“Yes, Christopher, the world IS flat.”
Dec|10|2008
Ok, maybe not in the literal sense, but figuratively. It’s shrinking, too.
In his 2004 bestseller, “The World is Flat,” Thomas Friedman explores the convergence of technology and events that have enabled countries around the globe to compete in the same marketplace. This blurring of geographic lines becomes more evident to me daily.
In my current position as CCO (Chief Customer Officer) of a web-based software company (Developware), I support Traffic Managers in, predominantly, the United States. Additionally, each new web site inquiry crosses my desk at some point in the process.
[It’s the Traffic Manager in me. I have to know everything that’s going on.]
In the past month, Developware has received inquiries from Canada, Poland, Iran, South Africa, Brazil, Turkey, India, Angola, and Malaysia. Though separated (somewhat) by language, the creative agencies of these, and other, countries share a common desire –- to better manage their workflow. They, too, want to instantly know the status of their projects, to carefully monitor budgets and to quickly gain client approval.
Isn’t it amazing to think that a Traffic Manager, not unlike yourself, is moving at warp-speed to push a project through the pipeline; reviewing an employee’s Time Sheet to make sure everything was entered correctly; fielding requests for, “just one more day” to work on the layout?
The Creative Brief, however, is written in Arabic.
The budget is displayed in Medicals, not dollars.
The client meeting is “in the city” — Istanbul, to be exact.
There are only three radio stations — in the country — to air the spot.
The copy reads from right to left.
The world really is one big, flat marketplace. We’re ALL trying not to fall of the edge.
“We need a system.”
Nov|20|2008
If I had a nickel for every time I’ve heard those words I’d, well, I wouldn’t be writing this blog. I’d be climbing Mt. Kilimanjaro or sipping green tea in Tokyo.
When is a project management system truly needed? Simply put, when you don’t know what’s going on in your agency. Whether you’re a creative team of three or 15, if you can’t immediately tell where every job stands, you need a system.
Are your projects deadline-based (and every job is “on fire”) or budget-based? If deadline-based, you need a system.
Is information entered in a single place or shared across multiple desks, e-mail accounts, Post-it notes, and megaphones? If the latter, you need a system.
Are your Clients frustrated because no one seems to know when (and where) the job will deliver? You REALLY need a system.
Do you know exactly how long it took to write the copy or does “a couple hours” sound fair? If guesstimating, you need a system.
If you were to get hit by a bus tomorrow, would anyone else know the critical business data that’s stored in your head? You need a system.
My point is this… in order to more efficiently (and profitably) run your agency, you need some form of project management system; ideally, one that’s web-accessible.
Or, you could just invest in fire extinguishers, earplugs, flowers, a crystal ball, and a crossing guard.
Traffic, “shmaffic”… who needs it anyway?
Aug|25|2008
The goal of any Traffic Department, whether in an ad agency, design or PR firm, is to increase efficiency and, ultimately, profitability. The core competency of creative outlets is not simply the production of creative work. It’s the efficient management of that production. We’ve all heard it before, “Time is money.”
Without the ability to carefully control workflow, even the most creative agency of all may find itself in a state of chaos.
You have to meet deadlines. Period.
You have to stay within budget. Period.
You have to know who’s doing what (or nothing at all) and when.
And, most importantly, you have to have the right tools.
A central traffic system, overseen by someone whose sole responsibility is its ongoing maintenance, can save your agency valuable time. By making client information available to everyone, from the convenience of their desktops, you make possible increased billable time.
Task, time and expense management, client access to materials posted via the Net, and instant retrieval of job information, are among the many indispensable features of a good traffic system.
Every employee on the agency team plays an integral role in its workflow success. Through the combination of an efficient traffic system, managerial commitment and team member dedication, your organization can experience unparalleled efficiency and profitability.
“BLOG 6!”
Jul|24|2008
When our CTO, Anthony Bouvier, and the programmers on his team start throwing “1s & 0s” around the room, I predictably chime - “BLOG 6!”
["BLOG" because it's just plain fun to say and "6" because it's a nice round number.]
One day, I hope to contribute something really “techy” to their conversation. Maybe they’ll even let me move up to “BLOG 8.”
[BLOG 7 just wouldn't be round enough.]