Laurie Tucker - Strategy & Business - 4A's Strategy Festival 2013

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Laurie Tucker from FedEx Office presented "Plan Your Work, Then Plan to Change" during the Strategy & Business session at 4A's Strategy Festival, adding a client-side perspective to the conference. She is the SVP, Corporate Marketing. More info at http://www.4asstrategyfestival.com/

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Laurie Tucker - Strategy & Business - 4A's Strategy Festival 2013

  1. 1. STRATEGY & BUSINESS Plan to Work, Then Plan to Change Laurie A. Tucker Senior Vice President – Marketing FedEx Services October 29, 2013
  2. 2. The “new media” environment feels more like… • …what worked before is not working now • …the client you thought you knew seems confused • …you are not in control • …you can end up a hero or a goat! Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 2
  3. 3. How the client defines business strategy • How we maintain differentiation • How we create value • How we go to market We expect our ad agency to actually help us do all three. Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 3
  4. 4. FedEx is a good business barometer • Disciplined planning process • Long-range outlook • Strategic financial approach But we live in a world of instant gratification… …and instant criticism! Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 4
  5. 5. Digital and social networks have radically changed how FedEx… • Plans • Budgets • Allocates scarce resources • Goes to market Then, how do you plan what you can’t plan for? Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 5
  6. 6. Start with the customer’s customer— not the customer Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 6
  7. 7. Ensure alignment is gained at the highest level Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 7
  8. 8. Plan to involve others— maybe even other agencies Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 8
  9. 9. Do not plan tactics until the strategy is clear Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 9
  10. 10. Be disciplined and focused— take a walk in their shoes Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 10
  11. 11. Finally… • Put the client’s customer at the center of the strategy. • Inspire with authentic brand experiences. • Over-deliver. • Amaze. • Plan big. • Be relevant. Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 11
  12. 12. You have succeeded when… • You have become an invaluable member of the client’s team. • The creatives accuse you of crossing over. INSIGHT: Clients love their planners! Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4A’s 2013 Strategy Festival 29 October 2013 12

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