Digital Agency Workflow

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