Mungo Dunnett Associates: Management and Marketing Consultancy

Marketing Agency

What Mungo Dunnett Associates delivered

1) Client Profitability

A client profitability tool, created by developing a new database linked to the in-house accounts system, and which was able to provide income, cost and profitability per client. The benefits delivered were:

Clear understanding of which accounts were profitable
Ranking of customers by profitability, resulting from this
Identification of substantial skew in profit towards small % of customer base (59% of profitability was being generated from 2 clients; 4 clients were generating a loss)

Interviews with current clients, lost clients and target clients, to ascertain clients' requirements, their perception of the agency, and their perception of competitors. This led to:

New service level agreements for non profit making accounts
Clear direction on which industries and accounts to develop
Clear direction on client propositions, for account management and business development activities
New reward mechanisms for account management based on both revenue and profits

2) Streamlined Internal Processes

Improved and simplified processes were developed for all the customer-focused activities from bid to on-going work, ensuring that all functions knew their role and responsibilities. This covered all functions including account management, studio, graphics, production and finance. The benefits delivered were:

Clear performance goals and metrics
Improved controls and process ownership
Clear accountability and handover points
Clearer roles and responsibilities for functions
Improved internal communication, and improved and formalised relationships between departments
Re-use of data, rather than re-creation
Improved customer satisfaction
Development of a knowledge management capability to capture information about clients
Better time management, prioritisation of work and clearer service levels

Combined with the new financial tool this has led to a more integrated company and culture. The clearer process accountability has removed both the barriers between functions and the 'over-servicing' culture that previously absorbed resource and stifled creativity. The agency has now created more space for profitable growth, by operating with better internal efficiencies, linked with a close understanding of client needs and of the profitability generated from in-house activity. They are now in a position to provide more focused solutions for the client, and generate an increased return from their client work.

Reference available on request.