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1、广州奥美财务培训广州奥美财务培训 O Insurance, Legal, Training and all other costs of doing business not directly attributable to clients What should we know? Regional , OMW, Client Overhead (区域性/全 球客户营运成本) : this is the o/h associated with running the regions, OMW and central client teams (allocated based on revenu
2、es) Operating Profit (营运利润): 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 57.5% as follows: Revenue1,000 Direct Staff Costs37537.5% Direct Other50 5%
3、 Contribution Profit 57557.5% Local O/H 34034% Reg/OMW/WCS O/H 35 3.5% 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 作资源分配计划时，客户contr
4、ibution margin未达要求标准，我们应检讨 Do we need to re-negotiate compensation? 合约条件是否合理？ Are we over-servicing the revenues? 服务成本与收入是否成比例？ Are our out-of-pocket costs necessary? 外付成本的必要性？ How can we restructure account team? 是否要改变服务小组结构？WPP GroupWPP Group Publicly traded on the UK and US stock exchanges 在美国、英国
5、公开上市 Our owners / shareholders expect us to deliver continued growth in profits based on revenue growth with competitive margins 股东的期望 -不断增加的利润 持续的成长 -获利率符合市场竞争 OMW represents about 33% of the revenues and about 35% of operating profits 奥美集团在WPP的贡献 收入33% 利润35%1998 Competitive PerformanceRevenue Grow
6、th TotalOrganic Revenue Growth - TotalRevenue Growth - U.S.Organic Revenue Growth - U.S.Revenue Growth - InternationalOrganic Revenue Growth - InternationalStaff Cost / Revenue %Operating Margin % (including Equity)Operating Profit GrowthSource: Advertising Age 1997 rankingWorldwide rank by major ma
7、rketSource: Advertising Age 1997 rankingWorldwide rank by emerging marketsWPP Group Expectation WPP 集团的目标 WPP is compared with Omnicom and IPG Their goal is to be the leader in the group 希望成为领导者 Currently they are slightly behind in margin, but just a year or two away 目前在利润的表现上尚有 些微差距，但相距不远 They app
8、ear to be slipping in the revenue race 在收入的成长上差异较大So what do they expect from OMW在这样的目标下，对奥美集团的期望 15% Organic Profit Growth 利润的成长率15% Margin Improvement of 1% vs prior year. Greater improvement when revenue growth exceeds 5% 获利率每年增加1%或收入增加5% Staff Cost to Revenue% improvement of 1% or more if S/R% e
9、xceed 58% 人员成本占收入比率每 年降低1%或更多如已超过58%WPP Targets to OMW (Total Co) Revenue conversion of above budget / target revenues at 30% or better 收入转为利润率至少 30% Flexibility in cost base 在成本上要有弹性WPP Targets to OMW (WPP Targets to OMW (Total Co)Total Co)OMW TargetsPlanning Overview 财务计划 Projecting and Controllin
10、g our current operating results is the key to our success 如何作好的预估加上好的控制是成功的关键 Identify trends before they happen 对会发生的事能更早预见 Plan for inherent risk in our revenue stream 对影响收入的风险早作计划 Create a cost base which can react to changes in revenue 发展可对应收入改变的费用计 Investment must become profitable quickly 投资必须
11、尽快获利 Increasing revenues should not be safety net which covers for weak cost control 增加的收入不应只是弥补费用的超支OMW - 2000 Target Approach 奥美全球如何决定各公司之目标 Look at each region to determine how to allocate profit target 先决定各区域之利润目标 Factors considered include: 考量因素包括 Expected revenue growth in region 成长空间 Recovery
12、 / Under-performing units 是否有绩效不如理想之事业单位 current margin levels 目前利润产出 Known opportunities in markets/clients 已知之成长机会点 stage in units life-cycle 各事业单位之发展阶段P&L Model - UnitExpected Office margin before bonus and O/H should be 25% - 30%: Revenue1,000 Staff Costs (pre-bonus)47047% (Tgt 45%) Establishmen
13、t Costs707% All Other Costs 19019% Pft bef. Bonus & O/H27027% O/H707% Profit before Bonus 20020%BudgetingBudget - OMW Expectations 如何作预算 Revenues are identified by client 先确认个别客户的预期收 入 Bottoms-up staffing plans are prepared to support a minimum return on each client 在设定的客户获利标准下 ，决定可支持的服务人员成本 All cen
14、tral office costs are reviewed for efficiency and waste is eliminated 跨公司的成本谨慎评估Budget - OMW Expectations 如何作预算 Plans are developed to reduce excess capacity identified above 尽量减少产能的浪费 Zero-based cost build-up (not just prior year +x%) 由零开始成本预估 Certain costs such as: salary & headcount increases, fr
15、eelance and T&E are variable and give office some room to operate 营运的弹性薪资及人数在必 要时可增加，外部资源的利用、差旅应酬视为变动成本Budget - OMW Expectations Agencies are not allowed to budget “New Business” 不应该有虚的新客户的预算 Budget should stand on the supportable revenue base, which should be conservative 对收入的预估要保守 Additional costs
16、 to service new business should be addressed at each forecast 每一季修正预算时，可列出对 新生意收入及成本之预估 provided conversion to profit is acceptable Separate New Business targets and costs should be discussed but not included in the budgetBudget - OMW ExpectationsWhat do we look at: 一些特别值得注意的项目 Year on Year movement in cost 逐年成本的改变 Impact of unusual / extraordinary items 特别事件成本对当年的
