Ralph Ardill - PowerPoint PPT Presentation

1 / 39
About This Presentation
Title:

Ralph Ardill

Description:

designers working for it to keep a. close watch over every visual ... Oprah Winfrey. Ralph Ardill. The Brand Experience Consultancy. 6th October 2005 ... – PowerPoint PPT presentation

Number of Views:78
Avg rating:3.0/5.0
Slides: 40
Provided by: rebecc155
Category:
Tags: ardill | prah | ralph

less

Transcript and Presenter's Notes

Title: Ralph Ardill


1
The Value of Design
  • Ralph Ardill
  • The Brand Experience Consultancy
  • 6th October 2005

2
The Value of Design
3
(No Transcript)
4
Emotion
  • Designers are people who think
  • with their hearts.
  • James
  • Aged 10

5
Process
  • Manufacturers shouldnt think of
  • design as a bolt on thing. Design is
  • how the product is used, how it is
  • made, how it works and how
  • reliable it is.
  • James Dyson
  • Chairman
  • Dyson Appliances

6
Management
  • Today Nike has about 350
  • designers working for it to keep a
  • close watch over every visual
  • expression of the brand.
  • Scott Bedbury
  • Ex-Advertising Director
  • Nike

7
Value
  • At Sony we assume all of our
  • competitors have the same
  • technology, price, performance
  • and features. Design is the only
  • Thing that differentiates one
  • product from another in the
  • marketplace.
  • Norio Ohga
  • Chairman
  • Sony

8
Invention
  • Were always willing to reinvent
  • the wheel because strong design
  • stands the test of time.
  • Ian Schrager
  • Founder
  • Schrager Hotel Group

9
Future
  • Design is an essential culture and
  • mind-set for expanding horizons
  • about what is and what can be.
  • Tom Peters
  • Management Guru
  • The Tom Peters Group

10
Profit
  • 90 of new product developments
  • which employ a professional design
  • consultant make profits, and the
  • average payback is just 15 months.
  • Open University
  • Design Innovation Unit

11
Leadership
  • We can say with pride that we are
  • the design workshop of the world
  • leading a creative revolution.
  • Rt Hon Tony Blair MP
  • Prime Minister

12
Ethics
Design is not just about survival and
profitability, it is about making a difference
and it ought to be a difference for the
better. Charles Handy Author and Broadcaster
13
Soul
  • Design is the fundamental soul
  • of a man-made creation.
  • Steve Jobs
  • Founder
  • Apple

14
We Say
They Hear
  • Emotion
  • Process
  • Management
  • Value
  • Invention
  • Future
  • Profit
  • Leadership
  • Ethics
  • Soul

Pretentious Arrogant Self-obsessed
Patronising Hype Naive Excluding Inflexible
Defensive Bullshit
15
The Design of Value
16
(No Transcript)
17
Trust
  • There's nothing that bugs a
  • client more than turf wars
  • with, within or between
  • agencies. Clients need to
  • trust them to get on with it.
  • Carey Evans
  • Relationship Audits

18
Respect
  • We started out respecting one
  • another, and thats a great way to
  • begin a relationship. In order for
  • our partnership to succeed, that
  • kind of relationship is found at all
  • levels from senior management
  • on down.
  • Andrea Alstrup,
  • Corporate VP-Advertising
  • Johnson Johnson

19
Integrity
I need an agency that can prove to me what it
can do and tell me what it can't. Ultan
Herr Business Engineering Manager Diageo
20
Results
  • I dont pigeon-hole my agencies
  • but I do want the best service,
  • an agency that understands
  • people and - of course - one that
  • gets results.
  • Alka Dass,
  • Marketing Manager
  • CafĂ© Direct

21
Compatibility
  • Theres a match between our
  • cultures and values coming
  • from years of understanding
  • each other, years of knowing
  • each other well and years of trial
  • and error.
  • Frank Cella
  • Exec VP Marketing
  • Nestle

22
Loyalty
  • You know theyre going to be
  • there tomorrow. That is very
  • important to us, that continuity on
  • which you can build a relationship.
  • Antony Burgmans
  • Chairman
  • Unilever

23
Passion
  • The idea of passion is what our
  • relationship is all about. I think
  • thats why it works so well.
  • Carol Hamilton
  • President
  • LOreal

