Without robust project management, a creative agency can quickly find itself neck-deep in client complaints, employee burnout, and unexpected expenses.<\/p>\n\n\n\n
But don\u2019t freak out, this guide is going to focus on the steps you can take to prevent these problems.<\/p>\n\n\n\n
Let’s dive in.<\/p>\n\n\n\n
How is project management for marketing agencies different?<\/h2>\n\n\n\n
Project management is the process of organizing and leading a team to achieve objectives within set constraints like budget, time, and scope. <\/p>\n\n\n\n
Projects begin by defining the scope and end when clients get the deliverables. Project management processes make sure that you have a systematic workflow to address each stage of the project\u2014from initiation to closure.<\/p>\n\n\n\n
But what\u2019s specific to project management for marketing agencies?<\/p>\n\n\n\n
Focus on people over materials and equipment<\/strong><\/h4>\n\n\n\nFirst, unlike other industries, marketing, and advertising projects are more people-focused.<\/p>\n\n\n\n
Everyone deals with people to some degree. But unlike construction or manufacturing projects, the focus of marketing and ad agencies is on people\u2014not materials and equipment. <\/p>\n\n\n\n
In addition, most of the work is knowledge work.<\/p>\n\n\n\n
Because of this, agency project managers need to ensure that the right people are available for the right tasks at the right time. Also, managers need to keep their team’s workloads balanced so as not to burn them out.<\/p>\n\n\n\n
Unpredictable timelines<\/strong><\/h4>\n\n\n\nSecond, creative projects often have to deal with uncertain timelines.<\/p>\n\n\n\n
Unlike physical tasks, it’s hard to time knowledge-based tasks.<\/p>\n\n\n\n
The time spent on a knowledge-based task varies widely depending on who’s working on it. As a result, it’s hard to estimate how long a task should take.<\/p>\n\n\n\n
In addition, clients like to be kept in the loop for feedback and approvals. <\/p>\n\n\n\n
Both these reasons make it hard to plan a timeline for a creative project. Managers need a way to quickly plan a schedule and make adjustments when things change.<\/p>\n\n\n\n
Close client involvement<\/strong><\/h4>\n\n\n\nAgency clients like to stay on top of the project’s progress with updates, feedback, and approvals. <\/p>\n\n\n\n
Managing client communication can get hectic, hard to plan, and hard to account for.<\/p>\n\n\n\n
Because of this, marketing PMs must have an arsenal of tools and ideas to plan for feedback loops, unclear expectations, financial constraints, and more.<\/p>\n\n\n\n
Lack of technical PM training<\/strong><\/h4>\n\n\n\nRigid, technical project management concepts don’t apply well to the uncertainties involved in knowledge projects. This is why, technical terms like Work Breakdown Structure, Critical Paths, PERT, etc. rarely make it to an agency project manager’s vocabulary.<\/p>\n\n\n\n
Plus, with most marketing, advertising, and creative projects, market needs change rapidly.<\/p>\n\n\n\n
As a result, as an agency manager, you have to stay on your toes and adapt quickly as things change. <\/p>\n\n\n\n
The success of the project is grounded in simple visual tools, continuously improving workflows and solid communication channels. Often your tech stack includes simple marketing project management software<\/a>, communication tools, and time tracking apps. <\/p>\n\n\n\nOh yeah\u2014and a PM methodology that matches your workflows.<\/p>\n\n\n\n
This leads us to\u2026<\/em><\/p>\n\n\n\nWhat are the best project management methods for marketing agencies?<\/h2>\n\n\n\n
A perfectly honed project management workflow is literally your secret weapon.<\/p>\n\n\n\n
No seriously. It\u2019s the difference between failure and knock-it-out-of-the-park success.<\/p>\n\n\n\n
Too bad only 61%<\/a> of projects have a defined methodology applied to them. That means 39% of projects are just rushing forward without a clear plan.<\/strong><\/p>\n\n\n\nSo let\u2019s check out some of the best PM methods out there.<\/p>\n\n\n\n
Agile<\/h3>\n\n\n\n
