Tata rfi 2011_print

STCASSOCIATES/20YRS

Response to Tata Communications Chemistry Meeting

25 October 2011

STCASSOCIATES/20YRS 2

OBJECTIVES OF THIS SESSION

The STC you haven’t seen yet Campaign science Indian experience B2B and beyond

What we need to deliver on

B2B is beautiful


Campaign Start One year ago

Campaign Progress Today

CAMPAIGN SCIENCE EQUINIX

18 months, 18 internal clients across 3 regions

Across All Verticals• Cloud and IT services• Content and digital media• Enterprise• Financial services• Mobility• Networks• Federal government

Return On Brand• 52% increase in acquisition and

retention• 74% increase in enquiries• Global campaign delivered 33.47%

over plan metrics• Increased shareholder stability• Best-rated training induction by sales• Best-rated customer experience


14 months, 14 internal clients, serviced across Bangalore, Mumbai and Delhi

Operating Groups• Communications and High Tech• Financial Services• Products• Health & Public Services• Resources

Services• Growth Strategy Programs• Client business development programs• Networking events (India Formula 1 GP,

IPL)• CCM / OCM (1000 client touchpoints)• Launch of CXO Councils

Recruitment Marketing• 35,000 recruits across 71 cities• Yahoo!/Accenture joint program

CSR• High Performance Nation campaign• 25 year anniversary

Digital marketing

Campaign Start One year ago

Campaign Progress Today

INDIAN EXPERIENCE ACCENTURE

Promote Yourself

Consulting • Technology • Outsourcing

We’re working to make Accenture bigger and better than ever. That’s where you can make a difference. So bring the best of your friends to apply for positions here. If they get hired, you know you’ll be part of a new, even higher performance workforce. And you’ll receive some great prizes.

To be the best, you need to be surrounded by the best.

High Performance, Delivered.

B2C and beyond


WHAT DO WE NEED TO DELIVER ON | RATIONALISING THE PLAN

STC objectives for staffing and servicing account

Create servicing alignment that delivers on business outcomes

Leverage existing footprint to scale business further

Allocate and expand India staff to support Tata Communications India business previously excluded from STC scope

Centres of excellence to provide expertise and efficiency


GLOBAL STRATEGY MARKETING ORGANISATION (SRIDHAR RAMASWAMY)

