Management Tools

1
Management Tools
SCPS Enterprise Thinking Spring 06
2
Facts

• Traditional advertising agency, with 30 years in
  the business. Presence in Colombia, managing
  brands in Venezuela, Ecuador, Chile, Peru,
  Dominican Republic and Puerto Rico.
• Member of the WPP Group.
• Around 100 employees
• xxx.xxx USD total income. Ranked 7th in the
  country and 1rst, totally local.

3
Scenario

• Our insignia 30 year old account merged and left.
  (-25 of total income).
• Low morale.
• Newly poor syndrome and instability.
• Owners open for suggestions.

PERFECT TIME FOR CHANGE, LOTS OF OPPORTUNITIES.
4
Management tools
1. Redefining
SOC, Reframe (WWIT), Scan, Solutions, Test, IL,
Review
2. Time Management
Prioritize, Select, Determine value, CPM
3. Systems Structure
Redesign structure
4. Alliance Development
Establish needs, 7 types of alliances.
5
Redefining SOC
6
Redefining
Solutions

• Participate in governmental licitations.
• Dismiss personnel to adjust to our new size.
• Evaluate merging with a multinational ad group.
  (WPP?)
• PR on our new achievements, to attract new
  accounts.
• Open a branch in a bigger advertising market.
• Create a innovating ad/marketing product for our
  top accounts that gives us a competitive
  advantage.

7
Redefining
Ahas!

• Open a new JUAS branch in Bogotá.
• Create a Continuing Proactive Program CPP.
• Reshape the structure of our business to make it
  cost efficient.

8
Redefining
Tests

• Small Scale
• Will being present in a bigger market increase
  our chances of getting new clients? R/ Yes
• Survey existing clients and possible prospects
  the viability of the idea.
• Survey existing clients about what needs might
  be unsatisfied by our actual services.

• Large Scale
• Open a small office. 2 account managers that run
  existing accounts with presence in Bgta, and
  scout for new business there.
• Try an outsource implant with 1 small account
  for finalizing artwork.

9
Redefining
Implement

• Open JUA Bogotá.
• Develop the basis for the CPP with a rewarding
  system
• Outsource all we can possible can.

Review

• Check revenue performance in 6 months.
• Evaluate how many new accounts we gained, and
  their ROI
• Survey client satisfaction and monitor their
  brand performance.

10
Project Time Management
Prioritize

• Open a branch in Bogotá
• Implement a single software that process a work
  flow YaJUAS.
• Create CPPs
• Re-structure personnel
• Hire talents

• Develop a e-newsletter for our clients.
• Make alliances with ad/marketing research
  institutes.

11
Project Time Management
Value determination

12
Project Time Management
CPM for Yajuas
Research for possible software developers
Request and study quotations
50 Down payment
Final 50 Payment.
List, order and understand the internal order of
the work flow.
First review meeting.
First approach
Final development
Due project date review meeting
Research possible benchmarks and experiences.
Prepare a full briefing document
Set a briefing meeting.
Total time 1080 working hours 137 days
13
Systems Structure
Redesign structure
Define the role of each job in the
organization This way each individual clearly
understand what he/she is supposed to do, what is
expected from his work, and how can he stretch it
to excel.
Implement a comprehensive work flow software
(Yajuas). This is a basic tool for business
integration, to keep track of the workflow, have
measuring resources for employee performance.
Use the CPPs to determine account manager
performance. This will create a sense of
empowerment over the projects and help develop a
carrier ladder, because managers performance and
retribution will be based on their own results.
14
Alliance Development
What do I need?

• Reduce operative costs.
• Provide a better response in terms of time and
  quality.
• Strengthen my competitive advantages to attract
  new accounts.

15
Alliance Development
Type of alliance

• Implant outsource

16
Alliance Development
Type of alliance

• WPP Partner

17
Alliance Development
Type of alliance

• Academy

18

• 10x a lot!

NYU SCPS Enterprise ThinkingStudent Santiago
Johnson GSpring 06.