The Agile method takes a large project and breaks it down into easily managed bits called \u201csprints\u201d.<\/p>\n\n\n\n
Sprints are short-term work cycles that only span a few weeks. Each sprint delivers a working part of the project. At the end of each sprint, the work is assessed and feedback is given. The next work cycle is then planned based on the feedback of the previous sprint.<\/p>\n\n\n
\n![\"What](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2022\/07\/agile-project-management-iterations-1024x476.jpeg\")
What is Agile project management? (source<\/a>)<\/figcaption><\/figure>\n<\/div>\n\n\nAgile is great for marketing because these sprints allow you to be just as fast as new trends and quickly adapt to the newest, hottest thing. <\/p>\n\n\n\n
It\u2019s telling that 80%<\/a> of digital marketing professionals who adapted it say it helped deliver a better and more relevant product.<\/p>\n\n\n\nThe biggest disadvantage of Agile project management in marketing<\/a> is short-term project estimation and resource planning. It\u2019s tricky to know exactly what you\u2019ll need down the road.<\/p>\n\n\n\nWaterfall<\/h3>\n\n\n\n
The waterfall methodology focuses on creating deliverables in a linear sequence, like a waterfall flowing from the cliff face to the water below.<\/p>\n\n\n
\n![\"Stages](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2022\/07\/waterfall-project-management-1024x439.png\")
Stages of a waterfall project management methodology (source<\/a>)<\/figcaption><\/figure>\n<\/div>\n\n\nThis method relies on a start-to-finish monolithic process where your project hits key points before landing at the goal below. <\/p>\n\n\n\n
Large marketing projects benefit greatly from Waterfall project management.<\/p>\n\n\n\n
But the major downside of Waterfall project management is inflexibility. Since your entire scope will be determined at the beginning, if something needs to be changed later on it\u2019s going to be tough.<\/p>\n\n\n\n
As a result, large marketing projects often rely on a combination of Waterfall and Agile methods to deliver projects iteratively.<\/p>\n\n\n\n
Learn more about how Waterfall project management works in marketing<\/a>.<\/p>\n\n\n\n\u200b\u200bAdaptive project framework (APF)<\/h3>\n\n\n\n
Adaptive Project Framework is an agile framework that follows the “learn as you go” project management method.<\/p>\n\n\n\n
Whereas other Agile methodologies are incremental, APF is iterative.<\/p>\n\n\n
\n![\"Adaptive](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2022\/07\/adaptive-project-management.jpg\")
Adaptive Project Management (source<\/a>)<\/figcaption><\/figure>\n<\/div>\n\n\nAPF is particularly useful for experimental projects where uncertainty is the norm. This method adapts well to constant change. <\/p>\n\n\n\n
It’s perfect for marketing teams testing new messages and channels.<\/p>\n\n\n\n
On the downside, there’s little project control and a very high wastage of project resources.<\/p>\n\n\n\n
Learn more about the Adaptive Project Framework here<\/a>.<\/p>\n\n\n\nKanban<\/h3>\n\n\n\n
Kanban is another Agile method, that merits its own section. That’s because most Agile marketing teams follow Kanban in their marketing campaigns using tools like Trello and its alternatives<\/a>.<\/p>\n\n\n\nMore than a method, Kanban is a visual tool to manage Agile projects. It uses a Kanban board to capture, organize, and track tasks in a work cycle.<\/p>\n\n\n\n![\"A](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2022\/07\/illus-kanban-boards.png\")
A simple Kanban board in Toggl Plan<\/figcaption><\/figure>\n\n\n\nThe Kanban board takes tasks and puts them into columns. Each column represents a task status. At the most basic level it can be three groups:<\/p>\n\n\n\n
\n- To-do<\/li>\n\n\n\n
- In-progress<\/li>\n\n\n\n
- Done<\/li>\n<\/ul>\n\n\n\n
It helps team members visualize their tasks\u2014where they are, how they\u2019re doing, how much they have left, etc.<\/p>\n\n\n\n
Want to learn more about Kanban? Check out this comprehensive Kanban guide<\/a>. <\/p>\n\n\n\nTypical roles in a marketing project management team<\/h2>\n\n\n\n
