ONE AGENCY PROCESS PROJECT CLASSIFICATION & CREATIVE RESOURCING
NEW YORK
NEW YORK
EXCELLENT WORK
CREATE & MAKE NEW OPPORTUNITIES
BETTER WORK LIFE BALANCE
WHY?
NEW YORK
NEW YORK
ORGANIZING PRINCIPLES
ONE AGENCY PROCESS
TOOLS TO SUPPORT
HOW WE GET THERE
NEW YORK
NEW YORK
ORGANIZING PRINCIPLES
NEW YORK
NEW YORK
PARTNERSHIP TEAMS
THIS TEAM OWNS:
All work that leaves agency Team staffing • Client relationship • 3ForAll
Creating and delivering new opportunities for client and agency
ORGANIZING PRINCIPLES
DEDICATED CORE TEAM RESPONSIBLE FOR OVERALL ACCOUNT SUCCESS
ACCOUNT LEAD
CREATIVE LEAD
STRATEGY LEAD+ +
NEW YORK
PROJECT MGMT
NEW YORK
PARTNERSHIP TEAMS
ORGANIZING PRINCIPLES
NEW YORK
Client Account Lead Strategy Lead Creative Lead
ASHLEY TBC Juliana Katrancha Daniel Rodriguez + Steve Doppelt
CHOICE Neil Frauenglass Julien Delatte Larry Platt + Lea Ladera
CIGNA Veronica Bertran Juliana Katrancha Larry Platt + Lea Ladera
CUERVO Lauren LaValle TBD Mat Bisher
GMI Mike Nelson Sarah Watson James Dawson-Hollis + Bill Wright
LOCKHEED Lisa Nocella Mike Medeiros TBD
L'OREAL Nancy Brodsky Lauren Turner Martha Brooks
MONDELEZ Dina Hovanessian Julien Delatte TBD
NESPRESSO Dana McCoullough Christine Villanueva Larry Platt + Lea Ladera
NESTLE Olivia Heeren TBD TBD
Client Account Lead Strategy Lead Creative Lead
NIKON RETAIL TBD Christine Villanueva Larry Platt + Lea Ladera
NIKON BRAND Kevin Scher Christine Villanueva Larry Platt + Lea Ladera
NY & Co Veronica Bertran Steve Zaroff Daniel Rodriguez + Steve Doppelt
NY LOTTERY Devin Reiter Mike Medeiros Grant Smith
ODOM Neil Frauenglass Christine Villanueva Daniel Rodriguez + Steve Doppelt
RB Haley Mazza Erica Yahr Tom Murphy
SSgA Jon Armstrong Christine Villanueva TBD
US ARMY Lisa Nocella Mike Medeiros Sean Bryan
USPS Devin Reiter Julien Delatte Tom Murphy
VERIZON Devin Reiter Megan Mackenzie Chris Mitton & Caprice Yu
NEW YORK
WORKFLOW & PROCESS
NEW YORK
WORKFLOW & PROCESS
AGENCY WORKFLOW
NEW YORK
WORKFLOW = MACRO
How we get work through the Agency
We have one workflow
Applies to all projects, but may vary according to project type
PROCESS(ES) =
We have dozens of processes
Applies to a specific task or set of tasks
MICRO
SCOPING PROCESS
CREATIVE IDEATION PROCESS
POST-MORTEM PROCESS
TALENT PROCESS
BRIEF PROCESS
JOB OPENING PROCESS
PRODUCTION PROCESS
CHANNEL STRATEGY PROCESS
ESTIMATING PROCESS
5C’S STRATEGIC PROCESS
FINANCIAL CLOSE
PROCESS
TRAFFIC PROCESS
CASE STUDY
PROCESS
LICENSING PROCESS
RESOURCING PROCESS
PROJECT CLASSIFICATION
PROCESS
NEW YORK
THE CLIENT BRIEF
PARTNERSHIP TEAM
REVIEW
RESPOND TO BRIEF & GAIN
CLIENT ALIGNMENT
INITIATION: ENGAGE
PARTNERS
PROJECT PLAN & JOB START FORM
PHASE ONE: GOAL (Project Initiation)
5 C’S PROCESS
NAKED TRUTH WORK
SESSION
CUSTOMER JOURNEYS
ACQUIRE RESOURCES
CREATIVE BRIEF
PHASE TWO: TRUTH (Strategy/Research)
BRIEFING SESSION
CREATIVE DEV
INTERNAL REVIEW
SHARE IDEAS W PRODUCER
PREPARE CLIENT
PRESENTATION
INTERNAL APPROVAL
PHASE THREE: IDEA (Creative Ignition)
CLIENT APPROVAL
GO MEETING
ESTIMATE CREATION & APPROVAL
PRE-PRODUCTION/
TECH KICK-OFF
PRODUCTION/DEVELOPMENT
POST-PROD/ QUALITY
ASSURANCE
TRAFFIC & LAUNCH
POST MORTEM &
CASE STUDY
PHASE FOUR: REALIZATION (Production)
MCCANN NEW YORK WORKFLOW
CLIENT APPROVES
BRIEF
CLIENT PRESENTATION
NEW YORK
THE CLIENT BRIEF
• Assess opportunity • Respond with clarifying
questions
• Briefing team varies by classification (See below)
• Review team varies by classification (See below)
• Assess if you need more/new teams
• Include producers at internal review as necessary
• Flag concepts on-budget vs those beyond budget
• Plan out the pre-sell, stimuli/prototype, supporting research, surprise & delight
• Approval team varies by classification (See below)
• Begin case study discussion
• Hand off all necessary files to production
• Full team meets to review approved concepts. Hand-off ownership to production.
• Bidding according to client process
• Are you proud of the work? If not, why?
• Did the process work? • What should we do
differently? • Review findings with client
• Work with Media partners as necessary
• Are we testing? Do we need to?
• Ensure PR is aware and planning is underway
• Determine project classification
• Attendees will vary based on classification (See below)
• Customize depending on project needs
MCCANN NEW YORK WORKFLOW
5 C’S PROCESS
• Develop channel strategy
• Brief requirements vary based on classification (See below)
• Consider internal, external, specialist skills
• Classification determines internal approval team before final client review
STRATEGY & BRIEF REQUIREMENTS: !• Platform: 5C’s; Steve approves brief;
Brief FYI to Chris, CCOs and Nathy, Dan, David, CatPatProgram: Customer journey & channel strategy; Partnership Team must approve brief
• Pulse: Minimal strategy time, skip to brief; Strategy Lead must approve brief
CREATIVE TEAMS & REVIEWS: !• Platform: 3 teams; Chris, Steve, CCOs
must review work; Share with Dan, David • Program: 2 teams: CCO must review
work if high opportunity; Share with Steve, Dan, David
• Pulse: 1 team; Partnership Team must review work
• Additional teams based on opportunity approved by Account Lead
INITIATION TEAM: !• Platform: Chris or Steve, CCOs Dan, Dave • Program: Steve, CCOs, Dan, David (if high
opportunity brief) • Pulse: Partnership Team !
All: Relevant agency partners
BRIEFING SESSION
CREATIVE DEV
INTERNAL REVIEW
SHARE IDEAS W PRODUCER
PREPARE CLIENT
PRESENTATION
INTERNAL APPROVAL
CLIENT PRESENTATION
NAKED TRUTH WORK
SESSION
CUSTOMER JOURNEYS
ACQUIRE RESOURCES
CREATIVE BRIEF
CLIENT APPROVES
BRIEF
5 C’S PROCESS
PHASE ONE: GOAL (Project Initiation)
PHASE TWO: TRUTH (Strategy/Research)
PHASE THREE: IDEA (Creative Ignition)
PHASE FOUR: REALIZATION (Production)
PARTNERSHIP TEAM
REVIEW
RESPOND TO BRIEF & GAIN
CLIENT ALIGNMENT
INITIATION: ENGAGE
PARTNERS
PROJECT PLAN & JOB START FORM
THE CLIENT BRIEF
CLIENT APPROVAL
GO MEETING
ESTIMATE CREATION & APPROVAL
PRE-PRODUCTION/
TECH KICK-OFF
PRODUCTION/DEVELOPMENT
POST-PROD/ QUALITY
ASSURANCE
TRAFFIC & LAUNCH
POST MORTEM &
CASE STUDY
• Creative Lead check-ins as needed
NEW YORK
THE CLIENT BRIEF
ESTIMATE CREATION & APPROVAL • Review team varies by
classification (See below) • Evaluate the work to
determine if more/new teams are required. New internal teams approved by Acct Lead; New freelance teams approved by Chris or Steve.
• Classification determines internal approval team before final client review
5 POINTS OF INTERNAL APPROVAL
5 C’S PROCESS
THE CLIENT BRIEF
PARTNERSHIP TEAM
REVIEW
RESPOND TO BRIEF & GAIN
CLIENT ALIGNMENT
INITIATION: ENGAGE
PARTNERS
PROJECT PLAN & JOB START FORM
5 C’S PROCESS
NAKED TRUTH WORK
SESSION
CUSTOMER JOURNEYS
ACQUIRE RESOURCES
CREATIVE BRIEF
CLIENT APPROVES
BRIEF
BRIEFING SESSION
CREATIVE DEV
INTERNAL REVIEW
SHARE IDEAS W PRODUCER
PREPARE CLIENT
PRESENTATION
INTERNAL APPROVAL
CLIENT PRESENTATION
PHASE ONE: GOAL (Project Initiation)
PHASE TWO: TRUTH (Strategy/Research)
PHASE THREE: IDEA (Creative Ignition)
PHASE FOUR: REALIZATION (Production)
CLIENT APPROVAL
GO MEETING
ESTIMATE CREATION & APPROVAL
PRE-PRODUCTION/
TECH KICK-OFF
PRODUCTION/DEVELOPMENT
POST-PROD/ QUALITY
ASSURANCE
TRAFFIC & LAUNCH
POST MORTEM &
CASE STUDY
STRATEGY & BRIEF REQUIREMENTS: !• Platform: 5C’s; Steve approves brief;
Brief FYI to Chris, CCOs and Nathy, Dan, David, CatPat
• Program: Customer journey & channel strategy; Partnership Team must approve brief
• Pulse: Minimal strategy time, skip to brief; Strategy Lead must approve brief
INITIATION TEAM: !• Platform: Chris or Steve, CCO, Dan, Dave • Program: Steve, CCO, Dan, David (if high
opportunity brief) • Pulse: Partnership Team !
