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Agency for the Future


Fred Cook  is  Chief  Execu>ve  Officer  of  GolinHarris      

  •  Been  with  the  agency  since  1986  and  served  as   managing  director  of  the  western  region  and   chief  client  officer   •  Managed  strategic  planning  and  brand  marke>ng   campaigns  for  various  companies   •  Orchestrated  public  affairs  and  handled  crisis   management  programs     •  Developed  research-­‐based  brand  posi>oning   campaigns   •  Developed  numerous  interna>onal  public   rela>ons  programs     •  Created  the  country’s  premiere  kids’  marke>ng   prac>ce,  responsible  for  youth-­‐oriented   campaigns   •  Member  of  The  Economic  Club  of  Chicago,  The   Execu>ves’  Club  of  Chicago,  Public  Rela>ons   Seminar  and  The  Arthur  W.  Page  Society  


WHAT DOES THE FUTURE LOOK LIKE?


MEDIA LANDSCAPE

Sources Speed Connectivity Integration 4

4


SOURCES Today.com

+110

Today

-10

Wall Street Journal

+.5

USA Today

-7

People.com

+59

LA Times

-15

More magazine

+16

Letterman

-7

+2.8 m

NY Times

-8.5

Facebook

+100

Newsweek

-41

YouTube

+55

MySpace

-13

Twitter

+200

NBC Nightly News

-5

Nightline

+11

CNN

-10

Rising NYTimes Twitter

Falling

Average American = 8 Sources 5

5


SPEED Media

Pitch to  Placement  

Fast Company  

5 months  

Nightline

3 months  

Time

1 month  

Today Show  

3 weeks  

New York  Times  

2 Weeks  

NPR

2 Weeks  

NYT.com

2 Weeks  

NBC Nightly  News  

1 Week  

CNN

1 Week  

AP

3 Days  

NYT Blog  

2 Days  

KTLA (Local  News)  

2 Days  

Huffington Post   Mashable   CNBC.com   YouTube   TwiYer  

1 Day   1  Day   1  Day   5  Hours   1  Hour  or  Less  


CONNECTIVITY

99% of blogs link to traditional media 50% of stories on Twitter originate with traditional media 56% of reporters use social media as a resource 89% use blogs 98% of U.S. TV news outlets air Internet video 44% of Americans rely on friends as “news directors� 7

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INTEGRATION

Shared

Paid

Earned

Owned 8


THE CONCEPT


WHAT CLIENTS WANT

INSIGHT

IDEAS INTEGRATION

ENGAGEMENT

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10


WHY CHANGE?

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11


WHERE GH NEEDS TO GO Traditional Public Relations Communications Partner

Holistic Engagement Business Partner

Generalists

Specialists

Traditional Media

Multi Media

US Centric

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Adaptable

Global

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AGENCY FOR THE FUTURE A holistic communications firm designed and built to win

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in a complex digital world.        

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STRATEGIES Expand integrated marketing capabilities Transition from generalist to specialist focus Invest in training and technology Make strategic acquisitions and partnerships Simplify billing structure Redesign agency model

14

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CURRENT MODEL

MD EVP SVP VP AGS AS SAE AE AAE AC

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ü ü ü

Seniority-based Redundant Irrelevant


NEW MODEL -

• Writers

ü ü ü

• Designers

Skill-based

• Producers

Relevant

• Idea Generators

Digital

• Content Creators

CREATORS

STRATEGISTS • Big Picture Thinkers • Practice Leaders • Data-driven

CATALYSTS

• Business-minded • ROI Drivers

• CRLs/Account Managers • Multi-Disciplined Collaborators • Flawless Executors • Change Agents 16

• Traditional Media Experts

CONNECTORS

• Social Media Experts • Trend Drivers • 24/7 Mission Control • Virtual Network


THE PROCESS


OUR MANTRA

Premeditated evolution or intentional change.


