global best practices icom regional meeting lisbon september 23, 2005
TRANSCRIPT
Global Best Practices
ICOM Regional Meeting
Lisbon September 23, 2005
Best Practices is Not
Standardization
Globalization
Centralization
Rigid Control
Half-and-Half Solution
Compromise
Lowest Common Denominator
INSTEAD
Intelligent and Flexible
Adaptation of
Agency Management to
Client Structure
for Ultimate Satisfaction
International Clients
„Clients who are increasingly managing their business on a regional or global level prefer multinational ad agencies that can create a unified brand image and positioning around the world“
„They are looking for improved efficiencies and effectiveness of operations between the two parties“
The ICOM Promise
„A network of idependently owned and operated communications agencies in 55+ countries where every agency treats a network client as its own.“
„A lead agency and an account manager who directs the activities of the other ICOM agencies with a set of documents so that these clients see the same information presented in the same way in each country on their account“
The ICOM Promise
„A real alternative to the growing sameness and bureaucracy of the multinational networks“
Global Best Practices
„Next to Creativity the Best Practices model used is the only true differentiator between agency networks“
Global Best Practices Role Model
No such thing
Global Ad Decision Controls
26% Centralized 34% Decentralized
40% Hybrid Strategy
Agency Responses
The predominant organizational principle is
• to meet the needs of global accounts
• to adapt their structure to client requirements
• to standardize service delivery as much as possible
Delivery of Best Practices
A shared understanding between agency and client of
• Responsibilities and lines of communication• Tasks to be performed• Strategies for maximum effectiveness• Methods for exchange of learnings across borders
Shared Understanding
• Indispensible for a long-term profitable relationship
• Do not start work before a negotiated agreement
• Buying a creative idea is no guarantee for its delivery
• „Mutual respect“ is no substitute for operational clarity
• Anticipate all client demands made of the network
• Elevation of quality standards and human resources through training
Responsibility & Communication
• Harmonize Client structure with Agency network
• Appoint the individual that delivers
• Create and instruct support groups
• Tie down client responsibilities by name/function
• Agree procedures for approval, time, and recourse
Strategic Tasks & Delivery
• Be clear on what is and what is not bought by client
• Establish monitoring principles
• Agree patterns for client review and agency evaluation
• Ensure concurrence with all network offices
• Consider even the most unlikely
Execution of Strategies
• Here agencies lose money and clients lose faith
• Set standards that avoid waste and frustration
• Discourage „muddeling“ between agency and client but also within the network
• Agree adjustments with client asap when necessary
• Create an internal monitoring system
Manifestation of Best Practices
• Technically – a manual between all parties• Emotionally – a personal contract for each team member with the client• Personally – a way to advance knowledge and career• Financially – an insurance for long-term income and profitability • Competitively – a method that puts ICOM at par with big global networks while retaining
individuality.
Global Best Practices
Thank You