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AD AGENCY
PROCESS & ROADMAP
by Ed Burgoyne

Published by Ed@adsubculture.com - Ridgewood, NJ USA © 2013, 2014 Ed B...
HOW THE AGENCY WORKS 2.0

Every place needs a road map.
Use this guide to build your own model.
This workflow model is for...
HOW YOU SHOULD WORK.

This is only one guide,
and shows just one path for completing work.
Process means nothing, if it pr...
PRACTICE ISN’T ALWAYS PERFECT.

At the core of the creative agency is an understanding
that you make stuff. Sometimes its ...
BEFORE YOU BEGIN:
ASSESSING IF A PROJECT IS RIGHT
FOR THE AGENCY.

Not every job is going to be right for your agency. Rin...
ASSESSING THE ASK EVALUATING THE CLIENT BRIEF / RFP / RFI

Client

CLIENT
BRIEFS

Client

NO

INTERNAL
SWOT
DISCUSSION

CL...
STEP 1:
DEFINING THE PROJECT &
ESTIMATING COSTS.

...and the job still might not be right for the agency.
Defining a proje...
STEP 1:
SCOPE & ESTIMATE

CREATES
PRODUCTION
SPECS

ESTIMATES
SPECS &
RESOURCES

Producer
Book Talent

Creative Resources
...
STEP 2:
THE CREATIVE BRIEF:
BEGINNING THE STORY.

Have we started yet?
Seems like a lot of steps just to get to this place...
STEP 2:
THE CREATIVE BRIEF.

2

2
YES

CHANGES

Account Manager

Account Manager

2
CLIENT FOLLOW
UP (IF NEEDED),
REVIEW
B...
STEPS 3&4:
YES, YOU CAN START NOW.

Kicking off on the right foot.
Before you fall flat on your face.
By now, I hope you a...
STEP 3:
PROJECT START.

1
YES

3
APPROVED:
PROJECT
BRIEF & / OR
CREATIVE BRIEF,
SCHEDULE,
TECH SPECS,
ESTIMATE
BROKEN INTO...
STEP 4:
KICK-OFF MEETING.

1
REVISION
NEEDED
TO SCOPE,
ESTIMATE OR
SCHEDULE

4
APPROVED:
PROJECT
BRIEF & / OR
CREATIVE BRI...
THE “WE GET TO COME UP WITH COOL
STUFF & GET PAID FOR IT” STAGE.

At your agency you should treat every
project as a creat...
STEP 5:
THE CREATIVE PROCESS.

ROUTES OVERAGES
INTERNALLY FOR
APPROVAL SENDS
ESTIMATE / CHANGE
ORDER TO
CLIENT

UPDATE
CLI...
STEP 6:
THE “WE MAKE STUFF TOO” STAGE.

A large part of your culture should be the fact that you make stuff.
Craft is impo...
STEP 6:
THE PRODUCTION PROCESS.

Account Services

PRODUCTION
KICK-OFF

6

Producer
APPROVED:
CREATIVE,
PROJECT
BRIEF,
SCH...
STEP 7:
KEEP UP THE QUALITY BEFORE YOU
RELEASE IT TO THE WORLD.

Phew! Almost done.
Last call for quality control. An impo...
STEP 7:
QA.
UPDATE
CLIENT
STATUS

UPDATE
CLIENT
STATUS

7

7
INITIATE
FINAL
PRODUCTION

Producer
FINAL PRODUCTION
REVIEW

...
TO QUOTE MONTY PYTHON,
“I’M NOT DEAD YET.”

Doing a post-mortem; Putting the project to rest,
so you don’t create the walk...
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Advertising Agency Workflow / Process www.adsubculture.com

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Short document that shows workflow process in an advertising agency. Traditional project management model. Updated from the original "How the Agency Works" deck I'm currently working on an integrated production book for advertising agencies, and this is part of the earlier work. From project start, creative brief, through production, creative process to project completion. Nice read for an introduction to how work gets completed in an advertising agency.

