From Dread to Dependable: Why Timing Plans Matter in Advertising

Creating timing plans can be boring and time consuming. They can also be frustrating when no one sticks to them. But don't think they are not worth it.

The thought of doing a timing plan frightens me. The mundane boring task of laying out a step-by-step, day-by-day plan gives me the shivers. It’s so boring I don’t even know if writing this article is worth it. But that’s the precise question I ask myself when I’m tasked with creating a timing plan...is it worth it?

So many times, I have created a timing plan, checked it with each department, and sent it off to the client, only for it to never be seen again. I’ve tried to be strict at times with getting others to follow the plan but more often than not, review dates get pushed, feedback times blowout, and then at the last minute there is a mad scramble to get work out the door and any timings go out the window. And the cycle repeats.

So then, why should I or anyone keep wasting their time on doing them, if neither the creative, production, senior management, nor client are going to stick to it? Well, in honesty, there are some very good reasons for an account person to get into the habit of creating a timing plan.

• It will make you think through the project before you’ve even started: It’s a chance to map out all the deliverables, stages, and actions. This gives you a complete overview of the project or campaign and helps you see if any element has been missed in the planning phase. Thinking ahead in this way can also help anticipate potential issues and devise solutions before they become problems.

• Your creative resource manager will love you for it: Sometimes even if your boss or client doesn’t take any notice of it, your resource leads will. It allows them to map out and allocate time for people and point out any red flags before you push the green light button. This coordination is crucial in ensuring that all team members are on the same page and can manage their workloads effectively.

• You can be sure that if you don’t create one your client will ask to see one at some point: You might not think they look at it, but you can be assured that the time you don’t provide a detailed timing plan then your client will ask to see one. They also will make a habit of doing it in a meeting, in front of your boss. You’ll find yourself sifting through your folder of papers pretending to look for it before telling them you will send it to them after the meeting, all the while your boss is looking at you in disappointment you haven’t seen since your parents found that packet of cigarettes in your jacket pocket while you were at high school.

• It will save your arse when shit hits the fan: No timing plan means you have nothing to argue against if everyone else around you doesn't stick to the schedule and the deadline passes. The timing plan might shift and move but you have to make everyone aware that if they miss certain deadlines on it then there is a flow-on effect. An agreed timing plan (important word there is 'agreed', make sure every party has agreed to it upfront) is like your bulletproof vest when the client is lining up to shoot you when the campaign doesn't go live on time.

• It helps you build better relationships with your clients: Having a clear, detailed timing plan shows your clients that you’re organised and serious about their projects. It makes you look professional and reliable, which can help build trust and make your clients feel more comfortable working with you. Even if the timing plan changes, the fact that you provided one in the first place will be appreciated.

• It gets everyone on the same page: A timing plan is like the script for a play; everyone knows their lines and their cues. It ensures that all team members understand their responsibilities and deadlines. This kind of clarity can greatly reduce confusion and ensure that everyone is working together efficiently to get the job done.

• It helps you spot potential problems early: By laying out every step of the project, you can see where bottlenecks might occur and address them before they become major issues. This proactive approach can save a lot of headaches later on and keep the project running smoothly.

• It makes resource allocation easier: With a timing plan, you know exactly when you’ll need different resources, whether it’s people, equipment, or materials. This means you can allocate resources more effectively and avoid situations where people are either sitting idle or overworked.

• It holds everyone accountable: A timing plan sets clear expectations for everyone involved. When deadlines are missed or tasks are delayed, it’s easy to see where things went wrong. This accountability can help ensure that everyone stays on track and that the project is completed on time.

So whether you create a Gantt chart or calendar and no matter how painful it is every time, remember it is worth it even though you might not think so. The process of developing a timing plan, though tedious, ultimately acts as a guiding framework that brings structure, clarity, and accountability to your projects, helping to ensure successful outcomes and satisfied clients.