【正文】 headcount increases, freelance and Tamp。L Model Unit Expected Office margin before bonus and O/H should be 25% 30%: Revenue 1,000 Staff Costs (prebonus) 470 47% (Tgt 45%) Establishment Costs 70 7% All Other Costs 190 19% Pft bef. Bonus amp。 R A u s t r a l ia 18 5 1 3 4B r a z i l 8 2 3 1 4F r a n c e 5 5 1 4 6G e r m a n y 7 3 1 2 6I t a l y 8 2 3 1 6Ne t h e r l a n d s 5 2 1 3 4S p a i n 1 2 1 3 6UK 2 1 2 3 5U S A 10 3 1 2 4Source: Advertising Age 1997 ranking Worldwide rank by major market R a n k O M W R a n k W P P R a n k O M C R a n k I P G Y amp。RGreyOperating Profit Growth %%%% %% %%20%10%0%10%20%30%40%OMW JWT WPPOmniIPGTNYamp。RGreyStaff Cost / Revenue % % %%%%%%%40%45%50%55%60%65%OMW JWT WPPOmniIPGTNYamp。RGreyRevenue Growth International %%%%%%%%0%5%10%15%20%25%30%35%OMW JWT WPPOmniIPGTNYamp。RGreyRevenue Growth . %%%%%%%%0%5%10%15%20%25%30%OMW JWT WPPOmniIPGTNYamp。 Insurance, Legal, Training and all other costs of doing business not directly attributable to clients What should we know? ?Regional , OMW, Client Overhead (區(qū)域性 /全球客戶營(yíng)運(yùn)成本 ) : this is the o/h associated with running the regions, OMW and central client teams (allocated based on revenues) ?Operating Profit (營(yíng)運(yùn)利潤(rùn) ): Contribution Profit less Local O/H and Reg/OMW/WCS O/H The 20% Model (Regional) What is an appropriate Contribution Margin? To earn a 20% Operating Profit Margin contribution should be at least % as follows: Revenue 1,000 Direct Staff Costs 375 % Direct Other 50 5% Contribution Profit 575 % Local O/H 340 34% Reg/OMW/WCS O/H 35 % Operating Profit 200 20% Contribution Margin % ? Under 20% Model we should be looking for a Contribution margin near 60% ? When we are doing our resource plans, any client projected at lower margins need to challenged 作資源分配計(jì)劃時(shí)，客戶 contribution margin未達(dá)要求標(biāo)準(zhǔn)，我們應(yīng)檢討 ∶ – Do we need to renegotiate pensation? 合約條件是否合理？ – Are we overservicing the revenues? 服務(wù)成本與收入是否成比例？ – Are our outofpocket costs necessary? 外付成本的必要性？ – How can we restructure account team? 是否要改變服務(wù)小組結(jié)構(gòu)？ WPP Group WPP Group ? Publicly traded on the UK and US stock exchanges 在美國(guó)、英國(guó)公開(kāi)上市 ? Our owners / shareholders expect us to deliver continued growth in profits based on revenue growth with petitive margins 股東的期望 ∶ 不斷增加的利潤(rùn) – 持續(xù)的成長(zhǎng) 獲利率符合市場(chǎng)競(jìng)爭(zhēng) ? OMW represents about 33% of the revenues and about 35% of operating profits 奧美集團(tuán)在 WPP的貢獻(xiàn) ∶ – 收入 ∶ 33% – 利潤(rùn) ∶ 35% 1998 Competitive Performance Revenue Growth Total %%%%%%%%0%5%10%15%20%25%30%35%OMW JWT WPPOmniIPGTNYamp。E, presentation costs, research, etc. 與服務(wù)客戶有關(guān)的外付成本，且無(wú)法向客戶收取的 What should we know? ?Contribution Profit : represents Revenues less Direct Staff amp。 O/H 270 27% O/H 70 7% Profit before Bonus 200 20% Client Profitability Client Profitability Accountability 客戶獲利率 ? Account Managers can not influence entire Pamp。 – Costs of Staff (ExPats, Social taxes, salaries) – Costs of Real estate – Market cost of doing business ( keeping up with standards in the market) Pamp。L: 傳統(tǒng)的盈虧分析 – Billings 營(yíng)業(yè)額 – Revenue 收入（減退營(yíng)業(yè)稅，文化稅和 Mindshare 所占的 收入） – Staff Costs 員工成本 – Establishment Costs 辦公室 成本（租金 ,裝修折舊） – Personal Costs 個(gè)人成本（出差 ,培訓(xùn)） – Commercial Costs 商業(yè)成本（業(yè)務(wù)推廣） – Office / IT costs 辦公費(fèi)用成本（通訊 ,文具等） – Finance amp。 O/H 用既有的員工作新生意的開(kāi)發(fā) The Basics for Running this Business ? Staffing should match revenue stream 員工與營(yíng)收的關(guān)系 – Many efficient offices understaff with permanent employees 能否降低員工的聘用 use freelance / temporary staff / outsource 利用外部資源 only hire when revenue stream is confirmed 有收入才加人 – Investigate all alternatives 其他的途徑 avoid creating fixed costs 降低固定成本 be creative 嘗試不同的作法 The Basics for Running this Business ? Negotiate Profitable Compensation 爭(zhēng)取可獲利的條件 – constantly review existing contracts 定期檢討合約中的條件 ? has the business changed I ? s contract relevant ? Challenge our Contracts 挑戰(zhàn)不利於我們的合約條件 – Clients should accept that we need to make profit 客戶應(yīng)接受我們是營(yíng)利事業(yè) – Communicate why current pensation does not allow profit ( our inefficiency is not acceptable) 與客戶溝通有哪些不利於我們的條件 The Basics for Running this Business ? A well negotiated fee is easier to manage than mission 固定收費(fèi)制度比傭金制度易於管理 – we get paid for the work we do, assures client mitment 我們的付出會(huì)得到一定的報(bào)酬，客戶服務(wù)較有保障 The Basics for Running this Business ? Commissions ... unpredictability must be managed 傭金制度充滿了不確定性，更要有效地管理 – Understand the Risk / Reward 了解風(fēng)險(xiǎn)與報(bào)酬 – Consider retainers / minimums 考慮最基本的服務(wù)所需 – Must constantly understand what spend will be 不斷地確認(rèn)預(yù)算的狀況 – Equate level of service to expected revenue 依預(yù)期的收入來(lái)對(duì)應(yīng)服務(wù)的提供 – Discuss client service expectations vs revenue when revenues are low or falling 當(dāng)預(yù)算下降時(shí)，客戶服務(wù)的期望會(huì)有何變化 – Be creative, have client pay for things outside the mission 嘗試不同的作法，還有哪些費(fèi)用是可向客戶收取的 – Don’t get caught with a client cut in the 4th qtr which in effect means we have worked for free 客戶在第四季刪減預(yù)算是最糟的情況 The Basics for Running this Business ? Don’t give services away for free 不要提供服務(wù)而不收費(fèi) – if its not in the contract, make them pay for it ? Make the client honor the contract 讓客戶尊重合約 – invoice all eligible outofpocket costs 向客戶收取外付直接費(fèi)用 – figure out how to bill for technology electron