Transcript The Advertising-Marketing Org (Powerpoint)

“In the past decade, what marketers do to engage customers
has changed almost beyond recognition.”
“Tools and strategies that were cutting-edge just a few years
ago are fast becoming obsolete, and new approaches are
appearing every day.”
“Yet in most companies the organizational structure of the
marketing function hasn’t changed since the practice of brand
management emerged, more than 40 years ago.”
- The Ultimate Marketing Machine,
Harvard Business Review (July-August 2014)
ADVERTISING & MARKETING
ORGANIZATIONS
TRADITIONAL ADVERTISING AGENCY STRUCTURE
Board of
Directors
President
Account
Services
VP Account Services
• Acct. Supervisor
• Acct. Executive
Creative
Services
VP Creative Services
•
•
•
•
•
•
Creative Director
Art Director
Writer
Designer
Production
Traffic
Marketing
Services
Finance &
Admin. Serv.
VP Mktg. Services
VP Finance & Admin
• Media
• Research
• Sales Promotion
• Personnel (HR)
• Accounting
• Finance
Account Services - Traditional



Account Supervisor
Account Executives
Account Planner
Creative Services - Traditional
Creative Director
• Art Director
• Writer
• Designer
• Production
• Traffic
•
Marketing Services - Traditional
Media
• Research
• Sales Promotion
•
Administrative Services - Traditional
Personnel (HR)
• Accounting
• Finance
•
“Much like newspapers, conventional advertising agencies are
becoming irrelevant. When one person with a wireless connection
can be an agency, a media company, or even a manufacturer,
traditional advertising organizations have to change their culture,
processes, structure, talent policies, resources, and even their
business and revenue models in order to embrace the power of
open systems being fueled by digital connectivity. The old agency
businesses may still have time to correct their course, but they must
start now.”
SOURCE: The End of Traditional Ad Agencies, HBR Blog Network (May 9, 2013)
TRADITIONAL MARKETING DEPARTMENT STRUCTURE
SOURCE: Rooney, Jennifer. “Here’s What the Marketing Organization of the Future Should Look Like.” Forbes, Oct. 4, 2013
Types of Agencies & Firms
ESTABLISHED MODELS

Traditional Advertising Agency
INNOVATIVE/DISRUPTIVE MODELS









Media Service – plan/buy
Promotion Agency
PR Agency
Marketing Services Firm
Direct Marketing Agency
Branding/Identity Mgmt. Firm
Design Firm




In-house Agency
Interactive/Digital Agency
Social Media Agency
Content Strategy Firm
Customer Experience Mgmt. Firm
Open innovation agency?
Services

Account Services

Public Relations (PR)

Strategy

Marketing – direct, specialty

Digital


Brand – development,
management
Creative – content, design,
production

Content – creation, marketing

Media – planning, strategy


online, user-experience design

Technology development
Customer
Experience/Engagement
TRADITIONAL ADVERTISING AGENCY STRUCTURE = DOESN’T FIT!
Board of
Directors
President
Account
Services
Content
Strategy
Digital
Media
Creative
Services
Analytics/Big
Data
Brand
Strategy
Marketing
Services
Customer
Experience
Social Media
Finance/HR
Interactive
Development
Customer
Engagement
Brand
Management
Marketing leaders instead must ask, “What
values and goals guide our brand strategy, what
capabilities drive marketing excellence, and what
structures and ways of working will support
them?” Structure must follow strategy–not the
other way around.”
SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014)
Data & Analytics
THINK
• Architecture & Modeling • Senior Data Architect
Director
• Senior Data Modeler
• Digital Privacy Analyst
• Web Analyst
• Market Data Analyst
Customer Engagement
ORCHESTRATOR
Account Manager
(Account Services)
FEEL
•
•
•
•
Customer Service Rep.
Engagement Coord.
Online Community Mgr.
PR Executive
• Social Media Mgr.
• Usability Specialist
Content & Production
DO
•
•
•
•
SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014)
Concept Creator
• Digital Content Strat.
Designer
• Web Production
Digital Producer
Marketing Content Mgr.
SOURCE: Rooney, Jennifer. “Here’s What the Marketing Organization of the Future Should Look Like.” Forbes, Oct. 4, 2013
Characteristics of Successful Agencies


Consumer insights (driven by big data)
Purposeful positioning



Functional benefit, emotional benefit, societal benefit
Total Customer Experience
Organization

Cross-functional collaboration, Agility, Focusing, Inspiring
SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014)