ONE AGENCY PROCESS PROJECT CLASSIFICATION & CREATIVE RESOURCING

NEW YORK

NEW YORK

EXCELLENT WORK

CREATE & MAKE NEW OPPORTUNITIES

BETTER WORK LIFE BALANCE

WHY?

NEW YORK

NEW YORK

ORGANIZING PRINCIPLES

ONE AGENCY PROCESS

TOOLS TO SUPPORT

HOW WE GET THERE

NEW YORK

NEW YORK

ORGANIZING PRINCIPLES

NEW YORK

NEW YORK

PARTNERSHIP TEAMS

THIS TEAM OWNS:

All work that leaves agency Team staffing • Client relationship • 3ForAll

Creating and delivering new opportunities for client and agency

ORGANIZING PRINCIPLES

DEDICATED CORE TEAM RESPONSIBLE FOR OVERALL ACCOUNT SUCCESS

ACCOUNT LEAD

CREATIVE LEAD

STRATEGY LEAD+ +

NEW YORK

PROJECT MGMT

NEW YORK

PARTNERSHIP TEAMS

ORGANIZING PRINCIPLES

NEW YORK

Client Account Lead Strategy Lead Creative Lead

ASHLEY TBC Juliana Katrancha Daniel Rodriguez + Steve Doppelt

CHOICE Neil Frauenglass Julien Delatte Larry Platt + Lea Ladera

CIGNA Veronica Bertran Juliana Katrancha Larry Platt + Lea Ladera

CUERVO Lauren LaValle TBD Mat Bisher

GMI Mike Nelson Sarah Watson James Dawson-Hollis + Bill Wright

LOCKHEED Lisa Nocella Mike Medeiros TBD

L'OREAL Nancy Brodsky Lauren Turner Martha Brooks

MONDELEZ Dina Hovanessian Julien Delatte TBD

NESPRESSO Dana McCoullough Christine Villanueva Larry Platt + Lea Ladera

NESTLE Olivia Heeren TBD TBD

Client Account Lead Strategy Lead Creative Lead

NIKON RETAIL TBD Christine Villanueva Larry Platt + Lea Ladera

NIKON BRAND Kevin Scher Christine Villanueva Larry Platt + Lea Ladera

NY & Co Veronica Bertran Steve Zaroff Daniel Rodriguez + Steve Doppelt

NY LOTTERY Devin Reiter Mike Medeiros Grant Smith

ODOM Neil Frauenglass Christine Villanueva Daniel Rodriguez + Steve Doppelt

RB Haley Mazza Erica Yahr Tom Murphy

SSgA Jon Armstrong Christine Villanueva TBD

US ARMY Lisa Nocella Mike Medeiros Sean Bryan

USPS Devin Reiter Julien Delatte Tom Murphy

VERIZON Devin Reiter Megan Mackenzie Chris Mitton & Caprice Yu

NEW YORK

WORKFLOW & PROCESS

NEW YORK

WORKFLOW & PROCESS

AGENCY WORKFLOW

NEW YORK

WORKFLOW = MACRO

How we get work through the Agency

We have one workflow

Applies to all projects, but may vary according to project type

PROCESS(ES) =

We have dozens of processes

Applies to a specific task or set of tasks

MICRO

SCOPING PROCESS

CREATIVE IDEATION PROCESS

POST-MORTEM PROCESS

TALENT PROCESS

BRIEF PROCESS

JOB OPENING PROCESS

PRODUCTION PROCESS

CHANNEL STRATEGY PROCESS

ESTIMATING PROCESS

5C’S STRATEGIC PROCESS

FINANCIAL CLOSE

PROCESS

TRAFFIC PROCESS

CASE STUDY

PROCESS

LICENSING PROCESS

RESOURCING PROCESS

PROJECT CLASSIFICATION

PROCESS

NEW YORK

THE CLIENT BRIEF

PARTNERSHIP TEAM

REVIEW

RESPOND TO BRIEF & GAIN

CLIENT ALIGNMENT

INITIATION: ENGAGE

PARTNERS

PROJECT PLAN & JOB START FORM

PHASE ONE: GOAL (Project Initiation)

5 C’S PROCESS

NAKED TRUTH WORK

SESSION

CUSTOMER JOURNEYS

ACQUIRE RESOURCES

CREATIVE BRIEF

PHASE TWO: TRUTH (Strategy/Research)

BRIEFING SESSION

CREATIVE DEV

INTERNAL REVIEW

SHARE IDEAS W PRODUCER

PREPARE CLIENT

PRESENTATION

INTERNAL APPROVAL

PHASE THREE: IDEA (Creative Ignition)

CLIENT APPROVAL

GO MEETING

ESTIMATE CREATION & APPROVAL

PRE-PRODUCTION/

TECH KICK-OFF

PRODUCTION/DEVELOPMENT

POST-PROD/ QUALITY

ASSURANCE

TRAFFIC & LAUNCH

POST MORTEM &

CASE STUDY

PHASE FOUR: REALIZATION (Production)

