Enterprise ThinkingFall 2010

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 it’s creative capacity

Agnelo Rio’s 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 don’t satisfy client’s needs.Lack of communication client-agency + lack of time for creation.

Agnelo Rio’s Challenges

ResultAgnelo Rio is

continuously losing accounts.

Some jobs are not delivered

on time.

Some jobs are delivered with

mistakes.Some jobs do not satisfy the client’s needs.

LOSE BY A NOSE LESSON

OR OR

Current System

Client’s marketing team meets with agency’s 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.

Cycle Effect

DEADLINE

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 it’s accounts.

Step 3 - WWIT: What would it take for Agnelo Rio to maintain it’s

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 it’s different areas and decrease the time spent on each job.

BETTERFASTER

CHEAPER

GPP

SYSTEM

PEOPLE

LEADERS

CYCLONIC STRATEGIC THINKING MODEL

DESIRED OUTCOME

STRATEGYMACRO TACTICS

TACTICS

EXECUTION

CYCLONIC STRATEGIC THINKING MODEL

DESIRED OUTCOME: Make Agnelo Rio a successful advertising agency

STRATEGY: Finding a way so Agnelo Rio can maintain it’s 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

Task STEP PREV. Steps Required

Client meets with M, C and A.M. A ------------------------------

Media estimates within client budget B A

Creation brainstorms ideas C A

Media reports to A.M. D A,B

A.M. does briefing E A,B,D,

A.M. hands briefing to Creation F A,B,D,E

Creation develops job G A,B,C,D,E,F

A.M. reviews job H A,B,C,D,E,F,G

M.,C. and A.M. defend job to client I A,B,C,D,E,F,G,H

New System

A

B

C

D E F

G H I

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.

2. 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

D E F

G H I

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

D E F

G H I

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 doesn’t have to wait for A.M’s 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

D E F

G H I

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

Client’s Future- Industry evolving

- Competition- Trends

Competition’s Future

- Direct and indirect

- Services

Supplier’s Future- New medias

- What will happen to old

medias

Global Future- Economics

- Politics-Events such as

Olympics

Agnelo Pacheco’s

Future

Thank you!

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