SlideShare a Scribd company logo
1 of 44
Download to read offline
HUGEAnd Digital Services
Group 7
Gabriella Kawilarang
Minjae Park
Kripa Shroff
Leanne Tremblay
What We Do
• Digital Business
– Creating products and services that transform
organizations for the digital economy
• Integrated marketing
– Building brands and driving sales with a cross-channel,
digitally-led approach to communications
• Strong focus on UX
– Simple, elegant, and easy-to-use platforms
“The value of our brand is synonymous with the
quality of our work: Remaining excellent”
Brand Mission
What Does it Take to Win?
What Does it Take to Win?
Incorporate both full digital services
and traditional services
What Does it Take to Win?
To reach revenue levels in the
hundreds of millions that will put
them in the top 25 digital agencies
in the US by revenue level
Strategic Goal
How could HUGE best grow
without compromising the
firm’s reputation for
excellence?
Core Question
• Steady as She Goes
• Retainer Relationships
• Geographic Expansion
• Healthcare
• Expanded Traditional Services
Possible Solutions
Steady as She Goes
Possible Solution #1
Continue with their
current strategy
Steady as She Goes
“HUGE had reached the point where the growth
for which (Shapiro) was hoping- to revenue
levels in the hundreds of millions- would require
a shift in strategy”
Challenge to Steady as She
Goes
Retainer Relationships
Possible Solution #2
• Expand the proportion of clients with which
HUGE had a long-term retainer relationship
with
• Positioning itself as a recurring component of
companies marketing budgets
Retainer Relationships
“CMO tenure gradually decreased from 24
months in 2004 to 22 months in 2010-
compared to about six years for CEOs and four
years for CFOs.”
Challenges to Retainer
Relationships
“HUGE shied away from engagements primarily
focused on campaign-based marketing, such as
display advertising or PPC search marketing…
this stance was not without significant
opportunity cost…”
Challenges to Retainer
Relationships
“[If HUGE] was trying to expand the proportion
of clients with which HUGE had a long-term
retainer relationships… HUGE could find itself
doing digital marketing projects - such as display
advertising and search marketing.”
Challenges to Retainer
Relationships
“HUGE did not pursue [digital offerings forcing
clients to come back for any revisions or
enhancements] because senior management
viewed it as unethical and ineffective to create
digital products that client could not support or
maintain themselves”.
Retainer Relationships
Geographic Expansion
Possible Solution #3
Exporting what had worked so well
in New York to other cities and
even other countries
Geographic Expansion
“... difficult to scale due to scarce
talent in the marketplace and
conflicting client needs.”
Challenges to Geographic
Expansion
Only 5 countries of the countries in the “World
eCommerce Statics 2009” have a higher
ecommerce rate than USA
20% eCommerce rates indicate 80% retail
commerce rates
Challenges to Geographic
Expansion
Average proportion of the population that are
technologically savvy in US is 6%
Challenges to Geographic
Expansion
Health Care
Possible Solution #4
Targeting a new market
segment that spent
approximately $1 billion online
Healthcare
Heath Care growth rate is almost half the growth rate of
search marketing and display advertising
Healthcare
Health Care is a $1.5 billion market
compared to display and search that are a
$47.3 billion market.
Healthcare
Digitas and Razorfish have established
independent healthcare practices and
already offer full-service digital services.
Healthcare
Weak demand in the common
consumers who say they would use
social media, Chat/IM, and online
forum channels with their doctors
Healthcare
What people say is different from
what people actually do
Healthcare
Expanded Traditional
Services
Possible Solution #4
Expansion of offerings into more
conventional marketing services, including
heavier emphasis on display advertising
and search marketing, as well as expanding
IT offering to offer robust technical
support, with possible efforts in PR, print,
and TV advertising
Expanded Traditional Services
“As networks, platforms, and programming
became more central to modern marketing,
digital evangelists emphasized that marketers
‘need to think like software companies’ and
cultivate hybrid marketer/developer specialists
‘who understand tech from a marketing and
brand perspective, and who have a consumer
mindset’”
The Optimal Solution
“Established marketing agencies like Ogilvy and Leo
Burnett rapidly developed digital practices that often
benefited from strong brand affiliation and well-
established client relationships in the industry… IT
providers such as Sapient and IBM, began to expand their
practices to fuller digital strategy as firms began to move
from internal systems to web-based platforms. Like
traditional marketing, IT firms leveraged brand name and
client relationships to become some of the largest digital
consultants in the U.S. Their main challenge was
mastering the creative and UX design side of digital
marketing.”
The Optimal Solution
“HUGE took great effort in positioning itself as a one-stop
shop for clients seeking to navigate the digital
convergence. Consistent with its founding emphasis on
integrated digital marketing services, HUGE’s leadership
felt that the future of the firm lay in being a digital ‘uber-
firm’ that handled general marketing strategy as well as
the design of digital products and campaigns, along with
technical implementation. This one -stop shop approach
shop approach was viewed as being critical to long-term
success because Shapiro and his staff believed that within
the next decade ‘there will be no specific digital industry
because everything will be digital.’”
The Optimal Solution
Search and display digital advertising, which
HUGE has not offered in the past, accounts for
about 70% of the overall digital budget
FORECAST FOR 2016
The Optimal Solution
Social
Media
Email Mobile DISPLAY SEARCH Total
4,995 2,468 8,237 27,600 33,319 76,619
Even though Internet is growing at 15.7%, the
combined growth rate of other media excluding
Magazines and Newspapers is larger than the internet
growth rate.
The Optimal Solution
Source: Exhibit 9 Huge and Digital Services Case
Search and Display are growing at about 20%
each year, which is higher than the yearly
growth of the health market and also the other
digital strategies they currently incorporate.
The Optimal Solution
Competitors and Complements –
“HUGE found itself constantly working
to evolve its capabilities just as other
industry players, change for us is the
norm” –CEO Shapiro
The Optimal Solution
HUGE will be able to expand their capabilities
and maintain their flat organizational and
entrepreneurial structure with their ability to
move to a larger office space and have the
creative talent to tap into as they currently have
less than a half a percent hiring rate
Feasibility
• We have understood the context for the decision and
the overall strategic goals of the organization and
thought in alignment with these goals
• We have framed the problem correctly and asked the
right question(s) and we can show that our framing is
the best
• We have identified the widest feasible range of
options for the decision and established a fair and
rational process for evaluating these options
• We have made a decision and can demonstrate that
our decision is the best from the available options
• We have a realistic and achievable decision
Evaluation
By implementing the expansion of
traditional services, HUGE will be able to
increase their revenues into the hundreds
of millions of dollars while maintaining
their commitment to excellence
Conclusion
Thank You
We are happy to take any
questions at this time.

