Project Management: Structured Approach

Through media fragmentation and specialist agencies, brand managers need to spend more time on managing multiagency teams working on multichannel campaigns.

Project Management: Structured Approach

Chris Yeh

How brand managers can better orchestrate multichannel, multiagency campaigns

The life of a brand manager has never been more complex or challenging. Thanks to media fragmentation and the proliferation of specialist agencies, brand managers are spending an increasing amount of time managing multiagency teams working on multichannel campaigns. Rather than focusing on messaging, awareness, and share, they find themselves worrying about tasks, milestones, and deadlines.

The result? In addition to being brand stewards, brand managers must think of themselves as project managers and marketers. The increased responsibilities may diminish the core work of a...

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