Pm agency oview_prsnt

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Pm agency oview_prsnt

  1. 1. Project Management OverviewProject Management in an Agency Environment Jeff Thaler
  2. 2. Themes Professional Judgment: • Rigor & Flexibility • Issue Avoidance & • Process Adherence & • Guidelines & Rules Issue Mitigation Process Derivation Core Areas of: • Responsibility • Knowledge & Expertise • Influence & Leadership AS / PM Partnership: • Collaboration Model • Roles & Balance • Who Makes What Call The Art & Science of PM: • Hard Skills • Soft Skills • Breadth & Depth 2
  3. 3. Contents • PM in an Agency Environment - Why? • Successful Partnership - Who? • Process - How? • Core Project Manager Responsibilities - What? 3
  4. 4. PM in an Agency Environment Why Process? Why Project Management? Without defined processes, defined processes, managed With managed by specializedby specialized resources: resources: mis-aligned expectations (internal & aligned in purpose and stakeholders in effect external) - gaps / redundancies collaborate predictability / efficiently teams work in an ad hoc manner agency /balance: agency needs / client needs conflicts between ` client goals efficiency – course setting inefficiency – course correction rely on the heroic efforts of individuals best-in-class talent attract /retain low client sat. / poor agency KPI’s situations win / win This is a scalable model that This is not a sustainable business model – these are survival tactics.improves over time. evolves & 4
  5. 5. PM in an Agency Environment Finding the Sweet Spot Digital marketing requires operational rigor not typically found in an agency environment Project Management is a robust, mature discipline with history of success in a variety of complex industries Ad Hoc Rigid 5
  6. 6. PM in an Agency EnvironmentMaintaining Quality & Profitability - Success is a Moving Target Scope Success acceptable quality/profit Speed Cost
  7. 7. PM in an Agency Environment Project Management Tactics & Tools Process Information & Communication Relationships Judgment
  8. 8. PM in an Agency Environment Benefits Improved – quality of deliverables – control of scope – communication w/internal & Project external stakeholders Management – perception of agency’s abilities & offerings Tactics & Tools – margins – relationships Process Reduced – effort Information & – problems Communication – ramp-up & cycle time – delivery costs Relationships Allows specialists to focus on: – deliverables not distractions Judgment – marketing not management – enhancements not errors
  9. 9. Contents • PM in an Agency Environment - Project Why? Management Tactics & Tools • Successful Partnership – Who? Process Information & Communication • Process - How? Relationships • Core Project Manager Judgment Responsibilities – What? 9
  10. 10. Successful Partnership How is complexity best managed? • Interdependent moving parts • Competing Forces / Goals / Agendas • Information: dearth & overload • Collaborators, Competitors, Frien-emies ACCOUNT STRATEGY Clients Side RI:LAB CREATIVE TECHNOLOGY INSIGHTS & MEDIA Quality AssuranceCapacity Planning Research & Insights Copy / CM UI Design ATG / E-commerce Consumer Insights Futuring OCC/Advertising IA Design CMS Analytics Innovation Production Interaction / RIA RIA Media & Search Prototyping 3rd Parties PROGRAM / PROJECT MANAGEMENT 10
  11. 11. Successful Partnership Successful Partnership - 2 Sides of 1 Coin Success Depends on Effective Communication and Alignment Around: – Client Objectives – Success Criteria Account Project – Priorities Strategy Management – Scope – Process & Procedures – Roles & Responsibilities Complements & Supplements (e.g. Who makes what call) – Agency Objectives 11
  12. 12. Successful Partnership Account Strategy Project Management Relationship Management & Growth Business Marketing / Brand Strategy Strategy Account Strategy Measurement Creative Strategy Strategy Financial 12 Accountability
