In your organization, is there confusion over what does a project manager does versus an account executive or who develops the creative brief? How do new hires quickly come up-to-speed learning what they are responsible for? As you plan that reorg, how are you going to reallocate the work so that you are certain that everything is covered?
While the idea of creative lock may seem simple on paper, the problem is that for most agencies, it requires a cultural shift to grasp this. When you take a Creative or Art Director who’s been developing print ads for their entire career and they are now running a digital project, the idea of creative lock is foreign to them as they are used to tweaking the creative right up until it is delivered to the client.
Too many brands are developing a Facebook page only because their CMO read in a trade magazine that they should be on Facebook but they have no idea of why. The end result is that some marketing manager deep within the organization creates a Facebook page, posts one or two promotional videos, or perhaps a copy of their television ad, but it is completely disconnected from their brands and from their campaigns that are in-market. The result is lost opportunity and brand confusion in the marketplace. This all could have been avoiding by having a proper digital strategy.
WRONG! Contrary to what many people believe, the Statement of Work (SOW) is not a sales tool. The SOW is a legal contract used to document the agreement only after the business terms have been agreed. This preliminary agreement can be verbal. This means that if there are price issues (and there always are!), have those negotiations before the SOW is presented. Yes, you could ignore this advice and use the SOW to negotiate the contract but doing so will always take more time.
It can be difficult selecting the proper vendor for your needs as most vendors have the same sales pitch and follow the same delivery model. Look for the vendors that truly understand what it takes to deliver quality projects.
One of the necessary evils of our business is pitching new work. Unless you have figured out how to have infinite resources and infinite time, it is essential to qualify all leads before you assign a pitch team. You don’t want to spend your agencies resources on opportunities that you are unlikely to win and the revenue potential is small.
Acting like an entrepreneur means that you are committed, that putting in the minimum is not good enough, and that you can be trusted to do what say that you’re going to do. You treat every project as if your personal success depends on the project succeeding.
The key to a successful relationship with freelancers begins with having good open and direct conversations, getting agreements in-writing, and putting in the time to maintain and grow the relationship. Doing so will pay dividends.
After starting this blog two years ago and writing a few articles, I put the blog on hold. I was on the fence whether blogging made sense or not, after all, what could I say that is not currently being said elsewhere in the hundreds of millions of blogs already out there.