More Related Content

What's hot

Glossier Marketing Plan
Glossier Marketing PlanGlossier Marketing Plan
Glossier Marketing PlanAnika Bobb
 
Internal Analysis and Strategy Report - Lululemon
Internal Analysis and Strategy Report - LululemonInternal Analysis and Strategy Report - Lululemon
Internal Analysis and Strategy Report - LululemonKailey Cornett
 
L'Oreal - Marketing Strategy
L'Oreal - Marketing StrategyL'Oreal - Marketing Strategy
L'Oreal - Marketing Strategyibzmir
 
The Power of a Big Idea for your Brand
The Power of a Big Idea for your BrandThe Power of a Big Idea for your Brand
The Power of a Big Idea for your BrandBeloved Brands Inc.
 
Brand Awareness PowerPoint Presentation Slides
Brand Awareness PowerPoint Presentation Slides Brand Awareness PowerPoint Presentation Slides
Brand Awareness PowerPoint Presentation Slides SlideTeam
 
Alphabet Eyes New Frontiers
Alphabet Eyes New FrontiersAlphabet Eyes New Frontiers
Alphabet Eyes New FrontiersRadha Gupta
 
Nivea Marketing Strategy
Nivea Marketing StrategyNivea Marketing Strategy
Nivea Marketing StrategySurabhi Gupta
 
How to find your brand's Big Idea
How to find your brand's Big IdeaHow to find your brand's Big Idea
How to find your brand's Big IdeaBeloved Brands Inc.
 
The evolution of Dove as a Brand
The evolution of Dove as a BrandThe evolution of Dove as a Brand
The evolution of Dove as a BrandRohan Bharaj
 
Strategic Marketing Plan Example
Strategic Marketing Plan ExampleStrategic Marketing Plan Example
Strategic Marketing Plan Exampleluxuriantcushio33
 
How to define your brand positioning
How to define your brand positioningHow to define your brand positioning
How to define your brand positioningBeloved Brands Inc.
 
