David Meikle, Founding Partner, Redsalt

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    02-Jul-2015

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ZEDTalk 3: Creativity & ROI

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  • 1. Copyright Red Salt Limited 2013. All rights reserved.red saltPitching a tent in ahurricane (and what thathas to do with ROI).

2. Copyright Red Salt Limited 2013. All rights reserved.AgendaIntroductionA story about stressClient relationshipsConclusionred saltPitching a tentin a storm 3. red salt Copyright Red Salt Limited 2013. All rights reserved.Introduction 4. red salt Copyright Red Salt Limited 2013. All rights reserved.Three parties determine agency valueMarketing ProcurementAgency 5. Three parties determine agency value Often feel agencies areinefficient - time is money- not getting optimalvalue.- thus brand performanceis inhibited and somemoney wasted.red salt Copyright Red Salt Limited 2013. All rights reserved.Cost reduction is theirimperative as should beprotection of value. Butresponsibility for value isdevolved to Marketing.Measurable things aregood, so time-basedremuneration is good.Marketing ProcurementAgencyAgencies need growth - inSOW and better margins.Client and talent retentionare essential.Time-based pricing canbe sub-optimal - littleopportunity to improvemargin.Client remuneration dealsincreasingly includepayment by results.Performance measures foragency bonus (or malus)often include measures forreturn on investment. 6. red salt Copyright Red Salt Limited 2013. All rights reserved.The working environment 7. red salt Copyright Red Salt Limited 2013. All rights reserved.The working relationshipMarketing ProcurementAgency 8. red salt Copyright Red Salt Limited 2013. All rights reserved.A story about stress 9. red salt Copyright Red Salt Limited 2013What is stress? 10. red salt Copyright Red Salt Limited 2013 11. red salt Copyright Red Salt Limited 2013 12. red salt Copyright Red Salt Limited 2013 13. red salt Copyright Red Salt Limited 2013 14. red salt Copyright Red Salt Limited 2013 15. red salt Copyright Red Salt Limited 2013 16. red salt Copyright Red Salt Limited 2013 17. red salt Copyright Red Salt Limited 2013 18. red salt Copyright Red Salt Limited 2013. All rights reserved.Responsibility andcontrol must exist inthe same place. 19. red salt Copyright Red Salt Limited 2013. All rights reserved.Drachten -Holland 20. red salt Copyright Red Salt Limited 2013Client relationships 21. red salt Copyright Red Salt Limited 2013. All rights reserved.Diminishing return on controlValueExternal agency control 22. red salt Copyright Red Salt Limited 2013. All rights reserved.Meikle matrixArrogance CongruityVanity and/or Optimal ValueInnovationDisengagementComplianceAgencyControl of agencyClientLow Agency Responsibility/AccountabilityHighRubbish Mediocrity/ConservatismHigher risk,higher ROIPlaying safelower ROI 23. red salt Copyright Red Salt Limited 2013. All rights reserved.What contributes to clients control?Process Strategy Approvals ResearchServility Risk Dependency Time 24. red salt Copyright Red Salt Limited 2013. All rights reserved.Meikle matrix on efficiencyAgencyControl of agencyClientArrogance CongruityHighly efficientLow Agency Responsibility/AccountabilityHighDisengagementComplianceOften highlyinefficient atagency costOften highlyinefficient atclient cost 25. red salt Copyright Red Salt Limited 2013. All rights reserved.Meikle matrix on business problemsAgencyControl of agencyClientArrogance CongruityQuestion Mark StarLow Agency Responsibility/AccountabilityHighDisengagementComplianceHighMarket growthLowMarket shareDogCash Cow 26. red salt Copyright Red Salt Limited 2013. All rights reserved.AgencyControl of agencyClientMoving within the MatrixArrogance CongruityLow Agency Responsibility/AccountabilityHighDisengagementComplianceClientIs it appropriateto the businessproblem? 27. red salt Copyright Red Salt Limited 2013. All rights reserved.What assurances can agencies give?Talent Process Incentive Risk 28. red salt Copyright Red Salt Limited 2013. All rights reserved.AgencyControl of agencyClientMoving within the MatrixArrogance CongruityLow Agency Responsibility/AccountabilityHighDisengagementCompliance 29. red salt Copyright Red Salt Limited 2013Conclusion 30. red salt Copyright Red Salt Limited 2013. All rights reserved.ROI needs to be consistentwith the business problem.And is the responsibility of theparty in control.Clients have to trust you to letrelinquish control. 31. Copyright Red Salt Limited 2013. All rights reserved.thank you 32. Copyright Red Salt Limited 2013. All rights reserved.thank you

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