  13. 13. Successful Partnership Account Strategy Project Management Process / Change Management Risk Category Timing Pressure Creative Reach Risk Categories Rankings Section Ranking 1-3 3 2 Quality/ Profit Technology Reach / Environment 3 Brand, Style Guide and Asset Stability 2 Third Party Reliance / Localization 1 Budget Constraints (Fee & Costs) 2 Client Operational Stability 2 Standard RI Process / Tools Not Included 2 Staffing Constraints 2 Total Project Risk Score 19 Total Project Risk Score Key < 10 10 - 17 > 17 low risk --------------------- >>> high risk Risk / Quality Schedule Management Management Project Management See Instructions Tab for Additional Details Date: BASELINE BUDGET See Instructions Tab for (To edit dates to be included in project, Enter the project start week in the Summary Tab) No No No No No No June 14, 2009 June 21, 2009 April 12, 2009 April 19, 2009 April 26, 2009 May 10, 2009 May 17, 2009 May 24, 2009 May 31, 2009 June 7, 2009 Associate (This is pulled April 5, 2009 May 3, 2009 from the available June 14, 2009 June 21, 2009 June 28, 2009 May 24, 2009 May 31, 2009 June 7, 2009 resource section in theRisk / summary tab. To PM Lead AS Lead update resources, use Hourly Rate Domain Resource Name Total Prior Billed that list and follow the Hourly $120.00 Creative Grace, Michael 4.75 4.75 Client Project Name directions) Rate $160.00 Creative Ruggerio, Rich 4.50 4.50 CR DE The Home Depot Assisted Selling Rose, Connie $374.21 6.00 6.00 6.00 6.00 8.00 7.00 $145.00 PM Rose, Connie 6.00 6.00 CR DE The Home Depot Assisted Selling Edman, Dale $374.21 4.00 4.00 4.00 4.00 4.00 4.00 $145.00 PM ODell, Nandi 1.50 1.50 CR DE The Home Depot Assisted Selling Wingham, Matt $374.21 3.00 3.00 3.00 3.00 3.00 3.00 $130.00 QA Gwilliam, Owen 0.50 0.50 CR DE The Home Depot Assisted Selling Smith, Eric $374.21 $130.00 PM Ables, Heather 1.50 1.50 CR DE The Home Depot Assisted Selling Gwilliam, Owen $374.21 16.00 22.00 4.00 4.00 $165.00 Technology McCloskey, Michael 6.50 6.50Cost CR DE The Home Depot Assisted Selling Fischer, Jeff $374.21 4.00 4.00 $175.00 AS Edman, Dale 51.00 10.00 8.00 3.00 6.00 4.00 4.00 4.00 4.00 4.00 CR DE The Home Depot Assisted Selling Ables, Heather $374.21 $145.00 PM TBD, Project Management 58.00 7.00 6.00 8.00 6.00 6.00 6.00 6.00 6.00 CR DE The Home Depot Assisted Selling Mullins, Brandon $374.21 13.00 $130.00 Technology Miller, Toby 81.00 20.00 40.00 9.00 8.00 CR DE The Home Depot Assisted Selling Grace, Michael $374.21 $160.00 Creative Fischer, Jeff 19.00 8.00 1.00 2.00 4.00 4.00 CR DE The Home Depot Assisted Selling McCloskey, Michael $374.21 $150.00 Creative Meredith, Jennifer 8.25 1.25 3.00 1.00 1.00 1.00 1.00 CR DE The Home Depot Assisted Selling Ruggerio, Rich $374.21 $130.00 QA TBD, Quality Assurance 46.00 16.00 22.00 4.00 CR DE The Home Depot Assisted Selling Meredith, Jennifer $374.21 1.00 1.00 1.00 1.00 $135.00 Technology Baker, Keith 203.00 17.00 40.00 44.00 45.00 45.00 8.00 CR DE The Home Depot Assisted Selling ODell, Nandi $374.21 $165.00 Technology Wingham, Matt 30.50 6.50 0.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 CR DE The Home Depot Assisted Selling Godfrey, Patty $374.21 2.00 14.00 $130.00 Creative Godfrey, Patty 90.00 18.00 31.00 25.00 2.00 14.00 CR DE The Home Depot Assisted Selling Clark, Jacqueline $374.21 8.00 $160.00 Technology Duncan, Heather 81.00 1.00 10.00 12.00 8.00 10.00 10.00 10.00 10.00 CR DE The Home Depot Assisted Selling Duncan, Heather $374.21 8.00 10.00 10.00 10.00 10.00 10.00 $150.00 AS Kleban, Rick 9.00 8.00 CR DE The Home Depot Assisted Selling Kleban, Rick $374.21 1.00 $160.00 Creative Mullins, Brandon 41.00 4.00 12.00 12.00 13.00 CR DE The Home Depot Assisted Selling Baker, Keith $374.21 44.00 45.00 45.00 8.00 4.00 $120.00 Creative Clark, Jacqueline 22.50 10.50 4.00 8.00 CR DE The Home Depot Assisted Selling Miller, Toby $374.21 9.00 8.00 4.00 $140.00 Creative Pudlowski, Inge 5.00 1.00 4.00 CR DE The Home Depot Assisted Selling Pudlowski, Inge $374.21 4.00 $150.00 AS Saleh, Errin 8.00 0.00 0.00 8.00 CR DE The Home Depot Assisted Selling TBD, Developer $374.21 36.00 $135.00 Technology TBD, Developer 56.00 20.00 36.00 CR DE The Home Depot Assisted Selling Heather Cristina $374.21 0.00 0.00 0.00 Resource Budget 0.00 0.00 0.00 Budget Hours Total 834.50 75.50 0.00 