Most people appreciate the need for a dedicated “project manager” when partnering with an agency. Clients understand it’s in everyone’s best interest for there to be a single point of contact who organizes, prioritizes, and streamlines their deliverables throughout the life of a project. But taking big steps—whether it’s to grow your company or grow your audience—you need an experienced advisor on your side that can help you get to the next level.
These days, the key to a successful project is about more than just having a master juggler on your side. Before the word strategy became a buzzword, project managers led much simpler roles. Although our handling of budgets and scheduling is still a core strength, clients deserve and get more from their agencies than ever before. We don’t just make websites look pretty, we make them so they generate leads and profits. As the creative industry evolved, so has our role. Bringing in the right partners at the early stages of a project has never been more crucial.
I still get questioned about the value a Marcom Advisor adds to a project. It’s not a tangible deliverable clients can hold and say, “Oh, I’m so excited my box of Marcom Advisor arrived today! It was definitely worth the $800!”
Having been at this for almost 10 years (and after many debates among management), my role at Accurate Creative is now defined as a Marcom Advisor. It’s much more comprehensive and about thought‐leadership than what was defined as a Project Manager or Account Lead in the past.
That said, I do still get questioned about the value a Marcom Advisor adds to a project. It’s not a tangible deliverable clients can hold and say, “Oh, I’m so excited my box of Marcom Advisor arrived today! It was definitely worth the $800!”, so they sometimes have a hard time associating value to it when they see it as a line item in a quote or proposal.
The simplest (not simple at all) way I can put it is like this: A Marcom’s responsibility is to make sure your best interests are always at the forefront. For the life of the project, they become your organization’s best friend. They make sure your wants and needs are met; your goals and objectives are always top of mind; your brand standards are respected. They make sure every detail of every conversation is relayed to the creative team so your vision can be realized. It’s our job to not only make your life easier by managing your budget and schedule but to be giving you expert advice, even when it might not have been solicited, if we think it’s in your best interest and worth considering.
Regardless of the scope of your project, you should consider one of Accurate’s Marcom Advisors to be your right‐hand man/woman. Not to toot my own horn but in so many ways, people in my role can be crucial to the success of your project.
For more on the topic check out the Art of Listening blog written by Accurate’s President. It touches on some of the points above and how the role of agencies like ours has changed.