EHarmony dating service business case
EHarmony dating service business caseEHarmony dating service business case
EHarmony dating service business caseKseniia Udovitskaia
 
Brand Positioning Development Workshop
Brand Positioning Development WorkshopBrand Positioning Development Workshop
Brand Positioning Development WorkshopHawkPartners
 
Metabical - Marketing Case Study
Metabical - Marketing Case StudyMetabical - Marketing Case Study
Metabical - Marketing Case StudyShrishti Gupta
 
Every business is a growth business
Every business is a growth businessEvery business is a growth business
Every business is a growth businessGMR Group
 
eHarmony Strategic Marketing Case Study
eHarmony Strategic Marketing Case StudyeHarmony Strategic Marketing Case Study
eHarmony Strategic Marketing Case StudyZoe Robinson
 

What's hot (20)

Brand Plan template
Brand Plan templateBrand Plan template
Brand Plan template
 
Glossier Marketing Plan
Glossier Marketing PlanGlossier Marketing Plan
Glossier Marketing Plan
 
Internal Analysis and Strategy Report - Lululemon
Internal Analysis and Strategy Report - LululemonInternal Analysis and Strategy Report - Lululemon
Internal Analysis and Strategy Report - Lululemon
 
L'Oreal - Marketing Strategy
L'Oreal - Marketing StrategyL'Oreal - Marketing Strategy
L'Oreal - Marketing Strategy
 
The Power of a Big Idea for your Brand
The Power of a Big Idea for your BrandThe Power of a Big Idea for your Brand
The Power of a Big Idea for your Brand
 
Brand Awareness PowerPoint Presentation Slides
Brand Awareness PowerPoint Presentation Slides Brand Awareness PowerPoint Presentation Slides
Brand Awareness PowerPoint Presentation Slides
 
Creating a brand strategy
Creating a brand strategyCreating a brand strategy
Creating a brand strategy
 
Glossier
GlossierGlossier
Glossier
 
Alphabet Eyes New Frontiers
Alphabet Eyes New FrontiersAlphabet Eyes New Frontiers
Alphabet Eyes New Frontiers
 
Nivea Marketing Strategy
Nivea Marketing StrategyNivea Marketing Strategy
Nivea Marketing Strategy
 
How to find your brand's Big Idea
How to find your brand's Big IdeaHow to find your brand's Big Idea
How to find your brand's Big Idea
 
The evolution of Dove as a Brand
The evolution of Dove as a BrandThe evolution of Dove as a Brand
The evolution of Dove as a Brand
 
Strategic Marketing Plan Example
Strategic Marketing Plan ExampleStrategic Marketing Plan Example
Strategic Marketing Plan Example
 
How to define your brand positioning
How to define your brand positioningHow to define your brand positioning
How to define your brand positioning
 
L'Oreal BRANDSTORM 2020
L'Oreal BRANDSTORM 2020L'Oreal BRANDSTORM 2020
L'Oreal BRANDSTORM 2020
 
EHarmony dating service business case
EHarmony dating service business caseEHarmony dating service business case
EHarmony dating service business case
 
Brand Positioning Development Workshop
Brand Positioning Development WorkshopBrand Positioning Development Workshop
Brand Positioning Development Workshop
 
Metabical - Marketing Case Study
Metabical - Marketing Case StudyMetabical - Marketing Case Study
Metabical - Marketing Case Study
 
Every business is a growth business
Every business is a growth businessEvery business is a growth business
Every business is a growth business
 
eHarmony Strategic Marketing Case Study
eHarmony Strategic Marketing Case StudyeHarmony Strategic Marketing Case Study
eHarmony Strategic Marketing Case Study
 

Viewers also liked

RobotUX: A Framework for Human-Robot Interactions
RobotUX: A Framework for Human-Robot InteractionsRobotUX: A Framework for Human-Robot Interactions
RobotUX: A Framework for Human-Robot InteractionsHuge
 
Thanks.
Thanks.Thanks.
Thanks.Huge
 
How Corporate Personhood Might Just Save the World
How Corporate Personhood Might Just Save the WorldHow Corporate Personhood Might Just Save the World
How Corporate Personhood Might Just Save the WorldHuge
 
Intro to the LA Design Community Resources
Intro to the LA Design Community ResourcesIntro to the LA Design Community Resources
Intro to the LA Design Community ResourcesHuge
 
A importância da UX para o consumo de conteúdo digital
A importância da UX para o consumo de conteúdo digitalA importância da UX para o consumo de conteúdo digital
A importância da UX para o consumo de conteúdo digitalHuge
 
Intro to the SF Design Community Resources
Intro to the SF Design Community ResourcesIntro to the SF Design Community Resources
Intro to the SF Design Community ResourcesHuge
 
Digital Strategy with Huge's Eduardo Torres
Digital Strategy with Huge's Eduardo TorresDigital Strategy with Huge's Eduardo Torres
Digital Strategy with Huge's Eduardo TorresHuge
 
