the principles and practice of project management presented by catherine mcintyre-velky persuasion...

The Principles and Practice of Project Management

Presented by Catherine McIntyre-Velky

Persuasion Arts & Sciences

The In-House Agency Forum presents

What is the In-House Agency Forum (IHAF)?• The leading professional association for in-house agencies

centered on three core offerings: Benchmarking and Best Practices Events and Conferences Training and Education

• Current membership represents over 65 companies including: BJ’s Wholesale Club, Blue Cross Blue Shield, Boston Globe, Citizens

Bank, Comcast, CVS Pharmacy, Disney, Explorica, Fidelity, MFS Investment Management, Putnam Investments, Reebok, Timberland, TJX Companies and Whole Foods

• IHAF’s objective is to deliver timely and relevant content to in-house agencies that is created directly from member feedback.

Today’s IHAF Online Seminar• The Principles and Practice of Project Management

More cost-cutting, less time

In-house agencies being leaned upon to deliver when external agencies can’t

• Catherine McIntyre-Velky, Persuasion Arts & Sciences Project and creative marketing specialist with over 20 years

experience

Reengineered workflow at Wieden & Kennedy, Fallon and most recently, Arnold Worldwide

Led project management and production services at Best Buy’s in-house agency

Project Management: Presented by Catherine McIntyre-Velky


Beliefs

I believe in the value of the role of Project Management

I believe we are “stratactical”



What we’ll cover

Why Now? What is Project Management (PM)? Discipline and principles PM strategy for your working environment How to implement PM Project triangle, workflow, processes Sustainability



Project ManagementEvolution

New agency structure Integration New technologies New media



“A great project manager leads the team. Keeps them moving through hazards. Knows the territory. You can’t get there by yourself.”



Project Management - Why now? Financial Pressure to be profitable Pressure to control costs Speed and efficiency – clients demand it



Project ManagementA recognized discipline IT, design, interactive PMI certification

Technical PM vs. Creative PM



“Project Managers are like cops…unwanted and under appreciated until you need one”

Account guy



Project ManagementVariations

Reflects culture of organizations Agencies of all sizes Design & interactive New model agencies Publications In-house Freelance



Project Management Defined

The discipline and art of leading projects to a successful conclusion.



Project Management The discipline Defining principles System and processes



Project ManagementThe art

Business with creative product



Project ManagementThe art

Business with creative productNot an assembly line



Project Management The art Requires flexibility and innovation



What is Project Management?

Project starts

Project ends

Traffic managed this much



Project starts Project ends

Project Managers manage end to end process




Project starts Project ends

Project Managers manage end to end process


INITIATE PLANNINGBRIEF

DEVELOPMENTCONCEPT EXECUTE PRODUCTION EVALUATE



Project ManagementThe Benefits: short- and long-term

More projects on time and on budget Clear communication Allows Account Management to focus on

strategy and client relationships Builds a culture of accountability



“The skill set a good project manager brings to the table is just as valuable as a good creative or strategist.”

Executive Creative Director



15 Defining principles of PMProject Managers are:

An equal partner Are media neutral Account Manager =

Strategy

Project Manager = Tactics



15 Defining principles of PMProject Managers: Focus Are Proactive problem solvers

“Solutions Managers” Are top-down planners Move the internal machine Anticipate obstacles Engage and delegate Have responsibility + authority



15 Defining principles of PMProject Managers: Hold people accountable Standardize process Streamline

Streamline: ‘make more efficient,’ ‘simplify,’ ‘modernize’

Efficient: ‘well organized,’ ‘resourceful,’ ‘not wasteful’ “Efficient and Streamline” – do not mean skip steps or

approvals. In fact often means take the extra steps upfront to ensure accuracy before it’s costly to make changes.



