AGENCY FOR THE FUTURE

WHAT CLIENTS WANT

INTEGRATION

INSIGHT IDEAS

ENGAGEMENT

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WHY CHANGE?

Source: The Future of Agency Relationships, March 2010, Forrester

WHERE GH NEEDS TO GO

Generalists

Communications Partner

Traditional

Public Relations

Traditional Media

Business Partner

Adaptable

Specialists

Holistic Engagement

Multi Media

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Redesign agency model

Expand integrated marketing capabilities

Transition from generalist to specialist focus

Invest in training and technology

Make strategic acquisitions and partnerships

WE SET THE STRATEGY

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MD

EVP

SVP

VP

AGS

AS

SAE

AE

AAE

AC

PREVIOUS MODEL

Seniority-based Redundant

Irrelevant

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WE DESIGNED A NEW MODEL:

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WE DEFINED KEY COMPETENCIESStrategistFuture FocusedBusiness MindedData ObsessedProvocativeLogicalVersatile LearnerDot ConnectorDisciplined

CatalystDeterminedMotivatingHighly CollaborativeProblem SolverDetail OrientedPolitically SavvyGrowth DriverChange Agent

CreatorAmbiguity Navigator

CreativeInspiring

InnovativeCurious

Risk TakerStoryteller

Highly Visual/Verbal

ConnectorMedia Savvy

InformedConvincingLive Online

Trend WatcherNews Junkie

NimblePersistent

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WE CONDUCTED AN ASSESSMENT

Group Directors develop short- and long-term staffing plan for

each account to fill gaps.

Group Directors recommend specialty group placement for

each employee based on discussions.

MDs & Group Directors meet and review recommended

staffing plan and finalize role for each employee.

987

Fred (via video) explains the AFTF vision and introduces the assessment process.

MDs distribute Self Assessment to all employees

electronically.

MDs or Group Directors hold meetings to explain how the

process will work.

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Self Assessment is “scored” and sent to Group Director for

review.

Group Director meets with each employee to discuss Self Assessments and add his/her perspective. Final decisions

are not made at this time.

Employee completes and submits Self Assessment.

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Group Directors meet with each employee to discuss role and responsibilities in AFTF.

MDs consolidate group plans into an analysis and forward

plan to office.

AFTF staffing plans sent to Corporate to develop

company-wide outlook.

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Internal community collaboration tool, process, resource

WE CREATED A PLAYBOOK

CATALYSTSExecutive Director

DirectorSr. Manager

ManagerAssociate

CREATORSExecutive (Function)(Function) DirectorSenior (Function)

(Function)Associate (Function)

CONNECTORSExecutive (Function)(Function) DirectorSenior (Function)

(Function)Associate (Function)

STRATEGISTSExecutive (Function)(Function) Director

Sr. (Function)(Function)

Associate (Function)

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WE ESTABLISHED NEW STRUCTURES & TITLES

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WE WROTENEW JOBDESCRIPTIONS

WE PLANNED TRAINING PROGRAMS

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WE REDESIGNED CLIENT TEAMS

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WE DEVELOPED SPECIALIZED TRAINING

Strategists Creators Connectors Catalysts

Q1 2012• 8 sessions in Q1• 2012 Strategic Alliance

Roadmap• How to See Around Corners• What Clients Want – Client

Satisfaction Preview & Planning Implications

• 6 self-directed

Q2 2012• 11 sessions• 6 self-directed

Q1 2012• 11 sessions • SEO & SEM: Search

Engines & Public Relations• Conversation Agents• Claiming our “Stake” in

Washington• Writing for the Web

• 8 self-directed

Q2 2012• 12 sessions• 9 self-directed

Q1 2012• 9 sessions in Q1• Visual Storytelling• Black Swans Part 1 (Focus)• Black Swans Part 2

(Discover)• Effective Brainstorming

• 4 self-directed

Q2 2012• 8 sessions• 4 self-directed

Q1 2012• 7 sessions in Q1• Media mix modeling:

Gauging what moves the needle • Strategies for traditional

media measurement• Introduction to survey design• Toluna Analytics

• 9 self-directed

Q2 2012• 8 sessions• 9 self-directed

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Dallas

London

San Francisco

Chicago

Los Angeles

WE BUILT BRIDGES

A co-creation ideas platform designed to create big, holistic, multi-channel ideas that build brands and engage audiences.

It works by harnessing ideas from a carefully curated band of brilliant creative minds outside the industry and around the globe.

WE INTRODUCED CROWD SOURCING

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WE REDESIGNED OUR WORK SPACE

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Brand Story Dialogue (The Cube) The Bridge

Brand VoiceBright Collective Black Swan

WE DEPLOYED NEW TOOLS & PROCESSES

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Premeditated evolution or intentional change.

WE DEVELOPED A MANTRA

WE

BUILT

A N

EW W

EBSI

TE

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WE GOT TONS OF PRESS

Q2 2011 Q2 2012Q1 2012

Stockholm

Bucharest

London

New YorkLos Angeles

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WE TRANSITIONED EVERY OFFICE

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WE HELD IN-DEPTH g4 SUMMITS

: WE MADE THE A-LIST

WE ARE TELLING OUR STORY

Real-Time Marketing SXSW 2012“The Promises and Pitfalls of Real –Time Marketing”

White Paper “Four Reasons to Add RTM to Your Marketing Mix”

VideoJeff Beringer on how to market in real-time

Media Outreach415 mentions of #RTMktg on Twitter reaching 741,093 people.

AdvertisingPrint and online advertising in PR trades

WE ARE PIONEERING REAL-TIMEMARKETING

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• DIFFERENTIATES US• ATTRACTS DIVERSE TALENT• TEACHES US NEW SKILLS• LEVERAGES LATEST TECHNOLOGY• WINS BUSINESS• POSITIONS US FOR THE FUTURE• IMPROVES OUR WORK

WE ARE FEELING THE IMPACT

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