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Andrea Grössmann
How to unlock success in marketing through a robust project management strategy
Author
Mag. Sandra Seck

Success in the advertising and marketing industry hinges on the implementation of a robust project management strategy! From conception to, a smooth process ensures customer satisfaction upon completion. But to what extent does a constantly evolving process necessitate flexibility and adaptability? Check out our interview with Senior Account Executive Andrea Grössmann as she shares her techniques for fostering seamless teamwork, even across the Atlantic!

When it comes to planning, coordinating and optimizing new projects at our agency, Andrea Grössmann is 3 steps ahead. Although she isn't the sole project manager in our agency, Andrea Grössmann holds the distinction of being the longest-serving. For over 30 years, she has devoted herself to client and project management with exceptional organizational skills, a strong sense of responsibility, and unwavering reliability. Her commitment ensures projects are delivered punctually, within budget, and with the utmost attention to meeting customer expectations. She has seen trends come and go, witnessed developments and uses her extensive experience to strengthen customer relationships over the years.

Andrea, how has project management in marketing developed in terms of new methods in recent years?

Due to the increased complexity of projects, a project management strategy in advertising and marketing has evolved into an agile and customer-oriented approach. Projects are more closely linked to a company's strategic goals and are no longer seen in isolation, but rather as part of a broader corporate strategy. Achieving results is more important than ever. We rely on continuous feedback and the ability to quickly adapt to changing requirements. We focus on even closer cooperation, more intensive advice, continuous improvement and the consistent fulfillment of tasks.

How is digitalization and automation impacting project management?

Both play a crucial role in increasing efficiency, quality and transparency in a project management strategy. New technologies enable our teams to collaborate more effectively, optimize communication and complete projects successfully – regardless of team member locations. At the same time, we rely on proven methods that ensure structured project planning and implementation. This includes dividing a project into phases, clear internal and external communication, regular project updates in the form of weekly meetings and lessons learned, i.e. the continuous collection of experiences and the derivation of recommendations for future projects.

More than 30 years of experience at our agnevy: Andrea Grössmann knows all about creating a robust project management strategy.

What are the benefits of automation technologies?

With agile project management tools, we reduce errors, improve the quality of work, assign tasks and monitor deadlines. This allows us to keep an overview and make adjustments quickly. Automation also assists with regular tasks such as reporting, time tracking, and document management to make more effective use of our time. Collaboration also reaps rewards: With cloud solutions, we can enjoy access to project information and tools anytime, anywhere. This allows us to collaborate seamlessly, internally and externally, and share data and documents regardless of location. Combined with real-time notifications and instant communication via tools like Microsoft Teams or Zoom, this is a strong plus in times of increasing remote teams.

What agile project management tools do you recommend?

This depends largely on team needs and project type. We rely on Asana  and Slack  for communication, data sharing and collaborative work. With clear dashboards and the ability to assign tasks, Asana is also well suited for external project work. Comments, file uploads and notification functions enable smooth sharing, time tracking and calendar integration provide an efficient overview of progress. We use Slack for internal real-time communication, whether individually or in groups, and for sharing or commenting on content. The agency software Teambox offers, in addition to many configuration options, simple time recording and reporting, clear financial management and precise controlling, including address management and CRM functions. We utilize Keynote for presentations due to its user-friendly interface, wide range of templates, and capability to customize individual elements like animations and graphics. Its speed and performance also excite us in comparison to other similar products.

Are there other defining project management trends?

Yes, definitely. As project managers, we increasingly act as consultants for our customers, especially in the B2B sector, by precisely understanding their requirements and developing the most effective solutions. Artificial intelligence (AI) plays a particularly important role in data analysis and digital marketing, as it helps us make better decisions, identifying risks early on, and fostering transparency. Efficient resource management and sustainability are also becoming more important project management trends as customers increasingly consider environmental and social impacts. This influences all phases of the project cycle and is also highly relevant in productions.

Can you break down the phases a customer project goes through?

In the briefing, we determine needs and goals, define the scope of the project and put the team together. This is followed by cost determination, preparation of an offer and approval by the customer. Only then do we create a detailed project plan that serves as a guide for tasks, time, resources, budget and communication. During implementation, we coordinate resources, monitor project progress and solve any problems that arise. After completing a project, we prepare the final invoice and carry out a follow-up to analyze what went well and what can be improved. We use this feedback for future projects to continuously improve the agency's performance.

What components are included in project implementation and what steps follow?

During the implementation phase, we maintain continuous communication, internally and externally, in order to meet customer expectations and successfully complete the project on time. Once the project is completed, the handover to the customer takes place, accompanied by invoicing and comprehensive documentation for future reference and learning opportunities.

 „The formula for success for a strong project management strategy lies in a thorough understanding of the situation, appropriate action and the provision of suitable tools and framework conditions.” 

Andrea Grössmann, Senior Account Executive

What role does cost monitoring play in this?

With full cost control, we can react to possible cost overruns in a timely manner during a project. This allows us to avoid unpleasant surprises – for ourselves and our customers. That's why we continually keep an eye on the schedule, goals, project quality and budget and compare actual and target values so that we can take appropriate measures immediately at any time.

Will a success review be carried out at the end?

Yes. It is usually carried out through a comprehensive assessment of the achieved goals and results in comparison to the original project goals. This includes reviewing key performance indicators, analyzing customer feedback, assessing project success against expectations, and identifying strengths and weaknesses as the project progresses. Based on these findings, final reports are created to document successes and derive insights for future projects.

Which key challenges do you face in international project management?

When teams with different cultural backgrounds and communication styles work together, misunderstandings can easily arise. Communicating clearly, recognizing cultural differences and trusting collaboration are crucial for successful decision-making. Coordinating across different time zones and dealing with legal and technical requirements are also challenging. Flexible working and the ability to adapt quickly are essential, especially in the event of unforeseeable events or international crises. 

Are there timeless principles that outlast any modernization?

Despite all the enthusiasm for new technologies and trends, the human component plays a major role in what makes project management in marketing truly successful. For us, the customer is the focus of every one of our projects - blindly chasing after numbers is not enough to build strong customer relationships and promote customer loyalty. Proactive communication and good interpersonal understanding promote trust, collaboration and teamwork, encompassing error management and internal cohesion.

What future do project managers face in a digital era with AI-powered tools?

Project management in marketing is based on three pillars: people, processes and technologies. AI tools are a great support. But the formula for success for strong project management lies in a thorough understanding of the situation, appropriate action and the provision of suitable tools and framework conditions. Project managers will continue to act as consultants, identifying the best approaches and continually evolving to keep pace with new requirements and technologies.

Conclusion:

Customers still love flexible and trustworthy advisors who are always open to their needs and who handle their projects cleanly using efficient approaches. Digitalization, automation and the use of smart tools ensure efficient implementation. However, project management mustn't lose sight of what truly matters: the service aspect.


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