ADSUBCULTURE

PEOPLE

w rangling c reat ive c ha o s

IDEAS CULTURE
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The INTEGRATED TEAM

CLIENT

AD AP
VD

IP

CT...
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w rangling c reative c h a o s

IDEAS CULTURE
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INTEGRATED TEAM - BY FUNCTION (SUBJECT TO YOU...
ADSUBCULTURE

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w rangling c reative c h a o s

IDEAS CULTURE
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EXAMPLES OF DIVERGENT MODELS
ACCOUNT
DIRECTOR...
ADSUBCULTURE

PEOPLE

IDEAS CULTURE
PROCESS

w rangling c reative c h a o s

OLD VERSUS NEW MODEL
NEW COLLABORATIVE
THINKI...
ADSUBCULTURE

PEOPLE

IDEAS CULTURE
PROCESS

w rangling c reative c h a o s

THE INTEGRATED PRODUCER ROLE
Building a stron...
ADSUBCULTURE

PEOPLE

w rangling c reative c h a o s

IDEAS CULTURE
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INTEGRATED PRODUCTION FUNCTION

BP
ST

IP

PR...
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IDEAS CULTURE
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ACCOUNT MANAGEMENT & ENGAGEMENT

NB AD
IP

NE...
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wrangling c reat ive c ha o s

IDEAS CULTURE
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STRATEGIC PLANNING FUNCTION

BP AP
PP

STRATEG...
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IDEAS CULTURE
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TECHNICAL DEVELOPMENT

VISUAL
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UX FED
...
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TASKS AND TEAM FOR EXPERIENTIAL PROJECT (EXAM...
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Advertising Agency Integrated Project Management

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Work in progress, Advertising Integrated Team Makeup for agencies. Learn more about agency process at www.adsubculture.com

