Mission Group Public Limited Company · LSE:TMG
Mission Group Public — Mission Group — Corporate Update (December 2022)
107 slides from Mission Group Public's corporate update, Dec 7, 2022
Slide 1: MISSION JAM 07.12.22
e MISSION JAM 07.12. 22
Slide 2: Welcome
WELCOME
Slide 3: Agenda
AGENDA 3.00pm Welcome and Role of the Board (JHS) 3.10pm An Employee View (Dr Eliza Filby) • Who are we as workers? A multi-generational tour of the differing priorities, point and place of work in our lives and what it means for our future 3.40pm An Industry View (Chris Kemp and Dominic Glenn from
Slide 4: The Purpose of Today
THE PURPOSE OF TODAY MISSION JAM is all about us getting together • It’s about collaborating, discussing new ideas and the way forward into 2023 and beyond WHAT’S SUCCESS TODAY? Hopefully we’ll get to know each other a bit better so we can: • figure out how we better meet the needs of current and fu
Slide 5: James … We Need a 5 Year Plan
“JAMES … WE NEED A 5 YEAR PLAN”
Slide 6: How do we maximise value from 'Work That Counts'?
EXAM QUESTION: HOW DO WE MAXIMISE VALUE FROM ‘WORK THAT COUNTS’?
Slide 7: Hmmm … Thanks for That!
Hmmm … THANKS FOR THAT!
Slide 8: New Board Structure to Support Today's Ambition
NEW BOARD STRUCTURE TO SUPORT TODAY’S AMBITION
Slide 9: Mission PLC Board Structure
MISSION PLC BOARD STRUCTURE EFFECTIVE 01.01.23 Mark Lund Julian Hanson-Smith Dr Eliza Filby Non-Exec Deputy Chair Non-Exec Chair Non-Exec Director Industry Specialist Finance and Governance Social and Consumer Insight Audit & Risk Chair Nominations Chair Remuneration Chair James Clifton Group CEO Dy
Slide 10: The PLC Board's Role
THE PLC BOARD’S ROLE The Board is charged with creating SUSTAINABLE SHAREHOLDER VALUE by setting the Group’s STRATEGIC DIRECTION, by making INVESTMENT DECISIONS and ACQUISITIONS to support the Group’s strategy, and by ensuring EFFECTIVE CONTROL of the Group. This means we have responsibility for: 1.
Slide 11: How Do We Go About It?
HOW DO WE GO ABOUT IT? We meet 9 times a year for formal Board Meetings – and more often as needed with usually weekly contact In meetings we bring challenge and external perspective to the Executive – discussion is honest and forthright Personal agendas and any direct Agency affiliations are left a
Slide 12: An Employee View
AN EMPLOYEE VIEW
Slide 13: People that Count: The Evolution of Work
People that Count: The Evolution of Work Dr Eliza Filby
Slide 14: Generations: Baby Boomers to Generation Z
Baby Boomers 1945-1965 Generation X 1966-1980 Millennials 1981-1996 Generation Z 1997-2010
Slide 15: How Gen Z are positively disrupting the Workplace
How Gen Z are positively disrupting the Workplace Worker Democracy Worker Learning Worker Care Dr Eliza Filby
Slide 16: Changes to the Work-Life Cycle
Changes to the Work-Life Cycle 20th Century 3-Stage Life EDUCATION WORKING RETIREMENT 21st Century Multi-Stage Life DELAYED ADULTHOOD RETRAINING SOCIAL CARE EDUCATION LOOKING BUILDING ASSETS CAREER CHANGE AFTER MANAGING CHILDREN CARER FOR RETIREMENT? TWO PARENTS CAREERS Dr Eliza Filby
Slide 17: Solutions?
