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Tata rfi 2011_print
- 1. STCASSOCIATES/20YRS Response to TataCommunications Chemistry Meeting 25 October 2011
- 2. OBJECTIVES OF THISSESSION The STC you haven’t seen yet Campaign science Indian experience B2B and beyond What we need to deliver on STCASSOCIATES/20YRS 2
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- 4. CAMPAIGN SCIENCE EQUINIX Campaign Start One year ago 18 months, 18 internal clients across 3 regions Across All Verticals • Cloud and IT services • Content and digital media • Enterprise • Financial services • Mobility • Networks • Federal government Return On Brand • 52% increase in acquisition and retention • 74% increase in enquiries • Global campaign delivered 33.47% Campaign Progress over plan metrics Today • Increased shareholder stability • Best-rated training induction by sales • Best-rated customer experience STCASSOCIATES/20YRS 4
- 5. INDIAN EXPERIENCE ACCENTURE Promote Yourself Campaign Start One year ago 14 months, 14 internal clients, serviced across Bangalore, Mumbai and Delhi High Performance, Delivered. To be the best, you need to be surrounded We’re working to make Accenture bigger and by the best. better than ever. That’s where you can make a difference. So bring the best of your friends to apply for positions here. If they get hired, you know you’ll be part of a new, even higher performance workforce. And you’ll receive some great prizes. Operating Groups Consulting • Technology • Outsourcing • Communications and High Tech • Financial Services • Products • Health & Public Services • Resources Services • Growth Strategy Programs • Client business development programs • Networking events (India Formula 1 GP, IPL) • CCM / OCM (1000 client touchpoints) • Launch of CXO Councils Recruitment Marketing • 35,000 recruits across 71 cities • Yahoo!/Accenture joint program CSR • High Performance Nation campaign Campaign Progress • 25 year anniversary Today Digital marketing STCASSOCIATES/20YRS 5
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- 8. WHAT DO WENEED TO DELIVER ON | RATIONALISING THE PLAN STC objectives for staffing and servicing account Create servicing alignment that delivers on business outcomes Leverage existing footprint to scale business further Allocate and expand India staff to support Tata Communications India business previously excluded from STC scope Centres of excellence to provide expertise and efficiency STCASSOCIATES/20YRS 8
- 9. PRESENT ACCOUNT ALIGNMENT GLOBAL STRATEGY MARKETING ORGANISATION (SRIDHAR RAMASWAMY) CORP COMM GES GCS GVS AMERICAS EMEA APAC INDIA DIGITAL ROZZYN BOY AMIT SINHA ROY SARINA TU ISABELLE TURCOTTE TAYLOR SALMAN RALPH VARCOE EMMANUEL LAPIERRE BIJAYA BASU ASHISH TEWARI NATALIE CHAK MANOJ MANI CONNIE BELSITO MARCELLE FERLAND KEVIN WATSON ANDY FAUPEL RANJITA KANANI MANASIE TIWARI JYOTI ARORA JOHN VC CECILIA RYHAL TARA LENEHAN NIMISH KOTHARE ANINDYA PODDAR DIVYA ANAND PRABAKARAN SIVAGURU PRANAV PACHOLEE HARPREET JABBARA PAT HIGGINS CHARLOTTE STURMAN TOM HOULBROOKE ERIC HEMMINGDINGER CLAIRE BUTKUS RAM REDDY AURORE QUERCY AMY LAMBOLEY DOUG THOMAS LUCY COURBIER RHODA DINESEN SONAL PANDIT DAVE HUFFMAN KEILA TAVERAS LIZ DOTEN LIZ DOTEN AURORE QUERCY STEPHANIE LIU ELINA MOHANTY SWAPNIL KSHIRSAGAR ANDREW HANNIFY BRAND STRATEGY AND MANAGEMENT | CHANNEL ENABLEMENT | DEMAND GERERATION | DIGITAL STCASSOCIATES/20YRS STCASSOCIATES/20YRS 9
- 10. FUTURE COVERAGE ANDCENTRES OF EXCELLENCE LONDON FRANKFURT PARIS SAN FRANCISCO, CA LOS ANGELES, CA NEW YORK HQ RESTON, VA AUSTIN, TX EUROPE CENTRE OF EXCELLENCE BRAND STRATEGY BRAND MANAGEMENT MUMBAI NEW YORK ANALYTICS CENTRE OF EXCELLENCE REGIONAL LEADERSHIP EU BANGALORE CORPORATE STRATEGY SINGAPORE BRAND DESIGN EMEA REGIONAL LEADERSHIP CLIENT SERVICE SINGAPORE APAC LEGEND REGIONAL LEADERSHIP AMERICAS MUMBAI OFFICES PRODUCTION CENTRE HUBS REGIONAL LEADERSHIP PoPs INDIA BRAND DESK STRATEGY NETWORK STCASSOCIATES/20YRS 10
