奥美OgilvyInteractiveMethodologyandRules032.ppt

ogilvyinteractive methodology and rules 1 new face miss.lu fang producer 信德 联合利华 (with mr.wang zhiqing) 2 methodology foundation all initiatives are developed in a three phase: discovery opportunity assessment business assessment strategy assessment construct project definition project design project build project implementation ongoing operations project maintenance 3 interactive process opportunity assessment business assessment strategy assessment discovery discovery ninteractive core team business director executive producer cto none-team executive producer account director creative director ia director cto ncore team producer account creative ia technology media nbranding identifier form (producer own) 360 branding budget desired date client information job# ni-scope (p & a) nprocess requirement (p) nschedule (p) nstaffing plan (p) nsow (p) nsign off (client) ninteractive strategy (team) nfunctional team brief (a) nschedule (p) nstaffing plan (p) nsow (p) nsign off (client) 4 interactive process project definition project design project build construct construct ncore team producer account creative ia engineering qa ncore team producer creative/production ia engineering qa ncore team producer account creative/production ia engineering qa ninteractive requirements(t) nproduction standards recommendation (p) nhigh-level sitemap,use flow,case study (ia) nhigh-level layout (c) nengineering requirements(e) nsow (p) nsign off (client) nfunctional design doc(i) sitemap,i-boards nstyle guide,copy, graphics(c) ntechnical specification(e) nqc testing plan (q) nsow (p) nsign off (client) nfinal graphics,template (c) ndocument source code (pro) nprogram delivering (e) nintegrate components (e) nqc test (q) nsow (p) nsign off (client) project implementation ncore team producer account creative/production engineering qa napproved/deployed site(t) nproject report(p) nsow (p) nsign off (client) 5 interactive process project maintenance ongoing operations ongoing operations ncore team producer revised schedules budget control resource management planning & communication ongoing site review port mortem account ongoing site review creative/production ongoing site review creative studio ia ongoing site review engineering problem determination maintenance qa test 6 roles and responsibility - core team there is a core team of disciplines that drive the process from start to finish. interactive producer account management information architect creative/production technical quality assurance i-media 7 roles and responsibility - core team interactive producer core team leader (团队领导) interactive specialist (互动专家) team communication (团队沟通) supervise the delivery (监督执行) account management strategic consultant to the client (客户的策略顾问) client management (客户管理) financial responsibility (财务管理) 8 roles and responsibility - core team information architect consultant for conceptual information design (信息结构设计者) consult for usability of interface design and facilitate usability testing (界面设计可用性的顾问与检验者) interactive content management (内容的管理者) creative/production consultant for strategic direction and provide creative strategies for account/project activity (创意策略的发想 者) conceive and generate all webpages (页面的发想与执行者) 9 roles and responsibility - core team technical consultant for technical direction/strategy of client for project initiatives (技术顾问) document, build, and test all systems and programming (系统与程序的设计实施者) i-media develop media strategy and plan (媒介策略与计划) facilitate media unit placement(媒介投 放) media performance analysis(效果分析) 10 roles and responsibility - core team quality assurance interactive quality responsibility (互动质量保证) 11 team rules of engagement all new projects must be authorized by the interactive core team 所有新项目必须经过ict认可. regular status and meetings 定期的会议和回顾. account documentation 客户管理文件 project work plans 项目工作计划 internal approvals 内部批准 approval for scope changes 工作范围改变的批准 review system 评估系统 12 team rules of engagement all new projects must be authorized by interactive core team the producer lead starts with a job initiation form (job number, description, high-level budget) producer开始 建立项目 all project estimates must be based on a work plan applying staffing hours over time, out of pocket expenses and include an assumption set 所有项目估价必须包括依据工作计划的员 工成本,外付成本及不可预见的费用. all staff plans must be approved by functional heads 人员安排计划必须经过 各team leader同意. 13 team rules of engagement regular status and meetings the core team will meet regularly (via pictel if multiple offices) to review status and open issues team成员必须经常回顾进度和公开分 歧(跨地区使用电话会议). there will be weekly status reports sent to the team and client from the team lead team leader每周将工作状况报告通报team成 员. all client interaction must have an account person present 任何客户会谈必须有account在场做会议纪录. 14 team rules of engagement account documentation conference reports must be generated after any correspondence with the client. this report must be delivered within 24 hours of the contact, distributed to the team, and cc to the client. account以任何方式通客户接触后必 须在24小时内完成会议纪录,通告team,并cc 客户. agendas must be developed before any meeting and distributed 24 hours before the meeting to all participants. this will allow the team to plan and structure any materials 任何会议必须在会前24小时通知参与人员,以便 各team准备资料. 15 team rules of engagement project work plans project management continues to have ultimate responsibility for on-time and on- budget delivery 项目管理的最终目的是按时,按预算完成项目. development schedules will be created on an initial basis by the producer with approval from the core team lead 时间表由producer制定, 各team lead批准后执行. schedules will be refined as-needed when the client fails to meet milestones, changes the scope or other external factors impact execution 在客 户经常不及时沟通,变来变去以及可能有外来因 素影响到执行时,时间表必须做的精练. any changes in schedule must be immediately communicated to the client, along with justification, the revised schedule and any possible cost implications 任何时间的变动 必须立刻通知客户,以及可能的费用变化. 16 team rules of engagement internal approvals the open job form approved by team leader 工作卡必须由各team leader签字 every estimate signed upon aad,invoices approved by bd 估价单由aad以上人员签字,发票由bd 签字. all third-party fee via production order signed by bd & ep 外付一律出po单,由bd,ep签字 every job must have work requirement or reviser form and signed by team leader step by step 所有工作要有工作单或修正单,按工作步 骤由各team leader 签字 17 team rules of engagement scope changes scope changes must be do