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ADVERTISING & MARKETING ORGANIZATIONS

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Presentation on theme: "ADVERTISING & MARKETING ORGANIZATIONS"— Presentation transcript:

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 & Production
DO 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)


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