This week I took charge at home, I became strategic director
of “Project Dinosaur”. I delegated each of the tasks to the appropriate staff
members to ensure that the brief was fully met.
The team got to work, researching facts and figures from
books and iPads. There was no T-Rex detail left uncovered before they took off
to Officeworks and returned with poster paper and glue sticks, feathers and
clag.
As official team leader and ‘owner’ of the end result of the
project Popps got to make all the final decisions. Her handwriting became the
font of choice.
Project Dinosaur now sits on a cabinet waiting for the day
it is due at school.
It doesn’t look exactly like I thought it would.
Of course it doesn’t. I am not in Grade 1 and the creative ideas
are not mine.
In a marketing capacity this happens all the time. You
receive a brief, or more likely you chat with the people who need some
assistance and write a brief up for yourself. You get brainstorming with ways
to best meet the end goal, you write up timelines and in your head you start to
picture how this will work. You make rules of what will and won’t be allowed,
what will be acceptable. You get excited
about how good this campaign is going to be. You share the ideas with the
marketing comms team if you have one and fine-tune everything.
Then you present your project to the project owners and
someone wants a change. The image apparently is just not quite right. They
forgot to tell you that Hobnob Smith now wants the brochure to include a little
bit of extra text, only half a page or so, can that just be squished in? Of
course there is no money to print up an extra page, just make the font smaller,
just push the heading over, just cut the lot and send them all to a website
that we might (hopefully) have built soon.
Some days it feels like your client won’t be happy until you
use comic sans.
Before you know it the project just must be printed, due
dates can’t be pushed any further. Not always, but lots of times, you admit
defeat. The marketing team roll their eyes at being beaten again by those
higher up the corporate food chain and you all laugh that it doesn’t really
matter, not like anyone is going to get hurt with poor marketing design.
This last month I have been working on some big projects
with big budgets, big audience and multiple departments. The big picture is
looking good, but it isn’t all to my liking.
And this is ok, because out of all my projects the only one
that really truly matters, is Project Dinosaur.

















