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“Resource Managers are the Eyes and Ears of Creative Ops” | Q&A with The Industry School

By Jo Petroccia     

Why resource management?

Resource management is unique. It enables and encourages great work and adds value across people, projects and profits. It’s absolutely pivotal, yet often struggles to get the respect and authority it deserves. I’m on a bit of a mission to change that.

Why is resource management indispensable to creative operations?

Resource managers provide the crucial link between marketing, finance, recruitment, human resources and project delivery. They get your recruitment planning aligned to your pipeline and marketing roadmap. They match people to projects based on skills rather than mere availability. They spot scope creep before it affects your project health and team morale. And they help you retain great talent and reduce staff churn. Resource managers are the eyes and ears of creative ops. No other role has this visibility.

What will people take away from your workshop at Creative Operations London 2020? 

Quick wins. We’re going to tackle the six most common resource management challenges. People will leave this workshop with simple strategies and ideas that will benefit the entire creative ops team. And they’ll be able to implement those ideas straight away.

Moving away from resource management now, what’s your top tip for anyone heading up an in-house or agency-side creative operations team? 

The three key areas of any creative ops team are people, process and tools.

Streamline your wow (way of working) by having a project process. Keep it simple and use a step-by-step checklist with RACI (responsible, accountable, consulted, informed) against each task. Back it up with document templates for items such as the creative brief, SOW and change request. Most importantly, invest in TRAINING. Project management training for your team will ensure they understand and follow the process.

Good project processes add value to the work you do, your wider team and your clients and key stakeholders.

What’s the next big challenge on the creative operations horizon?

Hiring and retaining great talent.

It takes time, money and effort to recruit talent, so give great people compelling reasons to join you – and stay with you. Good resource management will help you retain your talent.

Why do you think the Creative Operations London event is a valuable day for professionals within the marketing/design/creative ops industry?

It’s all about the people. I love meeting and talking to so many new people in the industry and then seeing them again at the next event. The talks are insightful and the workshops are educational. All in all it’s a great event that is valuable to me, both personally and professionally.

Join Jo’s workshop at Creative Operations London 2020 this March ‘Resource Management: Avoiding the Pitfalls that Play Havoc in Creative Operations’ to explore these ideas more. You can save 20% by using the code INDUSTRY20 when you book.