Many of us being university graduates, I’m sure most are familiar with the ‘traditional approach’ theory for project management. If you just happened to be running late on the day of that lecture, the process involves initiating, planning, executing, monitoring, control, completion and feedback; seven distinct steps that separate a good job from a great job. Now, this isn’t a new concept and it’s definitely something we’re all familiar with on a campaign level. The ‘traditional approach’ theory explains the process from planning to post analysis and the learning’s are then transferred to the next big client opportunity, or are they? With a number of stakeholders involved in the entire project, different resources are assigned to each task and it is in-between where inefficiencies such as communication breakdowns have potential to develop.
As self-proclaimed communications experts, it’s astonishing at how little time we devote to just that, communication. It is the single driving force behind what we do; yet we rarely find the time to completely utilise this important skill and tool. In an industry that is becoming more and more fragmented with new media channels and opportunities, we, as tomorrow’s advertising leaders, should be looking to develop stronger relationships and a deeper understanding between agencies and media partners allowing better communication and opportunities for feedback at all levels of the campaign process; not just at the end of a campaign and not just IF there’s time left to do so. Working with fewer people and on a deeper level should really be the goal for us all to work towards, because ultimately this is when we can really start to deliver the results that our clients are looking for.
Understandably, it is crucial that we are allocating our time efficiently (god knows no-one wants to miss another episode of The Biggest Loser because they’re stuck emailing at 8pm on a Monday night!). Therefore, the caveat here for those in agency land, is that there needs to be an emphasis on teaching the skills required to distinguish between those that are really here to help and those that are just there to sell, when choosing who to partner with.
To do this we need to break away from the standard scattergun briefing email with a 48-hour turnaround and move towards integrated planning and knowledge sharing across agencies and media, allowing the free flow of information between all stakeholders. This is only going to happen if we allow relationships to develop and grow organically and we allow the time to involve partners in each fundamental level of the project management process.
Some of the most successful campaigns I’ve worked on have been due to the involvement across the board at all levels of strategy, allowing insights into the planning and initiation phases and feedback throughout execution and completion. As educated individuals who are all working towards a common goal, namely the best possible results for our clients, we need to all take a step back and examine how we are not only performing our own role, but how we fit into the wider ecosystem of the industry to ensure that we are all heading in the same direction. If initiating, planning, executing, monitoring, control, completion and feedback are the pillars of a great project, then consideration, communication and cooperation are the foundation that give the project strength.
Darian James
Sales Planner
Gorilla Nation