Susan Wallace Explains Why And How Flex Teams Help Fill in The Blanks

AUTHOR

hparker

DATE

August 7, 2019

Summary:

In the Sensei’s Corner this week, we welcome Susan Wallace, Director of Programmatic Business Solutions at Omnicom Media Group.

This week, we dive into ANA Highlights In-House Agency Growth, Concerns. 63% of ANA members are concerned about keeping talent energized and 44% are concerned about attracting top tier talent. Walmart reshuffles leadership for better integration of digital and physical stores. Have you ever been part of a team merging into another? Getting comfortable with discomfort, and other things Sharon Napier, CEO of Partners & Napier shares at the AdAge’s Small Agency Conference. In AdAge’s agency brief highlighted The Collective, a new division dedicated to raising the visibility of women in sports, entertainment, and culture.

Susan is a seasoned marketing professional with 21+ years of digital marketing experience. She has provided C-Level executives with very successful, holistic marketing programs. Her agency and client-side background make her a well rounded INNOVATIVE marketer with experience in various verticals including financial, tech, retail, and CPG. Susan has a passion for teaching and seeks opportunities to share knowledge about the digital space through a structured curriculum. She is the true definition of programmatic sensei which incorporates the very value of #LifeLongLearner

You can find Susan Wallace: LinkedIn

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Shownote:

Article #1: ANA Highlights In-House Agency Growth, Concerns by Richard Whitman

The Association of National Advertisers is out with a new report that finds 78% of its members have an in-house agency. That’s up from 58% in 2013 and 42% in 2008. The two biggest concerns about in-house agencies reported by ANA members according to a survey says: 63% are concerned about keeping talent energized and 44% is attracting Top tier talent. Whitman mentioned how Top executives in agencies are usually well compensated so moving to the Brand sides might also require a cut of what they are used to earning but also they are less likely to have those long crazy hours they would at an agency.

Article #2: WALMART RESHUFFLES LEADERSHIP FOR BETTER INTEGRATION OF DIGITAL AND PHYSICAL STORES

This is Walmart’s second internal restructure. So Walmart bought Jet.com 3 years ago but the profits numbers were not as optimistic as the industry and Walmart predicted it to become. Now Walmart is looking to fully integrated Jet.com into a larger company and reduce/combine the management teams.

Article #3: GETTING COMFORTABLE WITH DISCOMFORT, AND OTHER THINGS I LEARNED AS A SMALL AGENCY By Sharon Napier

Sharon Napier is CEO of Partners & Napier was the keynote at Ad Age’s First Small Agency Conference 10 years ago and the article looks back on the changes and the evolution in the last decade. Some of her advice during her first keynote speech included:

Using the same strategic rigor to define your agency brand as you would for a client
Overcome your inner control freak and trust your team. Invest in a culture that attracts and keeps the best people
Create, sell and deliver ideas, all while earning client trust, winning new business and building new capabilities

The lessons she’s shared now from her own advice are as follow:

Grow with intention: she shared how they had to adapt after losing their Gorilla client
Pitch less, win More: focusing on quality leads over volume and maximizing internal resources
Don’t get comfortable: she started offering 3 cores services and 10 years later, they are a fully integrated agency

Article #4: AGENCY BRIEF: WPP AND KANTAR, EMPOWERING FEMALE ATHLETES AND OTHER ADLAND MOVES By Lindsay Rittenhouse

This article covered quite a few things but wanted to focus on Wasserman forming The Collective, a new division dedicated to raising the visibility of women in sports, entertainment, and culture. Global sports and entertainment agency Wasserman represents more than 150 of the world’s top female athletes including Megan Rapinoe, co-captain of the U.S. women’s soccer team. women’s soccer team’s World Cup win, its second consecutive victory, Rapinoe used the platform to make a call for better representation of women including equal pay. (The team sued the U.S. Soccer Federation for discrimination in March for its failure to pay them as much as the men’s team, which, ahem, hasn’t once won the FIFA World Cup.)