Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Agency Management: Gaining a competitive edge in a mature market

205 views

Published on

Presentation held by JP | KOM's founder Joerg Pfannenberg at the International Public Relations Network's annual meeting in Beijiing, China in May, 2018.

Published in: Business
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Agency Management: Gaining a competitive edge in a mature market

  1. 1. JP│KOM Agency Management Gaining a competitive edge in a mature market MAY 22, 2018
  2. 2. The German (agency) market: Highly developed and competitive Economic growth in Germany PR agency market (2017): Highly competitive 04.07.2018 2 JP | KOM market analysis 2017/18 Consumer goods Engineering / IoT Cars • Worldwide leader in exports • Almost full employment • War for talent Consumer goods Sales +7.94% Employees +5.72% JP│KOM Agency Management
  3. 3. Economy and society: Digital transformation as major trend 04.07.2018 3 Internet of Things Agile methodsDisruptive business models End of free tradePostmodern, postmaterial societyGrowth in Germany JP│KOM Agency Management JP | KOM market analysis 2017/18
  4. 4. Agency market: Rapid change and new working environment 04.07.2018 4 Internet of Things Growth market: HealthcareDigitization Implementation of management techniques Cooperation / collaborationLabor shortage JP│KOM Agency Management JP | KOM market analysis 2017/18
  5. 5. Our scope and mission JP│KOM is an agency for strategic communications. Our guiding topic is change. We empower our customers with communications for digital transformation. • Change communications • B2B communications • Healthcare communications We develop and monitor communications with management tools. 5 Strategy and positioning of JP | KOM a) c) Relevant stories… … in appealing media … developed and controlled using management tools JP│KOM Agency Management 04.07.2018
  6. 6. Brand identity: be cool! 04.07.2018 6 Strategy and positioning of JP | KOM JP│KOM Agency Management Security Driving change→ Professional skills Frontrunner for innovation→ Relationship management “In search of excellence”→ Emotionality Technology driven→ Hands-on approach Management tools→ Spontaneity Controlling→ Advertising and PR “Digital first” approach→
  7. 7. What does an agency need to succeed in competition? 7
  8. 8. Balanced scorecard: Strategic management and controlling of all programs 04.07.2018(according to Kaplan / Norton 1992) 8 Basic tool for agency management at JP | KOM Vision and strategy “To succeed financially, how should we appear to our shareholders?“ Financial Customer Internal business Processes Learning and growth “To achieve our vision, how will we sustain our ability to change and improve?“ “To satisfy our shareholders and customers, what business processes must we excel at?“ “To achieve our vision, how should we appear to our customers?“
  9. 9. Strategy map: Value links in the business model (according to Kaplan / Norton 2004) 9 Basic tool for agency management at JP | KOM Financial perspective Customer perspective Internal perspective Learning & growth perspective Product / service attributes Relationship Image Human Capital ▪ Employee skills ▪ Training ▪ Knowledge Information Capital ▪ Information systems ▪ Database ▪ Networks Organizational Capital ▪ Culture ▪ Leadership ▪ Alignment ▪ Teamwork Operations Management Process Production and distribution of products and services Customer Management Process Increase customer value Innovation Process Development of new products and services Regulatory and Social Process Relationship management with communities and environment Customer Value Proposition Price Quality Availabil- ity Selection Function- ality Service Partner- ship Brand Improve cost structure Enhance customer value Increase asset utilization Enhance customer value Equity capital costs Borrowing costs Productivity Strategy Funding StrategyRevenue Growth Strategy Long-Term Shareholder Value 04.07.2018