Publié dans : Design

Advertising Agency Workflow / Process www.adsubculture.com

  1. 1. PEOPLE AD AGENCY PROCESS & ROADMAP by Ed Burgoyne Published by Ed@adsubculture.com - Ridgewood, NJ USA © 2013, 2014 Ed Burgoyne This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. To learn more about agency process and workflow, check out www.adsubculture.com IDEAS CULTURE PROCESS
  2. 2. HOW THE AGENCY WORKS 2.0 Every place needs a road map. Use this guide to build your own model. This workflow model is for an agency that has shared project management, where project managers work together with account managers and producers to complete projects. Other models (such as integrated production) can be found on the adsubculture.com website. AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE
  3. 3. HOW YOU SHOULD WORK. This is only one guide, and shows just one path for completing work. Process means nothing, if it prevents the creation of great work. Learn to follow the key steps, but also learn when and where to adapt them (even on a project-by-project basis) to ensure that your team creates and produces the best work possible. It’s more important to set and establish the rules and expectations for how the work gets done, then the way it gets done. It’s ok to be out of your comfort zone, that’s where great ideas can form and develop. AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE
  4. 4. PRACTICE ISN’T ALWAYS PERFECT. At the core of the creative agency is an understanding that you make stuff. Sometimes its out of the box, sometimes its the norm. At the core of the creative agency is an understanding that you make stuff, you get your hands dirty, and you step out of your comfort zone in order to make things happen. This document may look tidy, and for the most part you should follow the proper steps. However, that doesn’t mean you shouldn’t collaborate with others or add/lose steps to accomplish a task. Creating great work requires the whole team to work together. Remember, creating art isn’t always a linear process (it can be very iterative at times). Following a path helps you to check off the boxes – helping to make sure that when things go off track you are still headed in the right direction. AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE
  5. 5. BEFORE YOU BEGIN: ASSESSING IF A PROJECT IS RIGHT FOR THE AGENCY. Not every job is going to be right for your agency. Rinse and repeat, and say it again. Not every job is going to be right for your agency. While every project is worthy of having a client brief the agency on a potential project, it’s up to the team to decide if the project is a good fit for the agency. To help make a decision, use a “Project Backgrounder,” that lists out all of the questions needed to determine the SWOT risks of a particular project. A group in the agency should then reviews the risks to determine if the project is right. Discuss the strengths, weakness, opportunities and potential risks of the project. Once the group decides if the project is a go, you then inform the client – but be strategic about it. Your job is to be a partner, as well as a strategic guide to your client. AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE
  6. 6. ASSESSING THE ASK EVALUATING THE CLIENT BRIEF / RFP / RFI Client CLIENT BRIEFS Client NO INTERNAL SWOT DISCUSSION CLIENT ACCOUNT MANAGER BUSINESS DEV CREATIVE TEAM PROJECT MANAGER ACCOUNT MANAGER CREATIVE TEAM PROJECT MANAGER ECD / GM FILL OUT BACKGROUNDER DISCUSS BACKGROUNDER MEET TO DISCUSS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS (RISK) FOR PROJECT DEFINE PRELIMINARY: BUDGET, RESOURCES & SCHEDULE CLIENT BRIEF AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE GO? YES
  7. 7. STEP 1: DEFINING THE PROJECT & ESTIMATING COSTS. ...and the job still might not be right for the agency. Defining a project and how much it’s going to cost is an important step in the process. Ok, so the project is worthy of the agency. This is now the time where you assess available resources (who’s going to work on the project internally and externally), how long it’s going to take, and how much things are going to cost. the producer who will define the production resources, such as the production team or outside resources / services required for the project. The team lead will also build out a schedule and create an internal cost worksheet that will be used to estimate the project. You may find yourselves coming up short and still passing on the project, you may also decide at this point to take on the project if it makes sense from a relationship or agency new