This is just something I wrote on how you could structure a medium sized media/communications agency of today against the philosophy of 'Art of War'.

1. COMMUNICATION / MEDIA AGENCY AND THEIR ART OF WAR

3. MORAL LAW What is an agency’s MORAL LAW

5. RECONNAISSANCE Develop rich and fluid understanding of: The Enemy’s Operations Compared to our Operations The Enemy = KNOWING THE WARZONE

6. EARTH Creating a platform through understanding positive and negative elements that can deliver us to HEAVEN The danger: momentum of global players development and increasing their market position The distance : a long one The chance: agency is smaller and more agile to reflect changes of the industry. The open ground: New developing areas of content and digital The narrow passages: strategic offering and buying clout

7. COMMANDERS We all command. Just from different points. Create as much emphasis on Commanders and leaders, to the frontline staff. Expand personality understanding Drive expertise and overall understanding across Business / Consumer / Marketing Collaborate for Alternative expertise

8. Bringing the….. ART OF WAR To the strategic product

9. STRATEGIC BLUEPRINT HEAVEN EARTH THE DANGER NARROW PASSAGES THE DISTANCE OPEN GROUND THE CHANCE MORAL LAW WAR DEPLOYMENT RECONNAISSANCE THEIR OPERATIONS THE ENEMY OUR OPERATIONS

10. Bringing the….. ART OF WAR To daily operations

11. METHOD AND DISCIPLINE Work better together Work better externally Minimise time on administration Have the ideal teams comparing behaviour and strengths

13. RECONNAISSANCE PYRAMID SOCIAL TRENDS INDUSTRY TRENDS QUANTITATIVE ANALYSIS QUALITATIVE Trends Research Business reports Media Planning tools (TGI UK) Focus Groups Ethnographic Research SINGLE INSIGHT A HUMAN TRUTH

14. ALLIES Bring agencies back together through process and technology. Create individual process for strategy and execution for each client with each agency. Use Technology to communicate better with external agencies.

15. Bringing the….. ART OF WAR To your agency