COMMUNICATION / MEDIA AGENCY

AND THEIR

ART OF WAR

FIVE KEY FACTORS

1. MORAL LAW2. HEAVEN3. RECONNAISSANCE4. EARTH5. COMMANDERS

MORAL LAW

What is an agency’s MORAL LAW

HEAVEN

Delivering our ideal scenario for the agency. Short,

medium and long term

Build and Strengthen Our Client Relationships.

Articulate and Implement Our Vision

Attract, Develop and Retain World-Class Talent

Develop Superior Product

Reinvent Our Business Model

RECONNAISSANCE

Develop rich and fluid understanding of:

The Enemy’s Operations

Compared to our Operations

The Enemy

=

KNOWING THE WARZONE

EARTH

Creating a platform through understanding positive and negative elements that can

deliver us to HEAVEN

The danger: momentum of global players development and increasing their

market position

The distance: a long one

The chance: agency is smaller and more agile to reflect changes of the industry.

The open ground: New developing areas of content and digital

The narrow passages: strategic offering and buying clout

COMMANDERS

We all command. Just from different points. Create as much emphasis on Commanders and

leaders, to the frontline staff.

Expand personality understanding

Drive expertise and overall understanding across

Business / Consumer / Marketing

Collaborate for Alternative expertise

Bringing the…..

ART OF WAR

To the strategic product

STRATEGIC BLUEPRINT

HEAVEN

EARTHTHE DANGER

NARROW PASSAGES

THE DISTANCE

OPENGROUND

THECHANCE

RECONNAISSANCETHEIR OPERATIONS THE ENEMY OUR OPERATIONS

MORAL LAW

WAR DEPLOYMENT

Bringing the…..

ART OF WAR

To daily operations

METHOD AND DISCIPLINE

Work better together

Work better externally

Minimise time on administration

Have the ideal teams comparing behaviour and strengths

ELEMENTS TO WAR

Create an ‘ART OF WAR’ Manifesto

ART OF WAR Room

Internal War Leaders - By Media / Industry / Clients.

Internal training exercises

RECONNAISSANCE PYRAMID

SOCIAL TRENDS

INDUSTRY TRENDS

QUANTITATIVEANALYSIS

QUALITATIVE

Trends Research

Businessreports

Media Planning tools (TGI UK)

Focus GroupsEthnographic Research

SINGLE INSIGHT

A HUMAN TRUTH

ALLIES

Bring agencies back together through process and technology.

Create individual process for strategy and execution for each client with each

agency.Use Technology to communicate better

with external agencies.

Bringing the…..

ART OF WAR

To your agency