Desenvolvimento Client-Side 2016 (BrazilJS)
Desenvolvimento Client-Side 2016 (BrazilJS)Desenvolvimento Client-Side 2016 (BrazilJS)
Desenvolvimento Client-Side 2016 (BrazilJS)Huge
 
The Augmented Future: Entertainment & Utility
The Augmented Future: Entertainment & UtilityThe Augmented Future: Entertainment & Utility
The Augmented Future: Entertainment & UtilityHuge
 
Desenvolvimento Orientado a Qualidade
Desenvolvimento Orientado a QualidadeDesenvolvimento Orientado a Qualidade
Desenvolvimento Orientado a QualidadeHuge
 
Desenvolvimento Client-Side 2016
Desenvolvimento Client-Side 2016Desenvolvimento Client-Side 2016
Desenvolvimento Client-Side 2016Huge
 
Social e conteúdo preditivo: como antever reações de usuários e diminuir risc...
Social e conteúdo preditivo: como antever reações de usuários e diminuir risc...Social e conteúdo preditivo: como antever reações de usuários e diminuir risc...
Social e conteúdo preditivo: como antever reações de usuários e diminuir risc...Huge
 
Client-side Development 2016
Client-side Development 2016Client-side Development 2016
Client-side Development 2016Huge
 
With Users Like These Who Needs Enemies?
With Users Like These Who Needs Enemies?With Users Like These Who Needs Enemies?
With Users Like These Who Needs Enemies?Huge
 

Viewers also liked (14)

RobotUX: A Framework for Human-Robot Interactions
RobotUX: A Framework for Human-Robot InteractionsRobotUX: A Framework for Human-Robot Interactions
RobotUX: A Framework for Human-Robot Interactions
 
Thanks.
Thanks.Thanks.
Thanks.
 
How Corporate Personhood Might Just Save the World
How Corporate Personhood Might Just Save the WorldHow Corporate Personhood Might Just Save the World
How Corporate Personhood Might Just Save the World
 
Intro to the LA Design Community Resources
Intro to the LA Design Community ResourcesIntro to the LA Design Community Resources
Intro to the LA Design Community Resources
 
A importância da UX para o consumo de conteúdo digital
A importância da UX para o consumo de conteúdo digitalA importância da UX para o consumo de conteúdo digital
A importância da UX para o consumo de conteúdo digital
 
Intro to the SF Design Community Resources
Intro to the SF Design Community ResourcesIntro to the SF Design Community Resources
Intro to the SF Design Community Resources
 
Digital Strategy with Huge's Eduardo Torres
Digital Strategy with Huge's Eduardo TorresDigital Strategy with Huge's Eduardo Torres
Digital Strategy with Huge's Eduardo Torres
 
Desenvolvimento Client-Side 2016 (BrazilJS)
Desenvolvimento Client-Side 2016 (BrazilJS)Desenvolvimento Client-Side 2016 (BrazilJS)
Desenvolvimento Client-Side 2016 (BrazilJS)
 
The Augmented Future: Entertainment & Utility
The Augmented Future: Entertainment & UtilityThe Augmented Future: Entertainment & Utility
The Augmented Future: Entertainment & Utility
 
Desenvolvimento Orientado a Qualidade
Desenvolvimento Orientado a QualidadeDesenvolvimento Orientado a Qualidade
Desenvolvimento Orientado a Qualidade
 
Desenvolvimento Client-Side 2016
Desenvolvimento Client-Side 2016Desenvolvimento Client-Side 2016
Desenvolvimento Client-Side 2016
 
Social e conteúdo preditivo: como antever reações de usuários e diminuir risc...
Social e conteúdo preditivo: como antever reações de usuários e diminuir risc...Social e conteúdo preditivo: como antever reações de usuários e diminuir risc...
Social e conteúdo preditivo: como antever reações de usuários e diminuir risc...
 
Client-side Development 2016
Client-side Development 2016Client-side Development 2016
Client-side Development 2016
 
With Users Like These Who Needs Enemies?
With Users Like These Who Needs Enemies?With Users Like These Who Needs Enemies?
With Users Like These Who Needs Enemies?
 

