Department straw man

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Strawman on Central Marketing Communications Group
Exploration in Organization Structure
June 25, 2007
Jim Velgot

2. AllianceBernstein 2
Introduction
< Reorganization of marketing and client communication functions creates an
opportunity to consider integrating the marketing and communications
infrastructure of the firm
< Hypothesis: the optimal structure for the firm is a blend of centralized and
decentralized marketing and communications teams:
= A central communications group to provide expert services
= Decentralized marketing units inside business units that continue to focus
on product strategies and client needs.
= Key change: inclusion of editorial/writers, electronic marketing, content
management and corporate communications into the central group
< Benefits of centralized marketing communication structure:
= Actively promotes cross-functional / global communication integration
= Creates efficiencies in resource allocation
= Enhances communication between business units and brand/voice
consistency overall

3. AllianceBernstein 3
Potential Structure: overall
David Steyn
EVP and Head of Client
Communications
Strategic Marketing
Product Marketing
Marketing Services
Private Client
Marketing Group, excl.
writers
Strategic Marketing
Product Marketing
Marketing Services
Retail Marketing
Group excl. editorial,
electronic marketing
Strategic Marketing
Product Marketing
Marketing Services
Institutional
Marketing Group, excl
writers
Brand
Development
Strategic Marketing
Support
Knowledge
Management
Central Marketing
Communications
Group
Marketing
Operations
Communications
Creative Services

4. AllianceBernstein 4
Potential Structure: Central Marketing Communications
Central Marketing
Communications Group
Creative Services
• Design
• Web/ Electronic
• Print
• Video
• Presentations
Strategic Marketing
Support
Communication Marketing
Operations
Knowledge
Management
• Business/ Client
Directors
• Editorial / Writers
• Electronic Marketing
Strategy
• Project
Management/Metrics
• Corporate
Communication
• Internal
Communication
• PR
• Automated
reporting
• Shareholder
Communications
• Data management
• Distribution
• Firm-wide CMS
management
• Marketing
Research/
customer Insights
• Library
Brand
Development
•Advertising
•Sponsorship
•Advocacy Programs