All: Relevant agency partners
CREATIVE TEAMS & REVIEWS: !• Platform: 3 teams; Chris, Steve, CCOs
must review work; Share with Dan, David • Program: 2 teams: CCO must review
work if high opportunity; Share with Steve, Dan, David
• Pulse: 1 team; Partnership Team must review work
• Additional teams based on opportunity approved by Account Lead
• Attendees will vary based on classification (See below)
• Brief requirements vary based on classification (See below)
• Approval team varies by classification (See below)
NEW YORK
THE CLIENT BRIEF
PARTNERSHIP TEAM
REVIEW
RESPOND TO BRIEF &
GAIN CLIENT ALIGNMENT
INITIATION ENGAGE
PARTNERS
PROJECT PLAN & JOB START FORM
CLIENT APPROVAL
GO MEETING
ESTIMATE CREATION & APPROVAL
PRE-PRODUCTION/
TECH KICK-OFF
PRODUCTION/DEVELOPMENT
POST-PRODUCTION/
QUALITY TESTING
TRAFFIC & LAUNCH
POST MORTEM & CASE STUDY
Sample Client Deliverables: !• Creative concepts • Sketches • Scripts/Storyboards • Print/OOH concepts • Banner storyboards • Social extension comps • Prototypes • Wireframes • Content Matrix • Brand Book • Style Guide • Social Playbook • User Scenarios • Testing stimuli
Sample Client Deliverables: !• Research questionnaires • Research stimuli • Ecosystem map • Channel strategy • Customer journey • Personas • Segmentation • Digital/Social strategy • Social content calendar • Creative brief
Sample Client Deliverables: !• Brief response • Schedule/Project Plan • Business Requirements • Tech Specs • Scope Tracker
Sample Client Deliverables: !• Production estimates • Director Bids/Reels • Rough cuts • Final cuts • Online videos • Proofs • Mechanicals • Digital code/Staging
CLIENT DELIVERABLES
PHASE ONE: GOAL (Project Initiation)
PHASE TWO: TRUTH (Strategy/Research)
PHASE THREE: IDEA (Creative Ignition)
PHASE FOUR: REALIZATION (Production)
5 C’S PROCESS
NAKED TRUTH WORK
SESSION
CUSTOMER JOURNEYS
ACQUIRE RESOURCES
CREATIVE BRIEF
CLIENT APPROVES
BRIEF
BRIEFING SESSION
CREATIVE DEV
INTERNAL REVIEW
SHARE IDEAS W PRODUCER VS. BUDGET/TIME
PREPARE CLIENT
PRESENTATION
INTERNAL APPROVAL
CLIENT PRESENTATION
NEW YORK
PROJECT LIST
TOOLS
NEW YORK
Our hub for all work moving through the agency !Distributed to Leadership weekly to track progress, needs
NEW YORK
RESOURCE MANAGEMENT TOOL
NEW YORK
Hub for resource planning and allocation across all accounts !6-week view of upcoming work !Flags over and under-allocated resources to proactively balance workload !Weekly meetings to fill gaps, allocate teams !
TOOLS
NEW YORK
LEADERSHIP DASHBOARD
NEW YORK
Highlights our key opportunities: • Creative Hit List • Incoming briefs/Hot briefs • Agency-led initiatives • Completed projects and cases !Early warning system for discipline leads to get involved at the outset and support ideation. !Share client strategies/approaches across teams. !Share work.
TOOLS
NEW YORK
MUST BE SCOPED
ALL WORK/RESOURCE REQUESTS MUST GO THROUGH YOUR PM
(IF NO PM ON ACCOUNT: ROSHAN)
!
CANNOT START WITHOUT APPROVAL FROM CHRIS MACDONALD
PROTOCOL FOR PRO BONO, NEW BUSINESS, OTHER OFFICES
NEW YORK
UNPAID OPPORTUNITIES
NEW YORK
THANK YOU