Log in
Login
Password
Remember
Lost password
Become a member for free
Sign up
Sign up
Settings
Settings
Dynamic quotes 

4-Traders Homepage  >  Equities  >  Nyse  >  Omnicom Group Inc.    OMC

SummaryQuotesChartsNewsAnalysisCalendarCompanyFinancialsConsensusRevisions 
News SummaryMost relevantAll newsSector news 
The feature you requested does not exist. However, we suggest the following feature:

Omnicom : DDB's Wendy Clark: Agencies have an org-chart problem

02/05/2016 | 07:43am US/Eastern

Subscribe: iTunes | RSS |

One of the biggest re-adjustments Wendy Clark has had to make since taking the North America CEO position at Omnicom-owned DDB is getting used to having Pepsi in the office.

For Clark, a previous top marketer at Coke, moving to Omnicom, a Pepsi agency, has meant heading out to the local bodega to get herself a Coke. "I can't even remember the last time I had Pepsi," she said. Loyalties run deep in the brand world.

Below are highlights from this week's episode of the Digiday Podcast.

DDB is going to become more collaborative.

It's been a month since Clark joined the company, and her big mission is to figure out a more flexible model for the agency. That means staff will be adjusting roles and expectations constantly. Clark likened the new model to Super Bowl war rooms: complex real-time marketing is how business runs every day. "Gone are the days agencies take a brief and disappear into a dark room for eight weeks," said Clark. "What we need at DDB is a new collaboration approach."

The agency world should get used to flexibility and inconsistency.

Clark said that legacy employers that she's worked at have a deep understanding of the shift to digital because they've lived through it. Her responsibility is to make sure employees have the chance to work across clients and geographies so they don't get bored. As for clients, models will be created specially for them. "We will flex to meet every need."

The problem with flexibility, however, is creating processes that reward it.

Clark said nobody likes to figure out processes. So she's working on ways to reward flexibility. "The carrot we're holding up is, 'Let's figure it out now, then we'll never talk about it again,'" she said. So with its biggest clients, DDB is starting fresh and figuring out how to work with them in an integrated fashion. It will create a process and then let the team organize around that.

People who think the agency model is in trouble need to lighten up.

Shrinking fees and a shift to more in-house work by brands have led people to wonder about the future of the agency. It's harder to act as an "agent" for your client if there's less work to do. But Clark isn't ready to write off the agency. For one thing, brands still need someone else to move that business for them. "We have become so caught up in being cynical and saying everything we do is rubbish. How can you be in the growth business and be cynical? I am still clear that great ideas that move business will be welcomed by any client."

Businesses should welcome millennial hubris.

Millennials expect to be promoted quickly, and Clark thinks that should be encouraged. For Clark, who rose from receptionist to CEO over 24 years, moving up fast is great. She wants to flip the current hierarchical organizational charts that hamper that movement. "We as an organization have to be ready to handle that, not groom talent so they leave,' she said. "I'll take that challenge."

© Copyright © 2016 Digiday, All rights reserved., source Journals

React to this article
Latest news on OMNICOM GROUP INC.
02/05 OMNICOM : DDB's Wendy Clark: Agencies have an org-chart problem
02/04 SL GREEN REALTY : Renews Omnicom at 220 East 42nd Street
02/04 OMNICOM : Bryan Jones Joins Critical Mass as SVP Technology
02/03 OMNICOM : Porter Novelli : Expands Reputation Management Practice with Addition ..
02/03 OMNICOM : Schedules Fourth Quarter 2015 Earnings Release and Conference Call
02/02 OMNICOM : Declares Dividend
01/28 OMNICOM : Agencies Top Annual Gunn Report Rankings
01/28 OMNICOM : BBDO Worldwide : Tops The Gunn Report As The Most Creative Network In ..
01/27 OMNICOM : Study Examines How Shopper Behavior Has Shifted Over Last Five Years
01/26 OMNICOM : Porter Novelli :'s Ayanna Robinson Named to PR News' 2015 "Top Women i..
Advertisement
News chart
Full-screen chart
Income Statement Evolution
More Financials