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[Upgrade of management methods]
The general manager of an advertising company wrote a case study on the company's management under generative AI. There are some old management methods that have been affected by AI and now need to be upgraded, including
1. Aesthetic literacy: Looking at the tie patterns of male colleagues in the company, you can know the extent of the company's aesthetic literacy.
2. Lucky people are reused: Senior managers always like to reuse lucky people. If you work hard but have no luck, you will not be reused.
3. Attitude when writing PPT: Before writing PPT, you must first have a period of fantasy. When the fantasy is enough, combine it with the actual situation, and have a final decision in your mind, then start writing.
4. . . .
For each management method that needs to be upgraded, he writes how to upgrade AI, as well as questions and answers about the management method, and gives case examples.
Here's what he wrote:
1. Aesthetic Sensibility:
The traditional way: judging the company's aesthetic quality by the tie pattern of male colleagues.
How to upgrade: Develop your team’s design sensibilities and encourage them to collaborate with AI and view AI as a tool to enhance creativity.
Problem: Traditional approaches are subjective and fail to leverage the full potential of AI in design.
Answer: Establish a training program to teach team members how to work with AI design tools and use data analysis to measure design effectiveness.
Case: Our company set up an "AI and Design Innovation" training project to improve overall design quality by teaching employees how to use AI tools to enhance design.
2. Luck-Driven Talent Management:
Traditional approach: Senior managers like to reuse people who are lucky and ignore people who work hard but are unlucky.
How to upgrade: Develop a fairer talent evaluation system that is based on skills and achievements, not just luck.
Problem: Traditional approaches can overlook potential and focus only on lucky employees.
Answer: Introduce data analysis to track employee performance, development and contribution to establish objective evaluation criteria.
Case: The company has adopted a performance management system that combines employees' skills and contributions to identify potential and provide personalized development plans.
3. Attitude Towards Making PPTs:
Traditional method: A period of fantasy is required before writing PPT, and then the fantasy is combined with facts.
Upgrade method: Emphasis on effective communication and storytelling skills, not just PPT format.
Problem: Traditional approaches can lead to too much time being spent on superficial fantasy rather than content.
Answer: Encourage the team to learn how to communicate ideas effectively, not just relying on PPT, but focusing on open discussions and storytelling.
Case: Our company implemented a "Communication Skills and Storytelling" training program to help employees better communicate their ideas and strategies.
4. Understand Market & Customer Requests:
Traditional approach: Try to use manual methods to understand the market and customer needs.
Upgrade method: Integrate data analysis and AI technology to understand market trends and customer needs more comprehensively and quickly.
Problem: Traditional methods may be too time-consuming, subjective, and unable to meet the challenges of the big data era.
Answer: Introduce AI-driven market analysis tools, such as social media sentiment analysis, to instantly track customer feedback and market dynamics.
Case: Our company introduced natural language processing (NLP) technology to analyze comments on competitor products on social media to explain that customers understand the opinions of consumers in the market and then adjust advertising strategies.
5. Teamwork:
Traditional approach: The advertising production team and the operations planning team work closely together but have not yet reached cross-functional cooperation.
Upgrade method: Establish a cross-functional team cooperation model to enable the creative team and the operational planning team to work more deeply together.
Problem: Traditional collaboration methods can lead to siled information and a disconnect between creativity and execution.
Answer: Establish a cross-functional working group and conduct regular creative review and strategic planning meetings to ensure that creative ideas are consistent with strategy.
Case: The company has established a cross-functional working group, led by the creative director and strategic planner, and holds regular meetings to ensure close collaboration between creativity and strategy.
6. Enterprise Software Tool:
Traditional way: Using ERP and Workflow software.
Upgrade method: Introduce intelligent ERP system and workflow management software to improve efficiency, reduce error rate, and achieve real-time traceability.
Problem: Traditional ERP and workflows may not be smart enough to cope with rapidly changing needs.
Answer: Choose an ERP system that supports AI and automation, allowing automated processes and providing real-time analysis and feedback.
Case: Our company deployed an AI-enhanced ERP system that automated financial, project management, and resource allocation processes, increased productivity, and reduced errors.
7. Sales Skill Knowledgebase:
Traditional method: Collect, think, and establish a complete set of various sales methods, and integrate a sales method library. Facing different customers, use the sales methods in the library to change them, and finally reach a decision.
