Download Creative Services Account Services

“In the past decade, what marketers do to engage customers
has changed almost beyond recognition.”
“Tools and strategies that were cutting-edge just a few years
ago are fast becoming obsolete, and new approaches are
appearing every day.”
“Yet in most companies the organizational structure of the
marketing function hasn’t changed since the practice of brand
management emerged, more than 40 years ago.”
- The Ultimate Marketing Machine,
Harvard Business Review (July-August 2014)
ADVERTISING & MARKETING
ORGANIZATIONS
480 Tasks & Responsibilities

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
Client Relations
Situational Analysis
Market & Customer Research
Media Plan
Creative Strategy
Social Media Strategy
Customer Engagement Strategy
Sales Promotion
Budget
Presentation & Proposal Development
TRADITIONAL ADVERTISING AGENCY STRUCTURE
Board of
Directors
President
Account
Services
VP Account Services
• Acct. Supervisor
• Acct. Executive
Creative
Services
VP Creative Services
•
•
•
•
•
•
Creative Director
Art Director
Writer
Designer
Production
Traffic
Marketing
Services
Finance &
Admin. Serv.
VP Mktg. Services
VP Finance & Admin
• Media
• Research
• Sales Promotion
• Personnel (HR)
• Accounting
• Finance
TRADITIONAL MARKETING DEPARTMENT STRUCTURE
SOURCE: Rooney, Jennifer. “Here’s What the Marketing Organization of the Future Should Look Like.” Forbes, Oct. 4, 2013
Types of Agencies & Firms
ESTABLISHED MODELS

Traditional Advertising Agency
INNOVATIVE/DISRUPTIVE MODELS
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Media Service – plan/buy
Promotion Agency
PR Agency
Marketing Services Firm
Direct Marketing Agency
Branding/Identity Mgmt. Firm
Design Firm
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In-house Agency
Interactive/Digital Agency
Social Media Agency
Content Strategy Firm
Customer Experience Mgmt. Firm
Open innovation agency?
Services

Account Services

Public Relations (PR)

Strategy

Marketing – direct, specialty

Digital


Brand – development,
management
Creative – content, design,
production

Content – creation, marketing

Media – planning, strategy


online, user-experience design

Technology development
Customer
Experience/Engagement
TRADITIONAL ADVERTISING AGENCY STRUCTURE = DOESN’T FIT!
Board of
Directors
President
Account
Services
Content
Strategy
Digital
Media
Creative
Services
Analytics/Big
Data
Brand
Strategy
Marketing
Services
Customer
Experience
Social Media
Finance/HR
Interactive
Development
Customer
Engagement
Brand
Management
SOURCE: Rooney, Jennifer. “Here’s What the Marketing Organization of the Future Should Look Like.” Forbes, Oct. 4, 2013
Data & Analytics
THINK
• Architecture & Modeling • Senior Data Architect
Director
• Senior Data Modeler
• Digital Privacy Analyst
• Web Analyst
• Market Data Analyst
Customer Engagement
ORCHESTRATOR
Account Manager
(Account Services)
FEEL
•
•
•
•
Customer Service Rep.
Engagement Coord.
Online Community Mgr.
PR Executive
• Social Media Mgr.
• Usability Specialist
Content & Production
DO
•
•
•
•
SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014)
Concept Creator
• Digital Content Strat.
Designer
• Web Production
Digital Producer
Marketing Content Mgr.
Characteristics of Successful Agencies
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Consumer insights (driven by big data)
Purposeful positioning
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Functional benefit, emotional benefit, societal benefit
Total Customer Experience
Organization

Cross-functional collaboration, Agility, Focusing, Inspiring
SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014)
EMERGING AGENCY STRUCTURE???
Board of
Directors
President
Account
Services
Brand
Strategy
Marketing
Services
Brand
Management
Online/Digital
Services
Customer
Engagement
Creative
Team
Digital
Media
Interactive
Development
Creative Dir.
Writer(s)
Designer(s)
Social Media
Analytics/Big
Data
Account
Supervisor
Customer
Experience
Content
Strategy
Account
Executives
Sales
Promotion
Media
Research
Creative
Services
Production
Traffic
Finance/
HR
Account Services - New
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Brand Strategist
Account Supervisor
Account Executives
Project Manager
480 Roles & Responsibilities
Client relations
Client brand advocate
Agency Team Lead
Majority of client contact
Final presentation
Final documentation
Meeting planning
Conflict Resolution
Creative Services - New
Creative Director
• Art Director
• Writer
• Designer
• Production
• Traffic
•
480 Roles & Responsibilities
Creative strategy
Develop all Content Produce all
advertisements, graphics,
photography, videos, etc.
Produce all presentations
Produce all documents
Marketing Services - New
Brand Management
• Customer Engagement
• Customer Experience
• Content Strategy
• Social Media Strategy
• Media
• Research
• Sales Promotion
•
480 Roles & Responsibilities
Situational Analysis
Market & Customer Analysis
Media Plan
Sales Promotion
Customer Engagement Strategy
Social Media Strategy
Customer Advocacy Strategy
Digital/Online Services - New
480 Roles & Responsibilities
Interactive Media Director
• User Experience Manager
• Interaction Designer
• Usability Manager
• Analytics/Big Data
•
Website design
Mobile design
480 Tasks & Responsibilities










Client Relations
Situational Analysis
Market & Customer Research
Media Plan
Creative Strategy
Social Media Strategy
Customer Engagement Strategy
Sales Promotion
Budget
Presentation & Proposal Development
Data & Analytics
THINK
• Architecture & Modeling • Senior Data Architect
Director
• Senior Data Modeler
• Digital Privacy Analyst
• Web Analyst
• Market Data Analyst
Customer Engagement
ORCHESTRATOR
Account Manager
(Account Services)
FEEL
•
•
•
•
Customer Service Rep.
Engagement Coord.
Online Community Mgr.
PR Executive
• Social Media Mgr.
• Usability Specialist
Content & Production
DO
•
•
•
•
SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014)
Concept Creator
• Digital Content Strat.
Designer
• Web Production
Digital Producer
Marketing Content Mgr.