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Nicole Capper, managing and account director at Mango-OMC, responded to Fin24's call for women to help empower and inspire others during this Women's Month. She writes:
THE GLOBAL recession has created a reversion back to a world that we temporarily forgot about. A world of miniscule budgets, the counting of every cent and a renewed emphasis on return on investment (ROI) that is related to money in the bank.
Since the start of the global recession, the communications industry has faced not only the stark reality of economic meltdown, but also, in essence, a communication revolution.
With the birth of new media and its astounding new tools and platforms came a wealth of opportunity and many potential pitfalls.
How do we as a business keep surfing the waves of change?
Develop a new sense, namely “awarity”
It’s the awareness of what is relevant, what is irrelevant and what can wait.
It’s the sense that allows us to sift through the catalystic explosion of media and identify the relevant platforms for each client.
Find new models for costing
The tightening of the belt solution was leading to restricted breathing and with a new media landscape comes a new costing model.
One that is based on customer attrition and engagement, that is measurable through a variety of new tools and which is set up with the client.
Adjust to more projects than retainers
This is a tricky one as retainers are obviously more cost effective to clients and far more secure for an agency.
Many brands have project budgets, though, instead of retainers. So it’s the communication expert's job to help them spend their budgets in the most effective way.
Keep teams skilled, small, flexible and creative
Skilled
This speaks for itself.
As a company owner you have to mentor. It’s one of the most important elements of your job to ensure that your teams are upskilled, supported and are given the time during working hours to keep abreast of changes.
Flexible
The costing model mentioned above requires that my teams are multi-skilled. Everyone can do a little bit of everything and then focus is put on their specific strengths.
If more team members are required, we have an outsource model that pulls in individuals that have been working with us for so long that they are part of the teams, just not all the time.
Creative
You want to keep your golden teams? Give them rein to create, think laterally, debate, work flexitime, become involved in the business – gone are the days of the dictatorial management style.
Believe in your client
This may seem to be an obvious point, but I’ve seen many agencies take on work for the rands and cents without any passion. How do you mirror your client if you don’t believe in who they are?
Understand your client
I spend a large amount of time researching. Researching the competition, the communication models that work or don’t, the target market, the potential market, the business landscape, the media landscape, the trends, the non-trends, the behavioural models.
My brand management personality becomes enchanted with the possibilities as the spaghetti mess of options is unravelled. Then the strategy becomes self-evident, possible and measurable.
- Fin24
* This is a Fin24 user submission. Add your voice to our Women's Wealth Issue and help empower others this Women's Month.
Write a guest post
Share your coping tips
Ask the experts
THE GLOBAL recession has created a reversion back to a world that we temporarily forgot about. A world of miniscule budgets, the counting of every cent and a renewed emphasis on return on investment (ROI) that is related to money in the bank.
Since the start of the global recession, the communications industry has faced not only the stark reality of economic meltdown, but also, in essence, a communication revolution.
With the birth of new media and its astounding new tools and platforms came a wealth of opportunity and many potential pitfalls.
How do we as a business keep surfing the waves of change?
Develop a new sense, namely “awarity”
It’s the awareness of what is relevant, what is irrelevant and what can wait.
It’s the sense that allows us to sift through the catalystic explosion of media and identify the relevant platforms for each client.
Find new models for costing
The tightening of the belt solution was leading to restricted breathing and with a new media landscape comes a new costing model.
One that is based on customer attrition and engagement, that is measurable through a variety of new tools and which is set up with the client.
Adjust to more projects than retainers
This is a tricky one as retainers are obviously more cost effective to clients and far more secure for an agency.
Many brands have project budgets, though, instead of retainers. So it’s the communication expert's job to help them spend their budgets in the most effective way.
Keep teams skilled, small, flexible and creative
Skilled
This speaks for itself.
As a company owner you have to mentor. It’s one of the most important elements of your job to ensure that your teams are upskilled, supported and are given the time during working hours to keep abreast of changes.
Flexible
The costing model mentioned above requires that my teams are multi-skilled. Everyone can do a little bit of everything and then focus is put on their specific strengths.
If more team members are required, we have an outsource model that pulls in individuals that have been working with us for so long that they are part of the teams, just not all the time.
Creative
You want to keep your golden teams? Give them rein to create, think laterally, debate, work flexitime, become involved in the business – gone are the days of the dictatorial management style.
Believe in your client
This may seem to be an obvious point, but I’ve seen many agencies take on work for the rands and cents without any passion. How do you mirror your client if you don’t believe in who they are?
Understand your client
I spend a large amount of time researching. Researching the competition, the communication models that work or don’t, the target market, the potential market, the business landscape, the media landscape, the trends, the non-trends, the behavioural models.
My brand management personality becomes enchanted with the possibilities as the spaghetti mess of options is unravelled. Then the strategy becomes self-evident, possible and measurable.
- Fin24
* This is a Fin24 user submission. Add your voice to our Women's Wealth Issue and help empower others this Women's Month.
Write a guest post
Share your coping tips
Ask the experts
