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Millward brown vermeer organizational design think brand 2014 snf

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MB Vermeer partnered with Google for Organizing for Marketing in a Digital Age – a thought-leadership initiative that codified best practices and practical insights into how winning teams are organizing for the evolving digital landscape. CMO Marc de Swaan Arons presented the findings to +500 senior level marketers at the Google ThinkBrand conference this October.

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Millward brown vermeer organizational design think brand 2014 snf

  1. 1. Organizing for the Marketing Team to Succeed in a Digital Age Google Confidential and Proprietary Marc de Swaan Arons Chief Marketing Officer, MB Vermeer
  2. 2. 1. Opportunities & Challenges 2. Benchmarking: over-performers characteristics 3. Marketing2020 success framework & examples Google Confidential and Proprietary Today
  3. 3. Google Confidential and Proprietary Transformed business landscape
  4. 4. New touch points New solutions Redefined categories Total brand experience Google Confidential and Proprietary
  5. 5. Speed
  6. 6. Google Confidential and Proprietary
  7. 7. Transparency
  8. 8. Google Confidential and Proprietary Transparency & Speed
  9. 9. Google Confidential and Proprietary
  10. 10. Google Confidential and Proprietary
  11. 11. Google Confidential and Proprietary
  12. 12. Google Confidential and Proprietary WHAT we do has changed dramatically
  13. 13. Google Confidential and Proprietary HOW we are organized has not
  14. 14. Google Confidential and Proprietary The hot, hot potato
  15. 15. Moving upstream: Media > Marketing > Business Google Confidential and Proprietary
  16. 16. Google Confidential and Proprietary Forcing fundamental questions
  17. 17. Google Confidential and Proprietary Revisited almost daily WHAT business are we in? HOW do we build our organization? WHY do we exist?
  18. 18. 250 CEOs, CMOs and thought leaders in 10 markets Google Confidential and Proprietary
  19. 19. 10,231 marketing participants from 92 countries Google Confidential and Proprietary
  20. 20. Google Confidential and Proprietary Harvard Business Review
  21. 21. Google Confidential and Proprietary Marketing2020 effectiveness drivers Big Insights Purposeful Positioning Total Experience
  22. 22. Organizing for marketing in a digital age Big Insights Purposeful Positioning Total Experience
  23. 23. Google Confidential and Proprietary Going beyond the organigram
  24. 24. We focused on learning from the winners Google Confidential and Proprietary PUBLISHED BY The most robust and reliable global brand ranking 50,000 brands, 30 countries, and 1.5 million people Includes predictive metrics
  25. 25. Google Confidential and Proprietary Thought leaders and practitioners Jocelyn Robiot Global Head Brand Management, Adidas Michael Donnelly SVP, Group Head Global Digital Marketing, MasterCard B. Bonin Bough VP Global Media & Consumer Engagement, Mondelēz Neeraj Kalani Global Market Insights Director, Pepsico
  26. 26. Google Confidential and Proprietary Top Opportunities & Challenges
  27. 27. Big Insights Enabling Technology Programmatic Media Millennials Google Confidential and Proprietary
  28. 28. Doing more with less Touch-point consistency Privacy Internal silos Google Confidential and Proprietary
  29. 29. Google Confidential and Proprietary How to turn a big ship
  30. 30. Google Confidential and Proprietary
  31. 31. Google Confidential and Proprietary From digital
  32. 32. Google Confidential and Proprietary To MiaDA
  33. 33. Google Confidential and Proprietary From hand-off
  34. 34. Google Confidential and Proprietary To seamless
  35. 35. Google Confidential and Proprietary From focus on structure
  36. 36. Google Confidential and Proprietary To integrated approach One Strategy © MBVermeer People Structure Tools Processes
  37. 37. Google Confidential and Proprietary People People Structure Tools Processes One Strategy
  38. 38. Google Confidential and Proprietary Massive cultural change People Structure Tools Processes One Strategy
  39. 39. Google Confidential and Proprietary Innovation culture People Structure Tools Processes One Strategy
  40. 40. Google Confidential and Proprietary Curiosity culture People Structure Tools Processes One Strategy
  41. 41. Google Confidential and Proprietary Risk culture People Structure Tools Processes One Strategy
  42. 42. Google Confidential and Proprietary Starts at the top People Structure Tools Processes One Strategy
  43. 43. Google Confidential and Proprietary Source unexpected talent People Structure Tools Processes One Strategy
  44. 44. Google Confidential and Proprietary Source new talent People Structure Tools Processes One Strategy
  45. 45. Google Confidential and Proprietary Commitment People Structure Tools Processes One Strategy
  46. 46. Google Confidential and Proprietary Win with Millennials 70 49 70 50 30 Our agency is successfully attracting, developing, and retaining Millennials Over-performers Rest People Structure Tools Processes One Strategy
  47. 47. Google Confidential and Proprietary Motivating Millennials People Structure Tools Processes One Strategy
  48. 48. Google Confidential and Proprietary Mentorship People Structure Tools Processes One Strategy
  49. 49. Google Confidential and Proprietary Collaboration People Structure Tools Processes One Strategy
  50. 50. Google Confidential and Proprietary Transparency People Structure Tools Processes One Strategy
