Between Collective

Growth and Transformation at a Creative/Marketing Agency in Portugal

Introduction

This case study explores the journey of a Creative/Marketing Agency in Portugal that experienced rapid growth and transformation. Initially a small team of 5, the agency expanded to a robust workforce of 25 within two years, diversifying its client base across various industries. As a Project Manager transitioning into a Strategy and Operations role, I led this evolution, focusing on enhancing efficiency, workflows, and team management.

Problem

When I joined, the agency was a small but ambitious team of 5. Despite their talent and drive, the lack of structured processes and scalable strategies hindered their growth. Operations were ad-hoc, making it challenging to manage increasing client demands and industry complexities.

Challenge

The primary challenge was transitioning from a small, informal team structure to a more organized, scalable operation. This shift required not only a change in tools and processes but also a cultural shift towards more systematic work and accountability. Managing this change while maintaining the creative spirit and quality of work was imperative.

Solution

1. Building Workflows and Processes: Introduced structured project management methodologies, streamlining communication and delivery timelines. Customized workflows were developed to cater to the diverse nature of creative projects.
2. Operations Management: Centralized operations through the implementation of integrated software solutions for resource planning, client management, and finance tracking. This move facilitated better visibility and control over project margins and operational efficiency.
3. Managing Account Managers: Established a tiered account management system, providing clearer client communication paths and ensuring all client needs were addressed promptly and effectively. Regular training sessions were introduced to keep the team updated on best practices and industry trends.
4. Implementing New Tools and Software for Efficiency: Adopted a suite of tools tailored to creative operations, including project management software, digital asset management, and communication platforms. These tools were chosen for their ability to scale, their ease of use, and their fit with the creative workflow.

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Impact

• Team Expansion: Grew from 5 to 25 members, enabling the agency to take on more significant and more complex projects.
• Client Diversification: Expanded the client portfolio to include a variety of industries, thereby reducing risk and stabilizing revenue streams.
• Efficiency Gains: Streamlined operations led to a 40% reduction in project overruns, contributing to higher client satisfaction and repeat business.
• Culture of Excellence: Established a culture that balances creativity with operational excellence, ensuring that as the agency grows, the quality of work and employee satisfaction remain high.

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