Flow of Work

Each client and project are different, but typical work flow consists of these steps:

Scope and Budget

Every client has a scope of work, which dictates everything the agency will complete for an engagement. The scope outlines deliverables as well as deadlines. Based on the scope, New Business and Finance teams will determine the proposed budget based on the agency’s fee structure. Once the client signs off on the budget, the agency will get to work.

Staffing

Some combination of management from various departments will come together and determine the people who will work on the account based on budget, skill sets, and availability. 

Accounts

Likely the first person assigned to a client will be the Account Manager. In addition to completing client work relevant to their department, the AM’s primary responsibility is to ensure that everyone else assigned to the account is completing their work in a timely manner. The Accounts team will schedule a kick off meeting with the client to go over the scope of work in detail and confirm deadlines. 

Research

After the client provides the Account team more context, the Insights department will take over. The Insights team will pull together research to inform strategic decisions. This team is not in charge of googling basic info. These staffers generate and interpret data to help make informed decisions. In other words, Insights reports help create a tailored communication program. 

Planning

The final report will be the basis for a strategic plan. Depending on the project, this could be a lengthy and detailed document, or a couple pages of bullet points. At minimum, it will list the objectives of the project, along with the strategic direction, audience and messaging insights, and a list of the tactics that the account team will execute. There will also be a separate action plan that specifically outlines departmental and sometimes individual responsibilities for executing the strategic plan

Creative

As the Account team determines strategic direction and confirms that all of the deliverables outlined in the scope of work are necessary, the AM will fill out a Creative Brief to share with the Creative department. Creative works on all of the visual elements of a deliverable—including graphic design, photo, video, website and app production, etc. The AM will represent the client to the Creative team—ensuring that all of the client’s requests and needs are met. 

Internal Review

All work goes through a rigorous review process before it gets to the client. It might go through department heads or one senior staffer who counsels the account. In some cases, reviewers are checking technical skills and ensuring that the best quality work and ideas are being presented to the clients. In other situations, someone with a lot of knowledge of the client’s subject matter is checking over the work to make sure it reflects a deeper level of understanding than a quick internet search.

Client Review

The AM will share the deliverables with the client for final sign off, and the Account team is responsible for ensuring the work goes out into the world (post content live, buy digital ads, pitch press, send to printer, coordinate event, etc.)

Evaluation

Once the work is live, Insights will track how successful it is based on predetermined metrics identified during the planning stages and early conversations with the client. Reports generated during this stage will inform future phases of the work or support case studies and award submissions.