expectations ✚
Clearly deﬁning scope of work ✚ Collecting more complete information ✚ Writing more complete briefs ✚ Giving better brieﬁngs ✚ Breaking out work in phases ✚ Previewing the direction with the client ✚ Avoiding false starts The best agencies do the best job on the front-end process
“The Schenck Manifesto” Advertising Columnist
Ernie Schenck Communication Arts 8. Art directors will not be permitted to use Photoshop until an actual concept has been determined. 25. Copywriters shall glue their laptops shut for a period of one month during which they will reacquaint themselves with a pad of paper and a No. 2 pencil.
“Digital can no longer be
someone else’s responsibility; it must be all of ours. We ask you to become a part of the future of our organization – a future where our consumers are already living, where everything we do will inherently be digital, and where there will be no differentiation between the ideas we create and the means that power them. It’s time to abandon outdated notions around digital and whose job it is; time to jettison the idea of a walled-off digital department. Digital must be infused into everything that we do across our companies.”
“The greatest enemy of brilliant
work is the loss of perspective. As work undergoes changes and revisions, it can be transformed beyond recognition. Be honest with yourself. Is this still great work? If not, make your best appeal and then throw it away.”
“We don’t believe the process
of creating advertising has to be painful. We have absolutely no desire to come to work and spend the day arguing with our clients. What we do have is an ability to work very hard until everybody is satisﬁed. This is our belief. This is the way we work.”
Agency Initiatives Lack of Time
Lack of Resources Lack of KnowledgeLack of Desire Lack of Accountability Why do agencies often fail to work on their own brands?
Most professionals are too busy
working on yesterday’s problems instead of optimizing tomorrow’s opportunities. STARVE THE PROBLEMS, FEED THE OPPORUNITIES. Peter Drucker
How do you do it?
(Do you want to do it?) How long will it take? (How much do you want to do it?) How much will it cost? (What’s it worth to you?) How do you get these other people to do it? (Do you want to do it?) How have others done it? (Are you up to the challenge of doing it yourself?)
“There is always time to
do things that really matter. If we don’t have time to do something, it’s a sign that it doesn’t matter. “If we love going fast, then we need to ask what we are postponing. If we claim that going fast isn’t our choice, but is a dictate of our world, then we have yet to claim our freedom.” Peter Block