Solutions? Dr Eliza Filby
Slide 18: An Industry View
AN INDUSTRY VIEW
Slide 19: Ingenuity: 17 years old, London, Leeds
17 years old. London. Leeds. 90+ fantastic business development, marketing, PR and content experts. For agencies For Brands Consideration Conversion Intermediary Awareness • Agency PR • Gold list targeting • Agency Selection Events • Digital Marketing • Speed dating events • Partners (ISBA, BIMA) •
Slide 20: Chemistry, Social Trends, Positioning
1. ‘It’s a matter of Chemistry’ Creating chemistry and the right formula for success 2. Social trends Collated brand challenges from Ingenuity events 3. Positioning
Slide 21: 'It's a matter of Chemistry'
‘It’s a matter of Chemistry’ Creating chemistry and the right formula for success
Slide 22: Over 500 agencies prepped to pitch in 2022
We prepped over 500 agencies to pitch in 2022.
Slide 23: Key factors driving the 'hunt' for new agency partners
5 • Brand optimism - economically, politically, and personally • Dissatisfaction with existing agency relationships • New entrants (start-ups/scale ups) to the market • A belief that there is “something better out there” Key factors driving • Integrated vs Specialist the ‘hunt’ for new agency partne
Slide 24: 35,000 agencies in the UK alone
35,000 Overwhelming for brand marketers Brands have a number of 60 minute sessions to choose a potential business partner that could alter the way their agencies business moves, shakes, makes, breaks or disrupts. It’s like saying yes to a huge relationship on a first date. in the UK Unlike the world
Slide 25: What we know works.
What we know works. — ws ingenuity
Slide 26: Chemistry starts at Home; Flex the agenda
Chemistry starts at Home • No winning formula • Create the right environment • People match at home • Diversity and inclusion matters Flex the agenda (& keep it short) • Manage expectations on timings • The longer the agenda, the harder the process • Deviate from the agenda to stand out • Offer valu
Slide 27: Build non-business foundations; virtual check-list
Build non-business foundations • Lean on the middleman for insight • Polish those FBI skills: research; contacts; LinkedIn; press • Build foundations on common non-business interests to set the tone Remember your virtual check-list… • Always arrive early • Organise the agenda • Introductions and int
Slide 28: In-person best practice; Read the room
In-person best practice • Don’t do small rooms • Allow the experts to take the lead, don’t let the CEOs dominate • Allow juniors to talk • Make sure your tech set-up is smooth • Drive the meeting with passion • Let your guard down and show your emotional side Read the room (and deliver the pitch to
Slide 29: Social trends
Social trends Collated brand challenges from Ingenuity events
Slide 30: Why can Ingenuity give data on social trends?
Why can Ingenuity give data on social trends? Every year Ingenuity host monthly digital and physical events for brands with live social briefs that require agency expertise. Hundreds of brands attend every year… and we get their challenges. Extensive brand profiling questionnaire Top 3 challenges yo
Slide 31: Channels aside. Where brands require most support in 2023
350 brand challenges submitted. Channels aside. Content strategy Social strategy 57% 51% Influencer 41% 31% Video content Here’s Strategy 29% 29% where Paid social (sponsored content) Engagement 27% brands TikTok (1) 22% Instagram (2) 19% require Community Growth 19% 18% most Facebook (3) Followers
Slide 32: Top 3 brand challenges
350 brand challenges submitted. Top 3 challenges… 56.3% 30.3% Content Strategy Influencer 50.3% Social Strategy
Slide 33: The world's most used social platforms
350 brand challenges submitted. 2,936* – Facebook 17%* 2,476 – YouTube 13% 2,000 - WhatsApp 1,440 – Instagram 19% The world’s most 1,288 – WeChat used social 1,023 – TikTok 22% platforms 1000 – Facebook Messenger 700 – Telegram *Global active users (millions) 617 – Snapchat 6% 486 – Twitter 12% 433
Slide 34: The world's most used social platforms
350 brand challenges submitted. 2,936* – Facebook (3) 17%* 2,476 – YouTube 13% 2,000 - WhatsApp 1,440 – Instagram (2) 19% The world’s most 1,288 – WeChat used social 1,023 – TikTok (1) 22% platforms 1000 – Facebook Messenger 700 – Telegram *Global active users (millions) 617 – Snapchat 6% 486 – Twit
Slide 35: Content strategy.