Project management for marketing agencies will generally have these roles:<\/p>\n\n\n\n
Second, creative projects often have to deal with uncertain timelines.<\/p>\n\n\n\n
Unlike physical tasks, it’s hard to time knowledge-based tasks.<\/p>\n\n\n\n
The time spent on a knowledge-based task varies widely depending on who’s working on it. As a result, it’s hard to estimate how long a task should take.<\/p>\n\n\n\n
In addition, clients like to be kept in the loop for feedback and approvals. <\/p>\n\n\n\n
Both these reasons make it hard to plan a timeline for a creative project. Managers need a way to quickly plan a schedule and make adjustments when things change.<\/p>\n\n\n\n
Close client involvement<\/strong><\/h4>\n\n\n\nAgency clients like to stay on top of the project’s progress with updates, feedback, and approvals. <\/p>\n\n\n\n
Managing client communication can get hectic, hard to plan, and hard to account for.<\/p>\n\n\n\n
Because of this, marketing PMs must have an arsenal of tools and ideas to plan for feedback loops, unclear expectations, financial constraints, and more.<\/p>\n\n\n\n
Lack of technical PM training<\/strong><\/h4>\n\n\n\nRigid, technical project management concepts don’t apply well to the uncertainties involved in knowledge projects. This is why, technical terms like Work Breakdown Structure, Critical Paths, PERT, etc. rarely make it to an agency project manager’s vocabulary.<\/p>\n\n\n\n
Plus, with most marketing, advertising, and creative projects, market needs change rapidly.<\/p>\n\n\n\n
As a result, as an agency manager, you have to stay on your toes and adapt quickly as things change. <\/p>\n\n\n\n
The success of the project is grounded in simple visual tools, continuously improving workflows and solid communication channels. Often your tech stack includes simple marketing project management software<\/a>, communication tools, and time tracking apps. <\/p>\n\n\n\nOh yeah\u2014and a PM methodology that matches your workflows.<\/p>\n\n\n\n
This leads us to\u2026<\/em><\/p>\n\n\n\nWhat are the best project management methods for marketing agencies?<\/h2>\n\n\n\n
A perfectly honed project management workflow is literally your secret weapon.<\/p>\n\n\n\n
No seriously. It\u2019s the difference between failure and knock-it-out-of-the-park success.<\/p>\n\n\n\n
Too bad only 61%<\/a> of projects have a defined methodology applied to them. That means 39% of projects are just rushing forward without a clear plan.<\/strong><\/p>\n\n\n\nSo let\u2019s check out some of the best PM methods out there.<\/p>\n\n\n\n
Agile<\/h3>\n\n\n\n
The Agile method takes a large project and breaks it down into easily managed bits called \u201csprints\u201d.<\/p>\n\n\n\n
Sprints are short-term work cycles that only span a few weeks. Each sprint delivers a working part of the project. At the end of each sprint, the work is assessed and feedback is given. The next work cycle is then planned based on the feedback of the previous sprint.<\/p>\n\n\n
\nWhat is Agile project management? (source<\/a>)<\/figcaption><\/figure>\n<\/div>\n\n\nAgile is great for marketing because these sprints allow you to be just as fast as new trends and quickly adapt to the newest, hottest thing. <\/p>\n\n\n\n
It\u2019s telling that 80%<\/a> of digital marketing professionals who adapted it say it helped deliver a better and more relevant product.<\/p>\n\n\n\nThe biggest disadvantage of Agile project management in marketing<\/a> is short-term project estimation and resource planning. It\u2019s tricky to know exactly what you\u2019ll need down the road.<\/p>\n\n\n\nWaterfall<\/h3>\n\n\n\n
The waterfall methodology focuses on creating deliverables in a linear sequence, like a waterfall flowing from the cliff face to the water below.<\/p>\n\n\n
\nStages of a waterfall project management methodology (source<\/a>)<\/figcaption><\/figure>\n<\/div>\n\n\nThis method relies on a start-to-finish monolithic process where your project hits key points before landing at the goal below. <\/p>\n\n\n\n