business standpoint. Both the schedule and estimate is then routed and approved by the account lead, assigned creative lead and upper management for approval to send to the client. So who’s the lead in this case? Well it depends. For most if not all projects, the lead is the assigned project manager. If it’s for a new client, new business or something beyond the norm, an account team member may take the lead. Once the project is approved by the client, the assigned project manager or producer will set up folders on the server, schedule the work, inform accounting of billing requirements and set a time for the project kick-off. The team lead connects with, the technical director (if needed on interactive projects) who helps to scope out development projects, the creative resources manager who will define the creative needs and AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE
  8. 8. STEP 1: SCOPE & ESTIMATE CREATES PRODUCTION SPECS ESTIMATES SPECS & RESOURCES Producer Book Talent Creative Resources Technical Director CREATES TECH SPECS ESTIMATES SPECS & ASSESS AVAIABLE TALENT TALENT & CREATIVE SCHEDULE PRELIM TALENT REPORT RESOURCES Project Manager Creative Resources APPROVED PROJECT SCHEDULE YES CHANGES ADDS TO MASTER SCHEDULE AND CONTINUES TO MAINTAIN Acccount Executive SCOPES WORK Project Manager BEGIN SCOPE, ESTIMATE & SCHEDULE ACCOUNT MANAGER, PRODUCER, CREATIVES, TECHNICAL DIRECTOR, & ADDITIONAL STAFF IF NEEDED CREATES MASTER ESTIMATE / SCHEDULE PROJECT MANGER OPEN JOB #, BUILD FOLDERS, WRITE PROJECT BRIEF IF PRODUCTION ONLY, PRODUCER COMPLETES THIS STEP. YES CHANGES Account Manager REVIEWS ESTIMATE, PROJECT BRIEF, SCHEDULE AND/OR SCOPE FOR APPROVALS Creative Team ECDs / GM CLIENT APPROVED KILLED Accountant SIGNED ESTIMATE SIGNED ESTIMATE ALSO DISTRIBUTED TO PROJECT MANAGER, GM/ECD SEND INVOICE TO CLIENT Account Manager PROJECT TOP LINE D EFINE SCOPE / ESTIMATE / APPROVAL AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE ADDS TO MASTER CLIENT STATUS REPORT TO MAINTAIN
  9. 9. STEP 2: THE CREATIVE BRIEF: BEGINNING THE STORY. Have we started yet? Seems like a lot of steps just to get to this place, but trust me, those steps were worth it. Clarity is very important. At a creative shop, what you are going to betasked to do is, well is kind of vast. Having some direction will save you from spinning your wheels on an assignment. A clear creative brief spells out the challenges, but also places some limitations so you don’t burn through all of the budget before completing the assignment. For creative or strategic assigments it will fall to the assigned account manager, or your internal strategist to generate a brief. In both cases, the brief gets approved by the client before work begins. At this point if you are asking yourself, I just got a brief from the client, can’t I just run with that? Nope. AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE In an agency a brief needs to be augmented in a few ways. There may be a whole strategic excercise that either was completed or needs to be completed in as part of the creative assignment. You need to add your timing, and your budget information. But more importantly, you need to question the brief itself. Is it the true ask? Or, has the client forget something? Complete the brief and get the client to sign off. Have them approve it, just like you make them approve original scopes of work. This helps to prevent scope creep and helps sets expectations. Remember, you are not only storytellers, you are storybuilders. And as storybuilders, its up to you to work from a strong foundation. It’s up to you to make sure the agency has a brief that makes sense and the agency can build from.
  10. 10. STEP 2: THE CREATIVE BRIEF. 2 2 YES CHANGES Account Manager Account Manager 2 CLIENT FOLLOW UP (IF NEEDED), REVIEW BACKGROUNDER, INITIATE RESEARCH, GATHER CLIENT INFORMATION YES CHANGES Account Manager CREATIVE TEAM STRATEGIST PROJECT MANAGER BUILDS CREATIVE BRIEF CREATIVE BRIEF AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE CLIENT APPROVED NO DISTRIBUTE CREATIVE BRIEF TO TEAM
  11. 11. STEPS 3&4: YES, YOU CAN START NOW. Kicking off on the right foot. Before you fall flat on your face. By now, I hope you are forming the idea that there seem to be two types of projects the agency handles, ones that falls under the larger “creative strategy” umbrella and ones that are more production oriented. Either type of project requires a start up meeting. For main creative or strategic assigments it will fall to the assigned account manager to set up a meeting with the client. The project manager will set up the meeting with the team internally. AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE For production job starts, the project manager will be the main lead is initiating and holding the job start meeting. In either case, the team manager is then responsible for following up with the client or the team with a recap of the meeting, next steps, and will be tasked with following up with the client in regards to any outstanding issues.
