ADVERTISING & MARKETING ORGANIZATIONS

“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)

CreativeServices

Account Services

MarketingServices

President

Finance & Admin. Serv.

VP Creative Services• Creative

Director• Art Director• Writer• Designer• Production• Traffic

VP Account Services• Acct.

Supervisor• Acct.

Executive

VP Mktg. Services• Media• Research• Sales

Promotion

VP Finance & Admin• Personnel

(HR)• Accounting• Finance

Board of Directors

TRADITIONAL ADVERTISING AGENCY STRUCTURE

Account Services - Traditional

Account Supervisor

Account Executives

Creative Services - Traditional

•Creative Director•Art Director•Writer•Designer•Production•Traffic

Marketing Services - Traditional

•Media•Research•Sales Promotion

Administrative Services - Traditional

• Personnel (HR)• Accounting• Finance

“Much like newspapers, conventional advertising

agencies are becoming irrelevant. When one

person with a wireless connection can be an agency,

a media company, or even a manufacturer,

traditional advertising organizations have to change

their culture, processes, structure, talent policies,

resources, and even their business and revenue

models in order to embrace the power of open

systems being fueled by digital connectivity.

The old agency businesses may still have time to

correct their course, but they must start now.”SOURCE: The End of Traditional Ad Agencies, HBR Blog Network (May 9, 2014)

SOURCE: Rooney, Jennifer. “Here’s What the Marketing Organization of the Future Should Look Like.” Forbes, Oct. 4, 2013

TRADITIONAL MARKETING DEPARTMENT STRUCTURE

Types of Agencies & Firms

Traditional Advertising Agency

Media Service – plan/buy Promotion Agency PR Agency Marketing Services Firm Direct Marketing Agency Branding/Identity Mgmt. Firm Design Firm

In-house Agency Interactive/Digital Agency

Social Media Agency Content Strategy Firm Customer Experience

Mgmt. Firm Open innovation agency?

ESTABLISHED MODELS INNOVATIVE/DISRUPTIVE MODELS

Services Account Services Strategy Brand – development,

management Creative – content,

design, production Content – creation,

marketing Media – planning, strategy

Public Relations (PR) Marketing – direct,

specialty Digital

online, user-experience design

Technology development Customer

Experience/Engagement

CreativeServices

Account Services

MarketingServices

President

Finance/HR

Board of Directors

Interactive

Development

Analytics/Big Data Customer

Experience

Social Media

Digital Media

Content Strategy

Brand Managem

entCustomer Engagem

ent

Brand Strategy

TRADITIONAL ADVERTISING AGENCY STRUCTURE = DOESN’T FIT!

Marketing leaders instead must ask, “What

values and goals guide our brand strategy, what

capabilities drive marketing excellence, and what

structures and ways of working will support

them?” Structure must follow strategy–not the

other way around.”

SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014)

SOURCE: Rooney, Jennifer. “Here’s What the Marketing Organization of the Future Should Look Like.” Forbes, Oct. 4, 2013

ORCHESTRATORAccount Manager(Account Services)

THINK

FEEL

DO

SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014)

• Architecture & Modeling Director• Digital Privacy Analyst• Market Data Analyst• Senior Data Architect

• Senior Data Modeler• Web Analyst

Content & Production

Customer Engagement

Data & Analytics

• Customer Service Rep.• Engagement Coord.• Online Community Mgr.• PR Executive• Social Media Mgr.

• Usability Specialist

• Concept Creator• Designer• Digital Producer• Marketing Content Mgr.• Digital Content Strat.

• Web Production

Characteristics of Successful Agencies Consumer insights (driven by big data) Purposeful positioning

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)

Account Services - New

Brand Strategist Account Supervisor Account Executives Project Manager

Creative Services - New

•Creative Director•Art Director•Writer•Designer•Production•Traffic

Marketing Services - New

• Brand Management• Customer Engagement• Customer Experience• Content Strategy• Social Media Strategy• Media• Research• Sales Promotion

Digital/Online Services - New

• Interactive Media Director•User Experience Manager• Interaction Designer•Usability Manager•Analytics/Big Data

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

CreativeServices

Account Services

President

Finance/HR

Board of Directors

EMERGING AGENCY STRUCTURE???

Interactive

Development

Analytics/Big Data

Social Media

Digital Media

Online/DigitalServices

Creative Team

Creative Dir.

Writer(s)Designer(

s)

Account Superviso

r

Account Executive

s

MarketingServices

Content Strategy

Brand Managem

ent

Customer Engagem

ent

Customer Experienc

e

Research

MediaSales

Promotion

Production

Traffic

Brand Strategy

ORCHESTRATORAccount Manager(Account Services)

THINK

FEEL

DO

SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014)

• Architecture & Modeling Director• Digital Privacy Analyst• Market Data Analyst• Senior Data Architect

• Senior Data Modeler• Web Analyst

Content & Production

Customer Engagement

Data & Analytics

• Customer Service Rep.• Engagement Coord.• Online Community Mgr.• PR Executive• Social Media Mgr.

• Usability Specialist

• Concept Creator• Designer• Digital Producer• Marketing Content Mgr.• Digital Content Strat.

• Web Production