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What Separates the Best From the Rest: What Makes Great Agencies Great

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The truly great agencies share a set of principles and practices that distinguish them from the other 12,000 agencies in America and make them brands in demand.

Publicada em: Negócios, Marketing
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What Separates the Best From the Rest: What Makes Great Agencies Great

  1. Presented by Tim Williams ignition consulting group www.ignitiongroup.com What Separates the Best from the Rest What Makes Great Agencies Great
  2. “In the last decade, the best 10 percent of companies captured more than 85 percent of the market value created in the world.” Chris Zook & James Allen
  3. “There are perhaps as few as 40 or 50 agencies in the United States that can actually manufacture a good campaign, and possibly 10 that do it consistently.”
  4. “Market share has nothing to do with profitability.” Herb Kelliher Founder of Southwest Airlines
  5. Savings through “economies of scale” = .025% Source: Study by Professors Alvin Silk And Ernst Berndt, as published in Admap, September 2005
  6. Effect Cause
  7. Lagging Indicators Leading Indicators
  8. 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?
  9. 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?
  10. WHAT SEPARATES THE BEST FROM THE REST 1. They are purpose maximizers, not just profit maximizers.
  11. The market The competition The numbers The client OUTSIDE INSIDE
  12. “The 50 fastest growing brands in America have one important thing in common: they have all committed themselves to an ideal that transcends making money.”
  13. “Average companies give their people something to work on. The most successful organizations give their people something to work toward.”
  14. 7 to 1 Purpose-driven companies outperform traditional companies by up to
  15. “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”
  16. THE BIG IDEA THE BIG IDEAL
  17. “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
  18. To create and own ideas and products that allow us to share in our clients’ success.
  19. To be a catalyst for changing popular culture.
  20. “Profit isn’t the purpose of a business, but rather a test of its validity.” Peter Drucker
  21. BHAG
  22. 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.”
  23. 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
  24. “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
  25. WHAT SEPARATES THE BEST FROM THE REST 2. They draw lines in the sand.
  26. The things we will never do The things we will always do
  27. Principles = Rules of Engagement
  28. The best ideas emerge when the whole organizational ecosystem has room to experiment. Ideas should not be favored based on who creates them.
  29. § Charge for outcomes instead of time. § Put some skin in the game. § Focus on building a catalog of intellectual property. § Allow individual employees to keep some ownership of great ideas.
  30. BMD Bruce Mau Design AN INCOMPLETE MANIFESTRO FOR GROWTH Make mistakes faster. Don’t enter award competitions. Avoid software. Don’t clean your desk.
  31. Strong principles create a culture of self-governance
  32. “A principle isn’t a principle until it costs you money.” Bill Bernbach
  33. WHAT SEPARATES THE BEST FROM THE REST 3. They stand for something instead of trying to stand for everything.
  34. 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)
  35. “The common failing among agencies seeking new business is their inability or unwillingness to name what they stand for.” Agency search consultancy
  36. Local Generalist National Specialist
  37. 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
  38. 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
  39. Minimize the areas in which you are a commodity. Maximize the areas in which you can be a brand.
  40. Not a capabilities presentation, but a point of view presentation.
  41. WHAT SEPARATES THE BEST FROM THE REST 4. They optimize their work at the front end to get better work at the back end.
  42. “There’s never enough time to do it right the first time, but there’s always enough time to do it over.” Anonymous Copywriter
  43. 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
  44. Information and insights provided Productive work that gets done Source: Steve McConnel: Software Project Survival Guide Information and insights provided Productive work that gets done Time
  45. ✚  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
  46. WHAT SEPARATES THE BEST FROM THE REST 5. They spend their ideation time on ideas, not execution.
  47. “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.
  48. .vs
  49. WHAT SEPARATES THE BEST FROM THE REST 6. They have redefined the meaning of “work.”
  50. WORK = PEOPLE AT DESKS?
  51. Everybody has a job and every job has a body. Each position has a contract that describes desired outcomes. Compensation and advancement are determined by outcomes met, not hours worked.
  52. BIG BRAINS small machine
  53. BIG BRAINS small machine
  54. BIG BRAINS small machine
  55. BIG BRAINS small machine
  56. WHAT SEPARATES THE BEST FROM THE REST 7. They have made digital a competency instead of a department.
  57. “Our goal is to be unrecognizable 12 months from now.” Quoted in Adweek, January 2006
  58. “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.”
  59. WHAT SEPARATES THE BEST FROM THE REST 8. They just keep coming back with better work.
  60. Compromise?
  61. “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.”
  62. “Just keep coming back with better work.” Lee Clow TBWA/Chiat/Day
  63. “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.”
  64. WIN-WIN OR NO DEAL Both parties have to be satisfied with the work.
  65. WHAT SEPARATES THE BEST FROM THE REST 9. They cast people in roles that make the most of their strengths.
  66. Percent of Americans who feel miscast in their job? 85%
  67. Where there are peaks, there are valleys. People with outstanding strengths have outstanding weaknesses.
  68. WHAT SEPARATES THE BEST FROM THE REST 10. They walk their talk.
  69. “Without execution, there is no strategy.”
  70. 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?
  71. Most professionals are too busy working on yesterday’s problems instead of optimizing tomorrow’s opportunities. STARVE THE PROBLEMS, FEED THE OPPORUNITIES. Peter Drucker
  72. 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?)
  73. “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
  74. Information about other presentations at www.ignitiongroup.com

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