CAMILA BRAUNEHyper Island Advanced Work-Based Project

“The Digital Revolution"has changed relationships between

advertisers and their agencies.

Companies have tried

changing their business processes or their organizational structures to adapt

to the changes that the market was demanding.

But most of then did not result in a sustainable competitive advantage.

That is because: ★ No fundamental cultural change ★ No new approach of leading and managing were adopt

Marshall, E. M. 1995. Transforming the way we work. New York: American Management Association

The purpose of my investigation was to discuss

how teams are dealing with this new process and how they

work are affected.

During my journey I experience different work

structures and collected information and feedback

about it.

★ How information is spread around client and agencies involved in the process?

★ How does it influence the strategy and creative process inside the agency?

★ How can we improve the flow of information in order to improve the quality of the work?

My questions when I started the research:

Methodology

Observation/ Experience Interviews/

Feedbacks

Research

Find Patterns Write recommendations

Test recommendations

Patterns I found

CULTURAL PROBLEMS PROCESS PROBLEMS

★ Relationship Between Agencies ★ Ownership of the project ★ Competitor rather than collaboration ★ Adaptation rather than integration

★ Communication Flow ★ Doble work ★ Less efficient ★ Lack of motivation

INCREASE COLLABORATION INCREASE COMMUNICATION

★ Respect for the work ★ Management of the Process ★ Better Decision Making Process

Recommendations

INCREASE QUALITY

MORE MOTIVATION AND EFFICIENCY

Results:

*That is a summary, all the research is at the link at the description.

CAMILA BRAUNEHyper Island Advanced Work-Based Project