2. A private company formed in 1935 and officially running under the
name of 'Leo Burnett Company, Inc.', the agency started with
working capital of $50,000, eight employees and three clients. Part
of Publicis Groupe, Leo Burnett is now one of the largest agency
networks with 85 offices in 69 countries and 9,000+ employees.
For the first decade of Burnett opening his company he only billed
about 1 million dollars in the first few years of the business
running and then eventually moving up to 10 million dollars
annually, however, in 1950, his billings more than doubled to 22
million dollars and by 1954 the company was at 55 million dollars
annually. By the end of the 1950s, the Leo Burnett Company was
billing 100 million dollars annually.
3. What is Knowledge Management?
Knowledge- 1. The state or fact of knowing. 2. Familiarity,
awareness, or understanding gained through experience or study.
3. That which is known; the sum or range of what has been
perceived, discovered, or inferred.
Management- 1. The act, manner or practice of managing,
handling, or controlling something in an organized way. 2. The
person or persons who manage a business establishment,
organization or institution.
Knowledge Management- A systematic process for creating,
acquiring, synthesizing, sharing and using information, insights
and experiences to achieve your organizational goals.
4. KM: Drivers
-Increasing Competition
-Excess Capacity
-Maturing Markets
-Maturing Technologies
-Customer Pressures
-Customer Focused Value
Propositions
-Globalization
-Diversification through
Acquisitions, Alliances
-KM to Improve
Performance
-Employee Productivity
Improvement
-Integrated Operations
-Rationalization of
Multiple Organizations
like R&D, Finance, HR, etc.
5. KM- A Business Enabler
Typical Company Scenario
Information is power,
hence, it is hoarded
-Work is optimized in
silos, delivering value
within work units
-Information, experts,
and lessons learned are
hard to locate
-Underutilized investment
in technology
-Local focus on
information, reacting to
situations
KM Approach
-Knowledge is seen as a
valued corporate asset;
people sharing knowledge
is the only way to improve
-Work is optimized by
virtual, integrated teams,
delivering value as an
enterprise
-Corporate memory is
captured, measured,
improved, and easily
accessed
-Technology fully supports
business needs and
delivers value
-Global focus on corporate
knowledge proactively
seizes upon opportunities
6. Suppliers
Regulatory compliances
Client Data Base
Market Reports
Analytics
Distribution Channels
Knowledge Objects of Leo Burnett
Organizational
Factors
Compulsory for its all
employees to
participate in
learning activities.eg.
seminars
Innovation is highly
supported
KM Factors
Employees
performance
appraisals are also
dependent on KM
Organizing seminars
on KM
Strategy and Evaluation
7. Leo Burnett: KM Path
Smart
Workplace
Knowledge
Outfitting
Knowledge
Sharing
Enabling
Infrastructure
“Build it, and they
will come”
-SharePoint/Other
KM platform
-Discussion
Databases
-“Connections”
“Knowledge is a
by-product”
-Document
Libraries
-Communities
-“Contributions”
Knowledge is
actively managed”
-Meta-
knowledge;
managed
vocabulary
-Thought
Leadership
-Web-like
technology
-“Aggregation &
Combination”
“Our best
knowledge guides
our activities”
-Integrated
performance
support
-Job tools are
knowledge
tools
-“Continuous
Learning”
8. Online Portal – for KM Sharing through articles and newsletters
“Thinking”
