1) The document discusses how advertising agencies can learn from management consulting firms by focusing more on corporate strategy rather than just communications. It provides examples of how consultants engage with clients on a higher level by framing problems properly and using fact-based analytical approaches.
2) It outlines nine "tricks of the trade" used by consultants like conducting audits to build trust with clients, collaborating with clients in strategic development, and structuring engagements to create future opportunities.
3) It also discusses how McKinsey built a strong brand through its culture of client focus, challenging employees, and respect for analytical rigor, as well as through relationship management.
Team Member is a Sri Lankan based company. HRM Consultancy, Academic & Business Writing, Executive Recruitments, Training & Developments are the areas, we operate, and provide our services to our clients.
Advertising, PR- Components of the client briefMamata Sampath
This presentation makes an attempt to describe the need for a brief from the client while executing a project ( PR)
It explains the necessary components of the brief.
Top Pillars | Sales Workshop by Riad ThaljiTop Pillars
https://toppillars.com
Learn about:
Understanding Sales Process
Difference Between Sales and Marketing
Sales Teams/Units
Salesperson Jobs and Roles
Salesperson Skills
What Motivates the Customer
Setting Sales Strategy
Salesforce Motivation
Salesforce Control
Computerizing Sales
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
Team Member is a Sri Lankan based company. HRM Consultancy, Academic & Business Writing, Executive Recruitments, Training & Developments are the areas, we operate, and provide our services to our clients.
Advertising, PR- Components of the client briefMamata Sampath
This presentation makes an attempt to describe the need for a brief from the client while executing a project ( PR)
It explains the necessary components of the brief.
Top Pillars | Sales Workshop by Riad ThaljiTop Pillars
https://toppillars.com
Learn about:
Understanding Sales Process
Difference Between Sales and Marketing
Sales Teams/Units
Salesperson Jobs and Roles
Salesperson Skills
What Motivates the Customer
Setting Sales Strategy
Salesforce Motivation
Salesforce Control
Computerizing Sales
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
How to deconstruct your agency's business model to better understand the value you deliver to clients and better position for firm to work for the types of clients you really want.
Uncover the differences between Marketing and Business Development for professional services firms in this informative presentation. Noted CRM expert, Chris Fritsch, helps you discover myths and truths as well as best practices for getting results from your business development efforts.
Four Questions That Define Agency Positioning StrategyTim Williams
An exploration of the key dimension of positioning strategy for agencies and other professional service firms, presented by Tim Williams of Ignition Consulting Group.
New Agency Models Drive Collaboration : IAB KeynoteLindsey Slaby
The Next $50 Billion will come from media, ad tech & publishing being a part of the creative advertising idea. Learn about how Sunday Dinner inspires collaboration with partners through our process of Active Briefing.
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
Bring the customer traffic with the helpful tips of Herta Martha ShikapwashyaHertaMarthaShikapwas
That business is perfect where customer engagement is more. If you are running a business and lack of customer, you can take the assistance of Herta Martha Shikapwashya. She is the great Business Consultant helps businesses to develop in market.
Branding Beyond Borders: A Quick Guide for International Employer BrandingNexxt
The globalization of many companies has created a brave new world of employer branding. Embark on this journey with a reliable guide to creating an employer brand that transcends borders. Visit us at www.beyond.com/employers for more resources.
Are you too asking yourself:
Why is employer branding necessary for my small organisation?
Where do you start?
How do I create a strong employer branding message?
Learn about why you should care, how to craft your message and how you can showcase your employer brand to 300million+ LinkedIn members.
Not your Grandfather's Business Plan Writing Workshop by Thadeus GieddThadeus Giedd
The questions you should be asked (or should have been) and the items that should be addressed prior to starting the business plan writing process.
A different style, but I think the correct starting approach to tackling writing a business plan.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
Summary highlights from the book "Positioning for Professionals: How Professional Firms Can Differentiate Their Way to Success" by Tim Williams of Ignition Consulting Group.
How to deconstruct your agency's business model to better understand the value you deliver to clients and better position for firm to work for the types of clients you really want.