0.00 0.00 0.00 67.00 97.00 155.00 65.00 130.00 100.00 80.00 28.00 Estimated Budget By Week #REF! $10,960.00 $0.00 $0.00 $0.00 $0.00 #REF! #REF! #REF! #REF! #REF! #REF! #REF! #REF! Management Management July 2009 Account Strategy / Project Management R = responsibleS/C = supports/consults A = accountable I = informed Delivery & Operational RACI Roles & Responsibilities Phase Description Account Program Strategy Management Manages Project Initiation (Preliminary Briefing) meeting / call with Client R S/C Develops and populates Project Input Form and / or Preliminary Project Brief (If necessary) and briefs Initiation / Definition team R S/C Leads requirements gathering for marketing strategy and objectives including research/insights that are necessary for agreement development R I Delivery Responsibilities Leads requirements gathering process for executional items per project brief that are necessary for agreement development S/C R INTIATION PHASE Manages Development of Letter of Agreement (LOA) and / or Statement of Work (SOW) based on Project Input Form and / or Preliminary Project Brief and Initiation / Definition team briefing. S/C R Collaborates with Finance to establish, update or amend Master Service Agreement R S/C Develops initial project plan (with input from capabilities) S/C R Identifies risks and develops mitigation strategy (with input from capabilities) S/C R Develops staff plan & budget (pass thru and fee) (with input from capabilities) and gets Finance approval S/C R Presents / Delivers LOA or SOW to client, fields feedback and obtains approval (e.g. LOA, SOW, MSA) R S/C Specifies required documents (e.g. research) in Project Brief R S/C Gathers third party assets based on CS direction (e.g. IT protocols) I R Manages, documents and informs/instructs team on doucment use I R Establishes and communicates filenaming convention I R INITIATION & INSIGHTS PHASES Develops Client/Product/Job structure in collab w/CS and Finance S/C R Operational Responsibilities 0pens job numbers via Finance and informs team I R Enters staff plan, druations and rates into EvA basded on approved BudgStaff I R Enters revenue projections, by discipline into BIT, provides agreements to Finance, Dir PM, CS Lead and files one copy S/C R Monitors and analyzes fee and hours burn rates via EvA and reports in status, etc. I R Requests resources & actively participates in resource meetings I R Collaborates with Resource Manager and Discipline leads on freelance sourcing and onboarding / offboarding I R Sources creative and technology 3rd parties and develops agreements with them (except media third parties) in conjunction with Finance S/C R Gathers client contact information and distributes to team R I Sets up extranet, FTP, etc I R Fills in hosting form and forward to Business Systems & IT I R Sets up file structure on local server and informs team and manages adherence I R Stakeholder Relationship 13 Management
  14. 14. Successful Partnership Account Strategy Project Management R A S C I - 80/80/80 How do R & S/C Interact? July 2009 Account Strategy / Project Management R = responsibleS/C = supports/consults A = accountable I = informed Delivery & Operational RACI Roles & Responsibilities Phase Description Account Program Strategy Management Manages Project Initiation (Preliminary Briefing) meeting / call with Client R S/C Develops and populates Project Input Form and / or Preliminary Project Brief (If necessary) and briefs Initiation / Definition team R S/C Leads requirements gathering for marketing strategy and objectives including research/insights that are necessary for agreement development R I Delivery Responsibilities Leads requirements gathering process for executional items per project brief that are necessary for agreement development S/C R INTIATION PHASE Manages Development of Letter of Agreement (LOA) and / or Statement of Work (SOW) based on Project Input Form and / or Preliminary Project Brief and Initiation / Definition team briefing. S/C R Collaborates with Finance to establish, update or amend Master Service Agreement R S/C Develops initial project plan (with input from