This week we watched a lecture recorded last year by the students in creative digital media by Edward Melvin from ican. Edward is a project manger for ican which is a very well know advertising and communications company based in Dublin.
He talked about what ican does and how it helps clients to define what exactly they want through a clear strategy and vision. Then they deliver through multiple channels and services including, web, advertising campaigns, search marketing, online PR, Search engine optimisation, project and campaign management and multimedia design. Ican focuses on first engaging with people and then converting them (i.e. getting them excited/interested in the clients products/services)
The question of why people choose to work with Ican is that there are clear metrics showing return on investment, audiences are moving online where there is more flexablity and higher chances of engagement.
Edward then talked about the steps involved in getting a campaign/project going. From the intal meetings, developing strategy, getting a brief, brainstorming ideas, pitching your proposal and developing your full concept. The brief is one of the most important things to get right. It is what the client expects to to be delivered and everyone should know exactly what is expected. It should have clear objectives and metrics, definitions of who is involved, a defined audience, mandatory inclusions and constraints and assumptions. If a brief is unclear it might be because the client isn’t sure what they actually want. Ican try to guide the client the best they can to get a service they are really happy with.
Edward then talked about online campaigns and the steps involved in getting a web project done. The most important part of this is planning. Plan for the worst and hope for the best. He also talked about the different members of a web development team who get these projects done.
He talked about the main role he fills as a project manager which is to deliver a profitable project for the agency on time, within budget and to client expectations. To get a successful project you have do realistic estimating, detailed planning, get the client involved, good management, effective communication and identify the risks (any delays that could occur) and assumptions (someone will deliver a part of the project exactly on time)
We also saw what life at an agency is like with the work load been fast-paced and hectic, but the work is rewarding exciting and fun.