24
Co-operation
  • Theres a nice blending of our
  • teams and a blurring of where the
  • client ends and the agency begins.
  • Its not a hand-off. Theres an
  • attitude on both sides that were
  • here to go after opportunities.
  • C.J. Fraleigh
  • Executive Director
  • Corporate Marketing Advertising
  • General Motors

25
Joy
  • I know well laugh, that theyll tell
  • me something I dont know, that
  • well have some healthy debates.
  • Theyre a joy to work with, and they
  • produce good work.
  • Mich Mathews
  • VP Marketing
  • Microsoft

26
Chemistry
  • The personal chemistry between
  • the agency and the company is
  • critical to the success of the
  • relationship.
  • Patrick Newman
  • Director
  • FTB Telemarketing

27
We Talk About
They Talk About
  • Emotion
  • Process
  • Management
  • Value
  • Invention
  • Future
  • Profit
  • Leadership
  • Ethics
  • Soul

Trust Respect Integrity Results
Compatibility Loyalty Passion Co-operation
Joy Chemistry
28
Design
Relationships
29
The Valued Designer
30
(No Transcript)
31
10 Reasons to Sit-Up and Take Notice
  • 1984 av. relationship 7.2 years, 1997 5.3
    years, by 2010 4 years
  • 31 of your relationships are under-performing
    or limping along
  • 80 of your business comes from 20 of your
    clients
  • 60-70 success selling to Current, 40 chance
    to Lapsed and 5-20 to New
  • Most companies loose 50 of their customers
    every 5 years
  • 66 of clients defect due to poor client care
  • Cutting client defections in half can double
    your growth rate
  • A 5 increase in retention can increase your
    profits by nearly 100
  • Even a 90 retention loosing 1/3 of your
    clients over 4 years
  • It costs 5-10 times more to acquire new clients
    than retain current ones

Sources HBR, PWC, Andersen Consulting, Marketing
Metrics
32
10 Things Clients and Agencies Want
  • Outstanding service 95
  • Responsiveness 95
  • Meet my goals 86
  • Understand my business 86
  • Good to work with 86
  • Strategic counsel 85
  • Excellent ideas/delivery 83
  • Develop fast solutions 83
  • Value for money 79
  • Spend money as their own 79
  • Communication 94
  • Respect/Trust 90
  • Fair payment 88
  • Clear direction 81
  • Senior mgmt involvement 79
  • Embrace ideas/invention 77
  • Teamwork 77
  • Streamlined approvals 73
  • Shared vision and goals 68
  • Clients who are experienced 65

What Clients want from Agencies
What Agencies want from Clients
Source JD Consulting
33
10 Reasons Clients Fire Agencies
  • New client with a new broom
  • Lack of agency interest and understanding
  • Agency strategy and creative unhinged
  • Client feels theyve outgrown agency
  • Inexperienced agency personnel
  • Agency mgmt changes at the top
  • Agency work scores below accepted levels
  • Agency intransigence and arrogance
  • Agency consolidation, mergers and re-structures
  • Poor agency attention to budgets

Source The Bedford Group
34
10 Tips for the Relationship Designer
  • Designing your relationships is your greatest
    creative challenge
  • Your are your customer experience. Make every
    moment count
  • Be wary of stereotypes. Never forget your
    clients are people
  • Never stop innovating in the work you do or in
    how you do it
  • Always under-promise and over-deliver
  • Forget cold-calling and start warm-calling
  • Dont work with people who cant work with
    clients
  • Be a Farmer who loves to Hunt, not a Hunter who
    hates to Farm
  • Your network is your net-worth. Nurture and
    relish it.
  • Be a designer of value

35
Final ThoughtsOn People
  • Clients increasingly buy people
  • supported by an agency, rather
  • than an agency supported by
  • people.
  • David Muir
  • Ogilvy Group

36
Final ThoughtsOn Selling
  • In the modern world of business it
  • is useless to be an original creative
  • thinker unless you can sell what
  • you create.
  • David Ogilvy
  • Founder
  • Olgivy Mather Advertising

37
Final ThoughtsOn Success
  • The most important ingredient in the
  • formula of success is knowing how to
  • get along with people.
  • Theodore Roosevelt

38
  • Lots of people will want to ride with you in
  • the limo, but what you really want is someone
  • who will take the bus with you when
  • the limo breaks down.
  • Oprah Winfrey

39
The Value of Design
  • Ralph Ardill
  • The Brand Experience Consultancy
  • 6th October 2005
Write a Comment
User Comments (0)
About PowerShow.com