Uncover the differences between Marketing and Business Development for professional services firms in this informative presentation. Noted CRM expert, Chris Fritsch, helps you discover myths and truths as well as best practices for getting results from your business development efforts.
Four Questions That Define Agency Positioning StrategyTim Williams
An exploration of the key dimension of positioning strategy for agencies and other professional service firms, presented by Tim Williams of Ignition Consulting Group.
New Agency Models Drive Collaboration : IAB KeynoteLindsey Slaby
The Next $50 Billion will come from media, ad tech & publishing being a part of the creative advertising idea. Learn about how Sunday Dinner inspires collaboration with partners through our process of Active Briefing.
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
Bring the customer traffic with the helpful tips of Herta Martha ShikapwashyaHertaMarthaShikapwas
That business is perfect where customer engagement is more. If you are running a business and lack of customer, you can take the assistance of Herta Martha Shikapwashya. She is the great Business Consultant helps businesses to develop in market.
Branding Beyond Borders: A Quick Guide for International Employer BrandingNexxt
The globalization of many companies has created a brave new world of employer branding. Embark on this journey with a reliable guide to creating an employer brand that transcends borders. Visit us at www.beyond.com/employers for more resources.
Are you too asking yourself:
Why is employer branding necessary for my small organisation?
Where do you start?
How do I create a strong employer branding message?
Learn about why you should care, how to craft your message and how you can showcase your employer brand to 300million+ LinkedIn members.
Not your Grandfather's Business Plan Writing Workshop by Thadeus GieddThadeus Giedd
The questions you should be asked (or should have been) and the items that should be addressed prior to starting the business plan writing process.
A different style, but I think the correct starting approach to tackling writing a business plan.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
Summary highlights from the book "Positioning for Professionals: How Professional Firms Can Differentiate Their Way to Success" by Tim Williams of Ignition Consulting Group.
Encuesta Feebbo - Regreso a Clases (México 2013)Feebbo México
Nota Metodológica.
Fecha de levantamiento: 21 y 22 de agosto 2013.
Tipo de estudio: Sondeo de opinión.
Público objetivo: Personas mayores de 18 años con acceso a internet que estén estudiando o tengan hijos estudiando Preescolar, Primaria, Secundaria, Preparatoria o Universidad.
Cobertura: Nacional, México.
Muestra: 150 personas.
Herramienta utilizada: Insight Finder de Feebbo*.
*Insight Finder es una herramienta que permite una investigación exploratoria con resultados generales graficados en tiempo real. Es un cuestionario estructurado que permite sólo respuestas cerradas.
No hay cuotas establecidas, el levantamiento se da de manera natural.
«Η συμβολή του δασκάλου στη μύηση του μαθητή στη λογοτεχνική εμπειρία»Freckles Katabran
Σύνδεση της Λογοτεχνίας με το παιχνίδι, την ψυχαγωγία, με την καλλιέργεια του συναισθήματος και με τον διάλογο μέσα από σχετικές δραστηρι'οτητες...
ΔΕΠΣ, 2002, 57,58
Details of the training courses run by The Burns Unit tlc. We run both face to face courses or via 90 min Zoom sessions for the advertising and marketing community
Rebranding: A 4 Step Plan for B2B MarketersTodd Ebert
Your brand has huge strategic importance for improving your competitive position, engaging more prospects and ultimately winning more customers. So that’s why I wrote this ebook, “Rebranding: A 4-Step Plan for B2B Marketers”. In the book, I lay out detailed how-to’s for pulling off every part of a rebranding from aligning your leadership around the brand to launching it internally and externally. You’ll discover examples of what my team and I did to make MultiView’s rebranding successful at every stage. I’ve also included a scorecard for selecting your digital agency and a checklist for making sure you have all your bases covered. I hope you find the content helpful and if you have any questions, please DM me on Twitter @ToddEbert. I’d be happy to share my experience having done this several times.
At Beloved Brands, we make brands stronger and we make brand leaders smarter. We can build a Brand Management Training Program, to unleash the full potential of your team.
