Agnelo Pacheco - Advertising agency - Since 1985 - Offices in São Paulo, Rio de Janeiro and Brasília - One of the 50 best in Brazil
Agnelo Pacheco Rio - Branch of Agnelo Pacheco - Since 2008* - Accounts in many industries such as government, fashion, cosmetics, food, etc. - +- 20 employees - Best known for its creative capacity
Agnelo Rios Challenges Recurrent complaints from clients: -Some jobs are not delivered on time. Lack of time for the creative nucleus to develop job and make all the necessary changes required by the clients. - Some jobs are delivered with mistakes. Lack of time for the account managers and creative nucleus to review job. - Some jobs dont satisfy clients needs. Lack of communication client-agency + lack of time for creation.
Agnelo Rios Challenges Result Agnelo Rio is continuously losing accounts. Some jobs are not delivered on time. Some jobs are delivered with mistakes. Some jobs do not satisfy the clients needs. LOSE BY A NOSE LESSON OROR OROR
Current System Clients marketing team meets with agencys account managers and explains what they need in a job. A.M. talks to Media about job. Media estimates vehicles and sends back to A.M. A.M. prepares briefing and e-mails it to the creative nucleus. Creative nucleus brainstorm. Creative nucleus develops job and e-mails to A.M. A.M. sends job back to the client. Client makes numerous corrections and send it back to A.M.
Current System The process is completely linear. Sometimes there is nothing to do. Sometimes everything is happening. (Overloading the canaries) Insanity – doing the same thing over and over again and expecting different results- Albert Einstein
Redefining Step 1 - Create Challenge Statement: Agnelo Rio is continuously losing accounts. Agnelo Rio is losing in average 1 acc./month. Step 2 - Convert to a positive should: Agnelo Rio should maintain its accounts. Step 3 - WWIT: What would it take for Agnelo Rio to maintain its accounts? Is the CS one issue? Is the CS in the present tense? Is the CS a problem? Are the CS facts verifiable? Are the CS assumptions valid? Is the CS essential to your overall goal?
AHAs Moment Agnelo Pacheco Rio needs a system that will improve the communication between its different areas and decrease the time spent on each job. BETTER FASTER CHEAPER
CYCLONIC STRATEGIC THINKING MODEL DESIRED OUTCOME: Make Agnelo Rio a successful advertising agency STRATEGY: Finding a way so Agnelo Rio can maintain its accounts. MACRO-TACTICS: improve the communication client-agency and decrease the time spent on each job. TACTICS: Create a new system that: Involves the media and the creation professionals with the client, not only the account managers. Takes off the linear aspect of the current system and finding out which tasks can be done simultaneously. Avoids the cycle effect so jobs can be delivered FASTER. EXECUTION: Apply the new system.
NEW SYSTEM TaskSTEPPREV. Steps Required Client meets with M, C and A.M.A------------------------------ Media estimates within client budgetBA Creation brainstorms ideasCA Media reports to A.M.DA,B A.M. does briefingEA,B,D, A.M. hands briefing to CreationFA,B,D,E Creation develops jobGA,B,C,D,E,F A.M. reviews jobHA,B,C,D,E,F,G M.,C. and A.M. defend job to clientIA,B,C,D,E,F,G,H
Main Objectives Agnelo Pacheco Rio needs a system that will 1. improve the communication client- agency, 2. decrease the time spent on each job. 1.Involving the media and the creation professionals with the client, not only the account managers. 1.a. Taking off the linear aspect of the current system and finding out which tasks can be done simultaneously. b. Avoiding the cycle effect so jobs can be delivered FASTER.
New System A B C DEF GHI Am I improving the communication between client and agency by involving the media and the creation professionals with the client, not only the account managers? Yes, in STEP A where the client meets with M, C and A.M and therefore no information gets lost and STEP I, where all areas defend the job to the client.
New System A B C DEF GHI Am I decreasing the time spent on each job by taking off the linear aspect of the current system and finding out which tasks can be done simultaneously? STEP A, where before was only Client+AM, now: 1. the Media meets with so it doesnt have to wait for A.Ms report on meeting and 2. the creation can start brainstorming before it gets the briefing. (Briefings are too specific for brainstorming – no need for format and small letters)
New System A B C DEF GHI Am I decreasing the time spent on each job by avoiding the cycle effect? STEP A and STEP I, more than improve the communication between agency-client, it also DECREASES TIME by avoiding the cycle effect.
Forecasting Tool Clients Future - Industry evolving - Competition - Trends Competitions Future - Direct and indirect - Services Suppliers Future - New medias - What will happen to old medias Global Future - Economics - Politics -Events such as Olympics Agnelo Pachecos Future