Why internal strategy leaders are crucial to your agency's survival
The only constant is change, and the advertising landscape is changing at record speed. This brings both challenges and great opportunities for agencies, along with a strong requirement to effectively manage change. To survive and thrive, agencies need solid internal strategies to keep ahead of the game and make sure they have the right people in place to manage internal operations.
Melissa Smith, founder of The Industry Club, on how internal strategy is what is key to agency survival
“The key is to not delegate agency operations to other departments but to prioritise this entity. While strategy and creative manage the idea, and client services manages the client, it’s key that someone is constantly looking to future proof the agency. Operations directors are more critical to an agency’s success now than ever,” says Melissa Smith, operations consultant at The Industry Club.
“It’s so important to have someone constantly looking at the business, not just the finances, clients, creative output or the many skilled departments within an agency - you need someone who has a bird’s eye view of the whole picture and understands the mechanics of the business so we can respond to client and creative needs,” said Nicky Russell, a previous Industry Club candidate and current operations director at Anomaly.
“You have to constantly look ahead to ensure you’re building a model that protects and encourages progressive thinking alongside solutions that are bespoke, flexible, scalable and respond quickly to client needs.”
“Smart Resource Management can enhance new business development, project health, human resources, staff retention and, of course, finances. How well do your Resource Managers understand the commercial objectives behind the work going on in your business right now? Do they ‘get’ what their work means to your bottom line – or are they focused more on matching people to roles and simply ensuring deadlines are met?” asks Jo Petroccia, resource management and operations trainer/consultant at The Industry Club.
The distinction is an important one. Commercially driven teams are getting what they want as opposed to what they need. Again, there’s a difference here – and it could be affecting your bottom line”.
If you would like to hire an operations director or discuss how you could run your agency more efficiently and effectively, please contact liz@theindustryclub.co.uk or on 0207 323 1966.
This was originally published in The Drum Network's January newsletter.
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The Industry Club
THE INDUSTRY CLUB are a leading creative communications recruitment and training partner to brands and agencies in the UK. We also work with clients on process consultancy...
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