1. 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)
ADVERTISING & MARKETING ORGANIZATIONS

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

3. Account Services - Traditional
Account Supervisor
Account Executives
Account Planner

4. Creative Services - Traditional
Creative Director
Art Director
Writer
Designer
Production
Traffic

5. Marketing Services - Traditional
Media
Research
Sales Promotion

6. Administrative Services - Traditional
Personnel (HR)
Accounting
Finance

7. “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)

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

9. Types of Agencies & Firms
ESTABLISHED MODELS
INNOVATIVE/DISRUPTIVE MODELS
In-house Agency
Interactive/Digital Agency
Social Media Agency
Content Strategy Firm
Customer Experience Mgmt. Firm
Open innovation agency?
Traditional Advertising Agency
Media Service – plan/buy
Promotion Agency
PR Agency
Marketing Services Firm
Direct Marketing Agency
Branding/Identity Mgmt. Firm
Design Firm

10. Services Account Services Public Relations (PR) 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

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

12. 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)

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

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

15. 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)