millward brown vermeer organizational design think brand 2014 snf
TRANSCRIPT
Google Confidential and Proprietary
Marc de Swaan Arons
Organizing for the Marketing Team to Succeed in a Digital AgeChief Marketing Officer, MB Vermeer
Google Confidential and Proprietary
1.Opportunities & Challenges2.Benchmarking: over-performers
characteristics3.Marketing2020 success framework &
examples
Today
Google Confidential and Proprietary
Transformed business landscape
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Redefined categories
Total brand experience
New solutionsNew touch points
Speed
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Transparency
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Transparency & Speed
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Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
WHAT we do has changed dramatically
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HOW we are organized has not
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The hot, hot potato
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Moving upstream: Media > Marketing > Business
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Forcing fundamental questions
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Revisited almost daily
WHATbusiness
are we in?
HOWdo we build
our organization?
WHY do we exist?
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250 CEOs, CMOs and thought leaders in 10 markets
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10,231 marketing participants from 92 countries
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Harvard Business Review
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Big InsightsPurposeful Positioning
Total Experience
Marketing2020 effectiveness drivers
Big InsightsPurposeful Positioning
Total Experience
Organizing for marketing in a digital age
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Going beyond the organigram
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PUBLISHED BY
The most robust and reliable global brand ranking
50,000 brands, 30 countries, and 1.5 million people
Includes predictive metrics
We focused on learning from the winners
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Jocelyn RobiotGlobal Head Brand Management, Adidas
Michael DonnellySVP, Group Head Global Digital Marketing, MasterCard
Thought leaders and practitioners
B. Bonin BoughVP Global Media & Consumer Engagement, Mondelēz
Neeraj KalaniGlobal Market Insights Director, Pepsico
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Top Opportunities & Challenges
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MillennialsProgrammatic Media
Big Insights Enabling Technology
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Internal silosPrivacy
Touch-point consistency
Doing more with less
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How to turn a big ship
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From digital
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To MiaDA
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From hand-off
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To seamless
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From focus on structure
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One Strategy
To integrated approach
© MBVermeer
People
Structure
Tools Processes
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People
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Massive cultural change
People
Structure
Tools Processes
One Strategy
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Innovation culture
People
Structure
Tools Processes
One Strategy
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Curiosity culture
People
Structure
Tools Processes
One Strategy
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Risk culture
People
Structure
Tools Processes
One Strategy
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Starts at the top
People
Structure
Tools Processes
One Strategy
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Source unexpected talent
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Source new talent
People
Structure
Tools Processes
One Strategy
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Commitment
People
Structure
Tools Processes
One Strategy
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Our agency is successfully attractin...30
50
7070
49
Over-performers Rest
Win with Millennials
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Motivating Millennials
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Mentorship
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Collaboration
People
Structure
Tools Processes
One Strategy
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Transparency
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
% who receive >3 days of training ...0
20
40
6046
29
Over-performers Rest
Development
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
1.Prioritize cultural change2.Think differently about talent3.It’s all about development
People key points:
One Strategy
Structure
Tools Processes
People
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Structure
Google Confidential and Proprietary
Breaking down silos
People
Structure
Tools Processes
One Strategy
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Networked collaboration
People
Structure
Tools Processes
One Strategy
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As one
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Collaboration drives business results% Always
People
Structure
Tools Processes
One Strategy
Source: Marketing2020 Data
Google Confidential and Proprietary
Increasingly flat organization
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
New roles
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Orchestrating
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
New marketing specialists
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
From centers of excellence…
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
To global communities of excellence
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
More agencies
Source: Marketing2020 Data
% that works with more than 5 age...0
20
40
60 55
33
M2020 Over-performers M2020 Under-performers
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Team Nestle
Team Detroit
Colgate Red Fuse
Garage Team Mazda
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Unilever partnerships
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Coca-Cola enterprises API
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Nike Fuel Lab
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
1.Networked across functions2.Networked JIT Team 3.Networked Partnerships
Structure key points:
One Strategy
Structure
Tools Processes
People
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Processes
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Create strategic clarity
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People
Structure
Tools Processes
One Strategy
Simple guardrails – no handcuffs
Is it cool?Is it something no other brand would do?Will people talk about it?
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People
Structure
Tools Processes
One Strategy
Faster decision making cycles
QuarterlyIn-Store Displays
MonthlyTV Buying
DailyFacebook
Status
HourlyTwitter Replies
Real Time
Football App
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Shorten approval times
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People
Structure
Tools Processes
One Strategy
Push decision making rights down
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People
Structure
Tools Processes
One Strategy
Be ready to help
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Befriend legal
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1.Simple guardrails2.Push decision making rights
down3.Shorten approval times
Process key points:
One Strategy
Structure
Tools Process
People
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Tools
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Create infrastructure
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People
Structure
Tools Processes
One Strategy
Increase communication
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People
Structure
Tools Processes
One Strategy
Unleash best practices
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People
Structure
Tools Processes
One Strategy
Activate employees as ambassadors
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People
Structure
Tools Processes
One Strategy
Activate employees as ambassadors
Google Confidential and Proprietary
1.Hard code collaboration2.Communication,
Communication3.Employees as brand
ambassadors
Tools key points:
One Strategy
Structure
Processes
People
Tools
Google Confidential and Proprietary
What can you do tomorrow?
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1. Hire different people
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2. Create roles you can’t pronounce
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3. Boost your training program across all levels
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4. Lead by example
© MBVermeer
Senior management understands social and d...30
50
7071
49
Over-performers RestSource: Agency2020 data
Google Confidential and Proprietary
5. Think holistic
One Strategy
© MBVermeer
People
Structure
Tools Processes