1. Strategic Thinking
2, Creating a Beloved Brand
3. Consumer Centricity
4. Brand Positioning
5. Brand Plans
6. Creative Briefs
7. Brand Analytics and the business review
8. Marketing Execution
9. Strategic Media Plans
10. Winning the Purchase Moment
Business Development and Marketing Strategy: A Short Course for EntrepreneursKevin Willemse
These are materials I developed for a short 2 day course on the basics of business strategy and how marketing strategy fits into it, dealing with digital, traditional and new (social) media and all the nuances facing entrepreneurs today. A simple deck that some may find useful, feel free to use as you see fit, and any comments or suggestions are welcome.
A lot of it is simply based on my own experience, knowledge, and opinion, it's not meant to be a definitive guide top success (no such thing exists!).
Enjoy!
What Is Product Management_ by Intercom Product Leader.pdfProduct School
Main takeaways:
- Role of ‘Product Manager’ varies a lot depending on multiple factors. It’s important to be aware of this variation, especially as an early-career PM to be able to make the right decisions.
- There are common elements to a product role. There are (soft) skills you can improve on which will help you throughout your PM career. The best way to improve these skills is to find learning opportunities to refine these skills.
- Product Management role is not-so-easy to fit in the dichotomy of good and bad, right or wrong. Product work is a multi-faceted decision-making process that doesn’t always have a clear winner.
- The first rule of learning Product Management is doing Product Management. It’s not a job with an easy learning process. People from diverse backgrounds can and are encouraged to get into Product Management.
Unlocking Success: The Power of a Marketing ConsultantSaletancy
This PDF provides a comprehensive guide on the role and significance of marketing consultants in business growth. It covers topics such as their expertise, qualities to look for when hiring one, measuring their success, and real-life case studies. Additionally, it explores the choice between marketing consultants and in-house teams. The document also includes FAQs, a glossary of marketing terms, recommended readings, and a checklist for hiring a marketing consultant. It concludes with acknowledgments and an author's bio, offering valuable insights for businesses considering marketing consulting services.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
3. 3
In 2003 the US APG (advertising account planning group)
held a symposium on how agencies can learn from and
beat management consultants.
As partners in a consultancy that had recently bested
McKinsey in a pitch for a pan-European innovation
assignment from Credit Suisse and been hired to train
consultants at CGEY!s Center for Business Innovation,
we were asked to present a point of view on how
consultancies and agencies differ in both approach and
practice.
To prepare, we sat down to talk with management
consultants, agency people who had worked for
consultancies and CEOs and marketing directors familiar
with both worlds.
A great deal has changed but we ind that most of what
was observed then still has relevance today.
4. 4
our place in the landscape
CEO
McKinsey/Bain
Corporate ID
CIO
Accenture
CFO
Accountants
CMO
???
Ad Director
Agency
5. 5
the journey
Communications
Strategy
PR
DM
Advertising
Interactive
Corporate
Strategy
Analysis & IT
Operational
Strategy
Audit
Financial
Strategy
Marketing
Strategy
Design
1.! Major consulting firms move from corporate strategy toward communications ("top down#)
2.! Communications firms need to move from communication disciplines towards corporate
strategy; the beach-head we need to reclaim is marketing strategies ("bottom up#)
3.! "Bottom up# strategies can work; CPA firms navigated from audit to IT and from financial/
operational strategies to corporate strategies
1
2 2
1
3
3
Source: Rob Scalea,
Brand Union
6. 6
"As a leading strategy consulting firm, our Marketing Practice works with
clients to build substantial, profitable growth ...
Complementing McKinsey's traditional strengths in industry/client
knowledge, strategy, and organization are marketing professionals with
deep expertise in branding, sales, pricing, customer relationship
management, and e-marketing.#
B2B Branding CRM
marketing practice areas
customer loyalty eConsumer eMarketing
marketing organization spending effectiveness research
marketing strategy pricing sales/channel mgmt.
e.g. McKinsey!s marketing pitch
Link: http://marketing.mckinsey.com
7. 7
"customer relationship management# as part of CRM
e.g. Accenture!s pitch
•!CRM strategies that
maximize capabilities
•!Improve ROI
•!Economic value of your
brand
•!Effectiveness of marketing
operation
•!Insight driven marketing to
build brand loyalty and
increase ROI
-world class analytics and
modeling of customer
acquisition, development,
retention
-optimize key marketing value
levers such as pricing
-positively impact every
customer interaction
•!Leadership focus on
positioning and customer
value
•!Aligning everything the
organization does and
communicates with the
promise of its brand
•!Creating an integrated
view of the customer
$marketing &
customer strategy!
