De Vera, Francis Dave C.

BUS107 – Analytics Internship

OM4A
I. Introduction

Anymind Philippines is an enablement platform that is being used by brands and influencers
for marketing campaign purposes or executions. Anymind is a Singapore based marketing
company which is led by a Japanese CEO. Anymind has expanded their operations here in the
Philippines on the year 2018 and became active in marketing campaigns since then. Since
Expansion, Anymind was able to gain the trust of big brands and large companies here in the
Philippines. They have campaigns with BPI, Globe, Smart, Nestle and other large companies.
Furthermore, they also have a lot of influencers from Micro to Mega Influencers which helps them
fulfill their responsibilities as an enablement platform for brands.

KOLs, Anymind and Brands go hand in hand in the whole marketing campaign executions.
Brands are supposed to look for endorsers or influencers that would help them promote their
products. Anymind Group is then tasked to find these influencers and propose them to the brands.
Once the brands approve the list of influencers, Anymind will create their contracts and scope of
work in accordance with what the brand wants to do with their campaign.

Social Media Marketing is one of the advantages of todays marketing campaigns and
Anymind is one of those companies that is using this advantage in order to serve its purpose as an
enablement platform. However, although Anymind is connected to a lot of brands and influencers,
they must prioritize how they handle their finances especially when payments to KOLs are
concerned. Furthermore, dealing with Finances between KOLs and Brands should be balanced in
able for the company to avoid trouble when having payouts. Finances are one of the cores to keep
a company like Anymind running because when finances run out, KOLs will complain could be
the downfall of the company. This is why they must also prioritize getting payments from Clients
before paying the Influencers.

Being in this industry has a lot of advantages when the brands trust you. However,
Influencers must also trust you as an enablement platform and company. Therefore, keeping your
finances intact is one of the few ways to be successful in this industry.
 II. Current Situation of the Company

The Company is currently stable as it is having campaigns with a lot of brands and was able to
Pay its influencers. However, there is still a lot to do with campaigns and the company is still
understaffed and the employees are still having a hard time doing their work. The company’s
finance and IM department are understaffed and most of them are overworked and does not receive
the right compensation. Recently, we had problems in dealing with payments because the company
still had 7 million deficit for payouts. This time, Influencers complained in every Person In-Charge
of the campaigns that we handle, and I even received a complaint from one of the Influencers.
Furthermore, although the company struggled to pay the influencers on time, the company was
still able to pay the influencers because of the brands who paid for the campaigns that was done in
the previous months. Currently, the company still has a lot of active campaigns which I don’t have
an access anymore because my company account is deleted already. However, I still have the
records of the campaigns that the company previously had. Currently, all of the complaints of the
influencers during my stay in the company has already been addressed and regarding their deficit
of 7M, it also has been addressed before I finished the internship on the company.

III. Current Problems of Anymind Group Limited

Understaffed

Anymind Philippines is understaffed. This affects the workload of every employee and
would make everyone overworked since work allocation would be different if they hired additional
staffs. Furthermore, a lot of them is also complaining regarding being overworked by the company
while being uncompensated. Supposedly, they should be paid more due to the nature of their work,
however some of their current salaries does not compensate their tiredness from their job. If this
continues, employees from any mind would resign and the company operations would be
negatively affected since the workforce is really needed for dealing with marketing campaigns.
Furthermore, the workload is not only a problem but also the stress that they are dealing with
everyday because of the complaints being received by each PICs from influencers. Addressing this
problem should be one of the company’s current priorities.
Payments

Payment is one of the company’s main problems and the main stressor of the employees.
Everyday, there are complaints arising from influencers regarding their payments but the
employees couldn’t do anything but to make an excuse to the influencer so that the influencer
would not post it to the social media because one post from an influencer could shutdown the
whole agency. In the company’s case, I understand that the client has not paid yet and that is the
reason why the company couldn’t pay the influencers. However, there are contracts written and
signed by both parties. Therefore, the company should push every brands to pay based on the
contract in order for the company to pay its influencers on time. Payments should be handled more
professionally because contracts exists in order for both parties to benefit and that is the reason
why it is an agreement of terms and policies.

IV. Recommended Solution

1. Open a Job Position for Hire in IM and Finance

As we reviewed how understaffed are department was, my superior and I came to conclude
that both IM and Finance need to have additional employees or staffs to help with the work being
done in both departments. It is not just one but if possible, two or more in both departments in
order for the work to be sorted out and so that overload would be avoided. With this, the allocation
of work would be easy and the employees would not be overworked anymore. Furthermore, the
delays in processes such as creation of invoices, contracts and payments process would be reduced
and every process in the mentioned department would be improved. It is important to have enough
staff in a certain department in this industry because we are dealing with a lot of brands and
campaigns to draft and to execute. Aside from that, we are dealing with hundreds of Influencers
per campaign and not everyone of them would understand the situation or how does it work
internally. Therefore, enough staffs or employees are needed in order for the workload to be
allocated effectively.
 2. Firm Contract Agreement

The firmness of the contract depends on the one who engages with the clients. They could let
the client slide regarding payments in order for the brand to cling to them. However, as business
professionals, we should know that a contract is a contract especially when payment is included. I
recommend that Anymind should be firm with its contracts with its clients or brands in order for
them to pay the influencers properly. It is either Anymind would fall because of an influencer or it
would succeed because it was able to gain respect from influencers and brands because of being
firm in every contract. Clients are always eager to get the drafts of the influencers whenever they
are executing a campaign but they are the one who are always late when it comes to payment.
Anymind should be able to balance these two important clients because one of these two would be
the cause of the company’s downfall.

V. Anymind Group Data Dashboards

This is the basic business structure of Anymind Group as a marketing company.

 Based on a blog on Anymind’s website, Millions of people here in the Philippines has been
using social media and it is an effective way for brands to do marketing. Thus, Social Media
marketing has been taken advantage of since its rise. Furthermore, Influencer Marketing has helped
a lot of brands gain more supporters and users through promotions. Having millions of users of
social media platforms will make it easier for brands to promote their products, especially those
who are very capable. One influencer could penetrate the market, especially when the right
influencer is chosen.

There are a lot of Influencers here in the Philippines and a lot of them has millions of
followers. Imagine having an Influencer promote your product. This would surely have a huge
impact on the said product that has been promoted by a well-known influencer.

These are the current financial standings of the Company which could be seen at any mind
group.com:

These reports are for the whole Anymind Group since I was not able to access the reports
from Anymind Group Philippines. To give context, this could be the sales regarding the clients that
they have gained throughout the campaigns.
 These are also the profit that they gain for the campaign execution that has been done for
a lot of brands.

Meanwhile, these are the operating profits, or could be considered as losses because
influencers have to be paid and they also paid for the seedings of each influencers.
Operations Plan

Anymind Group could continue its Influencer Social Media Marketing campaign
executions. They could continue how they do it and how they execute it. However, they must
change how they deal with influencers and how they deal with clients. Anymind should prioritize
both parties. Therefore, Clients should respect contracts and Anymind should always push clients
to pay their dues. If not, Influencers will be affected, and their complaints would be the cause of
the companies downfall. The company’s operations when it comes to marketing executions,
especially in Influencer Marketing, is already exceptional as they were able to gain established
influencers. The company only must address their issue when it comes to payments.