WEBINAR Five Signs That Your Agency’s Culture Works Sarah Sikowitz, Principal Analyst December 7, 2016. Call in at 12:55 p.m. Eastern time

Agenda Why your agency’s culture matters Five signs of a strong agency culture strategy How you can vet for productive and dynamic culture

Agenda Why your agency’s culture matters Five signs of a strong agency culture strategy How you can vet for productive and dynamic culture

Ad agencies are having a moment . . . Image source: Wikimedia Commons (http://commons.wikimedia.org/)

. . . and it’s not a good one. Image source: Wikimedia Commons (http://commons.wikimedia.org/)

Agency turnover rates are higher than competitive industries, widening by 10% year over year. ~ 30% attrition rate There was a 25% net talent loss globally against competitive industries. Source: Sean Callahan, “New LinkedIn and 4A’s Research Shows Current Talent Trends for Advertising Agencies,” LinkedIn Marketing Solutions Blog, March 22, 2016 (http://business.linkedin.com/marketing-solutions/blog/linkedin-news/2016/new-linkedin-and-4as-research-shows-current-talent-trends-for-ad)

Why are agency employees leaving? 54% don’t see opportunities for advancement 46% are unsatisfied with leadership 45% are unsatisfied with rewards/recognition Source: Sean Callahan, “New LinkedIn and 4A’s Research Shows Current Talent Trends for Advertising Agencies,” LinkedIn Marketing Solutions Blog, March 22, 2016 (http://business.linkedin.com/marketing-solutions/blog/linkedin-news/2016/new-linkedin-and-4as-research-shows-current-talent-trends-for-ad)

Client experience suffers Lower-quality work Lost productivity Incompatible work styles

Strong culture attracts and engages employees who delight clients Source: Brief: Ignore Your Agency's Culture At Your Own Risk Forrester report

Forrester defines culture as: The shared values and beliefs that drive behavior. Source: Brief: Ignore Your Agency's Culture At Your Own Risk Forrester report

Agency culture investments improve client experience Source: Brief: Ignore Your Agency's Culture At Your Own Risk Forrester report

Agenda Why your agency’s culture matters Five signs of a strong agency culture strategy How you can vet for productive and dynamic culture

Hint…it’s not about parties and beer on tap…

Five signs of a clear culture strategy Vision statement

Create a culture vision statement Image source: 360i (http://360i.com/)

Five signs of a clear culture strategy Vision statement Hiring

Vet for cultural attributes in hiring Rise Interactive has eight key attributes that make up a Riser: responsive, team player, demands excellence, customer-first mindset, accountable, can-do attitude, humble, and all-in.

Five signs of a clear culture strategy Vision statement Hiring Retention/engagement

Encourage employee growth Image source: Advertising Age (http://adage.com/)

Five signs of a clear culture strategy Vision statement Hiring Retention/engagement Behavior

Reward and recognize behavior Great teams, great outcomes

Accessible and transparent leadership Image source: Pexels (http://www.pexels.com/)

Five signs of a clear culture strategy Vision statement Hiring Retention/engagement Behavior New business

New business compatibility Shared commitment to customer Access Motivation for change Chemistry

Agenda Why your agency’s culture matters Five signs of a strong agency culture strategy How you can vet for productive and dynamic culture

Recommendations Look for employee survey results.

Look for employee survey results Ongoing, frequent measurement Benchmarking Evidence of action Image source: Flickr (http://www.flickr.com/)

Recommendations Look for employee survey results. Listen to the direct source.

Listen to what employees are saying

Recommendations Look for employee survey results. Listen to the direct source. Learn by assessing your own culture.

Learn by assessing your own culture Formal cultural assessment Corporate values Image source: Flickr (http://www.flickr.com/)

Q&A

Sarah Sikowitz +1 617-613-6185 ssikowitz@forrester.com