April 15, 2013


Posted by Fifth Ring

Once objectives and strategy are agreed and the creative ideas are flowing, those responsible for its delivery should be engaged in the process to make the strategic thinking visible. The most creative of ideas can fall by the wayside if the delivery is not handled correctly, so it’s important to get it right.

The best execution depends on a number of factors and throughout the process it is vital that the team working on the campaign or communications plan understands the bigger picture in terms of the objectives of the business. Everything should be done for a strategic reason and an approach should always be challenged to ensure it meets the brief and is the best and most efficient option. The ultimate aim should be to increase the value of the business.

It is important to operate in an honest, transparent way, keeping lines of communication fully open. This should involve listening and then giving targeted recommendations. Every business is different in terms of how they prefer to interact and communicate with each other; but regular updates and feedback are always necessary and it’s important to be flexible.

When working with third-party consultants on the delivery of a communication plan it’s crucial that both parties secure and maintain each other’s support and both should play a part in the creation of the idea and the execution. For example, a successful ad campaign should see creatives and client working as one formidable team, both driving towards the ultimate goal.

A great idea can be ruined if it is not planned and thought through properly. Is the idea tying in with an event? What is the lead-in time? Thinking of the desired result and then plotting the actions back helps to ensure all angles are covered. Once a plan is in place and a timeline agreed, it is vital that you stick to it. If things do change then immediately review the plan and make the necessary adjustments in timelines, so that expectations are still met.

On multi-disciplined projects involving a number of creative teams it is important that the different strands come together to meet the common goal. This may involve regular team update meetings and sharing information using tools like project management software, which help bring together the whole marcomms planner.

Flexibility is key for successful execution, as there may be times when goalposts need to move to tie in with a change in the business’s objectives. For example a merger gets brought forward or an office relocation is delayed. This is when the open channels of communication come into their own and the marcomms planner is adapted to suit.

What’s important to remember in all of this is to enjoy making the thinking visible and have fun. An energetic, enthusiastic, ideas-filled team focused on the overall objective is a winning one.

Download Five Issue 3