2a55dbaf091dd8d3713e7861cf81437b-2014 3.5 project team and project plan

8/12/2019 2a55dbaf091dd8d3713e7861cf81437b-2014 3.5 Project Team and Project Plan

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Project team and project plan

The secret power of brands

Week 3


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Building the team

Every branding project is different,

on both the client and agency sides.Each project will need specific expertise,according to its focus. However, there will bekey roles that are standard across allprojects.


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The typical client team

The client team is typically made up of people

from the marketing function, but may also includea number of individuals from various otherdivisions within the company.


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Typical team structure client

CMO

MARKETINGDIRECTOR

MARKETINGMANAGER

DIGITALMARKETINGMANAGER

ADVERTISINMANAGER

BRANDMANAGER

DESIGNMANAGER

INSIGHTSMANAGER

BRANDDIRECTOR

CUSTOMERINSIGHTSDIRECTOR


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The typical brand agency team

The agency team will have several members from three

core disciplines (management, strategy and creative)but may also include specialists from various areas.


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Typical team structure:Agency

STRATEGYDIRECTOR

CREATIVEDIRECTOR

DESIGNERSTRATEGIST

ACCOUNTADMIN

DESIGNSPECIALIST

(3D, MOTION,DIGITAL)

ACCOUNTDIRECTOR

ACCOUNT

MANAGER

RESEARCHER


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Partner agencies

Because brands have many faces to many

audiences, clients and brand agencies willoften collaborate with other creative andmarketing agencies to deliver specific work.

These agencies will have similar teamstructures to a brand agency, but may have

different names for some of the roles.


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Typical partner agencies

Research companies (qualitative and quantitative)

Trend analysts Advertising agencies

Digital

Direct Marketing

Internal communications Public relations


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But teams are not static

Teams on both the client and agency side often

change during the lifecycle of a project.Different skills are needed are various points in thework, and that is when specialists or more supportacross the three roles could be brought in.

On the other hand, work on a project will sometimes

lessen and therefore the team wont need to be as big.


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Typical brand project

Brand projects have no specific formula, but heres one ap

1. Define it

Business to do what?

Brand to do what?

Define the impactbrand must make

2. Imagine it

What does theworld need?

What is specialabout the client?

Create the core ideaShow how that couldbe in the world

3. Make it

Create a brandimpact plan

Innovate new productsand services

Transform skillsand culture

Change how theclient talks and looks

4. St

Make leads

Measu

Keep

evolvi


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The four-stage method

is a typical process for a branding project.

Define the taskBusiness ambition

Task for brand

Imagine the futurePurposePropositionPersonality

Architecture

Action plan

Make the changeInnovation

Identity and

communicationTransformation

Live t

LeadeStrateMean

Actio


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Brand project usually maps out like this

Define the task Imagine the future Make the change Live tw1 w2 w3 w4 w5 w6 w7 w8 w9 w1 w11 w12 w13 w14 w15

Timings vary hugely, and of course the final stage,living the brand, continues indefinitely into the future

2a55dbaf091dd8d3713e7861cf81437b-2014 3.5 project team and project plan

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