Published in: Marketing, Business, Technology

Advertising Agency Integrated Project Management

  1. 1. ADSUBCULTURE PEOPLE w rangling c reat ive c ha o s IDEAS CULTURE PROCESS The INTEGRATED TEAM CLIENT AD AP VD IP CT ID CW AD - ACCOUNT DIRECTOR CT - CREATIVE TECHNOLOGIST AP - ACCOUNT PLANNER ID - INTERACTION DESIGNER IP - INTEGRATED PRODUCER CW - COPYWRITER VD - VISUAL DIRECTOR © ED BURGOYNE 2013 - WWW.ADSUBCULTURE.COM Flat Team Model. Other team members come & go as needed, or by project. Client can be central or decentral to the process.
  2. 2. ADSUBCULTURE PEOPLE w rangling c reative c h a o s IDEAS CULTURE PROCESS INTEGRATED TEAM - BY FUNCTION (SUBJECT TO YOUR MODEL) ACCOUNT DIRECTOR ACCOUNT PLANNER Engagement Lead Lead Planner / Strategist VISUAL DIRECTOR Conceptual or Design Oriented INTEGRATED PRODUCER Production & Project Management INTERACTION DESIGNER Functionality CREATIVE TECHNOLOGIST Technical Director & Creative COPYWRITER Conceptual Creative FI Moving out from the core, teammembers either embody all functions, or engage other collaborators to help complete work. As the team moves through the Discovery, Planning, Ideation, Implementation, Measurement & Evolution stages they stay together to collaborate during the entire process on ideas, strategy, design development & execution. © ED BURGOYNE 2013 - WWW.ADSUBCULTURE.COM ST NB OP BP CP MK CR BP PP AD AP MP SP VD IP CT UX ENG ID CW FED PG MDV QA
  3. 3. ADSUBCULTURE PEOPLE w rangling c reative c h a o s IDEAS CULTURE PROCESS EXAMPLES OF DIVERGENT MODELS ACCOUNT DIRECTOR ACCOUNT PLANNER ACCOUNT DIRECTOR CREATIVE DIRECTOR Engagement Lead Lead Planner / Strategist Engagement & Planning Lead Lead Creative & Strategist VISUAL DIRECTOR Technical Director Conceptual & Design Oriented Production & Project Management USER EXPERIENCe User Interaction versus UI Art & DESIGN DIRECTOR Development Team Lead INTEGRATED PRODUCER Conceptual & Design Conceptual Creative ACCOUNT PLANNER Engagement & Planning Lead Lead Creative & Strategist INTEGRATED PRODUCER EXPERIENTIAL PRODUCER Production & Project Management Conceptual & Design EVENT DESIGN Concepual Builder Event Producer COPYWRITER Conceptual Creative EXPERIENTIAL FOCUS Development Team Lead COPYWRITER Conceptual Creative User Interaction versus UI ACCOUNT DIRECTOR CREATIVE TECHNOLOGIST Production & Project Management USER EXPERIENCe COPYWRITER INTERACTIVE FOCUS Art & DESIGN DIRECTOR INTEGRATED PRODUCER BROAD SPECTRUM FOCUS ACCOUNT DIRECTOR CREATIVE DIRECTOR Engagement & Planning Lead Lead Creative & Strategist Art & DESIGN DIRECTOR INTEGRATED PRODUCER Program Management Conceptual & Design EVENT DESIGN Concepual Builder BROADCAST PRODUCER In-House or Line Producer COPYWRITER Conceptual Creative BROADCAST FOCUS Depending on your agency’s focus, philosophy, culture & business model, your core team will vary in both size and individual functions. © ED BURGOYNE 2013 - WWW.ADSUBCULTURE.COM
  4. 4. ADSUBCULTURE PEOPLE IDEAS CULTURE PROCESS w rangling c reative c h a o s OLD VERSUS NEW MODEL NEW COLLABORATIVE THINKING OL E STRATEGY/ ANALYTICS > URE MEDIA & OUTSIDE COLLABORATION COLLABORATORS CREATIVE TE > IMPLEME NT © ED BURGOYNE 2013 - WWW.ADSUBCULTURE.COM E > IT PRODUCE & MAKE TECHNOLOGY > EAS M PRODUCTION EV CLIENT ENGAGEMENT RA CREATIVE PL C R E AT E MEDIA > > STRATEGY D I S C OV E R > AN V OLD INDEPENDANT “SILOS”
  5. 5. ADSUBCULTURE PEOPLE IDEAS CULTURE PROCESS w rangling c reative c h a o s THE INTEGRATED PRODUCER ROLE Building a strong integrated team means having autonomy for all members. More importantly, your integrated producer should be independent and should not report directly to either the technology, account services or the creative side of your agency. They are a team leader who needs to be seen as guiding as much as building creative ideas. An integrated producer is more than just a project manager. They are actively engaged in the participation and building of a successful project. They have a strong T-shaped background in producing one or more area of expertise; broadcast, interactive or traditional production as a producer, with broad knowledge of other prouction disciplines. Integrated producers have the skills needed to manage the client experience, and have the necessary “field presence” in order to demonstrate the judgement needed to see a project through creative ideation to development and craft and beyond. However, interated producers also work in a collaborative environment with other T-shaped thinkers in order to develop and execute programs that can utilize the best practices, critical thinking skills and knowledge of a wide range of disciplines and functions. © ED BURGOYNE 2013 - WWW.ADSUBCULTURE.COM PUBLISHING CONTENT BUSINESS OBJECTIVES EXPERIENTIAL INTERACTIVE PRINT BROADCAST INTEGRATED PRODUCER SOCIAL T-SHAPED TEAM MEMBERS CREATIVE MOBILE TECHNOLOGY CREATIVE OBJECTIVES INTEGRATED PRODUCER
