Out-of-Home Digital Media are - Cleverdis
Out-of-Home Digital Media are - Cleverdis
Out-of-Home Digital Media are - Cleverdis
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PART THREE<br />
Managing a Project from A to Z<br />
An<strong>Out</strong> <strong>of</strong> <strong>Home</strong> <strong>Digital</strong> <strong>Media</strong> project calls upon a range <strong>of</strong> skills: strategy, finance, communication and<br />
technical just to name a few. While it’s normal to see a number <strong>of</strong> service providers – advertising<br />
agencies, s<strong>of</strong>tw<strong>are</strong> editors, content creation and management specialists, hardw<strong>are</strong> manufacturers,<br />
installers and integrators – all intervening at different levels on a project, it is paradoxically r<strong>are</strong>r that the full range<br />
<strong>of</strong> services <strong>of</strong>fered by one single operator be used. Projects <strong>are</strong> most commonly piloted by a marketing /<br />
communication department head working with general management. At the outset, they assume the strategic<br />
character <strong>of</strong> the project and <strong>are</strong> the final decision makers in financial terms. More recently, one <strong>of</strong> the main trends<br />
in major groups is the growing involvement <strong>of</strong> Information Technology Management. Intervening upstream, they<br />
include <strong>Out</strong> Of <strong>Home</strong> <strong>Digital</strong> <strong>Media</strong> into broader projects linked to the convergence <strong>of</strong> media, computing and<br />
telecommunications. These IT specialists <strong>are</strong> thus more and more at the heart <strong>of</strong> designing the infrastructure at the<br />
service <strong>of</strong> the different applications being developed by the company. As for other services, such as audiovisual,<br />
general, purchasing, human resources etc., they <strong>are</strong> <strong>of</strong>ten brought into play too late in the planning stages –<br />
sometimes when specifications have already been established. It is crucial to consult all services concerned at<br />
an early stage in planning, because for an <strong>Out</strong> <strong>of</strong> <strong>Home</strong> <strong>Digital</strong> <strong>Media</strong> project to work efficiently, all services<br />
have to work together in concert, with the support <strong>of</strong> everyone within the company. This also allows for the logical<br />
selection <strong>of</strong> the right “conductor” to bring harmony and rhythm to the orchestra. In order to assist you in your<br />
choice <strong>of</strong> "conductor", we have collected together in the following section the experiences <strong>of</strong> a number <strong>of</strong> major<br />
players in the current market that dealing with the broad range <strong>of</strong> skill sets required to put together a successful<br />
<strong>Out</strong> Of <strong>Home</strong> project.
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