Communication Agency's Art Of War

2,765 views
2,559 views

Published on

This is just something I wrote on how you could structure a medium sized media/communications agency of today against the philosophy of 'Art of War'.

Published in: Business, Economy & Finance
1 Comment
6 Likes
Statistics
Notes
  • Well explained.

    Stulangperdana
    www.mdamin76.com/
    www.sprintringtones.org/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
2,765
On SlideShare
0
From Embeds
0
Number of Embeds
37
Actions
Shares
0
Downloads
137
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide

Communication Agency's Art Of War

  1. 1. COMMUNICATION / MEDIA AGENCY AND THEIR ART OF WAR
  2. 2. FIVE KEY FACTORS <ul><li>MORAL LAW </li></ul><ul><li>HEAVEN </li></ul><ul><li>RECONNAISSANCE </li></ul><ul><li>EARTH </li></ul><ul><li>COMMANDERS </li></ul>
  3. 3. MORAL LAW What is an agency’s MORAL LAW
  4. 4. HEAVEN <ul><li>Delivering our ideal scenario for the agency. Short, medium and long term </li></ul><ul><ul><li>Build and Strengthen Our Client Relationships. </li></ul></ul><ul><ul><li>Articulate and Implement Our Vision </li></ul></ul><ul><ul><li>Attract, Develop and Retain World-Class Talent </li></ul></ul><ul><ul><li>Develop Superior Product </li></ul></ul><ul><ul><li>Reinvent Our Business Model </li></ul></ul>
  5. 5. RECONNAISSANCE Develop rich and fluid understanding of: The Enemy’s Operations Compared to our Operations The Enemy = KNOWING THE WARZONE
  6. 6. 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
  7. 7. 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
  8. 8. Bringing the….. ART OF WAR To the strategic product
  9. 9. 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
  10. 10. Bringing the….. ART OF WAR To daily operations
  11. 11. METHOD AND DISCIPLINE Work better together Work better externally Minimise time on administration Have the ideal teams comparing behaviour and strengths
  12. 12. ELEMENTS TO WAR <ul><li>Create an ‘ART OF WAR’ Manifesto </li></ul><ul><li>ART OF WAR Room </li></ul><ul><li>Internal War Leaders - By Media / Industry / Clients. </li></ul><ul><li>Internal training exercises </li></ul>
  13. 13. 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
  14. 14. 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.
  15. 15. Bringing the….. ART OF WAR To your agency

×