350 brand challenges submitted. “How do we stay relevant on different social media channels? We need a “As the business continues to focus heavily on video content how could your agency help content strategy that is innovative & builds the right stories, contextual to support/collaborate with our in
Slide 36: Of those that mentioned Content.
350 brand challenges submitted. 86% 74% 63% Channel best practice Relevancy Authenticity “What does best “How do we stay relevant? We need “We need help developing practice look like?” a content strategy that is innovative authentic & compelling & builds the right stories, contextual content that di
Slide 37: You should be talking about this.
350 brand challenges submitted. 56.3% Content Strategy • How to stand out in a crowded market & leverage your brand voice You should • How to build contextual content (to the platform it lives on) • Video-first strategy, what does good look like? • Channel recommendations for specific target demogra
Slide 38: Social Strategy.
350 brand challenges submitted. 50.3% Social Strategy • Channel best practice – posting times, posting frequency, mediums that perform best • Keeping a calendar of activity, day-to-day management Social • In house vs agency support, the benefits of using social experts… • Paid social. How much and w
Slide 39: Influencer.
30.3% 350 brand challenges submitted. Influencer • Influencers with proven ROI • Tracking for influencer marketing – improving performance Influencer. of content • Is influencer marketing still relevant (believable?) • Measuring the impact of Influencer marketing • Working with diverse influencers •
Slide 40: Beyond social.
59% Digital marketing Global Trends Beyond 1. Purpose & social responsibility social. 2. Authentic inclusivity 31% 3. Creativity & virality 28% Brand focuses for 2023 4. 5. Meeting customers face to face Human-first data experience B2B Experiential 6. Elevate the hybrid experience (Meta) 11% Custome
Slide 41: Positioning
Positioning ingenuity
Slide 42: What does it take to be a top performer?
We work with 90+ agencies What does it take to be a top performer? Refine your services - specialists vs generalists Build an intelligent creative engine Thought leadership Care about your shop window Diverse workforce Tell your story in a unique way
Slide 43: Independent Agencies Will Continue to Work With Big Brands
Independent Agencies Will Continue to Work With Big Brands On Zoom, no one is looking at how big your company is • Remote Workforce: Helps independent shops recruit and work with great creative talent wherever they are in the world. • Project Work: A lot of advertising work is now being parcelled ou
Slide 44: Brands Look to Challenger Agencies
Brands Look to Challenger Agencies + + Size is irrelevant when it comes to Size is an advantage when it comes to creative effectiveness effective ways of working • Burger King was looking for an agency that could • The incumbent, CPB, was not letting Domino's deliver “creative effectiveness” instead
Slide 45: Thank you.
Thank you. www.ingenuitylondon.com newbusiness@ingenuitylondon.com Chris Kemp Dominic Glenn CEO Brand Services Director chris.kemp@ingenuitylondon.com dominic.glenn@ingenuitylondon.com
Slide 46: A MISSION View
A MISSION VIEW
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Slide 48: Where Are We Now?
Where Are We Now? Value of Global new business wins (January – September 2022) CREATI VE & MEDI A Jan – Sept 2022 (1180.2) - 26.3% Jan – Sept / 2021 vs 2022 Creative - 31.5% Jan – Sept 2021 (1,499.2) Overall YTD Revenue (USD $m) - 1.6% Jan – Sept 2022 (730.7) - 38.1% Number of accounts awarded Media
Slide 49: How Are the Big Six Performing?
How Are the Big Six Performing? Q3 2022 organic growth 12.0% 10.30% 10.0% 8.0% 7.50% 6.0% 5.60% 3.90% 3.80% 4.0% 2.0% 0.0% Dentsu’s activities in its home market typically -2.0% account for around 40% of its turnover, but organic revenues fell -4.0% 15.1% between July and September. -4.70% -6.0% DRI
Slide 50: Big Agencies Are Growing Bigger
Big Agencies Are Growing Bigger The size of holding companies increased by 11% since 2020 Number of Employees AGENCY GROUP 2019 2020 2021 H1 2022 WPP 106,786 99,830 109,382 115,000 Publicis 83,235 79,051 87,000* 94,000* Omnicom 70,000 64,100 71,700 70,000* Interpublic 54,300 50,200 55,600 58,000 Den
Slide 51: What's Driving Growth?