capabilities) S/C R Identifies risks and develops mitigation strategy (with input from capabilities) S/C R Develops staff plan & budget (pass thru and fee) (with input from capabilities) and gets Finance approval S/C R Presents / Delivers LOA or SOW to client, fields feedback and obtains approval (e.g. LOA, SOW, MSA) R S/C Specifies required documents (e.g. research) in Project Brief R S/C Gathers third party assets based on CS direction (e.g. IT protocols) I R Manages, documents and informs/instructs team on doucment use I R Establishes and communicates filenaming convention I R INITIATION & INSIGHTS PHASES Develops Client/Product/Job structure in collab w/CS and Finance S/C R Operational Responsibilities 0pens job numbers via Finance and informs team I R Enters staff plan, druations and rates into EvA basded on approved BudgStaff I R Enters revenue projections, by discipline into BIT, provides agreements to Finance, Dir PM, CS Lead and files one copy S/C R Monitors and analyzes fee and hours burn rates via EvA and reports in status, etc. I R Requests resources & actively participates in resource meetings I R Collaborates with Resource Manager and Discipline leads on freelance sourcing and onboarding / offboarding I R Sources creative and technology 3rd parties and develops agreements with them (except media third parties) in conjunction with Finance S/C R Gathers client contact information and distributes to team R I Sets up extranet, FTP, etc I R Fills in hosting form and forward to Business Systems & IT I R Sets up file structure on local server and informs team and manages adherence I R
  15. 15. Successful Partnership Checks & Balances AS- Ensuring the Win / Win PM Owns Owns What & Why How & When Strategic & AS PM Delivery & Relationship Lead Relationship Lead re: below re: below Business Goals On-Time Marketing Goals AS PM On-Budget Account Project Strategy Branding Goals Management On-Spec Client Advocacy Agency Advocacy AS PM AS / PM
  16. 16. Contents • PM in an Agency Environment - Project Why? Management Tactics & Tools • Successful Partnership - Who? Process • Process- How? Information & Communication Relationships • Core Project Manager Responsibilities - What? Judgment 16
  17. 17. Process: Managing Complexity
  18. 18. Process: Managing Complexity Controlled progression: Inflection points identified Gates governed (entry & exit criteria) Transitions actively managed (throwers & catchers) Initiate Insights Interpretation Implementation Impact Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Agreement (Briefing) Major Components Deliverables Reports and Recommendation Designed Completed Optimization (QA)
  19. 19. Process: Managing Complexity Upstream focus with a Downstream filter • Begin with the end in mind • Fail to Plan = Plan to Fail • Align around the “critical path” • Preventive medicine • Upstream success determines • Course Setting vs. Course Correcting downstream success • Start Right / End Right Phase Sample phase
  20. 20. Process: Managing Complexity Component-based Architecture Iterative Development Cycles • Breaks complex series into digestible / • Know Critical Path / Dependencies comprehensible chunks • Match level of Depth / Detail w/situation (pitch, • Clear delineations via Milestones feasibility, managing project, team needs, etc.) (exit / entry criteria • Determine number of “Cycles” • Dependency-driven • Parallel Pathing for Acceleration • Self-documenting / Scalable (+ / -) Phase Stage Step Step Step Task Task Task Task Task TaskSub Task Sub Task Sub Task Sub Task Sub Task Sub TaskSub Task Sub Task Sub Task Sub Task Sub Task Sub Task Stage Step Step Step Task Task Task Task Task Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Stage Step Step Step Task Task Task Task Task Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task Sub Task
  21. 21. Contents• PM in an Agency Environment - Project Why? Management Tactics & Tools• Successful Partnership - Who? Process• Process - How? Information & Communication Relationships• Core Project Manager Responsibilities – What? Judgment 21

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