carlton associates incorporated the pancake advertising agency
TRANSCRIPT
CarltonAssociatesIncorporated
The
PANCAKE
Advertising Agency
CarltonAssociatesIncorporated
Changing Forces At Work
AGENCY
CLIENT EXPECTATIONS
TALENTEXPECTATIONS
TECHNOLOGYFINANCIAL
CarltonAssociatesIncorporated
Client Expectations
• Agency Is A Vendor Not A Partner• Project Orientation• Fast Response• Low Cost• Diminished Loyalty
CarltonAssociatesIncorporated
Talent Expectations
• Freedom• Empowerment• Skill Growth• Financial And Psychic Rewards• Diminished Loyalty
CarltonAssociatesIncorporated
Financial
• Commission Decline• Project Orientation• Price Competition• Growing Overhead• Cash Flow Slowdown
CarltonAssociatesIncorporated
Technology
• Encourages New Competitors• Promises Are Not Being Fulfilled• Expensive• Hard To Apply
CarltonAssociatesIncorporated
REVOLUTIONARYCHANGE!
CarltonAssociatesIncorporated
The Eight Principles
That CanMake These
Changes
WORK FOR YOU!
CarltonAssociatesIncorporated
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
CarltonAssociatesIncorporated
Document...
Client Expectations
AgencyPerformance
Client A
Objectives
Success
CarltonAssociatesIncorporated
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
CarltonAssociatesIncorporated
Agency Organization
CLIENTA
CLIENTB CLIENT
C
CarltonAssociatesIncorporated
3. Convert Departments
To Skill Centers• Centers Of Craft Excellence• Mission... To Raise Skills• Leaders Become Teachers...
Not Managers
CarltonAssociatesIncorporated
Skill Centers
TRAFFIC
CREATIVEPROGRAM MGT.
PLANNING
MEDIAPRODUCTION
INTERNETETC.
PR
PROMOTION
CarltonAssociatesIncorporated
4. Establish Multi-Skill
Client Teams• Natural Team Leaders.. Not Always An AE• Very Fluid... Can Change Quickly• Eliminate Hierarchical Titles
CarltonAssociatesIncorporated
Client TeamsCLIENT
ACLIENT
B
CLIENTC CLIENT
D
TALENT POOL
CarltonAssociatesIncorporated
5. Maximize Client
Contact• Everyone Is Expected To Have Client Contact• No “Inside Only” People• Reduce Digested Input• Get Close To Client Customers
CarltonAssociatesIncorporated
The Client’s Customers
CarltonAssociatesIncorporated
6. Reward Team
Performance• Based On Measured Client Success And Satisfaction• Deemphasize Fixed Pay• Increase Variable Pay• Review Based On All Team Leaders
CarltonAssociatesIncorporated
Compensation Profile
FIXED
VARIABLE
Year1
Year5
CarltonAssociatesIncorporated
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
CarltonAssociatesIncorporated
Changes
MANAGEMENT LEADERSHIP
Command&
Control
Inspire&
Set Example
CarltonAssociatesIncorporated
8. Help People Change• Build Self Confidence• Build Entrepreneurial Spirit• Build Craft Skills• Trust Them... Each Has Information & Collaboration Tools
CarltonAssociatesIncorporated
Personal Work Tools
Others In Agency
Internal & External Data
Clients
Media
Suppliers
Work Process Collaboration
Anywhere!Anytime!
CarltonAssociatesIncorporated
TRAINING, TRAINING,TRAINING!
CarltonAssociatesIncorporated
HIGH PERFORMANCEPOWERFUL COMPETITOR
HAPPY CLIENTSMOTIVATED PEOPLEVERY PROFITABLE
AND... FUN!
The Pancake Agency
© 2003 Carlton Associates Incorporated