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THE STAGE OF PRESENTATION

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Reference : The basics you can find anywhere 5 Steps To Successful Storytelling Published on April 5, 2014 Featured in: Marketing & Advertising
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 Starcom and Mediavest - 2 international media

agencies
 Affiliated under the name of Brainchild
Communications
 1st media buying agency in Pakistan
 Established around 1993
 3 offices in Islamabad, Lahore and Karachi
 Karachi has the highest number of strength in
terms of employees
 Total number of employee: 185
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 1ST media buying agency in Pakistan to have a data-driven programmatic
buying solution for its clients:

 Result of strategic alignment with Oracle BlueKai Data Management

Platform (DMP) and Google DoubleClick Bid Manager.

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 Major clients the agency deals with includes:

 Functions as a Media Planning and Media Buying

house.

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 MAJOR
COMPETITOR

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 “
RISE OF ZARA

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 Preseident

Vice President

Buessness Teams
HR IT Administration Finance
(as per clients)

Media Finance

Operational
Finance (deals with
business teams)
 Mediavest and Starcome share their resources within their department. So the Mediavest’s
domains are shared with Starcom and they work on different clients simultaneously

 They follow the hybrid model; digital and conventional both

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 HR
Department

Functional Business
Team Team

Senior Talent
Manager Manager

Talent
Specialist
Functions of HR:
1. Recruitment and selection

2. Training and development

3. Performance management

4. Compensation

5. Employee Relation

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Hello! and NOT allowed on any day of the week
Welcome to Brainchild Communications Pakistan. Collarless t-shirts, shorts, vests are NOT allowed.
Kindly join us from Monday, 2nd April, 2018. Some pointers for your notice:
Working days and timings: Employee Benefits include:
Working days: 5 days per week (Monday through Friday) . Life Insurance
The office timings are 09:00 AM - 05:30 AM with half hour grace time in the Health Insurance (for self, spouse and children)
morning. Provident Fund (10%)
Lunch break is from 01:30 - 02:30 PM. Company Provided Lunch
Dress Code: Special rates for The Core Gym
MEN The documents we require are:
BUSINESS & SMART CASUAL – professional, neat & pulled together - are both CNIC copy (Self & Spouse)
acceptable through the week (dress shirts, trousers, denim jeans) 2 Recent passport size photographs
When opting for jeans, they should be clean, dressy, sharp, with no wear & tear or Clearance certificate from previous employer
holes Last drawn salary slip
Shalwar Kameez for men is NOT allowed on any day of the week Copies of educational documents
Collarless t-shirts, shorts, Sneakers/joggers/open-toed sandals are very casual and Copies of previous employer certificate(s) – if any
are NOT allowed on any day of the week
Copies of any previous trainings/workshops certificates – if any
All male staff members are expected to come in clean shaven to work every-day,
Updated CV
otherwise, neatly trimmed beards
Feel free to ask if you have any confusions!
Shirts should be properly buttoned up
Hair should be neat
Regards,
LADIES
Ladies are expected to dress decently and modestly
Sneakers/joggers/rubber thongs or chappals are very casual

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 Starcom Mediavest being a media agency

their services are divided into:
CONVENTIONAL AND DIGITAL.
 Conventional advertising. newspapers,
magazines, radio, TV and billboards
 Digital advertising also known as Internet
Advertising (Marketing) is about leveraging
internet technology to deliver promotional
advertisements to consumers.
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 When clients approached Starcom Mediavest

they only preferred to give projects on
conventional advertising methods and
outsource their digital part to other advertising
agencies, because

 The following are the main challenges:

 Focus was more on conventional part
rather taking conventional and digital
element as both (in terms of training)
 Failure to leverage the digital expertise
to clients which they did not have
 Lack of skills to attract and retain
customers for digital advertising.
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 After various meetings with the top

management and consultants
 It was decided to get employees trained on
Google belt training
 Challenge was the cost
 HR Consultants advised Transfer of Training
 Google Black Belt is the most recognized digital
training globally

 40 people in Pakistan who are certified with this

training, including 10 of those who are currently
working in Starcom Mediavest took the training
and got certified on 3rd Dec 2018

 Forecasting ROI was done on excel sheet

 The forecasting will be compared to next years
gained profits. The gained profits will be due to
this training
 TRAINING COST
Six Sigma Green Belt £200

Six Sigma Blue Belt £250

Six Sigma Black Belt £3500

COST OF TRAINING 10 people
£3500*10*171 (1pound rate= Rs.171 )
Transfer of Training
10 people trained
Rs. 5,985,000/152
= Rs. 5,985,5000 training 10 people
= Rs. 598,500 (Training 1 person)
152 People
Rs. 39,500/- per person cost
Reaction The employees felt competent and they were glad to add skill to their skill set
and were positive towards gaining knowledge that they will be able to apply on
their jobs.
Learning: The employees were able to apply all that they had learned on their jobs. And
bring business to the company.

Behavioral Application: The employees were on high for being called Gurus and they trained other
employees with positive attitude.

The skills learned by the rest of the employees during training increased by 70%
(Post training observation)

Business Impact The company gained projects and the productive work was showing good
results.
 ROI PROCESS

Convert Tabulate
Isolate the Identfy Calculate
Collect Data to Program
effect of Tengible ROI of
Data monetory Cost
Training Benefits training
Values

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 DATA COLLECTION
 Combo of projects increased (digital +
conventional) by 30% to 40% (after applying
Green and Blue Belt) – Forecasted Black Belt
training applied (increase by 70%)
 Quality of process by 85%
 Efficiency increased by 80%
 Reduce operation cost
 Productivity increased
 Lost time
 Variable cost, Overhead cost &Operating cost 24
-Expert Estimation

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 Records & reports (activity logs, monthly
reports, Pre/Post Measures Collected)
 Participant Estimation

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 Records & reports (activity logs, monthly
reports, Pre/Post Measures Collected)
 Participant Estimation
 Cost of training materials provided to each
participant
 Cost of facilitator (online course cost per
employee- total 10 employees trained)
 Cost of facilities of training program
 Travel, meal cost for participants
 Salaries of the employees who attended the
training
 Administrative and overhead cost of training.
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Total Benefit Cost

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Total Training Cost
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 Starcom Mediavest could have gotten more

accurate results by conducting a online surveys
rather observation.
 If they perform their tasks through customized
Oracle software it would be effective and
efficient for the HR department as well as
Organization (results cost effectively)
 For eg. TNA , Post Training Tests and online
tests.
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