MCCANN NEW YORK WORKFLOW

CLIENT APPROVES

BRIEF

CLIENT PRESENTATION

NEW YORK

THE CLIENT BRIEF

• Assess opportunity • Respond with clarifying

questions

• Briefing team varies by classification (See below)

• Review team varies by classification (See below)

• Assess if you need more/new teams

• Include producers at internal review as necessary

• Flag concepts on-budget vs those beyond budget

• Plan out the pre-sell, stimuli/prototype, supporting research, surprise & delight

• Approval team varies by classification (See below)

• Begin case study discussion

• Hand off all necessary files to production

• Full team meets to review approved concepts. Hand-off ownership to production.

• Bidding according to client process

• Are you proud of the work? If not, why?

• Did the process work? • What should we do

differently? • Review findings with client

• Work with Media partners as necessary

• Are we testing? Do we need to?

• Ensure PR is aware and planning is underway

• Determine project classification

• Attendees will vary based on classification (See below)

• Customize depending on project needs

MCCANN NEW YORK WORKFLOW

5 C’S PROCESS

• Develop channel strategy

• Brief requirements vary based on classification (See below)

• Consider internal, external, specialist skills

• Classification determines internal approval team before final client review

STRATEGY & BRIEF REQUIREMENTS: !• Platform: 5C’s; Steve approves brief;

Brief FYI to Chris, CCOs and Nathy, Dan, David, CatPatProgram: Customer journey & channel strategy; Partnership Team must approve brief

• Pulse: Minimal strategy time, skip to brief; Strategy Lead must approve brief

CREATIVE TEAMS & REVIEWS: !• Platform: 3 teams; Chris, Steve, CCOs

must review work; Share with Dan, David • Program: 2 teams: CCO must review

work if high opportunity; Share with Steve, Dan, David

• Pulse: 1 team; Partnership Team must review work

• Additional teams based on opportunity approved by Account Lead

INITIATION TEAM: !• Platform: Chris or Steve, CCOs Dan, Dave • Program: Steve, CCOs, Dan, David (if high

opportunity brief) • Pulse: Partnership Team !

All: Relevant agency partners

BRIEFING SESSION

CREATIVE DEV

INTERNAL REVIEW

SHARE IDEAS W PRODUCER

PREPARE CLIENT

PRESENTATION

INTERNAL APPROVAL

CLIENT PRESENTATION

NAKED TRUTH WORK

SESSION

CUSTOMER JOURNEYS

ACQUIRE RESOURCES

CREATIVE BRIEF

CLIENT APPROVES

BRIEF

5 C’S PROCESS

PHASE ONE: GOAL (Project Initiation)

PHASE TWO: TRUTH (Strategy/Research)

PHASE THREE: IDEA (Creative Ignition)

PHASE FOUR: REALIZATION (Production)

PARTNERSHIP TEAM

REVIEW

RESPOND TO BRIEF & GAIN

CLIENT ALIGNMENT

INITIATION: ENGAGE

PARTNERS

PROJECT PLAN & JOB START FORM

THE CLIENT BRIEF

CLIENT APPROVAL

GO MEETING

ESTIMATE CREATION & APPROVAL

PRE-PRODUCTION/

TECH KICK-OFF

PRODUCTION/DEVELOPMENT

POST-PROD/ QUALITY

ASSURANCE

TRAFFIC & LAUNCH

POST MORTEM &

CASE STUDY

• Creative Lead check-ins as needed

NEW YORK

THE CLIENT BRIEF

ESTIMATE CREATION & APPROVAL • Review team varies by

classification (See below) • Evaluate the work to

determine if more/new teams are required. New internal teams approved by Acct Lead; New freelance teams approved by Chris or Steve.

• Classification determines internal approval team before final client review

5 POINTS OF INTERNAL APPROVAL

5 C’S PROCESS

THE CLIENT BRIEF

PARTNERSHIP TEAM

REVIEW

RESPOND TO BRIEF & GAIN

CLIENT ALIGNMENT

INITIATION: ENGAGE

PARTNERS

PROJECT PLAN & JOB START FORM

5 C’S PROCESS

NAKED TRUTH WORK

SESSION

CUSTOMER JOURNEYS

ACQUIRE RESOURCES

CREATIVE BRIEF

CLIENT APPROVES

BRIEF

BRIEFING SESSION

CREATIVE DEV

INTERNAL REVIEW

SHARE IDEAS W PRODUCER

PREPARE CLIENT

PRESENTATION

INTERNAL APPROVAL

CLIENT PRESENTATION

PHASE ONE: GOAL (Project Initiation)

PHASE TWO: TRUTH (Strategy/Research)

