It’s a never-ending cycle for creative teams: A project is completed by a certain deadline and boom, there’s another one waiting for you before you can even catch your breath. Finishing projects on time isn’t just a goal — it’s a client expectation.
To meet these expectations, creative teams need structure, but not too much or too little. Creatives need to find a happy medium when it comes to this structure. There’s no room for chaos or stress, yet there should be some freedom so teams can let the creative juices flow.
On April 6, Target Marketing hosted the webinar “Crushing Deadlines: How to Run a Successful Agile Creative Team,” featuring Gabrielle Rein, creative director at Viceroy Creative; and Raechel Duplain, solutions marketing manager at Workfront. (If you missed this webinar, you can catch it here on-demand.)
Agile is a management method that uses incremental repetition to accomplish tasks. Duplain takes her own spin on Agile Management and makes it makes it work for marketers. She says Agile Marketing can be the happy medium creative teams have been searching for. In a Workfront study, 93 percent of marketers say Agile has helped them switch gears quickly and more efficiently when working on projects. Agile is a methodology that keeps teams on track through communication, planning and project management.
Having a plan and sticking to it is the first step to success in Agile Marketing. Duplain suggests creating a “backlog” or to-do list of all projects and work. Order the list from most important to least important, and get the most important stuff done first. Eighty percent of people surveyed reported that Agile has led them to enhanced prioritization. This will help teams be more organized and complete work on time.
Rein plans in a different way — she holds her projects teams to a “48-hour rule” meaning all projects need to be totally done 48 hours before a client’s deadline. She says time is the most valuable planning tool and having those 48 hours allows her employees to make last minute changes before the client’s deadline.
This time buffer helps the team avoid exhaustion and migraines, things Rein says are exactly opposite of what creative should be feeling. When a project is planned and executed properly, the finished product sells itself.