COMPETENCIES ACROSS THE FOUR ROLES Strategist Future Focused Business Minded Data Obsessed Provocative Logical Versatile Learner Dot Connector Disciplined

Catalyst Determined Motivating Highly Collaborative Problem Solver Detail Oriented Politically Savvy Growth Driver Change Agent

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Creator Ambiguity Navigator Creative Inspiring Innovative Curious Risk Taker Storyteller Highly Visual/Verbal Connector Media Savvy Informed Convincing Live Online Trend Watcher News Junkie Nimble Persistent


STRATEGIST SNAPSHOT You like to learn from the latest industry/demographic reports, annual reports and analyst calls

You’re not afraid to challenge conventional wisdom or suggest something new

You understand or know how to get to the thorny underlying issues that keep clients awake at night

You know, track and project key industry trends using the latest research and tools

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You love to find solutions to complex problems

You are a quick study of unfamiliar industries and new concepts

You use data to drive your decisions and quantifiable results to measure success

You distill abstract information into compelling insights that your team easily understands


CREATORS SNAPSHOT You know how to pull the best ideas out of people and shape them into something that works

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You embrace what’s original and different and want to apply it to your work

You find inspiration in unexpected places and are always looking to expand your perspective

You love to surprise clients with ideas and concepts that “wow” them

You like to try new things and your two favorite words are “what if”

You are comfortable making decisions without all the information

You are brilliant at bringing insights to life in a way that connects with people

You can take an idea and translate it into compelling words and/or images


CONNECTOR SNAPSHOT You know how to shape great content and sell a story

You are immersed in the online culture and use digital tools to manage your life

You pay constant attention to what’s going on in the media – online and off

You always know what’s new and what’s next

You’ve built media relationships over time and know what reporters and bloggers need 22

You are conversant with the latest digital technologies and social media applications

You are always exploring new ways to get exposure for your client in traditional and social media

You know how to navigate the dynamics of a media campaign in real time


CATALYST SNAPSHOT You like to work with people outside the group or agency to deliver the best possible thinking to your clients

You have the ability to anticipate and solve problems for your clients and teams

You lead by example and inspire people to do their best work and exceed clients’ expectations

You are hell-bent on getting clients the absolute best results

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You have remarkable organizational skills and love knowing everything is on time, on budget and of the highest standard

You understand how to get things done in your clients’ organizations

You carry a sense of urgency in your day-to-day work, which empowers positive changes

You are always looking for opportunities to build the business


ASSESSMENT PROCESS 1 Fred (via video) explains the AFTF vision and introduces the assessment process.

4

7

10

24

2

5 Employee completes and submits Self Assessment.

Group Directors recommend specialty group placement for each employee based on discussions.

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

8

11

MDs or Group Directors hold meetings to explain how the process will work.

Self Assessment is “scored� and sent to Group Director for review.

Group Directors develop shortand long-term staffing plan for each account to fill gaps.

MDs consolidate group plans into an analysis and forward plan to office.

3

6

9

12

MDs distribute Self Assessment to all employees electronically.

Group Director meets with each employee to discuss Self Assessments and add his/her perspective. Final decisions are not made at this time. MDs & Group Directors meet and review recommended staffing plan and finalize role for each employee.

AFTF staffing plans sent to Corporate to develop company-wide outlook.


SPECIALIST COMMUNITY LEADERSHIP GREG SENDI

STEPHEN JONES NICOLA MOORE

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JAMES KELLY

JEFF BERINGER JIM DOWD ALAN PARKER


CONNECT AND DEVELOP COMMUNITY MEMBERS Lead global collaboration

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Facilitate specialist training

Drive best practice adoption

Create new services

Establish thought leadership


STRUCTURE & TITLES Â

STRATEGISTS Executive (Function) (Function) Director Sr. (Function) (Function) Associate (Function)

CATALYSTS Executive Director Director Sr. Manager Manager Associate

CONNECTORS Executive (Function) (Function) Director Senior (Function) (Function) 27

Associate (Function)

CREATORS Executive (Function) (Function) Director Senior (Function) (Function) Associate (Function)


