A while back, I shared an article by a VP I worked for in NYC about why project managers should be looked at more so as a producer.
As I have finally started to watch “Mad Men”, I can see the evolution of going from the traffic/account management relationship in the 1960’s to why a project manager was added into the mix in the late 1990’s. The advertising process became more complex…more pieces, more people and needed someone who could have an objective and intelligent view in getting the project completed and launched.
Nowadays, the PM has evolved from looking at a project from the 10,000-foot level to getting deep into the details. This includes finding the right resources, as well as reviewing, guiding and commenting on strategy, creative and development. In short, the producer is not only able to execute but has enough “skin in the game” to take a project to a final approval on their own if necessary.
The key issue I see is the role is not respected outside by most firms outside of New York City, Chicago or Los Angeles. This is not a point of whining, but a fact. Ask anyone who is either in this role, or their leadership.
Agencies and marketing departments in corporations. Are your communication professionals engaged, involved and have the ability to be the champion? I hope so. Do not settle for a “box checker” or “paper pusher.” Remember to always find someone who is invested in the deliverable and the team’s mission.
To your success!
Michael has served as a marketing project manager/producer in agencies for three of the top five advertising conglomerates worldwide and two Fortune 100 companies since 2000. With over 25 years of overall marketing experience, Michael currently serves in this role with CBG Images Design of Rochester, NY and is available to connect.