Applying the inverted pyramid model to closing creative agency projects

Inverted pyramid project flow technique

Can you recall being in grade school and learning the inverted pyramid system of writing expository essays? The system stipulates your introduction ought to be started out broad and then focus to a thesis point. Conversely, in the essay’s conclusion, you should reverse the process by recapping your thesis and move out to broad strokes that recap the points of your essay. I’ve always liked this model and would I like to propose that its simple relationship can be translated into a project management scenario in the creative agency. Specifically, the inverse pyramid model has value in the realm of closing processes in the creative agency project.

If we presuppose the project opening process flows as:

Client input:

  • Defined as the interaction with the client to determine needs and overall objectives.
  • Which, naturally, feeds into the creative brief development.

Creative brief

  • The guiding document about how to deliver messaging is produced based off of input from client.
  • Logically the next step is to assemble stakeholders to review the brief.

Kick off

  • The meeting held between project stakeholders to review direction of project using the Creative Brief as its compass.

The inverted pyramid model would stipulate that the workflow from the opening process should be flipped and run in reverse at the completion of the project. To follow this analogy to the fullest extent, we need to define the Creative Brief as the creative agency project’s thesis statement. In this construct we need to run the project postmortem task to “restate the thesis” and follow with a Voice of Customer to recap to the audience.

Project postmortem

This project task is a meeting with the project stakeholders to asses successful completion of the project.

  • The meeting agenda is to asses how successfully the project satisfied the component parts of the project’s creative brief with the delivered outputs.
  • After internal consensus is garnered it would be prudent to then solicit the input of your client to asses their view of the project by broadly restate the points of our work to our audience in the VOC task.

Voice of customer

The purpose of VOC is to gather client feedback as to the successful completion of your project by reviewing the project deliverables with the client in order to fully close the contract.

  • Were timelines met?
  • Were they happy with the quality?

Thoughts? Anyone out there have a killer project closing model they follow?

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