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/

1. STRATEGY & BUSINESS
Plan to Work,
Then Plan to Change
Laurie A. Tucker
Senior Vice President – Marketing
FedEx Services
October 29, 2013

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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