What’s Driving Growth? Digital transformation and customer experience technology 32.3% of global H1 revenues came Digital areas such as experience, from customer transformation and commerce and technology now technology accounted for a fifth of WPP's global revenues 12.5% organic growth in commerce
Slide 52: Some Context
SOME CONTEXT MY ADDITIONAL OBSERVATIONS • Specialist Agencies aiming for 15-20% growth across the Industry, Generalist Agencies happy with medium to high single digit growth • Careful where you cut: • “when times are good you should advertise. When times are bad you must advertise” • The pandemic si
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Slide 55: 2022
2022
Slide 56: We believe the impact MISSION makes should be positive
We believe that the impact MISSION makes on the world should be positive, always. That our interaction with our People, Clients, Communities and the wider environment needs to make a difference. Ultimately, what we do needs to matter, and it needs to support positive change.
Slide 57: Carbon Footprint
CARBON FOOTPRINT CARBON HOTSPOTS 2019 - 2021 MISSION ENVIRONMENTAL IMPACT 2022 MissiON
Slide 58: Investing in the Next Generation; Charities We Support
INVESTING IN THE NEXT GENERATION CHARITIES WE SUPPORT = HELP for Lifeboats B UERCES = @.. Macmillan ablaze FALMOUTH MISSION SOCIAL IMPACT 2022 hoursof | valueof | charity |volunteering! pro bono donations | days support HEdinburgh College
Slide 59: A Future Strategy for Positive Change
A FUTURE STRATEGY FOR POSITIVE CHANGE Now we have a picture of our current impact it’s time to: • Better align elements of our ESG activity • Embed sustainability into our decision making • Share more on our journey – internally and externally • Support our Clients in delivering sustainable goals •
Slide 60: 3 Questions Fuelling the 3 Year Plan
AT A BASIC LEVEL THERE ARE 3 QUESTIONS FUELLING THE 3 YEAR PLAN … • How do we better meet the needs of current and future Clients? • How do we drive greater value from the revenue we generate? • Having established there is one how do we cement and harness the role of the MISSION?
Slide 61: A 4-Pronged Response Delivered in 2 Phases
AND A 4-PRONGED RESPONSE THAT WILL BE DELIVERED IN 2 PHASES PHASE1 (FROM JANUARY): 1. Making more work that counts 2. Maximising MISSION Advantage 3. Capitalising on MSS and moving towards MISSION Commercial PHASE 2 (H1 2023): 4. How we go to market and maximise value
Slide 62: 1. Making More Work That Counts
1. MAKING MORE WORK THAT COUNTS
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Slide 65: Thinking Creative Production Product
THINKING CREATIVE PRODUCTION PRODUCT
Slide 66: Better Product
BETTER PRODUCT
Slide 67: Better Product, Better Clients
BETTER BETTER PRODUCT CLIENTS
Slide 68: Better Product, Better Clients, Better Income
BETTER BETTER BETTER PRODUCT CLIENTS INCOME
Slide 69: Better Product, Better Clients, Income, People
BETTER BETTER BETTER BETTER PRODUCT CLIENTS INCOME PEOPLE
Slide 70: Better Product cycle
BETTER BETTER BETTER BETTER BETTER PRODUCT CLIENTS INCOME PEOPLE PRODUCT
Slide 71: Let's get product on the agenda and deliver Work That Counts
Let’s get product on the agenda and really deliver WORK THAT COUNTS
Slide 72: Four Point Plan
FOUR POINT PLAN
Slide 73: Leaders, Academy, Big M's, Incubator
LEADERS ACADEMY BIG M’s INCUBATOR
Slide 74: Leaders
LEADERS Engagement, encouragement and support for our creative leaders. Inclusion of all Agencies but focus will be given to key Agencies that have the most interesting brands and the best chance of fame. A group will be proposed and a kick off session booked in. Ongoing there will be daily contact,
Slide 75: Academy
ACADEMY An internal Academy utilising fresh talent to tackle briefs from around the group which may require fresh thinking or a different view. To run alongside the SCA relationship. Creative team hired on a long term placement on a continuous rolling basis. Ideally through the ongoing SCA relations
Slide 76: Big M's
BIG M’s A quarterly programme to drive improvement in our product. Culminating in an annual awards ceremony to celebrate the best work around the group. The creation of a panel that reviews work on a quarterly basis following submission of work from all Agencies. Publicise results/highlights to the
Slide 77: Incubator
INCUBATOR An incubator business that offers subsidised workspace and guidance for small/start up businesses that are product enhancing. Work with affiliates business and group leaders to identify opportunities. Each opportunity to have a tailored proposal which is to be approved by the board or key
Slide 78: Make more Work That Counts
Make more WORK THAT COUNTS Deliver award winning, best in class creative work to support the Work That Counts mantra and enhance the creative reputation of the group.
