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"Why the Right Scope of Work is So Important"- ANA June Forward\

The ANA has just released the June issue of FORWARD, and included is a cutting-edge thought-leadership article by Richard Benyon, CEO of Decideware, titled"Why the Right Scope of Work is So Important: An Effective Scope of Work Ensures the Right Work Gets Done in the Right Way".

In this article, Richard discusses how Scopes of Work should be approached using a portfolio approach and viewed as a investment plan working across multiple channels. The result of this? An opportunity for advertisers to work with their agency partners and transform the annual strategic brief into a working plan that ultimately delivers the right work.


A portfolio plan contains work across multiple channels, targeting key customer segments, & defines deliverables with different levels of complexity.


Richard further outlines how to build out an effective scope of work by providing tips in these three key areas:
  1. Setting Agencies Up for Success - Have a clearly defined and purposeful approval process for compliance purposes and so that work can begin quickly. Identifying the compensation models and deliverables best-suited to each agency can also be a useful way to achieve more efficient outcomes.
  2. Getting the Most from Agency Partners - Ensuring that the appropriate team is assigned to each unit of work will help achieve better outcomes. The article details how to classify resources and work to assist you in analyzing the proper seniority mix for each project.
  3. Planning to Adapt - Plans will change as marketers adapt to current events, competitions, etc. Embrace this change as a way to improve on your existing plan.
You can read the article in its entirety here: 2017 ANA Magazine
For additional information regarding Scope of Work management and Decideware, please visit