  12. 12. STEP 3: PROJECT START. 1 YES 3 APPROVED: PROJECT BRIEF & / OR CREATIVE BRIEF, SCHEDULE, TECH SPECS, ESTIMATE BROKEN INTO HOURS / DAYS INITIATE MEETING Project Manager SCHEDULE MEETING (CONFERS W/ PRODUCER & CREATIVE RESOURCES MANAGER, ACCOUNT MANAGER TO SCHEDULE YES CHANGES REVISION NEEDED TO SCOPE, ESTIMATE OR SCHEDULE 2 CHANGES PROJECT INITIATION TEAM MEETING DISTRIBUTE: APPROVED: PROJECT BRIEF & / OR CREATIVE BRIEF, SCHEDULE, TECH SPECS, ESTIMATE BROKEN INTO HOURS / DAYS REVIEW PROJECT, ASSESS PR OPPORTUNITIES PROJECT START AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE Account Manager REVISION NEEDED TO CREATIVE BRIEF START WORK
  13. 13. STEP 4: KICK-OFF MEETING. 1 REVISION NEEDED TO SCOPE, ESTIMATE OR SCHEDULE 4 APPROVED: PROJECT BRIEF & / OR CREATIVE BRIEF, SCHEDULE, TECH SPECS, ESTIMATE BROKEN INTO HOURS / DAYS INITIATE MEETING Account Manager SCHEDULE MEETING (CONFERS W/ PROJECT MANAGER & CREATIVE RESOURCES MANAGER TO SCHEDULE PROJECT TEAM REVIEW MEETING PROCEDURES WITH TEAM / WORKS WITH PROJECT MANAGER TO PREP FOR MEETING 2 YES YES CHANGES CHANGES CLIENT KICK-OFF MEETING DISTRIBUTE: APPROVED: PROJECT BRIEF & / OR CREATIVE BRIEF, SCHEDULE, TECH SPECS, ESTIMATE BROKEN INTO HOURS / DAYS REVIEW PROJECT, ASSESS PR OPPORTUNITIES CLIENT KICK-OFF MEETING AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE REVISION NEEDED TO CREATIVE BRIEF Account Manager START WORK
  14. 14. THE “WE GET TO COME UP WITH COOL STUFF & GET PAID FOR IT” STAGE. At your agency you should treat every project as a creative assignment. Once the project initiation or job start meeting happens, its off to the races. It’s important during the creative phase that everyone works as a team and checks in with each other at this stage. The biggest risk is blowing schedules or budgets. This is why you depend on each other to keep the entire project on track. Team leadership happens this way during the creative process, the project manager keeps the team on task, keeps track of the master schedule and overall resource costs, if needed, consults with the producer to keep the production team prepped, on task, keep track of the prodution schedule and potential resource costs and need changes, the account manager keeps the client informed and happy. AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE
  15. 15. STEP 5: THE CREATIVE PROCESS. ROUTES OVERAGES INTERNALLY FOR APPROVAL SENDS ESTIMATE / CHANGE ORDER TO CLIENT UPDATE CLIENT STATUS APPROVED: PROJECT BRIEF & / OR CREATIVE BRIEF, SCHEDULE, TECH SPECS, ESTIMATE BROKEN INTO HOURS / DAYS INITIATE MEETING OR CREATIVE TASK IF OVERAGES CREATES OVERAGE ESTIMATE / CHANGE ORDER UPDATE SCHEDULE ASSESSES OVERAGES Producer 5 5 Account Services Account Services ASSIGN WORK YES ASSIGN WORK WITH ECDs AND TASKS TO CREATIVE TEAM TEAM WORKS ON CREATIVE CHANGES CHECK IN WITH CREATIVES ASSIGN INTERNAL CREAITVE REVIEW TIME ECD CREATIVE REVIEW INTERNAL TEAM REVIEW SHARE / REVIEW WORK WITH ENTIRE TEAM (PRODUCTION & ACCOUNT SERVICES) CHECK IN W/PRODUCTION TO KEEP IN SCOPE AND ON SCHEDULE Creative Resources Outside Freelance needs, Outside partner needs Approves outside team members with appropriate team leader. CREATIVE PROCESS AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE YES CHANGES Producer Project Manager SCHEDULE MEETING FOR CREATIVE TEAM - ASSESS ASSIGNMENT HOURS / RESOURCES ASSIGN DEADLINE 5 YES CHANGES CREATE WORK Project Manager 5 CREATE PRESENTATION Project Manager Account Executive SCHEDULES MEETING WITH CLIENT CREATIVES BUILD PRESENTATION DECK MANAGE PRESENTATION ORGANIZATION CHECK IN W/PRODUCTION TO KEEP IN SCOPE AND ON SCHEDULE ECD CREATIVE REVIEW REVIEW PRESENTATION WITH ACCOUNT SERVICES, ECDs AND CREATIVES CLIENT MEETING SHARE / REVIEW WORK WITH CLIENT APPROVED Account Executive Project Manager / Producer SCHEDULE PRE-PRO MEETING