Slide 79: 2. The Evolution of MISSION Advantage
2. THE EVOLUTION OF MISSION ADVANTAGE
Slide 80: What can Turbine do for you?
WHAT CAN TURBINE DO FOR YOU? ü PAID MEDIA CAMPAIGNS: Deliver best-in- class campaigns for your clients. ü WORK TO CLIENT REQUIREMENTS: from execution of a single channel campaign to full service planning & delivery of multi- channel global Paid Media campaigns. ü WORK AS AN EXTENSION OF YOUR TEAM: p
Slide 81: Digital analytics consultancy
Digital analytics consultancy Turn data into customer-winning experiences Services Overview Clients Data strategy & architecture 20 staff in London, Hong Kong, Singapore Data engineering c.£2m gross profit Insights & optimisation 16 years in business Personalisation & automation Technology Awards Go
Slide 82: A portfolio of strategic services built to drive positive change
A portfolio of strategic services built to drive positive change and dramatically extend the scale and scope of our offer. Teams of experts in HR, global digital production, data science & research, regional expansion and promotion - positioned around the globe and ready to mobilise in support of ou
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Slide 84: People Partners, Services & Learning, Recruitment, Communications
People Partners Services & Learning Experience Employee Recruitment Communications
Slide 85: The All-rounders, Growers, Engineers, Storytellers, Seekers
The All-rounders Helping shape your people plans. The people you go to People Partners when you need support delivering any of your people programmes. The Growers For learning projects, succession planning, learning pathways, personal development plans, Services & Learning Experience apprenticeships
Slide 86: Websites, applications, & Products
Websites, applications, & Products Digital Comms & Bolt-on services Campaign adapt/ Extend Systems & Digital Design support QA & Testing SEO Technology, R&D, & Innovation
Slide 87: Websites, applications, & Products services detail
WordPress, Kentico, Sitecore, Acquia/ Drupal, Netcore Websites, applications, & Products New business, proposals & pitches, short term PM support, Technical consultancy Digital Comms & Bolt-on services Campaign adapt/ Extend Video content, emails, display ads, AR/VR 24/7 support desk, maintenance, S
Slide 88: Client needs assessment
Client needs assessment Marketing Technology automation support Mezzo Labs Consumer Measurement perspective Planning Buyer tools insights Data People
Slide 89: Client needs assessment detail
Data/ digital maturity, CRM Client needs Distributed marketing platform, assessment Marketing automation, Dashboards and reporting Platform implementation, platform strategy, training, Marketing Technology digital emissions score automation support Mezzo Labs Campaign metrics, Attribution Brand bond
Slide 90: International Hubs and Network; Promotions and Rewards
To underpin the International aspirations of our agencies we are creating a combination of Mission branded full- service Hubs in key locations and a global Network of affiliated partner agencies. These locations and capabilities will be delivered at cost/value pre-negotiated rate to ensure global ex
Slide 91: MISSION ADVANTAGE Business Framework
MISSION ADVANTAGE Business Framework • Agency led model, no direct sell via Advantage • Advantage sells a capability and not an Agency solution i.e. Behavioural Science not Innovation Bubble • Whilst part of the Advantage team; Innovation Bubble, Spark, Turbine retain their own sovereignty and busin
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Slide 93: 3. Capitalising on MSS and Moving Towards MISSION Commercial
