3 Months. 90 Days. 12 Weeks.
I spent over 10 years at advertising agencies working in both creative services and account management. The agency ways of working was rooted in billable hours toward a particular project. So, in an effort to be the most valued partner to clients, we had to perfect our process leaving no waste in the hours of the workday. People’s talent and the ability to deliver work that was on time, on budget and that exceeded expectations was paramount in the success of retaining a client for future work. Eventually I transitioned to corporate marketing teams and it was that transition that has brought a wealth of new perspective to what advertising agencies do really well.
What stands out to me is the ability for agencies to deliver complex work within a designated timeframe. It seems like agency work is rapidly moving from client interaction to estimate to approvals to kick-offs to concepts to client presentations to concept approval to scripts and storyboards to casting talent to photoshoots to editing to sound mixing to final client approvals to on-air and in market. As a small team of four or five people, we could build out a mass media campaign - both advertising buys and creative services - from start to finish in 90 days that included:
one :60 TV spot
six :30 TV spots
three :15 TV spots
four :05 TV spots
one :60 radio spot
three :30 radio spots
three :15 radio spots
one :30 Pandora spot + graphics
six billboards
various print ads (sizes and creative messages)
various digital ads (sizes and creative messages)
social media partnerships
social media campaigns
website landing pages
templates for lobby banners, digital signage, email blasts, etc.
What attributes made the above possible in a 90 day timeframe and in parallel with 25 other agency projects competing for the same resources and timeframe? Well, we perfected the ability get laser focused. We used tools that outlined the specifics so that teams were set up for success from the beginning. We met throughout the day to talk about ideas, make decisions and, if needed, get clarification from the client. We didn’t make assumptions, get distracted or overly discouraged because we believed and trusted the people and process. We worked together knowing that we had a deadline to hit. Clients to impress and services to deliver that we were extremely proud of because they were going to get the needed results.
We also found trusted partners who could help bring ideas to fruition where gaps existed in-house. Videographers, photographers, writers, other designers, etc. If we needed more help, we called in help. Transparency and pride-to-deliver on our commitment left all options available. We kept the lines of communication open with the client. We provided any and all updates on what was happening now, what was going to happen next, what was going to fall to the client to pair with us on, when risks were on the horizon, etc.
Do you have the tools needed to set your team up for success? Do you have a strategic marketing plan for how to go-to-market? If either answer is no, contact me, and let’s figure things out.