  6. 6. ADSUBCULTURE PEOPLE w rangling c reative c h a o s IDEAS CULTURE PROCESS INTEGRATED PRODUCTION FUNCTION BP ST IP PRODUCTION EXECUTION FI CLIENT INTERACTIVE PRODUCTION CR STUDIOS & LABS OP FINANCE ACCOUNT LEAD INTEGRATED PRODUCTION & PROJECT MANAGEMENT CREATIVE TEAM RESOURCE ASSIGNMENT OTHER PRODUCTION Integration of both project management and multi-discipline production. FI CR CR - CREATIVE RESOURCE MANAGEMENT PRODUCTION PARTNERS. © ED BURGOYNE 2013 - WWW.ADSUBCULTURE.COM VD IP ID CW AP TECHNICAL DIRECTOR MP CP SP AD AP ST - STUDIOS OR MAKER LABS OP - OTHER INTERNAL OR EXTERNAL PP OP BP BP - BROADCAST PRODUCTION FI - FINANCIAL MANAGEMENT IP ST CT The Technical Director will also play a central role in execution.
  7. 7. ADSUBCULTURE PEOPLE w rangling c reative c h a o s IDEAS CULTURE PROCESS ACCOUNT MANAGEMENT & ENGAGEMENT NB AD IP NEW BUSINESS MK ACCOUNT MANAGEMENT PROJECT MANAGEMENT CD AP CREATIVE CLIENT MANAGEMENT CLIENT MARKETING STRATEGY ANALYTICS Account leads focus on building the client’s business & strategy. The integrated producer manages the client engagement. NB NB - NEW BUSINESS DIRECTOR MK MK - MARKETING FUNCTION AD - ACCOUNT DIRECTOR AP - ACCOUNT PLANNING / ANALYTICS CD - CREATIVE DIRECTOR © ED BURGOYNE 2013 - WWW.ADSUBCULTURE.COM AD AP VD IP ID CW CT
  8. 8. ADSUBCULTURE PEOPLE wrangling c reat ive c ha o s IDEAS CULTURE PROCESS STRATEGIC PLANNING FUNCTION BP AP PP STRATEGIC PLANNING BRAND STRATEGY MP ACCOUNT PLANNING PROPOGRATION PLANNING CP SP CONNECTION PLANNING MEDIA PLANNING STORY PLANNING BP - BRAND MANAGER AP - ACCOUNT PLANNER BP AP MP - MEDIA PLANNER / PARTNER SP - STORYTELLING / TRANSMEDIA CP CP - CONNECTION PLANNERS / SOCIAL PP - PROPOGATION PLANNING / INFLUENCE You can also adapt this model to reflect your agency’s lean towards content, experience, design thinking, or brand strategy focus . © ED BURGOYNE 2013 - WWW.ADSUBCULTURE.COM BP PP AD AP MP SP VD IP ID CW CT PP ANALYTICS MP CP SP Analytics will also play a central role to your planning & measurement.
  9. 9. ADSUBCULTURE PEOPLE w rangling c reative c h a o s IDEAS CULTURE PROCESS TECHNICAL DEVELOPMENT VISUAL DESIGN UX FED QA TECHNICAL DIRECTOR REAL WORLD ENG BACK END TECHNICAL DEVELOPMENT DIRECTION PROGRAMMING API MDV PG oUTSIDE PROJECT MANAGEMENT QUALITY CONTROL CONTENT CREATORS USEr EXPERIENCE FRONT END HTML /CSS JS Technical Team Connections; goal is to increase collaboration with the ideation team through the technical director or creative technologist. UX - USER EXPERIENCE LEAD FED - FRONT END DEVELOPER AD AP ENG - SOFTWARE ENGINEER PG - PROGRAMMER MDV - MOBILE DEVELOPER QA - QUALITY ASSURANCE, ENGINEER, ANALYST & TESTERS © ED BURGOYNE 2013 - WWW.ADSUBCULTURE.COM VD IP CT UX ENG ID CW FED PG MDV QA
  10. 10. ADSUBCULTURE PEOPLE w rangling c reative c h a o s IDEAS CULTURE PROCESS TASKS AND TEAM FOR EXPERIENTIAL PROJECT (EXAMPLE) PLANNING RESEARCH PROGRAM IDEATION CONCEPT DESIGN DEV DEPLOY CLIENT CLIENT CLIENT CLIENT CLIENT CLIENT CLIENT Client Task Lead Client Task Lead Client Task Lead Client Task Lead Client Task Lead Client Task Lead Client Task Lead ACCOUNT DIRECTOR ACCOUNT DIRECTOR ACCOUNT DIRECTOR As Needed As Needed ACCOUNT DIRECTOR As Needed ACCOUNT DIRECTOR As Needed ACCOUNT DIRECTOR ACCOUNT DIRECTOR As Needed As Needed As Needed EXPERIENTIAL LEAD EXPERIENTIAL LEAD EXPERIENTIAL LEAD EXPERIENTIAL LEAD Technical Director & Creative Technical Director & Creative EXPERIENTIAL LEAD EXPERIENTIAL LEAD EXPERIENTIAL LEAD Technical Director & Creative Technical Director & Creative Technical Director & Creative Technical Director & Creative Technical Director & Creative BRAND STRATEGIST BRAND STRATEGIST Lead Strategist for branding Lead Strategist for branding EXPERIENTIAL STRATEGIST EXPERIENTIAL STRATEGIST EXPERIENTIAL STRATEGIST EXPERIENTIAL STRATEGIST Lead Strategist for project Lead Strategist for project EXPERIENTIAL STRATEGIST Lead Strategist for project Lead Strategist for project Lead Strategist for project INTEGRATED PRODUCER INTEGRATED PRODUCER INTEGRATED PRODUCER INTEGRATED PRODUCER INTEGRATED PRODUCER Owns the Project Owns the Project Lead UX Lead UX Concept and Execution lead Concept and Execution lead Owns the Project Owns the Project Owns the Project INTEGRATED PRODUCER Owns the Project BROADCAST PRODUCER As needed INTEGRATED PRODUCER Owns the Project Lead UX Lead UX Lead Concept and Execution lead Concept and Execution lead Lead UX Concept and Execution lead As needed Lead UX Concept and Execution lead BROADCAST PRODUCER Concept and Execution lead VISUAL DESIGNER VISUAL DESIGNER VISUAL DESIGNER VISUAL DESIGNER STUDIO VISUAL DESIGNER STUDIO Conceptual or Design Oriented Conceptual or Design Oriented Conceptual or Design Oriented Conceptual or Design Oriented Conceptual or Design Oriented COPYWRITER COPYWRITER COPYWRITER COPYWRITER COPYWRITER Conceptual Creative Conceptual Creative Conceptual Creative Conceptual Creative Conceptual Creative EXPERIENTIAL DESIGNER EXPERIENTIAL DESIGNER EXPERIENTIAL DESIGNER EXPERIENTIAL DESIGNER Creating the Space. Creating the Space. Creating the Space. Creating the Space. TECH DIRECTOR TECH DIRECTOR Pulls inConcept or Prototype needs Pulls inConcept or Prototype needs TECH DIRECTOR TECH DIRECTOR DEV TEAM TECH DIRECTOR DEV TEAM Pulls inConcept or Prototype needs Depending on Need Pulls inConcept or Prototype needs Depending on Need © ED BURGOYNE 2013 - WWW.ADSUBCULTURE.COM Pulls inConcept or Prototype needs

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