3. CAPITALISING ON MSS AND MOVING TOWARDS MISSION COMMERCIAL
Slide 94: MISSION Commercial
MISSION COMMERCIAL 2018 2022 2023 MSS project Site/IT/MAS MISSION commences become People into HR/Site/IT/ MISSION Advantage Finance Commercial MISSION COMMERCIAL strategy: Building on the Commercial Advantage this team already brings to: Facilities planning, Group IT strategy, Group oversight of fi
Slide 95: 4. How We Go To Market and Maximise Value
4. HOW WE GO TO MARKET AND MAXIMISE VALUE
Slide 96: Social agency overview
We’re a specialist social media agency that puts results front and centre. Forget the fluff that surrounds most social agencies, we know what works. From strategy through to implementation we’re here to challenge and guide. Our work is about building genuine partnerships and pushing our clients to s
Slide 97: Influence: founded in 2012 by Alistair Watkins
• Founded in 2012 by Alistair Watkins, Influence is based in London with 20+ staff. • Influence offers a range of specialist sponsorship related services for brands and rights holders (athletes, teams and series) - including strategy & advisory, commercial sales, partnership activation, PR & communi
Slide 98: ALiVE
ALiVE For brand experiences that put people at their heart, making them feel alive. Asocial media Agency dedicated to delivering results and pushing boundaries through a ‘no-fluff approach to social media marketing.
Slide 99: Some Context for Next Year
SOME CONTEXT FOR NEXT YEAR MY OBESERVATIONS – US AND THE ‘CHOPPY WATERS’ • Capital intensive businesses will be viewed less positively? (which we are not!) • Their high operating leverage makes them much more vulnerable to economic slowdowns compared with labour-intensive businesses because they sti
Slide 100: The MISSION
THE MISSION MASTERBRAND BUILDING BLOCKS REFINED TO GIVE CLARITY VISION To be the preferred creative partner for real business growth. MISSION Work that Counts. Everything we do is designed to get to work that makes the difference Clients are looking for, whatever their ambition. METHOD A combination
Slide 101: Our Structure 01.01.23
OUR STRUCTURE 01.01.23 The MISSION: TO be the preferred creative partner for real business growth BY delivering Work that Counts MISSION Agencies and Brands MISSION ADVANTAGE MISSION COMMERCIAL
Slide 102: Phase 2 Focus: H1 2023
PHASE 2 FOCUS: H1 2023 The MISSION: TO be the preferred creative partner for real business growth BY delivering Work that Counts MISSION Agencies & Brands: • With the successful creation of the MISSION Advantage and MISSION Commercial platforms we should move from an ‘Agency first’ to an ‘Agency dri
Slide 103: New Focus, New London Office
NEW FOCUS NEW LONDON OFFICE TO DELIVER ON THE NEW EMPLOYEE DEMANDS
Slide 104: New London office highlights
• The most iconic building in the West End with incredible connections • 100% powered by renewable energy • Daylight and natural ventilation for a healthy, carbon-conscious environment • Permanent home to London based Agencies with ‘WeWork’ style space for all
Slide 105: 11,500sqft of Fully Refurbished space
11,500sqft of Fully Refurbished space Unique and beautiful workspaces with 3.2m floor to ceiling height
Slide 106: Heal's building features and timing
• The 200-year-old dispatch area for Heal’s is being repurposed into a new reception and coffee shop • An internal courtyard acts as a relaxed gathering area and community space • The amazing Cecil Brewer staircase at the rear of the building, London’s most photographed set of stairs! • Hope to get
Slide 107: Gracias! Dank je wel!
GRACTAS! DANK JE WEL!