In the dynamic and competitive market of agencies, known for a long time as advertising agencies, having good ideas would be or is just the starting point… The true success of a campaign, project or strategy depends on how these ideas are executed and delivered, and not just to the client, but on the “street”. Operational optimization plays an essential role in this great equation, functioning as the watershed between successful projects and those that perhaps do not reach their full potential.
With over 23 years of experience in the industry, I have learned that the secret to agency success lies in operational efficiency. When well structured, it ensures not only fast project delivery, but also quality, client satisfaction, and the well-being of the teams involved. But how can processes be optimized in such a dynamic and demanding environment? And how can these improvements be reflected in engagement and results? In this article, we will explore practical and validated strategies for operational optimization, with a focus on digital advertising.
Why is operational optimization essential?
Operational optimization isn’t just about getting things done faster. It involves eliminating waste, improving communication, and ensuring that every step of the process is as efficient as possible. In an agency, this can mean the difference between winning or losing a major account, meeting or missing a deadline for a crucial campaign, or preserving the mental health of your teams.
With the advent of digital transformation, the demands placed on agencies have only increased. Today’s clients want fast, impactful, and measurable results. To meet this demand, it is essential that agencies constantly revisit their internal processes. By optimizing workflows, we not only increase efficiency, but also free up time and resources to focus on creativity and innovation.
Main challenges faced by Agencies
There are several obstacles that prevent an agency from achieving maximum operational efficiency. Some of the most common include:
Lack of efficient communication between teams: At many agencies, creative, media, planning and customer service teams operate as silos. This disconnect can lead to rework, delays and frustration for everyone involved.
Bottlenecks in processes: Often, complex or unclear processes can create bottlenecks, delaying project delivery.
Excessive last-minute demands: Sudden changes in campaigns and urgent demands can overwhelm teams and compromise the final quality of the work.
Lack of adequate tools: Without the use of appropriate management and automation tools, project management can become confusing and inefficient.
To combat these challenges, operational optimization needs to be seen as a strategic priority within the agency.
Strategies to optimize processes in Agencies
1. Process Mapping
The first step to optimizing any operation is to understand how it currently works. Create a detailed map of all your agency’s processes, identifying each step and the people responsible for it. This will help you identify bottlenecks and areas for improvement.
2. Automation of repetitive tasks
Automation tools can significantly reduce the time spent on repetitive operational tasks, such as managing schedules, sending performance reports, and even distributing campaigns across digital platforms. Automation not only speeds up processes but also reduces the margin for human error.
3. Improve internal communication
Internal communication is the backbone of an efficient operation. Investing in collaboration tools like Slack, Asana, Trello, and others can facilitate the flow of information between teams and ensure that everyone is on the same page regarding the project.
4. Creation of standardized processes
Standardizing processes is essential to ensuring consistency and efficiency. This includes everything from how briefings are structured to how results are presented to the client. Standardized processes reduce confusion, increase predictability, and ensure everyone follows the same protocols.
5. Focus on Team Training
Skilled teams tend to be more productive and efficient. Invest in ongoing training so that your employees can constantly improve, both in technical terms and in interpersonal skills, such as communication and leadership.
6. Using KPIs for monitoring
It is essential to monitor the effectiveness of processes through KPIs (Key Performance Indicators). Metrics such as average campaign delivery time, customer-perceived quality, and level of rework must be monitored regularly to ensure that operational improvements are generating results.
Examples and possibilities of automation in Agencies
In addition to the strategies mentioned, automation can be a powerful ally in operational optimization. Here are some examples of how automation can be applied to bring more efficiency:
1. Automation of performance reports
- Example: It’s common for clients to request campaign performance reports on a weekly or monthly basis. Automating this process using tools like Google Data Studio, Power BI, or even advertising platforms that offer automated dashboards can save hours of manual work.
- Possibility of Automation: Connect all data sources (Google Ads, Facebook Ads, Instagram, etc.) to an automated reporting platform that updates results in real time and sends scheduled reports directly to clients or internal teams.
2. Automating post scheduling
- Example: For an agency that manages multiple social media accounts, manually scheduling posts across different platforms can be a tedious and error-prone task. Using tools like Hootsuite, Buffer, or Later allows teams to plan and schedule all content in one platform.
- Possibility of Automation: By setting up content to publish automatically, teams can ensure consistency in their schedule and free up time to focus on other creative activities. Additionally, some of these tools allow for previews of posts in the feed, ensuring a cohesive brand presentation.
3. Approval Workflow Automation
- Example: The process of approving campaigns or creatives often involves multiple rounds of feedback and revisions. Tools like Trello, Asana, or Monday.com, when set up with automated workflows, can streamline the approval process by automatically notifying responsible parties and moving tasks to the next steps.
- Possibility of Automation: Create an automated workflow that sends notifications to your creative team when a client approves content or requests a change. The system can automatically move the task to the next stage of the process (production, tweaks, or publishing), ensuring there are no delays due to miscommunication.
4. Briefing automation
- Example: One of the most critical processes in an agency is creating briefs. Automating the process of gathering client information using smart forms can streamline briefing creation and ensure that all essential information is collected in a standardized way.
- Possibility of Automation: Use platforms like Typeform or Google Forms to create automated briefings that connect directly with project management tools, ensuring that all information is available to teams from the start of the project, eliminating the need for multiple revisions and corrections later.
5. Lead management automation and CRM
- Example: Lead management for prospecting agencies can be a challenging task if done manually. Automating this process using a CRM (Customer Relationship Management) system like HubSpot or Salesforce can help ensure that leads are nurtured and followed up on properly, without missing out on opportunities.
- Possibility of Automation: Automate lead tracking, meeting scheduling, email sending, and follow-up monitoring. This allows your sales or support team to focus on closing deals, while your CRM automates daily interactions.
Benefits of operational optimization for engagement on platforms
When an agency operates efficiently, it can focus more on what really matters: the creativity and impact of campaigns. This extra focus is what generates visible results for clients.
Here are some examples of how operational optimization impacts engagement:
- Response Speed: With agile processes, the agency can respond quickly to market changes, adjusting campaigns in real time and taking advantage of trends effectively.
- Consistent quality in deliveries: Campaigns delivered with consistent quality build a strong brand image and generate greater public trust. This results in greater engagement on social and digital platforms.
- Increased creativity: With less time wasted on inefficient processes, teams can focus more on generating creative ideas and innovative campaigns, elements that are key to capturing audience attention and creating viral campaigns.
- Monitoring and rapid adjustment: Optimized processes allow campaign results to be continuously monitored and adjusted, ensuring engagement is always at its highest potential.
Operational optimization is not just a trend, but a necessity for any agency that wants to survive and thrive in a competitive and ever-changing market. By investing in process improvements, automation, and team empowerment, your agency will not only deliver results faster, but also ensure quality and creativity in every project.
The real magic happens when these operational improvements translate into greater engagement on digital platforms. More agile, creative and well-executed campaigns capture the public’s attention, generate tangible results and elevate the agency’s status in the market.
If your agency has not yet begun this optimization process, now is the time to act. I hope I have helped you a little with some ideas and strategies. See how your projects can gain a new dimension, bringing not only success to your clients, but also growth and visibility to your own brand.
* This text does not necessarily reflect the opinion of the vehicle
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