Similar to HUGE and Digital Strategy

A study an awareness on digital marketing
A study an awareness on digital marketingA study an awareness on digital marketing
A study an awareness on digital marketingBhavik Parmar
 
Digital marketing planning #DMELeeds
Digital marketing planning #DMELeedsDigital marketing planning #DMELeeds
Digital marketing planning #DMELeedsAndy Lima
 
Search And Success: How To Make Your Website, Content And SEO Pay Off
Search And Success: How To Make Your Website, Content And SEO Pay OffSearch And Success: How To Make Your Website, Content And SEO Pay Off
Search And Success: How To Make Your Website, Content And SEO Pay OffMichael Hackmer
 
Fundamentals of Digital Marketing and Web Design.pdf
Fundamentals of Digital Marketing and Web Design.pdfFundamentals of Digital Marketing and Web Design.pdf
Fundamentals of Digital Marketing and Web Design.pdfrepallegiddaiah
 
Is social media eclipsing search?
Is social media eclipsing search?Is social media eclipsing search?
Is social media eclipsing search?Regalix
 
Business Plan for a Mumbai Based Digital Marketing Company
Business Plan for a Mumbai Based Digital Marketing CompanyBusiness Plan for a Mumbai Based Digital Marketing Company
Business Plan for a Mumbai Based Digital Marketing CompanyNalini Patil
 
SAVAS Corporate Profile
SAVAS Corporate ProfileSAVAS Corporate Profile
SAVAS Corporate ProfileSAVAS INC.
 
PRO's under more pressure and undervalued
PRO's under more pressure and undervaluedPRO's under more pressure and undervalued
PRO's under more pressure and undervaluedKaizo PR
 
Digital marketing strategy and planning | About Business
Digital marketing strategy and planning | About BusinessDigital marketing strategy and planning | About Business
Digital marketing strategy and planning | About BusinessGaditek
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, AdobeLinkedIn
 
Frshwater Pitch-Deck.ppt
Frshwater Pitch-Deck.pptFrshwater Pitch-Deck.ppt
Frshwater Pitch-Deck.pptCarlfredGiles3
 
IAB Netherlands report: Report on Digital Marketing Innovation
IAB Netherlands report: Report on Digital Marketing Innovation IAB Netherlands report: Report on Digital Marketing Innovation
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
 
The Future of Digital Marketing
The Future of Digital MarketingThe Future of Digital Marketing
The Future of Digital MarketingMondo
 
Social Media Strategies for 2014
Social Media Strategies for 2014Social Media Strategies for 2014
Social Media Strategies for 2014Allan V. Braverman
 

Similar to HUGE and Digital Strategy (20)

A study an awareness on digital marketing
A study an awareness on digital marketingA study an awareness on digital marketing
A study an awareness on digital marketing
 
Internet marketing
Internet marketingInternet marketing
Internet marketing
 
Digital marketing planning #DMELeeds
Digital marketing planning #DMELeedsDigital marketing planning #DMELeeds
Digital marketing planning #DMELeeds
 
Search And Success: How To Make Your Website, Content And SEO Pay Off
Search And Success: How To Make Your Website, Content And SEO Pay OffSearch And Success: How To Make Your Website, Content And SEO Pay Off
Search And Success: How To Make Your Website, Content And SEO Pay Off
 
Fundamentals of Digital Marketing and Web Design.pdf
Fundamentals of Digital Marketing and Web Design.pdfFundamentals of Digital Marketing and Web Design.pdf
Fundamentals of Digital Marketing and Web Design.pdf
 
Is social media eclipsing search?
Is social media eclipsing search?Is social media eclipsing search?
Is social media eclipsing search?
 
Business Plan for a Mumbai Based Digital Marketing Company
Business Plan for a Mumbai Based Digital Marketing CompanyBusiness Plan for a Mumbai Based Digital Marketing Company
Business Plan for a Mumbai Based Digital Marketing Company
 
HubSpot 2017 State of Inbound Report
HubSpot 2017 State of Inbound ReportHubSpot 2017 State of Inbound Report
HubSpot 2017 State of Inbound Report
 
SAVAS Corporate Profile
SAVAS Corporate ProfileSAVAS Corporate Profile
SAVAS Corporate Profile
 
Digital Marketing
Digital MarketingDigital Marketing
Digital Marketing
 
PRO's under more pressure and undervalued
PRO's under more pressure and undervaluedPRO's under more pressure and undervalued
PRO's under more pressure and undervalued
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 
[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy
 
Digital marketing strategy and planning | About Business
Digital marketing strategy and planning | About BusinessDigital marketing strategy and planning | About Business
Digital marketing strategy and planning | About Business
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
 
Frshwater Pitch-Deck.ppt
Frshwater Pitch-Deck.pptFrshwater Pitch-Deck.ppt
Frshwater Pitch-Deck.ppt
 
