Categories
Marketing & Advertising

The space between

I’m not a huge fan of 1-stop-shops in advertising. When agencies promise to do everything well something invariably drops in quality. Focus makes sense to me, excellence in what you do, bearing in mind there’s a lot of grey in-between.

The promise of a 1-stop-shop is often: efficiency, turnaround time, accountability and ultimately cost saving. However, communication, together with centralising insights and data is seldom a reality. When you lift the roof off of a 1-stop-shop you may still see siloed departments, poor communication and a lack of centralised effort.

It is this space between that exists between agency types as well, between the brand agency and the advertising agency, between the advertising agency and the digital agency, and between PR and media – the list continues, and sometimes includes the client.

So, we go on and on about integrated marketing when we can’t really deliver on the important stuff – the stuff we learn from as a collective, the stuff we wouldn’t have exposure to normally.

Ownership, in my opinion, is at fault. Who owns the data, who owns the insights? Who owns the gap. We claim it when there’s visibility, but we will never claim the empty gap.

Now, tell me again why you’re afraid of consultants in advertising.

Categories
Resources & Tools

How to organise your creative resources folder

Like me, you might have a world of creative resources floating around anywhere from your downloads folder to your desktop or in job folders.

Here is my attempt to help organise your creative assets.
Download the creative resources folder structure.

Here’s what it’s made up of

Root of Resources Folder
Root of Resources Folder

The root contains almost all types of files you would need or have in your creative library, from vectors and audio to video and Photoshop actions.

In most folders, 3 sub-folders exists to help keep you organised
In most folders, 3 sub-folders exists to help keep you organised

Most of the folders have 3 sub-folders; Flat (photographs and raster images), PSD (layered photoshop files) and Vector (editable files such as AI, EPS, etc.).

Special Folders have also been created to house specific content types.


Add-ons

Were you would keep all your Photoshop actions, colour palettes, scripts, etc.

Add-ons Folder
Add-ons Folder

Audio

To store FX, Loops and Music, which have all been created with their specific sub-categories.

Audio Root Folder
Audio Root Folder
The FX Folder
The FX Folder
The Loops Folder
The Loops Folder

The Music folder is organised by genre each with 2 sub-folders for Clips and full Songs:

The Music Folder
The Music Folder

Fonts

Sub-folders for easy navigation of different types of fonts. Remember, the more fonts you install, the slower your computer!

The Fonts Folder
The Fonts Folder

Images

This one took a lot of thinking. Eventually I decided it makes more sense to categorise by subject, then by Flat (photographs and raster images), PSD (layered photoshop files) and Vector (editable files such as AI, EPS, etc.).

Images Folder
Images Folder

Themes

For Keynote, WordPress and other theme-able platforms.

Themes Folder
Themes Folder

Video

Almost exactly the same as Images, but also including folders for FX and Overlays.

Video Folder
Video Folder

You will notices that a few of the folders have place for licenses, as it is always good practice to organise them well.

Download the creative resources folder structure, give it a try and let me know what you think!

Categories
Resources & Tools

How to organise your client folders

If you’re a designer, freelance or part of an agency, you’ll understand the frustration when your own filing system is so bad, you get lost in your own work.

Although I am not a designer anymore, I was going through my old work and started the process of filing, properly. This led me on to some articles on folder structure and organisation, which eventually led me to the conclusion that I should put some thing together and share it.

The system is quite simple and you can download the whole client folder structure here.

Here’s what it’s made up of

The Root Folder
The Root Folder

In the root of the client folder (which you would rename to the client’s name) are 3 folders: Admin is where all the top line administration for that client is kept; Corporate Identity is where that client’s CI is stored separately to jobs and finally a Project Folder is which you would duplicate when needed for each new project.

A suggestion: Always give folders a decent name, perhaps starting with the job number, then a title, and then a date. That way they will always be unique and easily found.


The Admin Folder

The Admin Folder
The Admin Folder

The Admin Folder consists of 4 folders and 1 file. Invoices is where to keep your invoices for each job; Legal is for contracts and agreements; Operations is for procurement documentation, purchase orders, etc. and lastly; People is where you keep track of who is who at your client.

The People spreadsheet acts as a simple CRM
The People spreadsheet acts as a simple CRM

I put together a “People” spreadsheet that helps you track names, contact details and relationships, think of it as a super-simple CRM for yourself.


The Project Folder

The Project Folder similarly has 4 folders within it; Admin, Input, Output and WIP.

The Project Folder
The Project Folder

The Admin Folder houses your briefs, cost estimates and proposals.

The next 3 folders allows you to manage your workflow by separating Input (what client has supplied you), WIP (work in progress) and Output (what you supply to clients and or 3rd parties).

Download the client folder structure, give it a try and let me know what you think!

If you liked this, you may like this article on organising your design/creative resources.

Categories
Marketing & Advertising

Integrated marketing, and why we can’t stop trying to get there.

While we sit at our desks and bitch about the “other” agency, we tell ourselves that we are the solution to every one of our client’s needs.

Integrated marketing does not rely on integrated agencies, it relies on integrating agencies.

What am i going on about?

Well, simply, we can be all we want to be and work as efficiently as we need to for ourselves, but we’re forgetting the most valuable lesson we preach about marketing. Know your audience.

If we’re not setting ourselves up to solve our clients’ needs, we’re doing it wrong. Our clients don’t give a rat’s ass about our process and how amazing it is, they want cool work on time and on budget.

If you want to knock them off their feet try this.

  • Develop a process of working between agencies
  • Develop a common language
  • Develop a way of showing results
  • Develop a way of costing that works for everyone
  • Develop tools and documentation to help

Now try convince your clients to move if all of this is in place. And stop complaining.