PHASE THREE: IDEA (Creative Ignition)

PHASE FOUR: REALIZATION (Production)

CLIENT APPROVAL

GO MEETING

ESTIMATE CREATION & APPROVAL

PRE-PRODUCTION/

TECH KICK-OFF

PRODUCTION/DEVELOPMENT

POST-PROD/ QUALITY

ASSURANCE

TRAFFIC & LAUNCH

POST MORTEM &

CASE STUDY

STRATEGY & BRIEF REQUIREMENTS: !• Platform: 5C’s; Steve approves brief;

Brief FYI to Chris, CCOs and Nathy, Dan, David, CatPat

• Program: Customer journey & channel strategy; Partnership Team must approve brief

• Pulse: Minimal strategy time, skip to brief; Strategy Lead must approve brief

INITIATION TEAM: !• Platform: Chris or Steve, CCO, Dan, Dave • Program: Steve, CCO, Dan, David (if high

opportunity brief) • Pulse: Partnership Team !

All: Relevant agency partners

CREATIVE TEAMS & REVIEWS: !• Platform: 3 teams; Chris, Steve, CCOs

must review work; Share with Dan, David • Program: 2 teams: CCO must review

work if high opportunity; Share with Steve, Dan, David

• Pulse: 1 team; Partnership Team must review work

• Additional teams based on opportunity approved by Account Lead

• Attendees will vary based on classification (See below)

• Brief requirements vary based on classification (See below)

• Approval team varies by classification (See below)

NEW YORK

THE CLIENT BRIEF

PARTNERSHIP TEAM

REVIEW

RESPOND TO BRIEF &

GAIN CLIENT ALIGNMENT

INITIATION ENGAGE

PARTNERS

PROJECT PLAN & JOB START FORM

CLIENT APPROVAL

GO MEETING

ESTIMATE CREATION & APPROVAL

PRE-PRODUCTION/

TECH KICK-OFF

PRODUCTION/DEVELOPMENT

POST-PRODUCTION/

QUALITY TESTING

TRAFFIC & LAUNCH

POST MORTEM & CASE STUDY

Sample Client Deliverables: !• Creative concepts • Sketches • Scripts/Storyboards • Print/OOH concepts • Banner storyboards • Social extension comps • Prototypes • Wireframes • Content Matrix • Brand Book • Style Guide • Social Playbook • User Scenarios • Testing stimuli

Sample Client Deliverables: !• Research questionnaires • Research stimuli • Ecosystem map • Channel strategy • Customer journey • Personas • Segmentation • Digital/Social strategy • Social content calendar • Creative brief

Sample Client Deliverables: !• Brief response • Schedule/Project Plan • Business Requirements • Tech Specs • Scope Tracker

Sample Client Deliverables: !• Production estimates • Director Bids/Reels • Rough cuts • Final cuts • Online videos • Proofs • Mechanicals • Digital code/Staging

CLIENT DELIVERABLES

PHASE ONE: GOAL (Project Initiation)

PHASE TWO: TRUTH (Strategy/Research)

PHASE THREE: IDEA (Creative Ignition)

PHASE FOUR: REALIZATION (Production)

5 C’S PROCESS

NAKED TRUTH WORK

SESSION

CUSTOMER JOURNEYS

ACQUIRE RESOURCES

CREATIVE BRIEF

CLIENT APPROVES

BRIEF

BRIEFING SESSION

CREATIVE DEV

INTERNAL REVIEW

SHARE IDEAS W PRODUCER VS. BUDGET/TIME

PREPARE CLIENT

PRESENTATION

INTERNAL APPROVAL

CLIENT PRESENTATION

NEW YORK

PROJECT LIST

TOOLS

NEW YORK

Our hub for all work moving through the agency !Distributed to Leadership weekly to track progress, needs

NEW YORK

RESOURCE MANAGEMENT TOOL

NEW YORK

Hub for resource planning and allocation across all accounts !6-week view of upcoming work !Flags over and under-allocated resources to proactively balance workload !Weekly meetings to fill gaps, allocate teams !

TOOLS

NEW YORK

LEADERSHIP DASHBOARD

NEW YORK

Highlights our key opportunities: • Creative Hit List • Incoming briefs/Hot briefs • Agency-led initiatives • Completed projects and cases !Early warning system for discipline leads to get involved at the outset and support ideation. !Share client strategies/approaches across teams. !Share work.

TOOLS

NEW YORK

MUST BE SCOPED

ALL WORK/RESOURCE REQUESTS MUST GO THROUGH YOUR PM

(IF NO PM ON ACCOUNT: ROSHAN)

!

CANNOT START WITHOUT APPROVAL FROM CHRIS MACDONALD

PROTOCOL FOR PRO BONO, NEW BUSINESS, OTHER OFFICES

NEW YORK

UNPAID OPPORTUNITIES

NEW YORK

THANK YOU