IAB Netherlands report: Report on Digital Marketing Innovation
IAB Netherlands report: Report on Digital Marketing Innovation IAB Netherlands report: Report on Digital Marketing Innovation
IAB Netherlands report: Report on Digital Marketing Innovation
 
The Future of Digital Marketing
The Future of Digital MarketingThe Future of Digital Marketing
The Future of Digital Marketing
 
Social Media Strategies for 2014
Social Media Strategies for 2014Social Media Strategies for 2014
Social Media Strategies for 2014
 
Digital Channel Hype versus Good Old Customer Value
Digital Channel Hype versus Good Old Customer ValueDigital Channel Hype versus Good Old Customer Value
Digital Channel Hype versus Good Old Customer Value
 

Recently uploaded

Pistachio Caviar and raisins from Iran.pdf
Pistachio Caviar and raisins from Iran.pdfPistachio Caviar and raisins from Iran.pdf
Pistachio Caviar and raisins from Iran.pdfRezaSeif2
 
Fundamentals Welcome and Inclusive DEIB
Fundamentals Welcome and  Inclusive DEIBFundamentals Welcome and  Inclusive DEIB
Fundamentals Welcome and Inclusive DEIBGregory DeShields
 
Who is the Darshan Hiranandani Wife ????
Who is the Darshan Hiranandani Wife ????Who is the Darshan Hiranandani Wife ????
Who is the Darshan Hiranandani Wife ????surajkumarsk121223
 
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingOperational Excellence Consulting
 
Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Nihal Nishadul
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Careerr98588472
 
How the Insurance Industry is Scaling with AI
How the Insurance Industry is  Scaling with AIHow the Insurance Industry is  Scaling with AI
How the Insurance Industry is Scaling with AIPeter Ward
 
Saffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdfSaffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdfRezaSeif2
 
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Lviv Startup Club
 
Customizable Contents Restoration Training
Customizable Contents Restoration TrainingCustomizable Contents Restoration Training
Customizable Contents Restoration TrainingCalvinarnold843
 
Driving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerDriving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerAggregage
 
Certificate of Good Standing Ferber Enterprises USA LLC
Certificate of Good Standing Ferber Enterprises USA LLCCertificate of Good Standing Ferber Enterprises USA LLC
Certificate of Good Standing Ferber Enterprises USA LLCFerber Enterprises
 
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...PRnews2
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi Bazaar
 
Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxRich Reba
 
EQX-PPT-20240405-CorporateDeck-slideshare
EQX-PPT-20240405-CorporateDeck-slideshareEQX-PPT-20240405-CorporateDeck-slideshare
EQX-PPT-20240405-CorporateDeck-slideshareEquinox Gold Corp.
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingrajputmeenakshi733
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Aggregage
 
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in Entrepreneurship
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in EntrepreneurshipLessons from Shanavas M.P. (AKA SHAN) For The Mastering in Entrepreneurship
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in EntrepreneurshipDoge Mining Website
 

Recently uploaded (20)

Pistachio Caviar and raisins from Iran.pdf
Pistachio Caviar and raisins from Iran.pdfPistachio Caviar and raisins from Iran.pdf
Pistachio Caviar and raisins from Iran.pdf
 
Fundamentals Welcome and Inclusive DEIB
Fundamentals Welcome and  Inclusive DEIBFundamentals Welcome and  Inclusive DEIB
Fundamentals Welcome and Inclusive DEIB
 
Who is the Darshan Hiranandani Wife ????
Who is the Darshan Hiranandani Wife ????Who is the Darshan Hiranandani Wife ????
Who is the Darshan Hiranandani Wife ????
 
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
 
Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Career
 
How the Insurance Industry is Scaling with AI
How the Insurance Industry is  Scaling with AIHow the Insurance Industry is  Scaling with AI
How the Insurance Industry is Scaling with AI
 
Saffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdfSaffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdf
 
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
 
Customizable Contents Restoration Training
Customizable Contents Restoration TrainingCustomizable Contents Restoration Training
Customizable Contents Restoration Training
 
Driving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerDriving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon Harmer
 
Certificate of Good Standing Ferber Enterprises USA LLC
Certificate of Good Standing Ferber Enterprises USA LLCCertificate of Good Standing Ferber Enterprises USA LLC
Certificate of Good Standing Ferber Enterprises USA LLC
 
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptx
 
Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptx
 
EQX-PPT-20240405-CorporateDeck-slideshare
EQX-PPT-20240405-CorporateDeck-slideshareEQX-PPT-20240405-CorporateDeck-slideshare
EQX-PPT-20240405-CorporateDeck-slideshare
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketing
 
