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.

1. AGENCY FOR THE FUTURE

2. WHAT CLIENTS WANT
INSIGHT
IDEAS
INTEGRATION
ENGAGEMENT
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3. WHY CHANGE?
Source: The Future of Agency Relationships, March 2010, Forrester
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4. WHERE GH NEEDS TO GO
Traditional
Public Relations
Communications Partner
Generalists
Traditional Media
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Adaptable
Holistic Engagement
Business Partner
Specialists
Multi Media

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
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6. PREVIOUS MODEL
MD
EVP
SVP
VP
AGS
AS
SAE
AE
AAE
AC
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


Seniority-based
Redundant
Irrelevant

7. WE DESIGNED A NEW MODEL:
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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
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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. WE CONDUCTED AN ASSESSMENT
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Fred (via video) explains the
AFTF vision and introduces
the assessment process.
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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.
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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.
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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. WE CREATED A
Internal community collaboration
tool, process, resource
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PLAYBOOK

11. WE ESTABLISHED NEW STRUCTURES & TITLES
STRATEGISTS
Executive (Function)
(Function) Director
Sr. (Function)
(Function)
Associate (Function)
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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. WE WROTE
NEW JOB
DESCRIPTIONS
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13. WE PLANNED TRAINING PROGRAMS
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14. WE REDESIGNED CLIENT TEAMS
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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
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16. WE BUILT BRIDGES
Dallas
San Francisco
Los Angeles
London

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.
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18. WE REDESIGNED OUR WORK SPACE
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19. WE DEPLOYED NEW TOOLS & PROCESSES
Brand Story
Bright Collective
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Dialogue (The Cube)
Black Swan
The Bridge
Brand Voice

20. WE DEVELOPED A MANTRA
Premeditated evolution or intentional change.

21. WE BUILT A NEW WEBSITE

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23. WE TRANSITIONED EVERY OFFICE
Q2 2011
Q1 2012
London
Stockholm
Los Angeles
New York
Bucharest
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Q2 2012

24. WE HELD IN-DEPTH g4 SUMMITS
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25. : WE MADE THE A-LIST

26. WE ARE
TELLING
OUR STORY

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
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28. WE ARE FEELING THE IMPACT
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DIFFERENTIATES US
ATTRACTS DIVERSE TALENT
TEACHES US NEW SKILLS
LEVERAGES LATEST TECHNOLOGY
WINS BUSINESS
POSITIONS US FOR THE FUTURE
IMPROVES OUR WORK
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