Learn how to make your agency more productive and generate more results – WAU
The advertising market is somewhat competitive and capital invested in the sector is often scarce. Given this circumstance, managers need to understand how to make their agencies more productive without significantly increasing their costs. That’s why we at iClips have put together seven steps that will increase the productivity of your advertising agency. (See also: 7 […]
The advertising market is somewhat competitive and capital invested in the sector is often scarce.
Given this circumstance, managers need to understand how to make their agencies more productive without significantly increasing their costs.
That’s why we at iClips have put together seven steps that will increase the productivity of your advertising agency. (See too: 7 Things You Need to Change at Your Agency)
Implement procedures to be followed
Generally, the environment for advertising agencies is based on flexibility. This context makes perfect sense when analyzing the type of work that these creative companies offer: innovative materials.
This is because for a professional to develop inventive originality it is necessary that he does not feel excessively pressured. However, it is important to understand that flexibility is not disorganization.
The line between these two terms, in practice, is a fine one.
As you let your employees arrive at the times that most please them and motivate them to create, for example, your agency gradually loses its standard of operation and faces difficulties in respecting the stipulated deadlines, serving customers when they need it, following up on opening hours of its partners – from suppliers to customers – among others.
In order to enable your agency to face these obstacles without losing the essence of your business and without compromising your objectives, it is necessary to standardize and document How and when your employees must act in face of each type of situation. (See too: How to Manage Processes in your Agency?)
For example, thinking about the service department and an agency that has a double service structure for accounts, it is necessary to create a standard procedure for absences and delays so that at no time the customer is without resources when they need the support of these professionals.
In other words, it is necessary to create a procedure which documents that a professional can only request his time off when the other covers him and vice versa.
But clearly, implementing procedures does not mean focusing on the service sector, but also on the creation sector – in fact, I believe that for this is what most processes should be created – finance, digital media and all other sectors. Are you unsure how to create processes? click here!
Do not sell what the agency is not prepared to produce
Competition in the advertising sector is dense and the financial return and capital invested in the area is low compared to the dispute.
So, in general, advertising agencies are “desperate” for all types of services that appear.
That is, they may never have managed an event, but if an opportunity arises, they will manage it, even if without experience and without effective planning.
The point is that this attitude is not suitable for the growth of the agency. This is because situations can arise in which the professionals of the creative company are not prepared to deal. After all, experience and knowledge count a lot!
Given this context, it is necessary to plan. I am not saying that if you see an opportunity you cannot embrace it. We are indicating that you must plan before taking advantage of it. Otherwise, you run the risk of still burning your company’s brand.
Thus, plan the services you want to offer to the market and structure your company to offer them in the best possible way and with high quality. If you want to offer digital services, do not displace your advertising service, which has never created a fanpage, to produce content.
But train him until you are ready to perform that role or, if you are in a hurry, hire another qualified professional. If you want to offer event production, don’t say “yes” to your client when you don’t even know if you will be able to deliver what you promised and deliver what you expected.
But, if you see any market opportunity in which you are not inserted, plan to dive into the occasion.
Understand that there is no “perfect art”, but “art that works for the client”
It is very common to come across agency managers requesting art changes even when the client has already approved the piece – if it doesn’t happen in your company, we are proud of you!
Another common situation is the creative, who has all the zeal for his creation as if he were the father of a child – makes, remakes, changes and finishes details of a piece forever until your daily working hours are over.
Dozens of similar situations are repeated in the routine of agencies across the advertising sector. However, thinking about the profitability and health of the company, it is necessary to be careful with these attitudes.
The agencies’ production cost comes from production, obviously. This means that if a collaborator who has a salary of R $ 1500 / monthly applies five hours of his day in a piece, it is costing, only analyzing the creative department, R $ 31 approximately.
That is, if ten Jobs are produced per month, in which each consumes five hours of production, the monthly fee cannot be less than R $ 300.
And that, we are not even considering the costs of other departments – such as customer service, finance, etc. – and to maintain the company – such as water, electricity, etc. In addition, we are also considering a reasonable salary amount.
With a high amount of changes, the cost of Jobs increases, which can result in losses for the agency.
Usually, the clients themselves already request many changes in the art, which is already an issue that harms the agency’s situation. You, as a manager, do not need to further intensify this situation.
Another point is that in the market what matters is the result. Remember that your client is investing in your agency to achieve results, whatever they may be, and not to propel you and your company to win awards.
So, focus on pieces that achieve your account goals. And not that they are “cute”. (See too: Why Optimize Your Advertising Agency’s Traffic?)
Standardize services in order to optimize production
Your agency has great creatives, the service is phenomenal and all customers praise you, you are one of the best in your region and certainly great accounts. However, there are holes, bottlenecks that compromise the production of your agency.
Situations like “the service did not know that the designer left the piece“,”design did not understand the briefing or considered it inefficient to guide the production of a job” and “in planning, the piece would take 10 days to be completely ready and run, but the deadline has passed”Occurs more often than ideal.
These circumstances are made possible because the departments are not aligned effectively. There are no implemented processes, or there are and are not practiced efficiently, in the company’s routine, which results in completely lost professionals.
Therefore, it is essential to hire software to manage and integrate the agency as a whole. In the market there are several options. Document your needs and start looking for the options that best fit.
Implement an integrated system to optimize your agency’s workflow and don’t lose information “halfway through”.
Train employees to optimize their working hours
Specialized professionals in general are more productive. A collaborator who works only with writing becomes specialized in practice and does his job more quickly.
This means that instead of an employee performing several functions simultaneously, it may be ideal to hire specialized and trained professionals to produce more quickly.
Emphasize employees’ working hours
A crucial point that can hinder advertising agencies is the issue of working hours. As previously mentioned, creative companies generally offer their employees flexible working hours.
However, in addition to the points mentioned in the topics above, there is a situation that compromises all the agency’s productivity: compliance with the workload.
With the flexibility of hours, the difficulty of measuring whether the professional is fulfilling the agreed hours appears.
Thus, loopholes for non-compliance with the workload start to be taken advantage of by some employees, often not out of malice, but due to lack of organization even!
When the situation unfolds further, the manager realizes that, despite being investing in eight hours a day of a qualified professional, he is receiving only six. Which completely impairs the production of parts.
Generally speaking, managers usually, when faced with this situation, hire new employees.
However, the best solution would be to emphasize the employees’ working hours by making them comply with the agreed, produce what is necessary and not increase costs. This does not mean being “a bad manager”. That means getting what you’re paying for.
Produce an organization chart with some hierarchy, even if flexible
There is almost no hierarchy within an agency. At least not very clearly, except for “hired” and “interns”. This situation can lead to a situation: no one becomes totally responsible for anything.
In addition, task distribution becomes inefficient. Employees become resistant and do not accept demands from people “just like him”. It is the common “Who does he think he is ordering what I have to do?”
To make these circumstances impossible, it is crucial that there is an organization chart that is respected. Even though flexible and humanized, it is necessary to have.
With so much competition for accounts between agencies, increasing productivity is no longer a differential, but a question of survival.
Therefore, write down the seven steps explained above and rethink your advertising agency’s workflow. If you need, look for more information to professionalize your processes and management.
* Content produced Maria Eduarda Paschoal, iClips Marketing Analyst
Maria Eduarda Paschoal
Graduated in Advertising, she worked in advertising agencies since the first period of her college. His child’s play was to create content for his flogs and blogs. She was in love with “Flogão” as a child but today she is constantly seduced by the Inbound Marketing guy.
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