Agency of the Future by Fred Cook, ICCO Summit 2013

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The 2013 ICCO Summit presentation by Fred Cook, Global CEO of GolinHarris. In this presentation Fred describes how they restructured GolinHarris to address the changing nature of the business. Delivered on 10th October as part of the "Agency of the Future" panel.

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Agency of the Future by Fred Cook, ICCO Summit 2013

  1. 1. AGENCY FOR THE FUTURE
  2. 2. WHAT CLIENTS WANT INSIGHT IDEAS INTEGRATION ENGAGEMENT 2
  3. 3. WHY CHANGE? Source: The Future of Agency Relationships, March 2010, Forrester 3
  4. 4. WHERE GH NEEDS TO GO Traditional Public Relations Communications Partner Generalists Traditional Media 4 Adaptable Holistic Engagement Business Partner Specialists Multi Media
  5. 5. WE SET THE STRATEGY Expand integrated marketing capabilities Transition from generalist to specialist focus Invest in training and technology Make strategic acquisitions and partnerships Redesign agency model 5
  6. 6. PREVIOUS MODEL MD EVP SVP VP AGS AS SAE AE AAE AC 6    Seniority-based Redundant Irrelevant
  7. 7. WE DESIGNED A NEW MODEL: 7
  8. 8. WE DEFINED KEY COMPETENCIES Strategist Future Focused Business Minded Data Obsessed Provocative Logical Versatile Learner Dot Connector Disciplined Catalyst Determined Motivating Highly Collaborative Problem Solver Detail Oriented Politically Savvy Growth Driver Change Agent 8 Creator Ambiguity Navigator Creative Inspiring Innovative Curious Risk Taker Storyteller Highly Visual/Verbal Connector Media Savvy Informed Convincing Live Online Trend Watcher News Junkie Nimble Persistent
  9. 9. WE CONDUCTED AN ASSESSMENT 1 Fred (via video) explains the AFTF vision and introduces the assessment process. 4 7 10 9 2 5 Employee completes and submits Self Assessment. Group Directors recommend specialty group placement for each employee based on discussions. Group Directors meet with each employee to discuss role and responsibilities in AFTF. 8 11 MDs or Group Directors hold meetings to explain how the process will work. Self Assessment is “scored” and sent to Group Director for review. Group Directors develop short- and long-term staffing plan for each account to fill gaps. MDs consolidate group plans into an analysis and forward plan to office. 3 6 9 12 MDs distribute Self Assessment to all employees electronically. Group Director meets with each employee to discuss Self Assessments and add his/her perspective. Final decisions are not made at this time. MDs & Group Directors meet and review recommended staffing plan and finalize role for each employee. AFTF staffing plans sent to Corporate to develop company-wide outlook.
  10. 10. WE CREATED A Internal community collaboration tool, process, resource 10 PLAYBOOK
  11. 11. WE ESTABLISHED NEW STRUCTURES & TITLES STRATEGISTS Executive (Function) (Function) Director Sr. (Function) (Function) Associate (Function) 11 CATALYSTS Executive Director Director Sr. Manager Manager Associate CONNECTORS Executive (Function) (Function) Director Senior (Function) (Function) Associate (Function) CREATORS Executive (Function) (Function) Director Senior (Function) (Function) Associate (Function)
  12. 12. WE WROTE NEW JOB DESCRIPTIONS 12
  13. 13. WE PLANNED TRAINING PROGRAMS 13
  14. 14. WE REDESIGNED CLIENT TEAMS 14
  15. 15. WE DEVELOPED SPECIALIZED TRAINING Strategists Q1 2012 • 7 sessions in Q1 • Media mix modeling: Gauging what moves the needle • Strategies for traditional media measurement • Introduction to survey design • Toluna Analytics Creators Q1 2012 • 9 sessions in Q1 • Visual Storytelling • Black Swans Part 1 (Focus) • Black Swans Part 2 (Discover) • Effective Brainstorming Connectors Q1 2012 • 11 sessions • SEO & SEM: Search Engines & Public Relations • Conversation Agents • Claiming our “Stake” in Washington • Writing for the Web Catalysts Q1 2012 • 8 sessions in Q1 • 2012 Strategic Alliance Roadmap • How to See Around Corners • What Clients Want – Client Satisfaction Preview & Planning Implications • 9 self-directed • 4 self-directed • 8 self-directed • 6 self-directed Q2 2012 • 8 sessions • 9 self-directed Q2 2012 • 8 sessions • 4 self-directed Q2 2012 • 12 sessions • 9 self-directed Q2 2012 • 11 sessions • 6 self-directed 15
  16. 16. WE BUILT BRIDGES Dallas San Francisco Los Angeles London
  17. 17. WE INTRODUCED CROWD SOURCING Bright Collective A co-creation ideas platform designed to create big, holistic, multi-channel ideas that build brands and engage audiences. It works by harnessing ideas from a carefully curated band of brilliant creative minds outside the industry and around the globe. 17
  18. 18. WE REDESIGNED OUR WORK SPACE 18
  19. 19. WE DEPLOYED NEW TOOLS & PROCESSES Brand Story Bright Collective 19 Dialogue (The Cube) Black Swan The Bridge Brand Voice
  20. 20. WE DEVELOPED A MANTRA Premeditated evolution or intentional change.
  21. 21. WE BUILT A NEW WEBSITE
  22. 22. 22
  23. 23. WE TRANSITIONED EVERY OFFICE Q2 2011 Q1 2012 London Stockholm Los Angeles New York Bucharest 23 Q2 2012
  24. 24. WE HELD IN-DEPTH g4 SUMMITS 24
  25. 25. : WE MADE THE A-LIST
  26. 26. WE ARE TELLING OUR STORY
  27. 27. WE ARE PIONEERING REAL-TIME MARKETING Real-Time Marketing SXSW 2012 “The Promises and Pitfalls of Real –Time Marketing” White Paper “Four Reasons to Add RTM to Your Marketing Mix” Video Jeff Beringer on how to market in real-time Media Outreach 415 mentions of #RTMktg on Twitter reaching 741,093 people. Advertising Print and online advertising in PR trades 27
  28. 28. WE ARE FEELING THE IMPACT • • • • • • • DIFFERENTIATES US ATTRACTS DIVERSE TALENT TEACHES US NEW SKILLS LEVERAGES LATEST TECHNOLOGY WINS BUSINESS POSITIONS US FOR THE FUTURE IMPROVES OUR WORK 28
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