Conducting a marketing symphony

Recently, Newcastle United unveiled their new kit for the upcoming 2015/2016 season under a fanfare of media shoots and national newspaper coverage.

Unfortunately, they had to endure the embarrassment of their beloved club unveiling a new kit with the wrong Wonga logo. On top of facing the prospect of being relegated they had a media and marketing backlash on their hands.

The first thing that came to mind is ‘how did this happen?’ then the cogs started to turn on possible reasons: breakdown of communications between the parties or an orchestrated PR stunt by Wonga to drive awareness. It’s doubtful the latter fits into the equation – considering the stakes.

Communications breakdown happen every day – there is probably one happening at this very minute somewhere. However, there is also probably a seasoned project manager putting it right for everyone. Good project managers are not only outstanding time managers and task monitors they also understand the bigger picture at play. Additionally, their decisions are never laboured but thoughtful and full of insight. They foresee and avoid problems without exposing the wider project team to potential issues.

Project management isn’t just a skill but an art developed over time that should be treated with respect. Cutting corners or making decisions without the right approval or insight should be avoided at all costs. Therefore, follow the process as it’s been put in place for a reason – securing success.

Henry Mintzberg once said “management is, above all, a practice where art, science, and craft meet” – something we at Gilroy completely agree with. Mistakes like this underline the critical role project management plays in modern marketing to link every aspect of the marketing mix together (creative, IT, copywriters, sales and management) and to ensure everyone pulls in the same direction.