$customer insight! $customer interaction!
practice areas
Link to CRM practice:
http://www.accenture.com/xd/xd.asp?it=enWeb&xd=servicescrmcrm_home.xml
8. 8
"Bain has been a thought leader on the subjects of…
–! Customer loyalty
–! Segmentation
–! Profitability
… for two decades. Developing a true
customer focus requires clearly measuring how every activity results in
improvement to the product or service in a way that is meaningful to the
customer.#
e.g. Bain!s pitch as part of strategy
strategy customers growth
practice areas
Link to $customers! practice:
http://www.Bain.com/bainweb/expertise/expertise_capability.asp?capability_id=15
9. 9
CONSULTING WORLD COMMUNICATIONS WORLD
Authority Partner / Supplier
Deductive reasoning Inductive reasoning
Top-down approach Bottom-up approach
Engagement Relationship
Credibility Creativity
"Charge a lot# "Give it away#
Serious Fun
C-level Communications Level
Recommend Deliver
Knowledge Skill
a summary of key differences
11. 11
our research sources
interviews with:
Marketing directors and CEOs
Former consultants (less tight lipped once they leave their firm)
A former McKinsey consultant who became a marketing director
Former agency people who became consultants
A former advertising agency head who now runs a strategy
consultancy
selected reading
"The Mckinsey Way# by Ethan Rasiel
"The New Organizational Wealth# Karl Erik Sveiby (Ch.9 on
McKinsey)
"The Loyalty Effect# Frederick Reicheheld (Bain & Co.)
12. 12
Ask questions that provoke a higher level
dialogue, avoiding the advertising $center of
gravity!. This is key in developing high level
access.
?
"what!s on your mind?#
13. 13
for example
As an exercise in asking "higher level#
questions, 2003 APG, workshop participants
were asked to put together a list of specific
questions that they might ask on first meeting the
CEO of a hypothetical client.
The task was to ask questions that relate to what is
on the $CEOs mind and to avoid a communications
and positioning center-of-gravity…
14. 14
question topic areas
1.! Vision and aspiration
What is your vision for the company? Are there challenges that
your industry is facing? What business are you in and what
business could you be in?
2.! Specific Goals
What would define success? What are your specific
expectations? What sort of ROI are you expecting? What!s your
timeframe?
3.! Problems
What (or who) is driving this new venture? What threats are you
facing? Are there customers you are not attracting?
4.! History and Culture
What is your company!s tolerance for risk and change? What has
worked (or not worked) in the past?
5.! Personal
What other businesses do you admire? What keeps you up at
night?
15. 15
what!s on your mind?
"It seems that advertising agencies
always come to the table with their
solution in hand, whatever the problem.
Consultants work hard to understand
the true nature of the problem and that
way they show themselves to be
solution independent.#
- former consultant and CEO
"what!s on your mind?#
?
Consultants define problems from first principles.
16. 16
Turn your consumer planning skills onto the
client. For instance "we need to sell more/be
more profitable# is the business equivalent of "I
don!t feel well.# Using projective techniques or
business analogies can help tease out the real
issues.
listening like a planner
17. 17
Work with the client in defining the boundaries
and scope of the problem…
framing the problem
18. 18
framing the problem
"I have found that you need to have
your act together before you brief
agencies. I think they respond well to
a tightly defined problem.
That!s why we go to outside consultants
to get help with defining the parameters
of what the agency has to do. If the
agencies could credibly help us organize
the upfront issues we wouldn!t have to
go elsewhere.#
-Former Marketing Director
19. 19
design & identity $below the line!
communications
advertising
engaging all of the brand
"Agencies talk about the brand in terms of 360 degrees of
communications…
…but that!s only half of the picture...
