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Colle+McVoy Account Executive Aaron O'Keefe presented his thoughts on managing the business processes of a creative agency during the Rasmussen College design lecture series event, File>New, on August 11, 2011.
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M A N A G I N G C R E AT I V E RASMUSSEN’S COLLEGE DESIGN LECTURE SERIES A U G U S T 11 , 2 0 11
A G E N D A
Who I Am
Where I Work :: Colle+McVoy
What I Do :: The Role of an Account Executive
The Creative Brief and Process
Social Media and the Digital Space
What’s Next
Discussion
W H O I A M
W H E R E I W O R K : : C O L L E + M C V O Y
CLIENTS
DIGITAL AOR
CLIENT FOOTPRINT
AGENCY CAPABILITIES (170 PEOPLE, ALL IN-HOUSE)
STRATEGY
• Primary Research (Qualitative and Quantitative methods)
• Secondary Research (Forrester, Simmons, PSFK, eMarketer, etc.)
• Consumer Insights
• Customer Segmentation/Targeting
• Brand
• Interactive/Social Media/Mobile • Marketing Innovation
• Customer Segmentation/Targeting
• Brand
• Interactive/Social Media/Mobile • Marketing Innovation
ADVERTISING
• Print• Radio
• Broadcast
• Print• Radio
• Broadcast
• Nontraditional• OOH
• Retail (POP/POS)
DESIGN
• Brand Identity
• Brand Visual design standards• Logo creation/evolution
• Package Design
• Corporate Communications • Collateral
• Package Design
• Corporate Communications • Collateral
INTERACTIVE
• Website Design (IA, site-maps, content strategy, page design)
• Website Development (coding, integration, DBA, commerce, deployment, support)
• Mobile Design and Development
• Design and execution of social media strategies
• Web Analytics
• Mobile Design and Development
• Design and execution of social media strategies
• Web Analytics
MEDIA
• Creative Tactics• Media Planning• Negotiation/Buying
• Connection Planning• SEO/SEM• Audit/Analytics
• Connection Planning• SEO/SEM• Audit/Analytics
PUBLIC RELATIONS
• Media Relations
• Earned Media• Blogger Outreach
• Crisis Management
• Influencer Strategy
• Media Training• Social Media
• Influencer Strategy
• Media Training• Social Media
ADVERTISING
PR
M
EDIA INTERACTI
VE
DESIG
N
STRATEGY
W H AT I D O : : T H E R O L E O F A N A C C O U N T E X E C U T I V E
6
“Advertising is a craft executed by people who aspire to be artists, but is assessed by people who aspire to be scientists. I cannot image any human relationship more perfectly designed to produce total mayhem.” - John Ward
26
+ Serve as the primary contact for communications between agency and clients
• Contact reports
• Change orders
• Status reports
• Presentations/decks
+ Drive the process of creating brand and marketing communication strategies
• Creative briefs
+ Manage internal integrated teams from project inception to completion
+ Partner with creative producers to develop project estimates and timelines
+ Track agency hours against approved budgets to ensure profitability
A C C O U N T R E S P O N S I B I L I T I E S
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+ Better to have it and not need it, than need it and not have it
+ Support what you say
+ Start on time. End on time.
+ Have an agenda and stick to it
+ Always follow up + You cannot lead a team from your desk
+ Make no commitment without consultation
+ No surprises about money or time
W H AT M A K E S A G O O D A C C O U N T P E R S O N
T H E C R E AT I V E B R I E F A N D P R O C E S S
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+ What is the reason for this assignment?
+ Who are we talking to? What is their key mindset or tension?
+ What future could this brand own?
+ What fact(s) will back us up?
+ What are the key personality traits? + How will success be measured?
+ What are the mandatories?
C R E AT I V E B R I E F C O N T E N T
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+ What is the reason for this assignment?
+ Who are we talking to? What is their key mindset or tension?
+ What future could this brand own?
+ What fact(s) will back us up?
+ What are the key personality traits? + How will success be measured?
+ What are the mandatories?
C R E AT I V E B R I E F C O N T E N T
C A R I B O U C A S E S T U D Y
FIVE CONSECUTIVE YARS OF GROWTH
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+ Recession
+ Caribou was experiencing a three-year sales decline
+ Starbucks was outspending Caribou 95 to 1
+ McDonald’s introduced McCafe behind a $100 MM campaign
T H E S I T U AT I O N ( 2 0 0 9 )
“GO TO THE MOVIES TWO TIMES A MONTH INSTEAD OF THREE. GET YOUR HAIR CUT EVERY SIX WEEKS RATHER THAN FIVE. AND CUT OUT TWO GOURMET COFFEES A WEEK.” -SUZE ORMAN, 2009
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+ Second quarter profit of $2.5 million, versus $1.3 million from the year before
+ $68.9 million in sales, up form $63.0 million a year before
+ 30 million media impressions within one month of the relaunch
+ 500% increase in Facebook fans
+ Over 1 million Twitter impression during the relaunch + In Minneapolis (Caribou’s most heavily supported market), Starbuck’s market share
dropped 4% during the relaunch
C A R I B O U B R A N D R E L A U N C H R E S U LT S ( M A R C H 2 0 1 0 )
S O C I A L M E D I A A N D T H E D I G I TA L S PA C E
Facebook has 700 million users and Google handles over 11 billion queries per month. Worldwide, there are over 5
billion mobile subscribers (9 out of 10 in the U.S.) and every two days there is more information created than
between the dawn of civilization and 2003.
TopRank
Social media accounts for one out of every six minutes spent online
Journalism.co.uk
Social media advertising spending
will increase from 2.1 billion in 2010 to $8.3 billion by 2015.
Direct Marketing News
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+ 27 million visits over two back-to-school seasons
+ Users spent an average of 12+ minutes on the site
+ 48% of the visitors to the site clicked through to the Taubman mall websites
+ Referenced on over 50,000 website and blogs, including Tech Crunch, ESPN, MSN Money, USA Today and VH1’s Best Week Ever
+ The app was listed in the “Staff Favorites” and in the “Top Paid Apps” on the iTunes home page for several weeks
+ Ev, the founder of Twitter, posted his Yearbook Yourself photo
Y E A R B O O K Y O U R S E L F R E S U LT S
W H AT ’ S N E X T . . .
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Mashable.com
Swiss-miss.com
Coolhunting.com
Frederiksamuel.com/blog
Adweek.com/adfreak
Psfk.com
Onclub.org/#pane=awards
Ffffound.com
Notcot.org
Woostercollective.com
Likecool.com
Adsoftheworld.com
Creativity-online.com
Thefwa.com
C H E C K T H E S E S I T E S O U T
D I S C U S S I O N
T H A N K S