An overview of Project Management core areas of focus. Includes project management process, tools, and collaboration with other parties - includes roles and responsibilities in comparison to Account Management.

1. Project Management Overview
Project Management in an Agency Environment
Jeff Thaler

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. Contents
• PM in an Agency Environment - Why?
• Successful Partnership - Who?
• Process - How?
• Core Project Manager Responsibilities - What?
3

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. 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. PM in an Agency Environment
Maintaining Quality & Profitability - Success is a Moving Target
Scope Success
acceptable
quality/profit
Speed
Cost

7. PM in an Agency Environment
Project
Management
Tactics & Tools
Process
Information &
Communication
Relationships
Judgment

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. 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. 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 Assurance
Capacity 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. 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. Successful Partnership Account
Strategy
Project
Management
Relationship
Management & Growth
Business Marketing / Brand
Strategy Strategy
Account
Strategy
Measurement Creative
Strategy Strategy
Financial 12
Accountability

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 the
Risk /
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 O'Dell, 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 6.50
Cost
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 O'Dell, 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. 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. 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. 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. Process: Managing Complexity

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. 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. 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 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 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. 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