ADVERTISING & MARKETING ORGANIZATIONS “ 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)

Creative Services Creative Services Account Services Marketing Services Marketing Services President Finance & Admin. Serv. VP Creative Services Creative Director Art Director Writer Designer Production Traffic VP Creative Services Creative Director Art Director Writer Designer Production Traffic VP Account Services Acct. Supervisor Acct. Executive VP Account Services Acct. Supervisor Acct. Executive VP Mktg. Services Media Research Sales Promotion VP Mktg. Services Media Research Sales Promotion VP Finance & Admin Personnel (HR) Accounting Finance VP Finance & Admin Personnel (HR) Accounting Finance Board of Directors TRADITIONAL ADVERTISING AGENCY STRUCTURE

Account Services - Traditional  Account Supervisor  Account Executives

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, 2014)

SOURCE: Rooney, Jennifer. “Here’s What the Marketing Organization of the Future Should Look Like.” Forbes, Oct. 4, 2013Here’s What the Marketing Organization of the Future Should Look Like TRADITIONAL MARKETING DEPARTMENT STRUCTURE

Types of Agencies & Firms  Traditional Advertising Agency  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? ESTABLISHED MODELSINNOVATIVE/DISRUPTIVE MODELS

Services  Account Services  Strategy  Brand – development, management  Creative – content, design, production  Content – creation, marketing  Media – planning, strategy  Public Relations (PR)  Marketing – direct, specialty  Digital  online, user-experience design  Technology development  Customer Experience/Engagement

Creative Services Creative Services Account Services Marketing Services Marketing Services President Finance/HR Board of Directors Interactive Development Analytics/Big Data Customer Experience Social Media Digital Media Content Strategy Brand Management Customer Engagement Brand Strategy TRADITIONAL ADVERTISING AGENCY STRUCTURE = DOESN’T FIT!

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: T he Ultimate Marketing Machine, Harvard Business Review (July-August 2014)

SOURCE: Rooney, Jennifer. “Here’s What the Marketing Organization of the Future Should Look Like.” Forbes, Oct. 4, 2013Here’s What the Marketing Organization of the Future Should Look Like

ORCHESTRATOR Account Manager (Account Services) ORCHESTRATOR Account Manager (Account Services) THINK FEEL DO SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014) Architecture & Modeling Director Digital Privacy Analyst Market Data Analyst Senior Data Architect Senior Data Modeler Web Analyst Content & Production Customer Engagement Data & Analytics Customer Service Rep. Engagement Coord. Online Community Mgr. PR Executive Social Media Mgr. Usability Specialist Concept Creator Designer Digital Producer Marketing Content Mgr. Digital Content Strat. Web Production

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: T he Ultimate Marketing Machine, Harvard Business Review (July-August 2014)

Account Services - New  Brand Strategist  Account Supervisor  Account Executives  Project Manager

Creative Services - New Creative Director Art Director Writer Designer Production Traffic

Marketing Services - New Brand Management Customer Engagement Customer Experience Content Strategy Social Media Strategy Media Research Sales Promotion

Digital/Online Services - New Interactive Media Director User Experience Manager Interaction Designer Usability Manager Analytics/Big Data

480 Tasks & Responsibilities  Client Relations  Situational Analysis  Market & Customer Research  Media Plan  Creative Strategy  Social Media Strategy  Customer Engagement Strategy  Sales Promotion  Budget  Presentation & Proposal Development

Creative Services Account Services President Finance/ HR Board of Directors EMERGING AGENCY STRUCTURE??? Interactive Development Analytics/Big Data Social Media Digital Media Online/Digital Services Creative Team Creative Dir. Writer(s) Designer(s) Creative Team Creative Dir. Writer(s) Designer(s) Account Supervisor Account Executives Marketing Services Content Strategy Brand Management Customer Engagement Customer Experience Research Media Sales Promotion Production Traffic Brand Strategy

ORCHESTRATOR Account Manager (Account Services) ORCHESTRATOR Account Manager (Account Services) THINK FEEL DO SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014) Architecture & Modeling Director Digital Privacy Analyst Market Data Analyst Senior Data Architect Senior Data Modeler Web Analyst Content & Production Customer Engagement Data & Analytics Customer Service Rep. Engagement Coord. Online Community Mgr. PR Executive Social Media Mgr. Usability Specialist Concept Creator Designer Digital Producer Marketing Content Mgr. Digital Content Strat. Web Production