Communication is fundamental to meeting and exceeding client objectives. But in this new, leanrunning, costeffective economic climate, the challenge becomes how to keep on top of the ideas and workflow, maintain momentum, and make the client team and the agency team one. One solution is to use an Extranet tool to streamline the work/communication process.There’s nothing new about the Extranet.How the Extranet facilitates the agency/client work process, how ever, is uniquely suited to these times where creativity, velocity, accuracy, and accountability are critical. Think of the Extranet site as a virtual conversation between agen cy and client — with visual aids — taking place in a chat room.Readily at hand is an entire history of exchanges, as well as approved logos and PI(s), estimates, emails, pro jectrelevant links, branding hallmarks, research papers,and earlier iterations of the work currently being perfected — name it, make it, it’s in there. Gone are the days of “on page 12, second paragraph,beneath the photo, in the cap tion, uh, line two…” Now, the agency and client can bring up the work, see the markup in the context of the lay out or document, and can respond immediately. This ability to focus on the work, regardless of where in the world every player happens to be as deadlines approach, cuts down on travel costs, FedEx shipments, excessive meetings, phone calls, recalls, and email. An Extranet tool allows a more inclusive dialogue between client, account people,and creatives. Account management has a realtime tool to convey copy and visual information to the client, and be assured that each passwordprotect ed member of the client product team will respond in one location and in a format structured for clarity. Under the old industry procedure, movement on client input would either wait for account management initiation or travel down a linear report system before action could occur. Using an Extranet model, access to client response is extended to the entire agency product team, including the creative department.With appropriate accountability report mechanisms in place, the creative group is encouraged to engage in immediate oneonone response and agreements with the client. This process enhancement creates a more “extendedfamily” team experience. Clients appreciate working with the people who actually act on their input and creatives better under stand client concerns and offer options that add value rather than erode conceptual vision. A SECURE, WEBACCESSIBLE, AND BRANDED PERCLIENT MEETING PLACE HAS REAL, PRACTICAL, BOTTOMLINE BENEFITS: Email notifications are automatically sent when input is posted Projects remain on schedule, and often ahead of schedule Managers can quickly see who looked at what, when Milestones are clear from the start, deadlines foreseeable Schedules are easily updated People are rarely unavailable with the 24/7 nature of the site Many shipping and copying costs are gradually eliminated Hours are reduced, efficiencies discovered, and budget management enhanced In addition to all the benefits of managing workflow and the ongoing dialogue between client and agency, it’s fun. Clients like it. They can be in a room listening to the 10th oneonone interview with their laptop — and at the first break, get back to the people who are creating the ads with fresh insights. Agency people like it; they can monitor progress on numerous accounts from anywhere in the world. Account people and creatives always know where everything is and where it stands. The creative product is enhanced by conversation at critical junctures in the process. A camaraderie seems to grow from the sharing of ideas and the immediacy of exchanges. Layer ing, miscommunication, and confusion are minimized while a more democratic, participatory, persontoperson relationship inevitably grows. In the business of communi cation, this level of dialogue is enhancing and making a real difference in the way we do business. Delivering a Higher Standard of Care Becomes a HighSpeed Operation Mary Joe Leverette Copywriter Michael Eicker Interactive Project Manager Jay Doniger VP, Creative Advertising Monica Noce Kanarek Executive VP, Creative AGENCY SERVICES DONAHOE PUROHIT MILLER,with offices in Chicago and Morristown, N.J., is a fullservice healthcare advertising agency that offers a broad array of strategic and creative capabilities for brand success and produces awardwinning, strategically sound, branded communications for both professional and DTC markets. For more information, call 3123418100 or visit dpmadvert.com. Using an Extranet tool, the agency and client can bring up the work see the markup in the context of the layout or document, and can respond immediately. Donahoe Purohit Miller

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