  16. 16. STEP 6: THE “WE MAKE STUFF TOO” STAGE. A large part of your culture should be the fact that you make stuff. Craft is important to your success and you should care about the production process. Production at an agency can range across media, platforms and well almost anything. Sometimes you hire people to help out, sometimes you make it and somestimes it is a large collaboration with outside resources. Your producers are very important during this phase of a project. They are the team leaders – the conductors running the train. However, that doesn’t mean they work in a vaccum. Part of what makes an agency special is your attention to craft. That means that the creative teams play a role in your production process. AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE
  17. 17. STEP 6: THE PRODUCTION PROCESS. Account Services PRODUCTION KICK-OFF 6 Producer APPROVED: CREATIVE, PROJECT BRIEF, SCHEDULE, TECH SPECS, ESTIMATE BROKEN INTO HOURS / DAYS SCHEDULE MEETING KICK-OFF MEETING REVIEW CREATIVE WITH TEAM FOR HANDOFF TO PRODUCTION INITIATE PRODUCTION TASK 6 Project Manager IF OVERAGES CREATES OVERAGE ESTIMATE / CHANGE ORDER UPDATE SCHEDULE ASSESSES OVERAGES ASSIGN WORK ASSESS ASSIGNMENT HOURS / RESOURCES DEADLINES, AND COSTS UPDATE SCHEDULE ASSESSES OVERAGES 6 YES PRODUCTION REVIEW ACCOUNT, PM & ECD REVIEW Producer TEAM WORKS ON PRODUCTION CHECK IN WITH TEAM ASSIGN INTERNAL REVIEW TIMES, CHECK IN WITH PROJECT MANAGER TO STAY ON SCHEDULE IF OVERAGES CREATES OVERAGE ESTIMATE / CHANGE ORDER UPDATE SCHEDULE ASSESSES OVERAGES CHANGES QUALITY CONTROL Account Manager Producer SHARE / REVIEW WORK WITH ENTIRE TEAM (PRODUCTION & ACCOUNT SERVICES) INFORMS ACCOUNT SERVICES TO SCHEDULE PRESENTATION REVIEW SPECS CHECK WORK YES CHANGES 6 PRODUCTION PROCESS AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE 6 Account Services Account Services YES CHANGES PRODUCE WORK Producer ROUTES OVERAGES INTERNALLY FOR APPROVAL SENDS ESTIMATE / CHANGE ORDER TO CLIENT UPDATE CLIENT STATUS ROUTES OVERAGES INTERNALLY FOR APPROVAL ACCOUNT MANAGER SENDS ESTIMATE / CHANGE ORDER TO CLIENT UPDATE CLIENT STATUS SCHEDULES CLIENT REVIEW YES CHANGES ECD CREATIVE REVIEW REVIEW WORK PRIOR TO RELEASE CLIENT REVIEW SHARE / REVIEW WORK WITH CLIENT APPROVED
  18. 18. STEP 7: KEEP UP THE QUALITY BEFORE YOU RELEASE IT TO THE WORLD. Phew! Almost done. Last call for quality control. An important last step in the process. The last step in your process is quality control. No matter what type of project the agency produces or creates, we all participate in making sure the work that gets out is as perfect as it can be. While our lead here at this stage is the project producer. You owe it to our entire team to participate with a clear head at this stage in the work. Take the time, double check it, play with it, test it, check all links, go over the entire user experience, phone numbers, web addresses, spell check, etc. This is your last chance to get things right and the last thing you need is to get a format or phone number wrong, some grandma in the midwest is going to be pretty cross with you if her number winds up on some social media contest site instead of your clients. AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE
  19. 19. STEP 7: QA. UPDATE CLIENT STATUS UPDATE CLIENT STATUS 7 7 INITIATE FINAL PRODUCTION Producer FINAL PRODUCTION REVIEW FINAL MATERIALS PRODUCED PRODUCER AND APPROPRIATE TEAM REVIEW MATERIALS FOR FINAL RELEASE YES CHANGES CHANGES CHANGES PRODUCTION QC REVIEW UPDATE SCHEDULE 7 YES Account Services ACCOUNT & ECD QC CLIENT DELIVERY SHARE / REVIEW WORK WITH ENTIRE TEAM (PRODUCTION & ACCOUNT SERVICES) SHARE / REVIEW WORK ECDs FINAL RELEASE / QUALITY CONTROL AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE UPDATE SCHEDULE 6 YES Producer Project Manager FINAL PROJECT MANAGER REVIEW Account Services RELEASE TO CLIENT / MEDIA RELEASE TO CLIENT DONE!
  20. 20. TO QUOTE MONTY PYTHON, “I’M NOT DEAD YET.” Doing a post-mortem; Putting the project to rest, so you don’t create the walking dead. Pfew! The project is complete and out the door. But your work is not yet done. A part of the process still occurs after the work has left the door. The production team is responsible for completing their financial worksheets, reviewing invoices and insuring that all bills are in properly. Your editting, development team and design staff are responsible for properly organizing their files on the server so they can be properly archived AND more importantly are put to sleep in a way that the work can be reawakened and reused. That means completing a project post mortem. Your project managers, should also complete a project end form as well, and all projects should get a final review with your PMO. Keep records so you can “resurrect” the project again if needed. AD AGENCY PROCESS & ROADMAP / © 2013, 2014 ED BURGOYNE

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