  10. 10. Strategy Map JP│KOM 2025: Value links of the future 10 Management tools in use Sustainable increase in revenue (and thereby company value) Productivity Strategy • Cost controlling (?) • Improve use of resources (?) • Motivational activities Strategy to increase revenue • Improvement of customer added value • Development of new sources for revenue Financing by cashflow Financial perspective Customer perspective Internal perspective Learning & growth perspective Company culture • Community building • Open, challenging leadership • Profit center graphics and groups • Communication for alignment • Diversity in teams Employees (human resources) • Updated training program • Updated trainee program • Recruiting according to competencies) • HR development IT (information assets) • Secure highest availability • State-of-the-art hardware • Early testing of new software and programs • Support systems for transparent and agile / visual collaboration, project systems • Content hub • Data cable Operational management • Excellence programs • Tooling and tool-based performance • Dynamic capacity management • Time management Customer management • Consulting expertise • Securing personal availability • Staffing of teams • Guidance • Emotional added value of the agency Innovation • Focus on Internet of Things • Products instead of services • Based on algorithms • Agile methods Social environment • Social security for employees • NEW: Employee engagement, e.g. ProBono (instead of art) High availability • Project management • Employee commitment Portfolio • Corp.Com, B2B, Healthcare • Analysis, strategy / consulting, content, implementation • For industries… (see above) Functionality • Support digital transformation • Management and implementation • Relief and pushing forward • Integrated / single source or stand-alone solutions Relationship • Long-lasting strategic partnerships • Innovation partnerships • Partnerships of equals • Personal coach for the client Brand JP│KOM − Further uptrading: - Vital change - Innovation/digitization, strategy, management - Excellence • Personalization of the agency via JP ? Product / service characteristics Relationship Image Value contribution for the customer 17 18 1516 11 12 13 14 8 7 9 1 2 3 1013Excellence • Agility • Project management • Quality Above-average pricing
  11. 11. Scorecard 2018 (1/2) 7/4/2018JP│KOM Agency Management 11 Management tools in use Target Measured value Target/Actual 2015 Target/Actual 2016 Target/Actual 2017 Target 2018 Finance Revenue growth Revenue 4.5M (+15%) / 3.54M (-8.7%) 3.6M (+2%) / 3.06M (-13.6%) 3.6M (+17.5%) / 3.6M (+17.5%) (vorl.) 4.15M (+13%) NB per year 877T 700T / 458T 600T 700T Costs € 3.8M / 3.479M 3.3M / 3.267M 3.1M / 3.47M (vorl.) 3.9M Profit margin* % 18% / 9.5% 2.5% >10% / >14% (vorl.) >8% Cash Constant liquidity in proportion to operating margin >5% >3% >3% und <6% >3% und <6% Customer Attractivity Budget in pitch in € 4.0M / 2.355M (1.835 + 520) 2.2M / 2.6M 3.0M / 2.2M (vorl.) 2.5M Trust Number of requests (>50T€) 50 / 32 40 40 / 31 35 Reputation Awards (digital products and processes) / speaker placement / requests for panel of judges 3 Awards (→ inkom, LACP, IPRN), 10 Speaker 3 / 1 Awards, Speaker 10 / 5 3 Awards, 10 Speaker / 1 Award, X Speaker (inkl. Unis) 3 / 10 / 3 Pitch performance Conversion v. pitches v. vol. >40% >40% / 22%? >40% / 45% (vorl.) >40% Processes Innovative strength / product development Number of implemented products N/A N/A N/A 4 Digital portfolio Response quote customer satisfaction with digital services (%) N/A N/A N/A ≥50 Customer satisfaction with digital services (1–5) 4.13 4.46 N/A ≥4.4 Operative excellence with existing clients Customer satisfaction (1–5) 4.55 4.41 N/A ≥4.4, no individual value sub 3.5 Customer fluctuation 3 (2 resp. 3 incl. Pharma) As low as possible/ 3 (BPW, BI, SMS, DuPont) 3 / 2 (BASF AP, Brose) 3 Complaints <10 <10 <10 <10 Revenue with existing clients --- (-27% incl. Healthcare) <-10% / -26% (davon 12% Totalverlust) <-5% / -3% (vorl.) <IST 2017 (<-3%)
