Agency integrated model for workology 2014

© 2014 Creative Performance Inc. All Rights Reserved

Creative Performance Inc.

Operations | Finance | Accounting | HR


•  Vanessa, Entrepreneur, MBA

ü  Professional Pilot, Jet + Helicopter

ü  Former digital agency principal, CFO

ü  Former WMJ client (deployed 2006)

ü  $80K à $206K AGI/FTE post-deployment

ü  Agency acquired in 2010

•  President + Founder of CPI

•  Portland, OR consultancy

•  Team of specialists (Accounting, PM, Operations)

•  Emphasis:

ü  Principal consulting, R&R, Workflow, KPI Reports ü  Workamajig Audits, Deployments, Redeploy ü  Increasing Profit while protecting Creativity

ü  People, Process + Technology

-  Vanessa Edwards -  Observations

-  Utilization -  Realization -  Opportunity Cost -  Harmony

-  Agency Integrated Model -  People -  Process -  Technology

-  Next Steps

Speaker Profile


•  Chaos vs. Controlled Chaos

ü  Chaos is corrosive to Creativity ü  Chaos is corrosive to Culture ü  Well-oiled machines don’t work

•  Agency Utilization

ü  Employees not logging enough billable time ü  Too much non-billable time ü  Idle resources

•  Agency Realization

ü  Billable time is not getting billed to clients ü  Scoping “shockwave” ü  Over servicing

Observations




-  Next Steps


Something Tangible…


Annual Utilization Sample Agency

Revenue $5,200,000 Employees 48 AGI per FTE $108,000 Average hourly rate $150

Utilization Gap = $1,180,000


Annual Realization Sample Agency


Realization Gap = $1,725,000


Opportunity Cost

Fee Revenue $5,200,000 Utilization Gap $1,180,000 Realization Gap $1,725,000 ------------------------------------------------------ Agency Fee Potential $8,105,000 AGI per FTE 108K à 169K

Sample Agency



The “Harmonious” Agency

ü  Clear vision that guides all decisions

ü  Proven agency-wide methodology for servicing clients + measuring results

ü  Deliver solutions that solve clients’ business problems

ü  Complete cross-discipline collaboration

ü  Healthy center of tension

ü  Roles + responsibilities aligned with integrated Agency workflow + employee’s natural abilities

ü  Systems that provide clean data + actionable insights

ü  Culture of accountability

ü  Profitability that fuels opportunity

ü  Strong + vibrant culture




-  Next Steps

Harmony


The Agency Integrated Model

•  Represents a proven approach to harmoniously balancing the myriad competing forces within a modern integrated marketing services organization

•  Is a non-abstract (tangible) system that enables organizations to quickly operationalize their goals

ü  Addresses chaos

ü  Codifies workflows

ü  Protects creativity

ü  Improves profitability

ü  Positively impacts culture

Agency Integrated Model




-  Next Steps


Vision

Solu*ons Profitability

People

Technology

Culture

Process




People

The cornerstone of any service based organization, the talent you hire (and retain) are integral to consistently delivering great strategy, creative and value. Having the right people, in the right place, aligned with their natural abilities, are key to long-term success.

Process

Often thought of as “kryptonite” to the creative process. In reality, well planned processes will remove barriers to creativity and help alleviate chaos… both poison to the creative process.

Technology

Often viewed as a “magic bullet” to an agency’s woes, software simply automates and accelerates either good (or bad) processes. Make sure your organization is properly prepared for the financial and emotional investment of an integrated solution.


PEOPLE

ü  Unified vs. fractured Project Management discipline

ü  Employees’ natural abilities aligned with roles

ü  Clearly defined roles + responsibilities

ü  R&R mapped to Agency’s workflow

ü  Efficient communication w/out duplication of effort

ü  Effective distribution of workload to manage burnout

ü  Clean + measurable data linked to performance

ü  Well-defined employee development paths

ü  Culture of accountability vs. pass-the-buck





-  Next Steps


PROCESS

ü  Clearly defined Agency workflows:

•  Agency of Record •  Retainer •  Program / Campaign •  Project

ü  Workflows aligned with Agency’s creative process

ü  System for scoping that includes Project Management + Subject Matter Experts

ü  Consistent cross-discipline collaboration + communication

ü  Well-defined routing + review practices

ü  Documented hand offs, check-ins + approvals integrated into workflows + responsibilities

ü  Practices that promote a healthy Agency center of tension





-  Next Steps


TECHNOLOGY

ü  Accurate data to drive actionable insights

ü  Agency ‘Realization Gap’ data by client, project, service, employee + reason

ü  Utilization data by agency, dept. + employee

ü  Client profitability data inclusive of investment costs

ü  Precise + detailed data for financial planning + analysis

ü  Improved accuracy of program scoping + pricing

ü  Effective communication + collaboration across all disciplines + clients

ü  Efficient + accurate workload balancing to increase agency utilization

ü  Accelerated operational feedback loop to make data-driven decisions

ü  Increased efficiency within creative workflow





-  Next Steps


NEXT STEPS

ü  Reclaim your Agency’s Vision

ü  Identify your core profitable capabilities + align them with your reignited Vision

ü  Design Agency workflows for AORs, Retainers + Programs, incorporating checks + balances

ü  Perform behavioral profile testing for all employees to identify natural strengths + weaknesses

ü  Clarify + define Agency roles + responsibilities; map to behavioral profiles + integrated workflows

ü  Implement Project Management + Accounting best practices into technology workflow

ü  Identify + resolve data gaps for Agency metrics, e.g. Utilization, Realization + Client Profitability

ü  Empower all disciplines to create a healthy center of tension within the Agency





-  Next Steps

Agency integrated model for workology 2014

Marketing

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