15 Defining principles of PMProject Managers: Internal resource Drive integration Orchestrate schedules

Demand time to do it right instead of doing it over

Human interaction: managing the people



“A good project manager is like a weather man. They make sure you don’t get caught in the rain without an umbrella.” Account Guy



Strategy GoalA single vision

Define a project management strategy for your working environment Objective

keep everyone on the same page Relevance

Return to it as the scope changes



Strategy

A. Objective Define key objective for the position/department in

your workplace



Strategy


your workplace

B. Who are we talking to? Define your audience



Strategy


your workplace


C. What must be accomplished? Specify the goal of the position



Strategy

A. Objective Define key objective for the position/department in your

workplace


C. What must be accomplished? Specify the goal of the position?

D. The single sentence The single most important thing you need to communicate about

this role



Strategy


workplace




this role

E. What should they believe about project management?



Strategy


workplace




this role

E. What should they believe about project management?F. What are our tools?



Process Exercise

Flat Tire

- not sure if we’ll have time to do this or if it will be effective in webinar



Project triangle, processes and workflow

Every project has a triangle All agencies need process Process helps manage workflow



Project triangle (SSB)

Sco

pe

Budget

Schedule



Project triangle on the move

Sco

pe

Budget

Schedule



Establishing Tools

Building process and defining responsibilities Process map

Other tools Workflow and scheduling software Asset management



THE RASI

R = Who owns the responsibility for this task?

A = Who needs to approve this task/step?

S = Who provides support to get this done?

I = Who gives input to get this done?



What is a process Map?

It’s a road map to help get you where you want to go



Build a process map

1. Identify swim lanes/primary stakeholders Set aside

2. Steps Using your post it notes, define steps. One per post it note.

3. Layer Post-its in swim lanes

4. Apply the RASI



Working tools

Internal forms (electronic) Brief and mandatories Scope doc Status docs Production docs Action/change order



Implement Project Management.Senior Management must:

Support Recognize and understand the benefits Be willing to drive change



Implement Project Management. Key questions that should arise What are we willing to change? What’s working and what is not working? What is our desired outcome? What is current perception about PM? What do we want them to believe about PM?

(see strategy)

Senior Management Department Heads



Implement Project Management. Process audit: Engage All key departments

Creative Account Management Finance Business Affairs Production (Art, Print, Broadcast) Media (internal or external) Project Management



Implement Project Management. Process Audit. Process Mapping Strategic vs. tactical breakdown Apply the RASI Rules of engagement



Implement Project Management. Process Audit continued:

Audit job descriptions Analyze current staff Client relationships Scope of client work



Implement Project Management. the new paradigm. Put it in writing

Visual process maps Training materials -- simple

and clear strategic and tactical roles

defined (job descriptions)

Where are we going? Near-term Short-term Long term

Everyone on board Senior management Department heads



Implement Project Management.

Recognize change is hard Set clear milestones Maintain momentum Evaluate Coaching Patience with transition Recognize evolution Complete transition takes time



“I need my project manager at the beginning of each day at the end of each day and many times throughout the day. He keeps me honest, on track, on deadline and sane. Scary.”

Management Supervisor



Sustainability

Have a champion at the board level Have a strong department leader who is on the

management team Have a process manual Clarify tools Provide the training – to all departments/groups Hold people accountable Spell out repercussions (and be prepared to act)



Common mistakes

Assuming this role can be handled by anyone Using this role as a training ground to other

departments. This IS a career. Not having an active champion Not having a strong, assertive leader Not providing on going training to individuals Not providing training to company Not respecting the experience of your partners



Keywords

Establish Ensure Enable (don’t enable bad behavior!) Develop Clarify Review Recap Strategy



Any Questions?

What’s next for IHAF?

Please join us for our next IHAF event:

For more information on membership or with suggestions on future content, please contact IHAF Member Services at 617.587.3945 or visit www.ihaforum.org.

Practical Examples of

Partnering for SuccessFriday, March 14, 2008 | Newton Marriott

Featuring the in-house agencies of Blue Cross Blue Shield, L.L. Bean, Philips Healthcare and Reebok

To register visit www.ihaforum.org.

the principles and practice of project management presented by catherine mcintyre-velky persuasion...

Documents

project management pm

itproject management

pm project triangle

creative pmproject management

great project manager

role of project managementi

mfs investment management

inhouse agency forum