20. 20
engaging all of the brand
business model
design & identity $below the line!
advertising
…Consultants engage the brand through internal issues, which
means they get to the table earlier.#
-Marketing Director
communications
$internal! issuesculture
customer
experience
21. 21
avoiding the big idea up-front
"It often feels like agencies are shooting
in the dark. They can!t possibly know
all the issues and yet they already have
an answer.#
-Marketing Director
How credible would your doctor be if she
diagnosed you as you walk through the door?
Often they can - but the point is they don!t…
23. 23
1. the audit as management tool
Make sure your clients feel heard – they!ll then
trust you and become agents on your behalf within
the company. At the very least, speak to anyone
who can say "No# to your project.
24. 24
2. collaborative engagements
Don!t be afraid to put your clients to work during strategic
development – you!ll deepen your relationship, and they
will $sell! you throughout the organization.
25. 25
collaborative engagements
"It's a question of getting the best ideas and not being
precious about where they come from, which ad
agencies often are. You have to make them believe it
was their idea. It's not the easiest way of working.#
-Marketing Director
"Consultants are trained and used to enhance their
clients careers which in turn drives business. The focus
is on thinking through which internal franchises need to
be persuaded to behave or believe a certain thing which
will enable the client to gain stature or power. It is not
unusual on a project to do a significant syndication
document (pitch to internal constituents) every week.#
-Former agency head now running a consultancy
26. 26
3. being accountable
Train everyone to add value and be accountable for the
agency!s work.
"No one in advertising takes responsibility anymore. I once sat in
a meeting where an account person answered a strategy question
with $I!ll have to go back to the agency and talk to the planner
about that!. At McKinsey even the most junior person on an
engagement is expected to be able to speak for the Firm.#
-Former consultant and agency head
"It was a rule that any participant in a meeting had to make at
least three valuable contributions, no matter how senior they
were.#
Former consultant
27. 27
4. learning by doing
The best way to learn to fly is in a flight-simulator.
Likewise, make use of workshops, as clients more
readily understand and embrace strategies they have
worked through themselves.
28. 28
5. being MeCe
MeCe: "mutually exclusive, comprehensively exhaustive.#
This is a cornerstone of McKinsey consultant training.
!
Possible solutions
A
B
"
!
!
!
!
!
!
C
"
Show your thinking and provide the client with strategic
options to work through.
Source: The McKinsey Way; Ethan Rasiel
29. 29
"Always gesticulate with 3 fingers while speaking. You
always need to have three major points, each with 3
minor points supporting them. Never have more or
fewer than 9 ideas at once.
A quote from my training: "when you bump into the
Partner from your study in the hall, and he asks you
how's it going, you damn well better three-finger him..."
Just remember, when three-fingering (rude as it may
sound, it really is a McKinsey verb), you must first
review the three majors, and go into the minors in
order, whilst always recapping their appropriate majors.
If you're not worried about getting promoted, or want to
foster an image of being a rebel or creative thinker, you
can occasionally mix this up and throw in 4 majors.
However, only 2 majors is risky as it shows a shallow
mind... And five majors would show an inability to fully
distill the issue (in a MECE way of course).#
Former McKinsey consultant.
being MeCe
"3#
30. 30
being MeCe
Show your
working:
!
!
!
C
"I!ve noticed that agencies do a hell of a lot of work
and then they put just one word on a page so that the
solution looks really simple. But reductive thinking
doesn!t mean hiding the steps that get you to a
solution. CEOs trust facts and numbers.#
- Marketing Director and former consultant
"Consultants show you different strategic options and
then they work with you towards making the right
choice. Agencies offer you a range of creative
solutions but only ever sell one strategic option.#
- Marketing Director
Provide
options:
31. 31
Demonstrate the link between the issues you are dealing
with and gained or lost opportunities.