- 11. By business Corp Comm GCS GES GVS MSO (6.10) (3.75) (16.05) (3.40) (6.50) By service Brand Strategy Campaign/Content Creative/Design Event Planning/Metrics/Account Mgmt (5.70) (7.40) (7) (3) (12.70) By level VP Director Managers Coordinators Support (2) (5.20) (12.50) (1.20) (15) Staffed By location New York Europe India Singapore (Austin, San Franscisco, Virginia) (London, Paris, Frankfurt) (Mumbai, Bangalore, Delhi) To be hired (12.10) (5.50) (15.20) (3) Corporate Communications GES Brand strategy director in London; onsite global brand centre manager part time; and, dedicated sponsorship manager Addition of one global and one India campaign supervisor (planning/metrics); retain global content and creative leads; complete new to manage and align all F1-driven brand initiatives. team in India (can be distributed across 3 key markets) for adaptation of global campaigns or development of India-centric campaigns. MSO GCS Addition of dedicated resources to planning and reporting; dedicated assets management specialists Addition of dedicated content and campaign supervisors; leverage global STC shared services for regional execution. GVS Addition of dedicated event supervisor; leverage global STC shared services for regional execution. STCASSOCIATES/20YRS 11
- 12. CORP COMM |Proposed Headcount VP Director Support Manager Coordinator Total Account/Senior Management 0.25 0.25 Brand Strategy 0.50 1.00 1.50 Brand Management 0.50 0.50 0.25 1.25 Sponsorship Management 1.00* 1.00 Content / Collateral / Campaign 0.20 0.20 Creative Design 0.3 0.95 1.25 Production/Traffic 0.20 0.20 Planning / Metrics / Analysis -- Event Management 0.25 0.25 Digital Management 0.20 0.20 Admin / Finance / Reporting -- 1.05 2.50 0.95 1.40 0.20 6.10 MSO | Proposed Headcount VP Director Support Manager Coordinator Total Account/Senior Management 0.25 3.00 3.25 Brand Strategy -- Brand Management -- Sponsorship Management -- Content / Collateral / Campaign -- Creative Design 1.00 1.00 Production/Traffic -- Planning / Metrics / Analysis 0.50 0.50 Event Management 0.50 0.50 Digital Management 0.25 0.25 Admin / Finance / Reporting 1.00 1.00 0 0.25 3.75 2.5 0 6.50 STCASSOCIATES/20YRS 12
- 13. GES | ProposedHeadcount VP Director Support Manager Coordinator Total Account/Senior Management 2.00 2.00 Brand Strategy 0.20 2.00 2.20 Brand Management -- Sponsorship Management -- Content / Collateral / Campaign 3.00 3.00 Creative Design 0.10 1.00 2.55 3.65 Production/Traffic 1.00 1.00 Planning / Metrics / Analysis 1.00 1.00 2.00 Event Management 1.00 1.00 Digital Management 0.20 0.20 Admin / Finance / Reporting 1.00 1.00 0.30 2.00 4.20 8.55 1.00 16.05 STCASSOCIATES/20YRS 13
- 14. GCS | ProposedHeadcount VP Director Support Manager Coordinator Total Account/Senior Management 0.75 0.75 Brand Strategy 0.25 0.25 0.50 Brand Management -- Sponsorship Management -- Content / Collateral / Campaign 1.25 1.25 Creative Design 0.10 0.50 0.60 Production/Traffic -- Planning / Metrics / Analysis -- Event Management 0.50 0.50 Digital Management 0.15 0.15 Admin / Finance / Reporting -- 0.35 0.25 3.15 0 0 3.75 GVS | Proposed Headcount VP Director Support Manager Coordinator Total Account/Senior Management 0.75 0.75 Brand Strategy 0.25 0.25 Brand Management -- Sponsorship Management -- Content / Collateral / Campaign 0.20 0.75 0.95 Creative Design 0.50 0.50 Production/Traffic -- Planning / Metrics / Analysis -- Event Management 0.75 0.75 Digital Management 0.20 0.20 Admin / Finance / Reporting -- 0 0.25 0.20 2.95 0 0 3.40 STCASSOCIATES/20YRS 14
- 15. WISH LIST Brand development continues on path to strengthening internal brand culture Involvement in annual planning and quarterly priority setting and activation Resources to staff positions for cross department coordination and a weekly global project list Agreement to incremental resources to deliver on brand needs Engagement and joint training with Tata Communications STCASSOCIATES/20YRS 15