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.

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.