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The missing piece in the project management puzzle

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Marketing and advertising agencies have come a long way in the past few decades, but some still lack the ability to accept and adapt to change, while striving to manage projects effectively. This is why – according to the Head of Brands at hoola Modern Agency, Lauren Wait – you need to be prepared for change, and have the right attitude towards it, along with the right people to manage it. Photo: Karl Schoemaker

There is no doubt that marketing and advertising agencies have come a long way in the past few decades, but what some still lack is the ability to accept and adapt to change, while striving to manage projects effectively.

Something as small as a creative director taking a day of sick leave in the middle of a project, or a client requesting additional changes at the last minute, could cause a big headache for the project manager and team working on the project.

Agencies appreciate effective project management as it ensures structure and efficiency. According to Head of Brands at hoola Modern Agency, Lauren Wait, it instills trust and allows for a calm, guided atmosphere for the team to excel.

“Without it, it’s impossible to stick to a timeline, while delivering a job within a client’s budget, and keeping both the agency’s and the client’s team happy with the end result,” said Wait.

However, changes are a given with any project, but large agencies often struggle when it comes to implementing agile, robust project management processes. “They have a big ship to turn which can be slow and rigid,” said Wait.

Like any business, agencies have a ton to manage and organise on a daily basis. There are multiple projects on the go – varying in size, complexity and budget, which means the success of a project is heavily dependent on an agency’s ability to effectively manage them.

“So, when you also throw agility into that mix, things can become quite disruptive, which is why you need to be prepared for change and have the right attitude towards it, along with the right people to manage it.

“At hoola, we’ve adopted this thinking and attitude. We start by employing the right, talented people for the job. We also know when to ask for team support to get a project over the finish line, and we’re driven to the end to ensure it’s still delivered effectively and meets the high-quality standards we set for ourselves.”

Approaching project management in this agile manner does not come without its challenges, which is why Wait also highlighted managing expectations (internally and externally), as well as good communication and time management skills, as being key factors in hoola’s project management process.

“We’ve developed and implemented an effective standard operating procedure, driven by an incredible senior team, with a collaborative approach to projects. This ensures that our client’s feedback is heard throughout each phase of the project’s lifecycle.”

If you are considering working with an agency, or are currently working with one, be sure to ask them about their project management process – with hoola, you already have the answer.

For more information on hoola, visit hoola.agency.

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Alan Straton

Chief Cook, Bottle Washer and Broom Mechanic at MyPE
Passionate about Port Elizabeth and definitely NOT packing for Perth. Alan's ethos is epitomised in the words of Nelson Mandela; "I have fought against white domination and I have fought against black domination. I have cherished the idea of a democratic and free society. If need be, it is an ideal for which I am prepared to die." See more articles by Alan.