As new digital platforms replace or supersede old ones, one of the challenges for my clients is how to integrate new expertise into existing workflows. In order to fully take advantage of new opportunities presented by mobile, social media, web analytics etc, workflows do need to be updated.

I work with some of the biggest departments in the UK and abroad, helping them with digital/creative workflows, project/production management, client-facing and account/relationship handling. Very often these areas are inter-linked and looking at these holistically can bring enormous benefits.

Here’s a summary of the benefits of the workflow service I offer:-

• Objective analysis of your current workflow, end-to-end
• Holistic analysis of workflow in relation to business needs and new opportunities
• Integration of new expertise and associated processes
• Facilitation of inclusive and highly effective workshops to capture issues/opportunities
• Key insights into how to resolve critical problem areas
• Tactical action plans to resolve issues
• Project management support of workflow optimisation and re-engineering
• Change management support
• Excellent, measurable return on investment

Sounds good, but how does it work in practice?

Here’s a good example: One of my clients is a supplier to retail. They were about to lose a £5m contract with a well known high-street retailer. I was asked to look at their entire creative/digital workflow, including design, design management, asset use, software, market intelligence, client-facing and account handling. I was able and speak with all key players across affected departments, and after a series of short, informed and focused workshops, we quickly identified some key areas that needed attention.

Solutions were identified and then implemented, and as a result my client was able not only to reduce costs, but crucially to fulfil all of their client’s previously unsatisfied expectations.

After my intervention, the contract was retained, and a host of other key benefits were achieved:

• Higher creative performance at reduced cost
• Improved quality and relevance of designs through better use of market intelligence
• Reduced number of rejected SKUs (stock-keeping units)
• Freeing up of creative resources for other projects
• Better collaboration between marketing and design departments
• Improved task management
• Integration of social media within workflow
• More confident client-facing and account handling
• Better customer satisfaction
• Secured repeat business
• Enhanced reputation

Just one example of how an objective look from an independent expert can have a huge impact on your creative process and your business.

See also: my recent work with Al Jazeera »

Al Jazeera Newsroom workflow optimisation project

The big mistake many companies make

There is no doubt that any creative or digital production process, or workflow, needs the right personnel and crucially the right management to keep everything on track and running smoothly.

Yet the mistake some companies often make is to bring in a new project manager or production manager without looking at, or being willing to change, the more fundamental, underlying people and process issues that prevail.

Failure to evaluate your current processes and properly identify structural or personnel issues, and failure to then follow this up with the appropriate changes can render even the most capable project manager non-effective, making a new appointment fairly useless…

People, Processes, Tools and Products

It is important to bear in mind that each agency, IT dept, creative studio, manufacturer, publisher, PR company, retailer, software house, web developer etc will have different requirements for their businesses. There is no one-size fits all, and this is probably why, for example, using off-the-shelf project management software designed for creative studios rarely works without a high degree of customisation.

Small companies of 2-50 people are by definition often niche operations, and even if they have a “standard” menu of services, how these are delivered can vary enormously from outfit to outfit. Add to this the differing needs of the sectors they serve, e.g FMCG, Retail, Media, Corporate, Public Sector and it is easy to see that there is no panacea that will solve all workflow problems.

This is why, when I am looking to help an organisation improve their workflow, the starting point is the business model the company is operating. For example, many companies have dedicated teams and roles who must accommodate varying workloads, and meet excess demand by bringing in freelancers. Others may build teams around a project, from scratch.

Large companies may even have a combination of approaches.

This is where I can help. For more information about optimising your workflow for smoother, faster and better quality production, get in touch now.