Large marketing projects benefit greatly from Waterfall project management.<\/p>\n\n\n\n
But the major downside of Waterfall project management is inflexibility. Since your entire scope will be determined at the beginning, if something needs to be changed later on it\u2019s going to be tough.<\/p>\n\n\n\n
As a result, large marketing projects often rely on a combination of Waterfall and Agile methods to deliver projects iteratively.<\/p>\n\n\n\n
Learn more about how Waterfall project management works in marketing<\/a>.<\/p>\n\n\n\n\u200b\u200bAdaptive project framework (APF)<\/h3>\n\n\n\n
Adaptive Project Framework is an agile framework that follows the “learn as you go” project management method.<\/p>\n\n\n\n
Whereas other Agile methodologies are incremental, APF is iterative.<\/p>\n\n\n
\nAdaptive Project Management (source<\/a>)<\/figcaption><\/figure>\n<\/div>\n\n\nAPF is particularly useful for experimental projects where uncertainty is the norm. This method adapts well to constant change. <\/p>\n\n\n\n
It’s perfect for marketing teams testing new messages and channels.<\/p>\n\n\n\n
On the downside, there’s little project control and a very high wastage of project resources.<\/p>\n\n\n\n
Learn more about the Adaptive Project Framework here<\/a>.<\/p>\n\n\n\nKanban<\/h3>\n\n\n\n
Kanban is another Agile method, that merits its own section. That’s because most Agile marketing teams follow Kanban in their marketing campaigns using tools like Trello and its alternatives<\/a>.<\/p>\n\n\n\nMore than a method, Kanban is a visual tool to manage Agile projects. It uses a Kanban board to capture, organize, and track tasks in a work cycle.<\/p>\n\n\n\nA simple Kanban board in Toggl Plan<\/figcaption><\/figure>\n\n\n\nThe Kanban board takes tasks and puts them into columns. Each column represents a task status. At the most basic level it can be three groups:<\/p>\n\n\n\n
\n- To-do<\/li>\n\n\n\n
- In-progress<\/li>\n\n\n\n
- Done<\/li>\n<\/ul>\n\n\n\n
It helps team members visualize their tasks\u2014where they are, how they\u2019re doing, how much they have left, etc.<\/p>\n\n\n\n
Want to learn more about Kanban? Check out this comprehensive Kanban guide<\/a>. <\/p>\n\n\n\nTypical roles in a marketing project management team<\/h2>\n\n\n\n
Project management for marketing agencies will generally have these roles:<\/p>\n\n\n\n
Rigid, technical project management concepts don’t apply well to the uncertainties involved in knowledge projects. This is why, technical terms like Work Breakdown Structure, Critical Paths, PERT, etc. rarely make it to an agency project manager’s vocabulary.<\/p>\n\n\n\n
Plus, with most marketing, advertising, and creative projects, market needs change rapidly.<\/p>\n\n\n\n
As a result, as an agency manager, you have to stay on your toes and adapt quickly as things change. <\/p>\n\n\n\n
The success of the project is grounded in simple visual tools, continuously improving workflows and solid communication channels. Often your tech stack includes simple marketing project management software<\/a>, communication tools, and time tracking apps. <\/p>\n\n\n\n Oh yeah\u2014and a PM methodology that matches your workflows.<\/p>\n\n\n\n This leads us to\u2026<\/em><\/p>\n\n\n\n A perfectly honed project management workflow is literally your secret weapon.<\/p>\n\n\n\n No seriously. It\u2019s the difference between failure and knock-it-out-of-the-park success.<\/p>\n\n\n\n Too bad only 61%<\/a> of projects have a defined methodology applied to them. That means 39% of projects are just rushing forward without a clear plan.<\/strong><\/p>\n\n\n\n So let\u2019s check out some of the best PM methods out there.<\/p>\n\n\n\n The Agile method takes a large project and breaks it down into easily managed bits called \u201csprints\u201d.<\/p>\n\n\n\n Sprints are short-term work cycles that only span a few weeks. Each sprint delivers a working part of the project. At the end of each sprint, the work is assessed and feedback is given. The next work cycle is then planned based on the feedback of the previous sprint.