|Job Title||Managing Director|
|Organisation||JMA & this fluid world|
|Registered Since||9 Aug 2009|
|Areas of Expertise||Mobile, Online Advertising, Social, Community Management, Strategy & Operations|
Jonathan MacDonald is the MD of the global agency Jonathan MacDonald Associates (JMA). For over a decade, JMA services (innovation workshops, thought leadership seminars and strategic project management) have been implemented into over 100 companies.
For Ogilvy, JMA assists the Chairman and CEO, creating the Global Mobile Strategy along with running workshops for BP, Unilever and Kodak along with new media strategy for American Express, Motorola, IBM, Vodafone and Nestle. Other clients include Mobixell, AdMarvel, Alcatel Lucent, QuickTV and Mixcloud.
Prior to taking Ogilvy as a client, Jonathan was part of the original team behind Blyk, the world's first purely ad-funded Mobile Network. He shaped the overall business strategy in the sales, operations, analytics and creative departments.
Jonathan is also the Co-Founder of 'this fluid world' (tfw).
tfw operates as a catalyst for organisational change and improvement, and as a trend advisor and future proofer assisting companies in their search for business and communications excellence fitting to the ‘21st century’.
tfw works with clients looking to forge ahead in the new economy by helping them navigate a confusing communications world, and achieve business and commercial success, today and tomorrow.
"We founded tfw because we strongly feel that advertising, communications and business is no longer siloed but is converging. No solution today involves only one department, one discipline, one channel, one country, one job role, one type of customer or one key success factor."
This complexity requires today’s business solutions to be based on a global and diversified understanding of the business world (fed by a mixture of experiences).
However organisations and people are limited in their view of the world due to their specialised experience, and the corporate processes and culture within which they operate. This has a limiting effect on the thinking and on the products, services, solutions developed by the organisation in question, in aditon on their comms and go to market strategies.
Successful solutions therefore requires the contribution of outsiders and generalists, people who brings new/different influencers, and who challenges an organisation, throughout the thinking and development process.
tfw achieves this by combining its founders’ contacts within the business and communications world, their multifunctional perspective, their broad set of generalist skills, and their experience across nations, industries, brands, channels and disciplines, with their enthusiasm, energy and passion!
Clients typically engage to:
1) Achieve clarity and understanding
- Of the world they operate in, and the one they aspire to do business in
- Of present business opportunities and potential new markets
2) Change and evolve
- Develop realistic future scenarios
- Identify a clear direction and vision
- Facilitate decision-making and focus of resources
- Build necessary people and or/organisational capabilities
- Create partnerships
- Inspire, motivate and energize teams
3) Develop new revenue streams
- Capitalise on opportunities, today and tomorrow
- Innovate and create value for employees and consumers
- Position product/service offerings and develop go to market strategies
- Define new commercial strategies and business models
4) Execute Successfully
- Through Strategic Project Management
- By utilising tfw’s partnerships, contacts and professional network
Jonathan has also been the Commercial Director of Ministry of Sound, the CEO of a Sky TV Channel and Chairman of the Music Industries Association. He is also the founder of a communications movement called EverySingleOneOfUs (www.everysingleoneofus.com), which seeks to unite a wide cross-section of mobile operators, advertising agencies, big-name brands and members of the public; to educate the industry and encourage discussions about emerging business models and to facilitate a step change in communications.
Forum posts by Jonathan Macdonald
- Web Futurologists and Visionaries, 9 Aug 2009