奥美OgilvyInteractive Methodology and Rules032.ppt

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1、1,OgilvyInteractive Methodology and Rules,2,New Face,Miss.Lu fangProducer 信德联合利华(With Mr.Wang zhiqing),3,Methodology Foundation,All initiatives are developed in a three phase:DiscoveryOpportunity AssessmentBusiness AssessmentStrategy AssessmentConstructProject DefinitionProject DesignProject BuildPr

2、oject ImplementationOngoing Operations Project Maintenance,4,Interactive Process,OpportunityAssessment,BusinessAssessment,StrategyAssessment,Discovery,Interactive Core Team Business Director Executive Producer CTO,One-Team Executive Producer Account Director Creative Director IA Director CTO,Core Te

3、am Producer Account Creative IA Technology Media,Branding Identifier Form(Producer Own)360 Branding Budget Desired date Client information Job#,I-Scope(P&A)Process Requirement(P)Schedule(P)Staffing Plan(P)SOW(P)Sign Off(Client),Interactive Strategy(Team)Functional Team Brief(A)Schedule(P)Staffing Pl

4、an(P)SOW(P)Sign Off(Client),5,Interactive Process,ProjectDefinition,ProjectDesign,ProjectBuild,Construct,Core Team Producer Account Creative IA Engineering QA,Core Team Producer Creative/Production IA Engineering QA,Core Team Producer Account Creative/Production IA Engineering QA,Interactive Require

5、ments(T)Production Standards Recommendation(P)High-level Sitemap,Use flow,case study(IA)High-level layout(C)Engineering Requirements(E)SOW(P)Sign Off(Client),Functional Design Doc(I)Sitemap,I-BoardsStyle Guide,Copy,Graphics(C)Technical Specification(E)QC Testing Plan(Q)SOW(P)Sign Off(Client),Final G

6、raphics,Template(C)Document Source Code(Pro)Program Delivering(E)Integrate Components(E)QC Test(Q)SOW(P)Sign Off(Client),ProjectImplementation,Core Team Producer Account Creative/Production Engineering QA,Approved/Deployed Site(T)Project Report(P)SOW(P)Sign Off(Client),6,Interactive Process,Project

7、Maintenance,Ongoing Operations,Core 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 M

8、aintenance QA Test,7,Roles and Responsibility-Core Team,There is a Core Team of disciplines that drive the process from start to finish.Interactive ProducerAccount ManagementInformation ArchitectCreative/ProductionTechnicalQuality AssuranceI-Media,8,Roles and Responsibility-Core Team,Interactive Pro

9、ducerCore 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 ManagementStrategic consultant to the client(客户的策略顾问)Client management(客户管理)Financial responsibility(财务管理),9,Roles and Responsibility-Core Team,Information ArchitectConsultant for conce

10、ptual 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/ProductionConsultant for strategic direction and provide creative strategies for account/project activity(创意策略的发想者)Conceive and ge

11、nerate all webpages(页面的发想与执行者),10,Roles and Responsibility-Core Team,TechnicalConsultant 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-MediaDevelop media strategy and plan(媒介策略与计划)Facilitate media unit placem

12、ent(媒介投放)Media performance analysis(效果分析),11,Roles and Responsibility-Core Team,Quality Assurance Interactive quality responsibility(互动质量保证),12,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 Docume

13、ntation 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,13,Team Rules of Engagement,All new projects must be authorized by Interactive Core TeamThe producer lead starts with a job initiation form(job number,description,high-level budget)Pr

14、oducer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.,14,Team Rules of Engagement,Regular

15、Status and MeetingsThe 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 acco

16、unt person present 任何客户会谈必须有Account在场做会议纪录.,15,Team Rules of Engagement,Account documentationConference 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

17、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.,16,Team Rules of Engagement,Project work plans Project Management continue

18、s 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 m

19、ilestones,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.,17,Team R

20、ules of Engagement,Internal ApprovalsThe 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 Fo

21、rm 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,18,Team Rules of Engagement,Scope changesScope changes must be documented,approved by the Core Team Leader and the client and deliver to Team 所有项目范围的改变必须书面化并有Team leader和客户认可.同时务必通知Team中的人员A change in scope must be integra

22、ted into all project deliverables/documentation,such as the I-Strategy,schedule or Functional Design Document 任何小的变化一定要在相应的环节和文档中体现出来,如策略规划,时间表,FDD等,19,Team Rules of Engagement,Review SystemEvery final project have a report included Staff Project Review for annual staff review Producer完成项目报告对Team中的人员做评估,该评估将带入个人的年度评估.,20,NEXT,Final DocumentTraining TeamAnnouncementRevise System,21,Q&A,22,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,