ADAPT for better commercial creativity
Transcript of ADAPT for better commercial creativity
The marketing and communications industry
Better commercial creativity
To reshape the business model to reflect an evolving and
dynamic industry
By adapting faster and better in 5 key areas
Adapt for better commercial creativity Who are we talking to? Who are we talking to?
What do we want to achieve?What do we want to achieve?
How do we do that?How do we do that?
Why? Why?
A Alliances less pitches /more partnerships
D Diversification less one-dimensional/more multi-
dimensional
A Agility less set piece/more real time
P Profit/Payment less time-based/more value-based
T Talent /Training less traditional/more diverse
The 5 key areas
The value of long-term partnerships
1950
3 cars in the top 10 list of best-selling cars of all time
2013
The cost of pitching
Source: IPA/ISBA New Business Survey 2009
Clients estimate their internal pitch costs amount
to almost £32,000
Debbie Morrison, ISBA
It takes 6 to 9 months to bed down a new
relationship
David Magliano, The Co-operative Group
Agencies Clients
Copyright © 2013 APRAIS Ltd.
12
Agency Output
Better relationships = better work+37% for Creative/+21% for Media