Program Roadmap — Connected agency planning

By the time a brief reaches a creative, decisions about the budget, timing and resourcing have already shaped the possibilities. I wanted the people developing the work to have a realistic allowance for what was being asked of them.

Knowing what the work needs

Creative concepting needs a different kind of allowance from a client presentation or the development of media materials. Treating those tasks as interchangeable makes it harder to give the work appropriate time.

I brought that understanding into the planning. The scope should account for the work being requested, and the schedule should give the team a realistic chance to develop it.

Protecting development time

If comparable work repeatedly needs longer than the original allowance, that needs to influence the next brief. Otherwise the creative team keeps inheriting the same shortfall.

I built the feedback from completed jobs into the process so future plans could make more realistic provision for the creative work.

My contribution

I brought my experience of concept development and art direction into the requirements for the system: what the team needs time for, how the allowance affects the work and where a plan needs to leave room for development.