COMMUNICATION / MEDIA AGENCY AND THEIR ART OF WAR

FIVE KEY FACTORS MORAL LAW HEAVEN RECONNAISSANCE EARTH COMMANDERS

MORAL LAW

HEAVEN

RECONNAISSANCE

EARTH

COMMANDERS

MORAL LAW What is an agency’s MORAL LAW

HEAVEN Delivering our ideal scenario for the agency. Short, medium and long term Build and Strengthen Our Client Relationships. Articulate and Implement Our Vision Attract, Develop and Retain World-Class Talent Develop Superior Product Reinvent Our Business Model

Delivering our ideal scenario for the agency. Short, medium and long term

Build and Strengthen Our Client Relationships.

Articulate and Implement Our Vision

Attract, Develop and Retain World-Class Talent

Develop Superior Product

Reinvent Our Business Model

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

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

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

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

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

Bringing the….. ART OF WAR To daily operations

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

ELEMENTS TO WAR Create an ‘ART OF WAR’ Manifesto ART OF WAR Room Internal War Leaders - By Media / Industry / Clients. Internal training exercises

Create an ‘ART OF WAR’ Manifesto

ART OF WAR Room

Internal War Leaders - By Media / Industry / Clients.

Internal training exercises

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

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.

Bringing the….. ART OF WAR To your agency