When marketing and advertising agencies hire project managers, the job ads often feature very long shopping lists of requirements, from important traits that go without saying, e.g. “interpersonal skills”, to highly demanding expectations like “drive creative excellence at all times”.
However, there are some underestimated qualities that make a great PM, yet rarely highlighted in interviews or job specs.
It’s time to shine a light on these unglamourous yet invaluable skills. They may not be the headline-grabbers, but they make projects run smoothly for teams, and deliver the goods for clients.
Memorisation skills: The PM’s mental map
In a world where technology puts the knowledge of the universe at our fingertips, the ability to memorise may seem outdated. But think about London taxi drivers.
They have invested 3-4 years of their lives memorising the labyrinthine streets of London, even though satellite navigation systems have been around for decades. Why? Because it saves time and cultivates trust.
Black cab drivers don’t waste time faffing around on devices, or asking you to help navigate. And you can trust that they’ll get you out of a jam with their quick thinking.
The same principle applies to great agency project managers. They have all the project essentials stored neatly in their heads. This silent superpower allows them to be agile problem-solvers when projects hit rough patches – almost like having a GPS for the project inside their minds.
On a typical day, PMs field repeated questions like, “What’s the budget?,” “When is this needed?,” and “How many deliverables are there?” Multiply this by several projects, and the need for a solid memory becomes evident. Having project information committed to memory means less time wasted looking for answers, and more time spent adapting to changes swiftly.
Do PMs need a photographic memory? Certainly not. These mythical creatures are as rare as unicorns. PMs can, however, invest time in memorising key project details like delivery dates, creative milestones, production budgets and also things like bank holidays, and team members’ upcoming time off.
If your PMs are genuinely interested and curious by nature, they’re more likely to retain information – when PMs genuinely care about their projects, they tend to remember the details better.
Spreadsheet dexterity
The ability to slice, dice and harmonise data from different sources is something all rising star PMs should have. Whether that information comes from within the agency or from external sources.
Even when an agency has invested in the best project management software around, it always comes down to a spreadsheet.
In fact, because of the ‘software sprawl’ problem which is endemic within agencies, it’s often the humble spreadsheet that comes to the rescue when it comes to stitching everything together and crunching the data.
So despite the influx of project management platforms and apps, spreadsheets – whether Microsoft Excel or Google Sheets – remain a stalwart presence. This is particularly true when it comes to reconciling projects. Off-the-shelf apps and tracking tools, while useful, always have their limitations.
And then there’s the data from clients and partners.
During a project lifecycle a PM will get spreadsheets thrown at them from all angles: Media plans, timing plans from partner agencies, resource plans, timesheet data, briefs from clients, the list goes on. And each spreadsheet is like a unique puzzle, created by a different mind.
Spreadsheet mastery allows PMs to:
- Quickly generate ballpark estimates and multiple budgeting scenarios.
- Transform colossal media plans into manageable deliverables.
- Provide a clear picture of their current workload.
- Present project data in a client-friendly format.
- Offer an unfiltered view during project reconciliations.
It’s when PMs forge a friendship with the unfashionable spreadsheet, uncovering its hidden facets, that they really start to knock projects out of the park.
That’s exactly why the course Spreadsheet Secrets was created.
Note taking: The PM’s record of truth
Taking notes might seem like a basic skill, but it’s a crucial one for project managers. And sometimes, it’s not just the ability, but also the willingness to take notes that’s important.
Imagine – you’re in a restaurant with a group of friends, where the server comes up to your table without a notepad in sight. You just know something’s bound to go wrong.
In the same vein, new information comes at PMs from practically every interaction and should be noted.
And in review meetings with clients, note-taking skills are invaluable.
However, note-taking in a meeting isn’t as simple as jotting down what was said. It’s a delicate dance of multitasking and active participation. PMs must strike a balance between contributing to the discussion and capturing key points and actions.
Online meetings can be recorded and played back, but time is of the essence in the agency world. PMs can’t rely on recorded meetings – they need to be present and attentive. They must confidently ask for clarification on vague or unclear points and note the outcomes, which is something they can’t do with a recording.
But note-taking isn’t just about capturing information; it’s also about processing and sharing it effectively. PMs should structure their notes in an easily digestible format, clearly stating action items and the responsible parties. The goal is to have a comprehensive and actionable record of the meeting, not just a random list.
PMs need to be diligent, ensuring that nothing slips through the cracks. With note-taking, they hold the record of truth that keeps projects on track and clients satisfied.
Remember, it’s often the humble skills that make the biggest impact.
As you look for reliable, confident PMs who can navigate the intricacies of the advertising and marketing world, keep these humble yet invaluable skills in mind. After all, it’s often the small things that make the greatest difference.
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