Upgrade method: Use AI to integrate and optimize different promotion methods to instantly adapt to different customer needs.
Problem: Traditional approaches can lead to over-reliance on static sales methods that are inflexible.
Answer: Establish a dynamic sales method library and use machine learning and data analysis to optimize method selection.
Case: Our company has developed an AI-driven sales method library that automatically recommends the most effective sales strategies based on customer behavior and feedback, thereby increasing conversion rates.
Through these upgrade methods and cases, advertising companies can better cope with the challenges of generative AI, improve efficiency, innovation and customer satisfaction, while overcoming possible limitations of traditional management methods. These improvements will help the company stand out in the highly competitive advertising industry.
[Simulation short drama of advertising company management upgrade]
The following is a mock conversation from the advertising agency, compiled into a skit.
Title: "The Road to Innovation: The AI Era of Advertising Agencies"
Character introduction:
Simon: Founder and CEO of an advertising company and an experienced advertising industry leader.
Steve: Advertising design department manager, with a keen sense of creativity.
Ben and Emo: Advertising designers, passionate young creative talents.
Katherine: Manager of Corporate Planning, dedicated to strategic planning and team collaboration.
Karen and Mika: Advertising agency employees with market analysis and sales skills.
Tony: Manager of the artificial intelligence/network management department, responsible for AI technology and systems.
Stan: AI expert, responsible for the implementation and maintenance of AI tools.
Story plot:
In a busy city, Simon's advertising company has always been known for its creativity and aesthetic quality, but as time went by, he began to feel the pressure of market changes. He knows that traditional aesthetic literacy and luck-oriented management methods can no longer meet the needs of the times. So, he gathered his team and decided to go on an innovation journey.
Act One: Upgrading of Aesthetic Literacy
Simon: (Standing in the conference room, looking at Emo’s creative works) Emo, your design is really impressive!
Emo: Thank you, Mr. Simon! We employ AI tools to enhance creativity.
Steve: Yes, we are now paying more attention to cultivating designers’ AI collaboration capabilities. AI is not a competitor, but our assistant.
Karen: (walking in) We also use sentiment analysis on social media to understand market feedback.
Act Two: New Models of Cooperation
Katherine: (in team meeting) We need more cross-functional collaboration. Steve and Karen, how can your team work better together?
Steve: We have started cross-departmental meetings to share ideas and strategies.
Karen: We learned to listen to designers’ needs and adjust our strategies based on market data.
Act Three: The Power of Technology
Tony: (Showing AI tools to Simon) Simon, AI has made significant progress in market analysis and idea generation.
Simon: It's really exciting, but I worry about whether we're losing human creativity.
Stan: Don’t worry, AI is our tool and can improve efficiency, but it will not replace creativity.
Act Four: Innovation in Sales Methods
Mika: (Showing the sales method library) We have established a dynamic sales method library, and AI will provide us with the best methods based on customer needs.
Katherine: This is exactly the flexibility we need, different clients require different approaches.
Act Five: Technical Support
Simon: (with Tony and Stan during tech demo) Tony, Stan, AI tools are our competitive advantage.
Tony: That's right, Mr. Simon. Not only did we implement AI, we also built a strong network infrastructure to support creativity and sales.
Stan: Our goal is to ensure that the AI tools are running silently in the background to support the success of the company.
Act Six: Data-Driven Decisions
Katherine: (In strategic planning meeting) Our decisions are now based more on data than on feel and luck.
Karen: AI data analysis allows us to understand customer needs more accurately, which we were unable to do before.
Act Seven: Advertising Agencies in the New Era
Over time, advertising agencies have gradually integrated AI technology to maintain creativity and market sensitivity. They have learned to use AI tools to not only improve efficiency but also maintain human creativity. This story shows the power of innovation and how to successfully meet challenges in the new era, not only maintaining aesthetic literacy, but also achieving cross-functional cooperation, technological innovation and upgrades in sales methods. The company has successfully entered the AI era and maintained its leading position.
Corporate philosophical thinking: Adapt to changes and utilize technology, but never lose human creativity and value. In the age of AI, technology is a powerful tool, but the real competitive advantage lies in combining technology with human intelligence and creativity to create amazing solutions. Through innovation and collaboration, advertising agencies have realized this concept with great success. This story inspires them and all companies pursuing innovation.
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