In the ever-evolving world of advertising agencies, leveraging the right financial management tool is critical. Mother, a pioneering independent agency known for its innovative approach, saw the need for change in 2019. They sought a financial management system to address their growing accounting needs and provide valuable business insights.
We are delighted to share this Q&A, with Mother’s CFO, Rollo Price, as we discuss how the Accountability system has become a cornerstone of their operations across the UK, US, China and Germany.
Rollo Price serves as the Global CFO at Mother, overseeing the global finance team. He also plays a key role in managing agency operations alongside the global and local leadership teams.
We are immensely proud of our ongoing partnership with Mother, which started in 2019 and has fostered continuous advancements and ingenuity in our systems.
In this article, we explore Mother’s transition from their former system to adopting Accountability, a move that has transformed their financial and operational strategies. We look at their selection and integration experiences, the significant advantages post-implementation, and the continuous evolution of our partnership. Discover how Mother’s move to Accountability has helped support their business.
Starting Out: Picking the Right Finance System
Accountability: What were the primary challenges Mother faced in accounting and financial management before working with Accountability, and what was the decision-making process that led to selecting our solution?
Mother’s previous system wasn’t fit for purpose as the agency evolved. We needed a system that was not only a reliable accounting tool but also a rich business information resource, with deep knowledge of our industry.
Mother appointed an external independent consultant to conduct our search for a new Finance/ERP system. We met with over ten different companies at the initial stage, then narrowed it down to two. Accountability emerged as the leading choice among our stakeholders in Mother’s UK and US operations, and we’ve since expanded into other markets.
Accountability: Migrating to a new system can be daunting. Can you describe the experience of incorporating Accountability into your existing workflows and systems?
Whilst I wasn’t part of the day-to-day integration, I checked in weekly on the process. Accountability provided us with a dedicated project manager in each region, and senior management at Accountability remained involved throughout the process. The transition was smooth and consistent, globally for us.
Accountability:What were the first significant changes you noticed in your financial management processes after implementation?
The quality of data and reporting vastly improved. The accuracy, presentation, and timeliness were all key advantages that we noticed very quickly.
Accountability: Were there any surprises?
Obviously, there are always a few curve balls throughout the process, but generally, there were no real unwanted surprises. A positive surprise was the open APIs which exist within the Accountability system and the team’s willingness to help connect us to our incumbent systems.
The more accurate the business information, the tighter our commercial processes. While numerous factors positively affect our client margins, Accountability has definitely been a key contributor.
Stronger Together: Our partnership
Our customers are instrumental in evolving our platform and Mother is no exception. Can you share an example of a feature(s) or process that was developed in response to your feedback and how it’s impacted your Agency?
We had a historic timesheet system which was built by our internal team. Whilst this was adequate, it was by no means perfect. We were able to work with the Accountability team to implement their timesheet system with a desired lockout feature linked to our Outlook email environment.
How would you describe the ongoing feedback loop with our team?
We maintain a robust dialogue with the Accountability team. We have dedicated individuals within our business whom we can contact for any issues, ensuring continuous support.
What were some of the significant pain points that having Accountability helped you overcome?
Relevant, timely, and reliable business information is crucial, and that is precisely what we’re now receiving, paired with a solid accounting system that operates seamlessly in the background.
Our solution is designed to be comprehensive. How have the features for pricing, revenue, and resource tracking specifically boosted your agency’s productivity and efficiency?
We can now more accurately delve into these areas, possessing client-by-client data which can be easily updated and maintained.
Client and job profitability tracking is crucial. Has this feature influenced your business strategy and client margins?
The more accurate the business information, the tighter our commercial processes. While numerous factors positively affect our client margins, Accountability has definitely been a key contributor.
A Look Around: What’s Happening in Our Industry
As co-chair of the IPA’s Finance Business Group, since 2018, what are the recurring themes and challenges agencies are grappling with?
The advertising industry has been through a volatile period. The industry, clients, and agencies must continuously adapt to advances in technology, consumer trends, geopolitical uncertainties, and numerous other challenges. However, this environment also presents opportunities for companies to demonstrate their true value, as we do at Mother.
The development influenced by Mother’s feedback has benefitted all our customers. How do you view your role as an industry leader in shaping industry-standard solutions?
If we all become more commercially aware, it will benefit the entire industry. I am keen for everyone to understand the capabilities of systems like Accountability. The key is more relevant, reliable, and readily available information, which Accountability provides.
If we all become more commercially aware, it will benefit the entire industry. I am keen for everyone to understand the capabilities of systems like Accountability. The key is more relevant, reliable, and readily available information, which Accountability provides.
Looking Ahead
Looking forward, what are your aspirations for our continued partnership?
We truly feel that we’ve found the right system and partner for our business moving forward. We hope and expect the system to continue innovating as Mother’s business grows.
What counsel would you offer to other agencies contemplating Financial Management ERP solutions?
It’s worth spending some time assessing your wish list for the system. I believe we spent about a year on this. Then, prioritise and compare your needs with the systems you’re considering.
In your view, how does a cloud-based, agency-specific real-time financial management system like ours help revolutionise the agency landscape?
At its core it is a reliable finance system, which is crucial for data validity. Real-time information allows us to always look forward, making the review of historical data more of an administrative task and enabling strategic decision-making.
Finally, if you could summarise your journey with Accountability in two sentences, what would you say?
It’s been a very positive journey. There’s always room for progress, but we feel we’ve found the right partner to accompany us on this journey.
About Mother Agency
Mother, a leading independent creative agency established in 1996 in London, began as a small group seeking to innovate beyond the constraints of traditional agencies. With a signature kitchen table symbolizing their collaborative ethos, Mother has grown to over 500 employees across international offices in London, New York, Los Angeles, Shanghai, Berlin, and Singapore. Renowned for producing culturally resonant and effective ideas, Mother caters to a diverse clientele, ranging from global retailers to local businesses, all while maintaining a reputation as one of the world’s most respected creative agencies.
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