GAD EIF Webinar #6 Business Cases 6 out 39
GAD EIF Webinar #6 Business Cases 6 out 39GAD EIF Webinar #6 Business Cases 6 out 39
GAD EIF Webinar #6 Business Cases 6 out 39
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
 
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in Entrepreneurship
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in EntrepreneurshipLessons from Shanavas M.P. (AKA SHAN) For The Mastering in Entrepreneurship
Lessons from Shanavas M.P. (AKA SHAN) For The Mastering in Entrepreneurship
 

HUGE and Digital Strategy

  • 1. HUGEAnd Digital Services Group 7 Gabriella Kawilarang Minjae Park Kripa Shroff Leanne Tremblay
  • 2. What We Do • Digital Business – Creating products and services that transform organizations for the digital economy • Integrated marketing – Building brands and driving sales with a cross-channel, digitally-led approach to communications • Strong focus on UX – Simple, elegant, and easy-to-use platforms
  • 3. “The value of our brand is synonymous with the quality of our work: Remaining excellent” Brand Mission
  • 4. What Does it Take to Win?
  • 5. What Does it Take to Win?
  • 6. Incorporate both full digital services and traditional services What Does it Take to Win?
  • 7. To reach revenue levels in the hundreds of millions that will put them in the top 25 digital agencies in the US by revenue level Strategic Goal
  • 8. How could HUGE best grow without compromising the firm’s reputation for excellence? Core Question
  • 9. • Steady as She Goes • Retainer Relationships • Geographic Expansion • Healthcare • Expanded Traditional Services Possible Solutions
  • 10. Steady as She Goes Possible Solution #1
  • 11. Continue with their current strategy Steady as She Goes
  • 12. “HUGE had reached the point where the growth for which (Shapiro) was hoping- to revenue levels in the hundreds of millions- would require a shift in strategy” Challenge to Steady as She Goes
  • 14. • Expand the proportion of clients with which HUGE had a long-term retainer relationship with • Positioning itself as a recurring component of companies marketing budgets Retainer Relationships
  • 15. “CMO tenure gradually decreased from 24 months in 2004 to 22 months in 2010- compared to about six years for CEOs and four years for CFOs.” Challenges to Retainer Relationships
  • 16. “HUGE shied away from engagements primarily focused on campaign-based marketing, such as display advertising or PPC search marketing… this stance was not without significant opportunity cost…” Challenges to Retainer Relationships
  • 17. “[If HUGE] was trying to expand the proportion of clients with which HUGE had a long-term retainer relationships… HUGE could find itself doing digital marketing projects - such as display advertising and search marketing.” Challenges to Retainer Relationships
  • 18. “HUGE did not pursue [digital offerings forcing clients to come back for any revisions or enhancements] because senior management viewed it as unethical and ineffective to create digital products that client could not support or maintain themselves”. Retainer Relationships
  • 20. Exporting what had worked so well in New York to other cities and even other countries Geographic Expansion
  • 21. “... difficult to scale due to scarce talent in the marketplace and conflicting client needs.” Challenges to Geographic Expansion
  • 22. Only 5 countries of the countries in the “World eCommerce Statics 2009” have a higher ecommerce rate than USA 20% eCommerce rates indicate 80% retail commerce rates Challenges to Geographic Expansion
  • 23. Average proportion of the population that are technologically savvy in US is 6% Challenges to Geographic Expansion
  • 25. Targeting a new market segment that spent approximately $1 billion online Healthcare
  • 26. Heath Care growth rate is almost half the growth rate of search marketing and display advertising Healthcare
  • 27. Health Care is a $1.5 billion market compared to display and search that are a $47.3 billion market. Healthcare
  • 28. Digitas and Razorfish have established independent healthcare practices and already offer full-service digital services. Healthcare
  • 29. Weak demand in the common consumers who say they would use social media, Chat/IM, and online forum channels with their doctors Healthcare
  • 30. What people say is different from what people actually do Healthcare
  • 32. Expansion of offerings into more conventional marketing services, including heavier emphasis on display advertising and search marketing, as well as expanding IT offering to offer robust technical support, with possible efforts in PR, print, and TV advertising Expanded Traditional Services
  • 33. “As networks, platforms, and programming became more central to modern marketing, digital evangelists emphasized that marketers ‘need to think like software companies’ and cultivate hybrid marketer/developer specialists ‘who understand tech from a marketing and brand perspective, and who have a consumer mindset’” The Optimal Solution
  • 34. “Established marketing agencies like Ogilvy and Leo Burnett rapidly developed digital practices that often benefited from strong brand affiliation and well- established client relationships in the industry… IT providers such as Sapient and IBM, began to expand their practices to fuller digital strategy as firms began to move from internal systems to web-based platforms. Like traditional marketing, IT firms leveraged brand name and client relationships to become some of the largest digital consultants in the U.S. Their main challenge was mastering the creative and UX design side of digital marketing.” The Optimal Solution
  • 35. “HUGE took great effort in positioning itself as a one-stop shop for clients seeking to navigate the digital convergence. Consistent with its founding emphasis on integrated digital marketing services, HUGE’s leadership felt that the future of the firm lay in being a digital ‘uber- firm’ that handled general marketing strategy as well as the design of digital products and campaigns, along with technical implementation. This one -stop shop approach shop approach was viewed as being critical to long-term success because Shapiro and his staff believed that within the next decade ‘there will be no specific digital industry because everything will be digital.’” The Optimal Solution
  • 36. Search and display digital advertising, which HUGE has not offered in the past, accounts for about 70% of the overall digital budget FORECAST FOR 2016 The Optimal Solution Social Media Email Mobile DISPLAY SEARCH Total 4,995 2,468 8,237 27,600 33,319 76,619
  • 37. Even though Internet is growing at 15.7%, the combined growth rate of other media excluding Magazines and Newspapers is larger than the internet growth rate. The Optimal Solution Source: Exhibit 9 Huge and Digital Services Case
  • 38. Search and Display are growing at about 20% each year, which is higher than the yearly growth of the health market and also the other digital strategies they currently incorporate. The Optimal Solution
  • 39. Competitors and Complements – “HUGE found itself constantly working to evolve its capabilities just as other industry players, change for us is the norm” –CEO Shapiro The Optimal Solution
  • 40. HUGE will be able to expand their capabilities and maintain their flat organizational and entrepreneurial structure with their ability to move to a larger office space and have the creative talent to tap into as they currently have less than a half a percent hiring rate Feasibility
  • 41. • We have understood the context for the decision and the overall strategic goals of the organization and thought in alignment with these goals • We have framed the problem correctly and asked the right question(s) and we can show that our framing is the best • We have identified the widest feasible range of options for the decision and established a fair and rational process for evaluating these options • We have made a decision and can demonstrate that our decision is the best from the available options • We have a realistic and achievable decision Evaluation
  • 42. By implementing the expansion of traditional services, HUGE will be able to increase their revenues into the hundreds of millions of dollars while maintaining their commitment to excellence Conclusion
  • 44. We are happy to take any questions at this time.