TRAINING

Strategist

• Introduc>on to   Planning   • The  Business  Case  for   PR   • Brand  Gauge  (Intro  &   Advanced)   • ROI  Modeling  

• Reading lists   • Online  modules   • Audiofile  trainings   • CMG  webinars   28

g4

Partner

Self

Outside

• KRC Measurement   • Forrester   • Google  Trends   • Radian  6  capabili>es   • IPG  Center  for   Marke>ng  Intel  

•  PRSA Communica>ons   Planning  &  Measurement   seminars   •  Ins>tute  for  Public   Rela>ons  (IPR)   Measurement  Summit  


TECHNOLOGY & TOOLS

Real-­‐Time Engagement  Centers   29


Overview Forward-thinking approach focused on speed and media diversity Always-on hubs with the latest monitoring and outreach technology More rigorous media planning process Optimized specialist team to spot and act on opportunities Dynamic merchandising tools to keep clients informed + engaged

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GolinHarris idea harvesting system Allows every Catalyst, Creator, Strategist and Connector to solicit more thinking Can be expanded and opened to distinct panels of influencers

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g4 Community Collaboration Networks Facebook-style collaboration networks help global teams work together seamlessly Customized virtual networks serve as the home for specialist communities online Members share best practices and insights, learn and solve client challenges together Dedicated networks established for Catalysts, Connectors, Creators, Strategists 32


PROPRIETARY PRODUCTS NEW CAPABILITIES


NEW PRODUCTS AND SERVICES •  Marketing Mix Modeling •  Social Media Measurement •  Integrated Planning Platform •  Proprietary Research •  Trend Analysis

•  Outlook Forecasting •  Integrated Marketing •  Best Practice Delivery 34

•  Software Development •  Digital Production •  Branding • Crowdsourcing • Advertising

•  Global  Monitoring     •  Real-Time  Analysis   •   Transmedia  Story  Engines   •   Mobile  Applica>ons   •   Custom  Client  Blogs  


The Launch | June 15, 2011


Home Page


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most popular business article Re-tweeted

364

TIMES


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“I definitely think this model will work and it could finally herald the movement of PR into a broader comms role.” Francis Ingham, Chief Executive, PRCA “I welcome the move. For too long PR consultancies have been held back by employing too many ‘jacks of all trades.’” Danny Rogers, Editor-in-Chief, PRWeek UK “It is easy to be cynical about such initiatives, but on balance I believe it is a genuine attempt to reshape for a future that will involve competition from many quarters outside the traditional PR sector.” Steve Barrett, Editor-in-Chief, PRWeek US

“Great coverage and fabulous bold moves for GH! So glad to see some PR industry leadership in these critical areas where we need to compete.” Julie Winskie, Porter Novelli

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“Is their model perfect? Truth is they don’t know yet but we’re at the start of a restructuring of the PR sector, so other agencies are bound to follow.” Ben Smith, prmoment.com


O P I N I O N P O L L  


SOME QUESTIONS FOR ACADEMIA •  What will  tomorrow’s  workforce  look  like?   •  Is  there  s>ll  a  role  for  tradi>onal  PR  majors?   •  Should  specializa>on  be  encouraged?   •  Are  technology  skills  cri>cal  for  success?  

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Questions? Please submit  your  ques>ons  via  the  Chat  func>on  on  WebEx  or  ask  them  over   the  conference  line    

•  To ask questions via WebEx:

1. Using the chat function on the right side of your screen please type your question and send to the host, Sophie Parr

•  To ask questions via conference line 1. Using the “raise hand” icon please raise your hand before unmuting your line 2. When the host calls your name you can unmute your line and ask your question


Presentation Archive The audio portion of this webcast and slides will be posted to the Plank Center Website at: plankcenter.ua.edu > webinars

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Agency For The Future  

GolinHarris CEO and President Fred Cook discusses the firm’s new G4 model called Prevolve and the factors that led to the restructuring of t...

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