Reorganization of Teams

08Oct12

The Nixon reading discussed how the structure at various advertising and public relations firms have transformed by using two firms as case studies. Overall, Nixon found that many agencies have redefined their relationship with clients, offering expertise and services that transcend the old, traditional view of advertising or public relations. Instead, the firms now sought to be viewed as “trusted business partners able to operate across the full range of their clients’ business and commercial needs.” This relationship was then used to justify an “agency salary,” a newer form of compensation that was different from a commission or fee-based payment.

Additionally, firms reorganized their workflow and responsibilities. Rather than having their staff working in silos where each department worked separately from each other, firms assigned multidisciplinary teams to client accounts where one person from each department collaborated and worked together.

The “Central Desktop Blog” examined this change by interviewing two different firms on their method of “integration” or “unbundling,” referring to multi-disciplinary teams from one company or collaborating across different firms or companies that offer specialized services. One of the firms featured in the blog DW+H uses the multi-disciplinary approach where a creative producer leads teams of 2-5 people. The creative producer is in a role that requires the person to be knowledgeable of all types of services and aspects of the project. This structure allows the firms to ensure that things do not fall through the cracks because the creative producer as lead of the multi-disciplinary team ensures that it does not.

The blog does interview other firms who collaborate with other creative workers and technology specialists rather than keeping everything in house. The firm has an established list of trusted partners that it refers to, sometimes hiring them project by project or keeping them on retainer only a few days each month. This reinforces how important social networks are in the creative industry as connections help many firms to acquire business that is not always based on the quality of their work.

 

– Tunga Lodato

 

LINK to blog post: http://cdblog.centraldesktop.com/2012/09/how-agencies-are-reinventing-the-creative-team-in-the-social-era/?utm_source=adrants&utm_medium=content&utm_content=reinventing-creative&utm_campaign=content-agency

Advertisements


No Responses Yet to “Reorganization of Teams”

  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: