Carlton Associates Incorporated The PANCAKE Advertising Agency

Carlton Associates Incorporated Changing Forces At Work AGENCY CLIENT EXPECTATIONS TALENT EXPECTATIONS TECHNOLOGY FINANCIAL

Carlton Associates Incorporated Client Expectations Agency Is A Vendor Not A Partner Project Orientation Fast Response Low Cost Diminished Loyalty

Carlton Associates Incorporated Talent Expectations Freedom Empowerment Skill Growth Financial And Psychic Rewards Diminished Loyalty

Carlton Associates Incorporated Financial Commission Decline Project Orientation Price Competition Growing Overhead Cash Flow Slowdown

Carlton Associates Incorporated Technology Encourages New Competitors Promises Are Not Being Fulfilled Expensive Hard To Apply

Carlton Associates Incorporated REVOLUTIONARY CHANGE!

Carlton Associates Incorporated The Eight Principles That Can Make These Changes WORK FOR YOU!

Carlton Associates Incorporated 1.Let Client Needs Drive the Agency Recognize The Difference Between Wants & Needs Provide What They Need.. Not What The Agency Would Like To Sell Them Measure Their Satisfaction

Carlton Associates Incorporated Document... Client Expectations Agency Performance Client A Objectives Success

Carlton Associates Incorporated 2. Organize The Agency Around The Clients Think Clients... Not Departments Establish Client Teams Some Clients Have Dedicated Teams... Others Ad Hoc Tear Down Barriers

Carlton Associates Incorporated Agency Organization CLIENT A CLIENT B CLIENT C

Carlton Associates Incorporated 3. Convert Departments To Skill Centers Centers Of Craft Excellence Mission... To Raise Skills Leaders Become Teachers... Not Managers

Carlton Associates Incorporated Skill Centers TRAFFIC CREATIVE PROGRAM MGT. PLANNING MEDIA PRODUCTION INTERNET ETC. PR PROMOTION

Carlton Associates Incorporated 4. Establish Multi-Skill Client Teams Natural Team Leaders.. Not Always An AE Very Fluid... Can Change Quickly Eliminate Hierarchical Titles

Carlton Associates Incorporated Client Teams CLIENT A CLIENT B CLIENT C CLIENT D TALENT POOL

Carlton Associates Incorporated 5. Maximize Client Contact Everyone Is Expected To Have Client Contact No “Inside Only” People Reduce Digested Input Get Close To Client Customers

Carlton Associates Incorporated The Client’s Customers

Carlton Associates Incorporated 6. Reward Team Performance Based On Measured Client Success And Satisfaction Deemphasize Fixed Pay Increase Variable Pay Review Based On All Team Leaders

Carlton Associates Incorporated Compensation Profile FIXED VARIABLE Year 1 Year 5

Carlton Associates Incorporated 7. Reduce Top And Bottom All Are Professionals... Each Takes Care Of Self Minimize Management... Maximize Leadership Doers... Not Checkers Minimal Staff.. Finance, HR, Administration

Carlton Associates Incorporated Changes MANAGEMENTLEADERSHIP Command & Control Inspire & Set Example

Carlton Associates Incorporated 8. Help People Change Build Self Confidence Build Entrepreneurial Spirit Build Craft Skills Trust Them... Each Has Information & Collaboration Tools

Carlton Associates Incorporated Personal Work Tools Others In Agency Internal & External Data Clients Media Suppliers Work Process Collaboration Anywhere! Anytime!

Carlton Associates Incorporated TRAINING, TRAINING!

Carlton Associates Incorporated HIGH PERFORMANCE POWERFUL COMPETITOR HAPPY CLIENTS MOTIVATED PEOPLE VERY PROFITABLE AND... FUN! The Pancake Agency © 2003 Carlton Associates Incorporated