  12. 12. Scorecard 2018 (2/2) 04.07.2018JP│KOM Agency Management 12 Management tools in use Excellence graphic Customer satisfaction Creativity and layout / creation (1–5) 4.34 / 4.08 4.13 / 4.13 N/A ≥4.0 / 4.0 Satisfaction internal clients (1–5) N/A N/A 3.6 ≥3.8 Customer focus Performance of annual talks 90% 85% / N/A 85% / N/A 85% Efficiency Billing rate in % ≥85% / 80% 82% 82% / 80% 82% Proportion of payroll expenses compared to overall costs 22% / 22.1% 22% / ? 22% / 21.2% 22% IT quality IT satisfaction (1–5) ≥3.6 / 3.4 ≥3.6 / 3.4 ≥3.6 / 3.0 ≥3.8 Employees Commitment Total value “Barometer” (1–5) ≥3.8 / 3.8 ≥3.8 / 3.8 ≥3.8 / 3.6 ≥3.8 Leadership quality Satisfaction Managing Board (1–5) ≥3.6 / 3.4 ≥3.5 / 3.3 ≥3.5 / 3.2 ≥3.8 Employer attractiveness Unsolicited applications 30 (?) 15 N/A 30 Employer branding Implementation HR project N/A N/A N/A 80%
  13. 13. Excellence in consulting and implementation 04.07.2018 13 Process management (classic) JP│KOM Agency Management Based on tools… …with thrilling stories… …and appealing media
  14. 14. The Agile Manifesto (2001): Disruptive change requires new behavior 14 Process and innovation management (new approach) Individuals and interactions Process and tools Working product Customer collaboration Responding to change Comprehensive documentation Contract negotiation Following a plan → → → → JP│KOM Agency Management Traditional project management New forms 04.07.2018
  15. 15. Design thinking and agile methods • New approaches for problem solving • Agile workshops lead to innovation Writeable walls and surface hub • Development of content and structures in workshops • New ways of collaboration • Interdisciplinary teams Web-based project management • Use of freeware project management tools • Development of own systems (content hub) 15 Process and innovation management 15 Collaboration at JP | KOM: Inform → Disrupt → Transform JP│KOM Agency Management 04.07.2018
  16. 16. Bringing the Internet of Things into digital communications tools JP│KOM Agency Management 16 Move scope of business 2025 TREND: Corporate messenger in business environment TREND: Augmented / Virtual Reality for onboarding employees TREND: Service automation via chatbotsTREND: Automated analysis mapping stakeholder networks 04.07.2018
  17. 17. From isolated work to open space and collaboration 04.07.2018 17 Room concept and modern work practices JP│KOM Agency Management
  18. 18. State-of-the-art IT systems 04.07.2018 18 Technology drives business JP│KOM Agency Management Collaboration and testing of the latest tools (Freeware) tools like Trello or Scompler for project management State-of-the-art equipment Need: Coding unit to faciliate prototyping and new innovations
  19. 19. New HR system (2017/18): Involving employees in the entire process 19 Employer Branding and HR Competencies Leadership Recruiting Onboarding Community Building • Definition of skills required for the success of the company • Developed in agency-wide workshops • Definition of good leadership • Measures to support leadership via mentoring, buddy programs, etc. • Development of the recruiting approach • Selection of professional recruiting tools • Provision of onboarding programs • Implementation of innovative measures like AR • Internal newsletter, monthly agency meetings • Support exchange: Event of the Quarter, Art after Work, etc. JP│KOM Agency Management 04.07.2018
  20. 20. New HR system (2017/18): Developing future competencies in workshops 04.07.2018 20 Employer Branding and HR JP│KOM Agency Management
  21. 21. Human Resources concepts: Attracting generation X, Y and Z Modern spaces • Allowing for flexible working and breaks / concentrated working 04.07.2018 21 Employer Branding and HR Events • For exchange amongst employees (excellence days, summer party, christmas party) • Leisure activities (art, sports, culture, etc.) Engagement • Providing time / budget for CSR activities JP│KOM Agency Management
  22. 22. This is JP | KOM 22JP│KOM Agency Management 04.07.2018
  23. 23. 04.07.2018JP│KOM Strategie 2025 23 Let’s keep in touch: Thank you very much!

×