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Turnaround Time on Jobs

We are a small agency with 15 people in one office and 10 people in our second office in another state. Our account staff recently raised a concern that they feel jobs should be moving through the creative shop faster. Creative, however, feels that they don't get enough time to do the jobs, so we have a real dichotomy between departments. Below, I have detailed the average turnaround times that creative would like to request from account service on a job type basis. I would like any feedback as to whether this is faster/slower than other agencies "ideal" turnaround times, in addition to what turnaround times you are really working with (as well as the location of your agency, so I can compare to others in our region). These times do not include any days for client approval, just what creative needs to do the job. We let the traffic manager add client approval into the schedule based on the "heat" of the deadline. We also will squeeze these turn times in order to make miracles happen for the clients. We're doing jobs much faster than this right now, but this is our "ideal". Radio = 11 working days from concept to station dubs. TV/Video = 17-45 working days from concept to client/station dubs. (This one varies alot because we do some 20 minute newsletter videos for a client, which obviously need longer in the script and pre-production phases, as well as the shoot and edit). Billboard/Outdoor = 17-27 working days from concept to posting. (We tell the AEs that a photo shoot adds 5 days). Print Ads = 14-16 working days from concept to materials to pub. (Again, photography adds 5 days.) Print Collateral = 17-37 days from concept to delivery of printed piece. (This is based on a 3-6 panel brochure or equivalent. We add 5 days for photography and 5 days for mailing, if needed).

Lisa Vorst
Production Manager
The MBC Group

We had a 12 person shop in Las Vegas, but split from my wife's partner and formed a two-person virtual agency two years ago. Your "ideals" are tricky because - to us - every job is different. We've turned jobs quicker than your ideals and some have moved like mud. Several variables can influence your production times: Total number of jobs open and in production, staff dedicated to specific elements of the job, are clients new or existing, communication and technology. Lots of jobs will slow everything down, unless your traffic person is a talented juggler. Not enough artists or copywriters can create bottlenecks. New clients take more ramp-up time - gathering or creating logos, learning their needs, etc. Old clients can have work turned much quicker since you understand them. Communication lines can affect the speed and accuracy of the job. Technology can play a big roll, also. Five or six years ago, we were behind the curve on processor speed and memory in our art department. Lots of wasted time with artists staring at monitors. The move to high-speed internet access helped speed up production. If you want to turn jobs quicker, a review of all elements that affect the production flow chart might help.

Roger Blazic
Blazic Design and Advertising Services

Print collateral (brochure) typically 23 working days from start to print finish. Broadcast - TV spots anywhere from 4 - 16 weeks depending on complexity (animation, etc.) This includes biding, casting of talent, shoot, edit, music, record VOs, approvals, send to dub house.

Noreen Rosdahl
Production Manager
Creative Marketing, Inc.

I checked with our Art Department and they felt that the times listed were very reasonable and about where they would like to see them. We are located in Northern California - East Bay (outside of SF).

Ann Adams
Controller
J. Stokes & Associates

How many creative staff members do you have to handle all the work? How many jobs do you have going on at one time?

Lynnette Kokomoor
CFO
Bandy Carroll Hellige Adv