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Marketing Integrado: inclusão da implementação de materiais digitais: o caso da Leo Burnett
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| 1.38 MB | Adobe PDF |
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Abstract(s)
A Leo Burnett, inserida na Publicis Groupe (uma das maiores empresas de exploração de publicidade no mundo), é a agência em Portugal mais premiada nos principais festivais internacionais de publicidade. Focada, essencialmente, na publicidade tradicional (above the line) tem grande potencial de crescimento na execução e implementação de materiais digitais, com capacidade de gerar maiores lucros.
Torna-se importante identificar estratégias para que a agência consiga integrar todo o trabalho, tanto o online com os offline, na sua resposta aos seus clientes, tendo em vista a sua melhoria lucrativa, de presença no mercado e de oferta ao cliente.
Para explorar esta possibilidade de mudança no modo de trabalho foi aplicado como método de recolha um focus group com a presença dos principais elementos da LB Portugal e das agências/grupos da PG que trabalham em contacto com a LB.
Compreendeu-se que existem algumas questões internas que parecem dificultar o crescimento potencial procurado na execução e implementação de materiais digitais no seio da PG – a organização do departamento responsável pela componente digital e a aparente resistência à mudança dos colaboradores da empresa.
Propõem-se, então, estratégias de gestão da mudança que procuram fazer face a estas dificuldades, através de um processo faseado e atento à individualidade de cada colaborador e ao trabalho integrado de todas as áreas envolvidas, construído com base no modelo ADKAR de Jeff Hiatt, fundador da Prosci.
Leo Burnett, part of Publicis Groupe (one of the largest advertising companies in the world), is the most awarded agency in Portugal at major international advertising festivals. Focused essentially on traditional advertising (above the line) has great potential for growth in the execution and implementation of digital materials, with the capacity to generate greater profits. It is important to identify strategies so that the agency can integrate all work, both online and offline, in its response to its clients, in order to improve its profitability, presence in the market and offer to the client. In order to explore this possibility of change in work mode, a focus group was used as a collection method with the presence of the main elements of LB Portugal and of the agencies / groups of the PG working in contact with LB. It was understood that there are some internal issues that seem to hamper the potential growth sought in the execution and implementation of digital materials within PG - the organization of the department responsible for the digital component and the apparent resistance to change in the company's employees. We propose, therefore, strategies of change management that try to face these difficulties, through a phased process and attentive to the individuality of each employee and to the integrated work of all the areas involved, built based on the model ADKAR of Jeff Hiatt , founder of Prosci.
Leo Burnett, part of Publicis Groupe (one of the largest advertising companies in the world), is the most awarded agency in Portugal at major international advertising festivals. Focused essentially on traditional advertising (above the line) has great potential for growth in the execution and implementation of digital materials, with the capacity to generate greater profits. It is important to identify strategies so that the agency can integrate all work, both online and offline, in its response to its clients, in order to improve its profitability, presence in the market and offer to the client. In order to explore this possibility of change in work mode, a focus group was used as a collection method with the presence of the main elements of LB Portugal and of the agencies / groups of the PG working in contact with LB. It was understood that there are some internal issues that seem to hamper the potential growth sought in the execution and implementation of digital materials within PG - the organization of the department responsible for the digital component and the apparent resistance to change in the company's employees. We propose, therefore, strategies of change management that try to face these difficulties, through a phased process and attentive to the individuality of each employee and to the integrated work of all the areas involved, built based on the model ADKAR of Jeff Hiatt , founder of Prosci.
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Keywords
Marketing Integrado Publicidade Materiais digitais