6. talking dollars and cents
$
32. 32
talking dollars and cents
$
$$
$$$
Interbrand and Prophet use
brand valuation as a first step
in obtaining brand consulting
assignments
$
33. 33
talking dollars and cents
Quantitative customer segmentation has long been an
important consulting tool for identifying business
opportunities (especially at Bain).
http://www.bain.com/bainweb/expertise/tools/mtt/customer_segmentation.asp
insightful segmentation
$
34. 34
"It!s easier to bring discipline to what we do than
for consultants to add art and richness to what
they do. I!ve found that when you link your
research to revenues, you suddenly get top
management!s ear.
For instance, in one segmentation study, I
demonstrated the link between business image
and lost opportunity in dollars and cents.#
-Prospero partner and
Ex-agency Global Chief Strategy Officer
$
talking dollars and cents
Planners have the skills…
35. 35
"The key differences that
McKinsey brings is branding
solutions within a genuine
business context.
That means they do the economic
modeling for any brand decision
(e.g. if a brand wants to stand for
X, how does it deliver it, and what
in detail, are the costs, returns,
and the associated roll-out plan).#
- McKinsey Consultant,
former advertising planner
7. providing $business context!
Brand
36. 36
8. overcompensating on analytics
Clients will assume that an agency is creative but they
might doubt our rigor. Fill documents and proposals with
business analogies, facts, and analytics, especially if you
are competing with a consulting firm.
37. 37
"Most general consultants have an engineering,
economics or math/science degree. At our
company, we have almost no liberal arts folks.
They are biased towards facts versus intuition,
charts versus text, numbers versus words.
The value is that opinions stated exclusively as
such do not appear part of a solution space except
as "proven" by reason. Obviously all these
components can be manipulated to tee up any
conclusion including wrong ones but the level of
argumentation is quite strong and difficult to
debate.#
- Former advertising agency head now running a
management consultancy
overcompensating on analytics
38. 38
McKinsey branding tools
Paper 1: http://marketing.mckinsey.com/solutions/McK-Branding.pdf
Paper 2: http://www.marketing.mckinsey.com/solutions/Solutions-MSE.pdf
Example: $Brand
funnel! – measures
attributes that
relate to the health
of the brand at
every stage in the
customer!s
experience…
One may disagree
with the theoretical
framework, but at
least there is one…
39. 39
Structure the engagement so that it prepares the
groundwork for future work. For example at…
9. constantly creating opportunities
CGEY!s Accelerated
Solutions Environment
…their mega-workshops lead to 7x revenue in subsequent
assignments. Consultants are present at the inception of
new initiatives and can instantly volunteer to take
responsibility for the execution of ideas.
link:http://www.us.cgey.com/ase/
40. 40
CGE&Y!s ASE
"At the Accelerated Solutions Environment™ (ASE), we combine our
world-class facilitation team, patented, decision-making process,
global knowledge bases and innovative workspaces to enable
organizations to make better, faster business decisions:
•! Get all of your stakeholders to not only talk about your business strategy,
technology architecture or next business improvement initiative, but to actually
develop it together
•! Unleash the full potential and creativity of your staff, your leadership
team, key suppliers, customers, and subject matter specialists all at once - and
agree on a common vision and transformation roadmap
•! Accelerate all phases of your system development projects, reducing
months to weeks and weeks to days
•! Identify tens of millions of dollars in opportunities, develop a detailed
action plan to realize the benefits, and then commit to each other to go for it
link:http://www.us.cgey.com/ase/
42. 42
culture management
A strong culture built on three simple principles
Client
focus:
"First
the client,
then the Firm,
then the
consultant#
Constant
challenges:
"Up or out#
Respect for
rigor:
"Obligation
to dissent#
43. 43
relationship management
Careful brand-building through relationship
management
Honored Alumni Honored clients
Treat former
consultants and
even job seekers
like future clients
Put fast trackers
at all levels on
the McKinsey
team and create
clients for life
Continually engage
people through
seminars,
publishing (e.g.
McKinsey
Quarterly), and
public speaking.
Thought
leadership
44. 44
Thank you
If you have any questions, please
feel free to contact us at Table
Consulting, a member of the
co:collective
347 236 6629
pohara@cocollective.com