Editor's Notes

  1. HUGE was founded in 1990, it is 47th in the digital agency industry in the US in terms of revenue. It started with its competitors who are in the top 25 in the industry right now. In 2009, it was recognized as the fastest growing digital agency in terms of client base and revenue. It has a strong focus on user experience… Functionality over appearance
  2. Of the Top 25 digital agencies in the US 52% are full service digital agencies 32% include traditional marketing services 12% that focus on web development or IT
  3. Therefore to win in this industry by higher revenues, a company should incorporate both full digital services and traditional services
  4. Revenues have been growing explosively over the past five years
  5. Of the 16 counties, only 5 were on par with the USA and does not indicate a strong market opportunity
  6. Not a strong portion of population is tech savvy
  7. and thus is not a sustainable option as compared to Display and Search Division
  8. Thus a high opportunity cost of entering the healthcare industry
  9. DEMAND - 31% and below CONSUMERS – age 46+
  10. Will probably only equate to 24% using the 80-30 rule
  11. Case indicated the traditional marketing industries having an increasing need for the services that HUGE specializes in
  12. Ogilvy and Leo Burnett number three and twelve respectively of the top digital agencies in the US… Sapient and IBM are number two and number seven respectively on the top digital agencies in the US
  13. Integrated digital marketing services Diversified not specialized in digital industry as all digital
  14. In display and search
  15. Traditional advertising methods collecting are growing as fast as internet
  16. Growing at about 20% rate – double healthcare
  17. Fighting for the same human capital and companies Is it okay to say “if you can’t beat them… join them” to lighten the mood haha
  18. 8.3% tech savvy – higher than average 6% in US Unique company culture and a flat entrepreneurial organizational structure
  19. Goals – Hundreds of millions of dollars of revenue Framing – Private Company; Their feasible options that they could see themselves implementing Process – How the win in the industry; which market had the most potential for growth and sustainability Optimal – This strategy must be implemented before they can expand in geography, industry, or in retained client base Realistic Implement – They have the qualified pool of applicants