<\/p>\n\n\n Agile is great for marketing because these sprints allow you to be just as fast as new trends and quickly adapt to the newest, hottest thing. <\/p>\n\n\n\n It\u2019s telling that 80%<\/a> of digital marketing professionals who adapted it say it helped deliver a better and more relevant product.<\/p>\n\n\n\n The biggest disadvantage of Agile project management in marketing<\/a> is short-term project estimation and resource planning. It\u2019s tricky to know exactly what you\u2019ll need down the road.<\/p>\n\n\n\n The waterfall methodology focuses on creating deliverables in a linear sequence, like a waterfall flowing from the cliff face to the water below.<\/p>\n\n\n This method relies on a start-to-finish monolithic process where your project hits key points before landing at the goal below. <\/p>\n\n\n\n Large marketing projects benefit greatly from Waterfall project management.<\/p>\n\n\n\n But the major downside of Waterfall project management is inflexibility. Since your entire scope will be determined at the beginning, if something needs to be changed later on it\u2019s going to be tough.<\/p>\n\n\n\n As a result, large marketing projects often rely on a combination of Waterfall and Agile methods to deliver projects iteratively.<\/p>\n\n\n\n Learn more about how Waterfall project management works in marketing<\/a>.<\/p>\n\n\n\n Adaptive Project Framework is an agile framework that follows the “learn as you go” project management method.<\/p>\n\n\n\n Whereas other Agile methodologies are incremental, APF is iterative.<\/p>\n\n\n APF is particularly useful for experimental projects where uncertainty is the norm. This method adapts well to constant change. <\/p>\n\n\n\n It’s perfect for marketing teams testing new messages and channels.<\/p>\n\n\n\n On the downside, there’s little project control and a very high wastage of project resources.<\/p>\n\n\n\n Learn more about the Adaptive Project Framework here<\/a>.<\/p>\n\n\n\n Kanban is another Agile method, that merits its own section. That’s because most Agile marketing teams follow Kanban in their marketing campaigns using tools like Trello and its alternatives<\/a>.<\/p>\n\n\n\n More than a method, Kanban is a visual tool to manage Agile projects. It uses a Kanban board to capture, organize, and track tasks in a work cycle.<\/p>\n\n\n\n The Kanban board takes tasks and puts them into columns. Each column represents a task status. At the most basic level it can be three groups:<\/p>\n\n\n\n It helps team members visualize their tasks\u2014where they are, how they\u2019re doing, how much they have left, etc.<\/p>\n\n\n\n Want to learn more about Kanban? Check out this comprehensive Kanban guide<\/a>. <\/p>\n\n\n\n Project management for marketing agencies will generally have these roles:<\/p>\n\n\n\nWhat are the best project management methods for marketing agencies?<\/h2>\n\n\n\n
Agile<\/h3>\n\n\n\n
Waterfall<\/h3>\n\n\n\n
\u200b\u200bAdaptive project framework (APF)<\/h3>\n\n\n\n
Kanban<\/h3>\n\n\n\n
\n
Typical roles in a marketing project management team<\/h2>\n\n\n\n
![\"Project](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2022\/07\/project-management-activities.png\")
![\"Only](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2022\/07\/project-scoping-document-statistics.jpg\")
![\"An](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2021\/10\/illus-plan-timeline-1024x661.png\")
![\"\"](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2022\/07\/team-schedule-e1658215148913-1024x500.jpg\")
![\"\"](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2022\/07\/lets-do-this.gif\")
<\/figure>\n<\/div>\n\n\n![\"Toggl](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2022\/07\/illus-flexible-tasks-2x-1024x661.png\")
![\"Time](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2022\/07\/time-tracking-with-toggl-track-1024x455.jpg\"){kind=tracking}
![\"Toggl](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2021\/03\/toggl-plan-team-workload-management.jpg\")
![\"Turn](\"https:\/\/toggl.com\/blog\/wp-content\/uploads\/2020\/11\/Summary-Reports.jpg\")
<\/figure>\n<\/div>\n\n\n