DAVE HUFFMANSWAPNIL KSHIRSAGAR

ANDREW HANNIFY

DIGITAL

ASHISH TEWARI

LUCY COURBIER

EMEA

RALPH VARCOEANDY FAUPEL

TARA LENEHAN

AURORE QUERCYLIZ DOTEN

GCS

SARINA TUCONNIE BELSITOCECILIA RYHAL

SONAL PANDITELINA MOHANTY

INDIA

BIJAYA BASUMANASIE TIWARI

DOUG THOMAS

AMERICAS

TAYLOR SALMANKEVIN WATSON

RAM REDDYLIZ DOTEN

GES

AMIT SINHA ROYMANOJ MANI

JOHN VCANINDYA PODDAR

PRABAKARAN SIVAGURUPRANAV PACHOLEEHARPREET JABBARA

PAT HIGGINSCHARLOTTE STURMAN

TOM HOULBROOKEERIC HEMMINGDINGER

RHODA DINESENSTEPHANIE LIU

APAC

EMMANUEL LAPIERRERANJITA KANANI

AMY LAMBOLEYAURORE QUERCY

GVS

ISABELLE TURCOTTEMARCELLE FERLAND

CLAIRE BUTKUSKEILA TAVERAS

CORP COMM

ROZZYN BOYNATALIE CHAKJYOTI ARORA

NIMISH KOTHAREDIVYA ANAND

STCASSOCIATES/20YRS

BRAND STRATEGY AND MANAGEMENT | CHANNEL ENABLEMENT | DEMAND GERERATION | DIGITAL

PRESENT ACCOUNT ALIGNMENT


FUTURE COVERAGE AND CENTRES OF EXCELLENCE

OFFICES

HUBS

PoPs

BRAND DESK

STRATEGY NETWORK

NEW YORK HQ

RESTON, VA

LOS ANGELES, CA

AUSTIN, TX

SAN FRANCISCO, CA

SINGAPORE

MUMBAI

BANGALORE

FRANKFURT

PARIS

LONDON

SINGAPORE

REGIONAL LEADERSHIPAPAC

MUMBAIPRODUCTION CENTRE

REGIONAL LEADERSHIPINDIA

NEW YORK

CENTRE OF EXCELLENCECORPORATE STRATEGYBRAND DESIGNCLIENT SERVICE

REGIONAL LEADERSHIPAMERICAS

EUROPE

CENTRE OF EXCELLENCEBRAND STRATEGYBRAND MANAGEMENTANALYTICS

REGIONAL LEADERSHIPEUEMEA

LEGEND


By business

By service

By locationNew York

(Austin, San Franscisco, Virginia)India

(Mumbai, Bangalore, Delhi)Europe

(London, Paris, Frankfurt)

By level

Corp Comm(6.10)

(5.70)

(2)

(12.10)

(3.75)

(7.40)

(5.20)

(5.50)

(16.05)

(7)

(12.50)

(15.20)

(3.40)

(3)

(1.20)

(6.50)

(12.70)

(15)

(3)

Brand Strategy

VP

GCS

Campaign/Content

Director

SingaporeTo be hired

Staffed

MSO

Planning/Metrics/Account Mgmt

Support

GES

Creative/Design

Managers

GVS

Event

Coordinators

Corporate CommunicationsBrand strategy director in London; onsite global brand centre manager part time; and, dedicated sponsorship manager to manage and align all F1-driven brand initiatives.

MSOAddition of dedicated resources to planning and reporting; dedicated assets management specialists

GESAddition of one global and one India campaign supervisor (planning/metrics); retain global content and creative leads; complete new team in India (can be distributed across 3 key markets) for adaptation of global campaigns or development of India-centric campaigns.

GCSAddition of dedicated content and campaign supervisors; leverage global STC shared services for regional execution. GVSAddition of dedicated event supervisor; leverage global STC shared services for regional execution.


CORP COMM | Proposed Headcount VP Director Support Manager Coordinator Total

Account/Senior Management 0.25 0.25

Brand Strategy 0.50 1.00 1.50

Brand Management 0.50 0.50 0.25 1.25

Sponsorship Management 1.00* 1.00

Content / Collateral / Campaign 0.20 0.20

Creative Design 0.3 0.95 1.25

Production/Traffic 0.20 0.20

Planning / Metrics / Analysis --

Event Management 0.25 0.25

Digital Management 0.20 0.20

Admin / Finance / Reporting --

1.05 2.50 0.95 1.40 0.20 6.10

MSO | Proposed Headcount VP Director Support Manager Coordinator Total

Account/Senior Management 0.25 3.00 3.25

Brand Strategy --

Brand Management --

Sponsorship Management --

Content / Collateral / Campaign --

Creative Design 1.00 1.00

Production/Traffic --

Planning / Metrics / Analysis 0.50 0.50



Admin / Finance / Reporting 1.00 1.00

0 0.25 3.75 2.5 0 6.50


GES | Proposed Headcount VP Director Support Manager Coordinator Total



Brand Management --



Creative Design 0.10 1.00 2.55 3.65

Production/Traffic 1.00 1.00

Planning / Metrics / Analysis 1.00 1.00 2.00



Admin / Finance / Reporting 1.00 1.00

0.30 2.00 4.20 8.55 1.00 16.05


GVS | Proposed Headcount VP Director Support Manager Coordinator Total


Brand Strategy 0.25 0.25

Brand Management --


Content / Collateral / Campaign 0.20 0.75 0.95

Creative Design 0.50 0.50






0 0.25 0.20 2.95 0 0 3.40

GCS | Proposed Headcount VP Director Support Manager Coordinator Total



Brand Management --



Creative Design 0.10 0.50 0.60






0.35 0.25 3.15 0 0 3.75


WISH LIST

Brand development continues on path to strengthening internal brand culture

Involvement in annual planning and quarterly priority setting and activation

Resources to staff positions for cross department coordination and a weekly global project list

Agreement to incremental resources to deliver on brand needs

Engagement and joint training with Tata Communications

Tata rfi 2011_print

Business

Transcript of Tata rfi 2011_print