Did you know that most organisations in the creative and marketing fields still use strategies, structures, and management ideas from 1911?
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| A five-point plan for making a Marketing Organization that works well |
Fredrick Winslow Taylor wrote the Fundamentals of Scientific Management during the Second Industrial Revolution. Back then, his work was significant because it led to new ways to make mass production more efficient.
But, regretfully, most companies still use the ideas that led to his thinking today, more than 100 years later, without even realising it. What's up? Because "this is how we've always done it."
Taylor made his methods for making things a stable, slow-moving, and predictable world. He didn't want them to be used for marketing or creative work. And he didn't make them for a world where disruptive technology, online marketing channels, and unpredictable consumer behaviour are adding more and more complexity by the day.
Creative and marketing experts who build and support brands today must be able to respond quickly and respond quickly to market possibilities or crises. Technology makes it easier to share information and work together in real-time.
The old ways of doing things are not as practical as they used to be. On the contrary, if these ways of working are too slow or too separate, they hurt you.
When these things happen, you realise that your operating model is out of date:
In many cases, the following sorts of signs are present when a creative marketing business or in-house team is using an old-fashioned operating model:
The client voiced concerns about the turnaround time.
Separated fields of study and a lack of integration in the job.
Too many individuals attend an excessive number of meetings.
A significant amount of additional effort, delivery delays, or excessive prices.
Roles and duties are not clearly defined.
Processes and quality that are not constant.
Low morale among team members and a lack of responsibility.
It is time to go beyond traditional methods of thinking and make strides in developing novel approaches to reconfigure your creative marketing company or in-house agency.
Put phrases like "business as usual" and "best practises" back where they came from: in the past.
What brought us here won't help us achieve the horizon we're all aiming towards as contemporary, high-performing creative marketing businesses or in-house agencies. This is a shared goal that we all share. When everyone has worked the same way for more than a century, it might be challenging to know where to begin when trying to implement change.
You are passing on the chance in front of you if you are trying to find the best practices. Your business strategy needs to provide a competitive advantage compared to the other service providers that your clients or in-house customers could choose. If you try to achieve a competitive edge by imitating what others have done, sometimes known as conventional "best practices," you will not be successful.
In the current marketing environment, the concept of a "best practice," in which a single approach or strategy is considered better than all others, is deemed foolish. The expression "best practices" refers to the repetition of a technique devised to deal with a problem or an opportunity using a specific group of influencing elements at a particular time.
It is assumed that your circumstances will be identical to those of everyone else and that you will be able to find answers and strategies that may be found in a manual or online. But given the complexity of the modern world, we are aware that there is no such thing as a solution that is universally applicable to even the majority of the most widespread issues we face. This strategy almost always yields mediocre results when taken to its logical conclusion.
Rather than that, we need to create our very own ever-evolving set of "next" practices, predicated on a method that assists us in consistently improving the way we operate. Even though businesses still need advice for alignment, we may present a set of operational principles designed for high-performing agencies.
We can move away from predetermined best practices and attain a balanced and flexible alignment when we use a strategy based on principles. More will be provided in a moment.
Pay attention to what today's talent needs
Our increase and competitive edge come from our people and teams. But our working population has changed significantly in the last year or two.
Talented people today want a different kind of work experience every day. On the other hand, traditional management ideas, organisational structures, and processes don't work well with these changes. This makes it hard for many creative and marketing organisations to find and keep top talent. We need to find new ways to work together and make these changes happen in our remote and mixed teams.
Leaders and managers in the modern world also need help continuing to support their teams in a distant or hybrid setting. They need practical tools for human-centred leadership that help them become "liberating leaders" who bring out the maximum potential of their people and, in the end, their whole organisation.
What a creative marketing firm or in-house agency that does a good job looks like
Creative marketing companies and in-house agencies that do well concentrate on meeting the requirements of clients who are the "right fit." They:
They should develop unique solutions and innovative products based on what they do best.
Please don't spend money on services that could be done but aren't crucial to their service strategy.
Coincide with their people and operating model so that they can deliver in a way that can be done over and over.
Please make it so people can find significance and passion in their work
Please eliminate siloed structures and traditional workflows and replace them with new operating principles, value-driven teams, and lighter-weight procedures that improve the quality of work while lowering costs.
Leaders and managers give employees the space, time, and sense of psychological safety they need to try out new ways of working and talk about them. This helps them do the best work of their lives.
As a result, clients and employees are much happier, and the creative marketing company or in-house agency can grow, change, and give at the speed of modern advertising.
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