RECLAIMING AGENCY

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CONTENTS 5 INTRODUCTION 11 21 29 37 LOOKING DOWN: THE DYNAMICS ERODING THE STRENGTH OF THE INDUSTRY LOOKING UP: THE MACRO-TRENDS LAYING THE GROUND FOR THE PURPOSE TURN LOOKING OUT: THE EARLY SIGNALS OF CHANGE ALREADY HAPPENING LOOKING IN: MAKING CHANGE HAPPEN 52 END NOTE 53 SUMMARY: THE STRATEGIC CASE FOR THE PURPOSE TURN 55 ACKNOWLEDGEMENTS 4
INTRODUCTION ON PURPOSE The formally defined purpose of a business is conventionally thought of as one-dimensional: to maximise profits for shareholders. However, in the last decade, an increasing number of companies 1 have become aware that the health of their business is inextricably linked to the health of the world they operate in. They have moved to a 3D definition of purpose that is about having a positive impact on society and the environment, in addition to the economy. These companies believe in maximising their total value creation, contributing to society and the environment in addition to their bottom line. We call this ‘the purpose turn’. It involves (i) developing an awareness of your company’s wider systemic impacts; (ii) defining the positive impact you want to have on the world; and (iii) operationalising your purpose proposition. A glance at the top five UK clients by spend in 2014 shows that clients are already embracing the purpose turn. TOP 5 CLIENTS BY SPEND (2014) 1 PURPOSE (SOURCE: CORPORATE WEBSITES) We make life better by entertaining and connecting people. We are part of everyday life for millions of customers and we work hard to meet their needs and earn their trust. We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our shareholders and the communities in which we live and work to prosper. We use the power of communications to make a better world. Our purpose is to make sustainable living commonplace. Our core purpose: We make what matters better, together. Introduction 5
Page 1 and 2: RECLAIMING AGENCY HOW TO SAVE ADVER
Page 3: EXECUTIVE SUMMARY This report is a
Page 7 and 8: ON AGENCY “I feel upset at our in
Page 9 and 10: EMERGING PROPERTIES AGENT’S ACTIO
Page 11 and 12: LOOKING DOWN The dynamics that are
Page 13 and 14: RETAINING TALENT WITHIN THE INDUSTR
Page 15 and 16: REASON FOR CHANGING AGENCY TERMS 16
Page 17 and 18: ERODING DYNAMIC 3: INDUSTRY STRUCTU
Page 19 and 20: If this section has revealed we are
Page 21 and 22: LOOKING UP The macro-trends laying
Page 23 and 24: BUSINESS With economic growth as th
Page 25 and 26: SOCIETY At the level of society, pe
Page 27 and 28: We hope that by Looking Up in this
Page 29 and 30: LOOKING OUT The early signals of ch
Page 31 and 32: “I know we’ll make more of a di
Page 33 and 34: WITHIN THE INDUSTRY 6. REWARD SOCIA
Page 35 and 36: All these green-shoots are early si
Page 37 and 38: LOOKING IN Making change happen Dur
Page 39 and 40: CHANGE AT AN INDUSTRY LEVEL “It
Page 41 and 42: CHANGE AT AN AGENCY LEVEL “Commer
Page 43 and 44: CASE STUDY: LONG RUN WORKS mediocri
Page 45 and 46: into an ethically-driven creative a
Page 47 and 48: RECOGNISE THE NEED CASE STUDY: KIRS
Page 49 and 50: time but once people start question
Page 51 and 52: In this last section we have framed
Page 53 and 54: SUMMARY: THE STRATEGIC CASE FOR THE
Page 55 and 56:
ACKNOWLEDGEMENTS This report has be
Page 57 and 58:
CONTRIBUTING AUTHORS JON ALEXANDER
Page 59 and 60:
FOOTNOTES AND REFERENCES 1 Such as
Page 61 and 62:
36 Cited in A. Bounds. ‘ Social E
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