  51. 51. Google Confidential and Proprietary Development 46 29 60 40 20 0 % who receive >3 days of training per year Over-performers Rest People Structure Tools Processes One Strategy
  52. 52. People Structure Tools Processes Google Confidential and Proprietary People key points: 1. Prioritize cultural change 2. Think differently about talent 3. It’s all about development One Strategy
  53. 53. People Structure Tools Processes One Strategy Google Confidential and Proprietary Structure
  54. 54. Google Confidential and Proprietary Breaking down silos People Structure Tools Processes One Strategy
  55. 55. Google Confidential and Proprietary Networked collaboration People Structure Tools Processes One Strategy
  56. 56. Google Confidential and Proprietary As one People Structure Tools Processes One Strategy
  57. 57. Google Confidential and Proprietary Collaboration drives business results % Always People Structure Tools Processes One Strategy Source: Marketing2020 Data
  58. 58. Google Confidential and Proprietary Increasingly flat organization People Structure Tools Processes One Strategy
  59. 59. Google Confidential and Proprietary New roles People Structure Tools Processes One Strategy
  60. 60. Google Confidential and Proprietary Orchestrating People Structure Tools Processes One Strategy
  61. 61. Google Confidential and Proprietary New marketing specialists People Structure Tools Processes One Strategy
  62. 62. Google Confidential and Proprietary From centers of excellence… People Structure Tools Processes One Strategy
  63. 63. Google Confidential and Proprietary To global communities of excellence People Structure Tools Processes One Strategy
  64. 64. Google Confidential and Proprietary More agencies Source: Marketing2020 Data 55 33 60 40 20 0 % that works with more than 5 agencies M2020 Over-performers M2020 Under-performers People Structure Tools Processes One Strategy
  65. 65. Team Detroit Team Nestle Google Confidential and Proprietary Garage Team Mazda Colgate Red Fuse People Structure Tools Processes One Strategy
  66. 66. Google Confidential and Proprietary Unilever partnerships People Structure Tools Processes One Strategy
  67. 67. Google Confidential and Proprietary Coca-Cola enterprises API People Structure Tools Processes One Strategy
  68. 68. Google Confidential and Proprietary Nike Fuel Lab People Structure Tools Processes One Strategy
  69. 69. People Structure Tools Processes Google Confidential and Proprietary Structure key points: 1. Networked across functions 2. Networked JIT Team 3. Networked Partnerships One Strategy
  70. 70. People Structure Tools Processes One Strategy Google Confidential and Proprietary Processes
  71. 71. People Structure Tools Processes One Strategy Google Confidential and Proprietary Create strategic clarity
  72. 72. People Structure Tools Processes One Strategy Google Confidential and Proprietary Simple guardrails – no handcuffs Is it cool? Is it something no other brand would do? Will people talk about it?
  73. 73. People Structure Tools Processes One Strategy Google Confidential and Proprietary Faster decision making cycles Quarterly In-Store Displays Monthly TV Buying Daily Facebook Status Hourly Twitter Replies Real Time Football App
  74. 74. People Structure Tools Processes One Strategy Google Confidential and Proprietary Shorten approval times
  75. 75. People Structure Tools Processes One Strategy Google Confidential and Proprietary Push decision making rights down
  76. 76. People Structure Tools Processes One Strategy Google Confidential and Proprietary Be ready to help
  77. 77. People Structure Tools Processes One Strategy Google Confidential and Proprietary Befriend legal
  78. 78. People Structure Tools Process Google Confidential and Proprietary Process key points: 1. Simple guardrails 2.Push decision making rights down 3.Shorten approval times One Strategy
  79. 79. People Structure Tools Processes One Strategy Google Confidential and Proprietary Tools
  80. 80. People Structure Tools Processes One Strategy Google Confidential and Proprietary Create infrastructure
  81. 81. People Structure Tools Processes One Strategy Google Confidential and Proprietary Increase communication
  82. 82. People Structure Tools Processes One Strategy Google Confidential and Proprietary Unleash best practices
  83. 83. People Structure Tools Processes One Strategy Google Confidential and Proprietary Activate employees as ambassadors
  84. 84. People Structure Tools Processes One Strategy Google Confidential and Proprietary Activate employees as ambassadors
  85. 85. People Structure Processes Google Confidential and Proprietary Tools key points: 1. Hard code collaboration 2.Communication, Communication 3.Employees as brand ambassadors One Strategy Tools
  86. 86. Google Confidential and Proprietary What can you do tomorrow?
  87. 87. Google Confidential and Proprietary 1. Hire different people
  88. 88. Google Confidential and Proprietary 2. Create roles you can’t pronounce
  89. 89. 3. Boost your training program across all levels Google Confidential and Proprietary
  90. 90. Google Confidential and Proprietary 4. Lead by example © MBVermeer 71 49 70 50 30 Senior management understands social and digital marketing Over-performers Rest Source: Agency2020 data
  91. 91. Google Confidential and Proprietary 5. Think holistic One Strategy © MBVermeer People Structure Tools Processes
  92. 92. Google Confidential and Proprietary Thank You marc@mbvermeer.com @mbvermeer

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