Content before Design

Out of context: Reply #15

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  • vaxorcist0

    I do remember a smart account planner at an agency I worked for once.... If he were to hear of this, he'd say that the account staff didn't get the project started on the right footing....

    So, I'll go on a tangent and list a project management strategy that's a bit of a hybrid from some agencies I worked at.... possibly more from an ad agency perspective than some others, but I hope it's useful....

    1. What's the business objective? ... how do we define success or failure? any metrics?

    2. what's the target market? name 2 or 3 example personalities, list some central insights into their buying triggers, turn-ons and turn-offs...their hopes/fears/wants/etc... note that they probably have a very different worldview from the client and make sure the client knows this damn well, you may have to remind people of this part.

    >> NOTE that focus groups can be done at the START of a project, to learn these central insight buying triggers and such in your target market, but NEVER at the end! Focus groups exposed to final creative can become like the Gong Show or the judges on "America's Got Talent"

    3. Are there one or two ideas we HAVE to get across, otherwise the project is a failure, or misdirected? Articulate these VERY clearly, and check for this along the way....

    4. Who approves what and when? who provides what and when? what happens if early milestones are missed? how do we decide to revise a decision if we have to?

    Finally, make clear the difference between "Prescriptive Feedback" and "Descriptive Feedback".. the first is trying to take your job, it should beyond illegal, the second is great, tell me how this makes you feel, I might learn something meaningful...

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