Producing 101: Merging PM & Ad Skills

In the fast-paced world of advertising, traditional roles are evolving. Producers aren't the only ones producing; account managers, brand managers and even directors are stepping in. Here's a primer on how to navigate this shift with ease and confidence blending project management fundamentals with producing practicality.

For the purpose of this piece, we’ll be talking specifically to the video medium.

The Shift in Advertising Roles

A few months back, an agency's Managing Director asked me to mentor their account manager on the nuances of production. This experience wasn't unique. As I highlighted in my previous blog, "Project Management: The Unsung Hero in Modern Advertising", the industry is trending towards leaner teams with members beyond traditional producers stepping into production roles. It sparked my curiosity about effectively training someone entering this realm.

Laying the Groundwork

Before diving into the nuances of production, it's vital to grasp the underlying reasons for creating content – be it raising awareness, increasing sales, or fostering brand loyalty. While account managers might be aware of these reasons, many from the production side aren't. Understanding these strategic reasons can often offer clarity to the decision-making.

Starting with the Blueprint: The Script

Every great project begins with a solid blueprint. In advertising, it's the script. Without a finalised script, there's no direction. Remember, no amount of effort in costing, scheduling, or liaising with third parties is fruitful without a concrete script.

Defining Success

Once armed with a script, engage with key stakeholders to understand their vision of success. Conversations around success criteria help in streamlining expectations, and when changes occur, they offer a reference point. Always have clarity on the 'why' behind the decisions. This is a project management skill that producers don’t consider.

Dissecting the Script

For newcomers like account managers, breaking down a script might seem daunting. But, with guidance, they can efficiently match ideas to budgets. Key considerations include:

• Number of talent and locations. Is casting required?

• Specifics of locations (beach, park, indoors, day/night) and wardrobe.

• Are specialists required? Stunts, tracking vehicles, drone, pyrotechnics, stand by props?

• Is animation or CGI needed?

• Where is the final output being shown (TV, digital)?

Budgeting for Production

After breaking down the script, it's time to estimate costs. Freelancers in Victoria provides a crew rate card that is helpful. Insights on equipment, and editing costs from seasoned professionals, previous jobs or from post houses is another avenue. Remember, a wealth of resources exists in the production world for accurate estimating. The production community is vast and willing to help if you ask. Include a 10-15% contingency for unexpected expenses.

Resource Allocation & Crew Assembly

Once the script broken down and production costs are estimated, focus shifts to allocating resources.

For those new to the process, choosing a crew might seem daunting. If operating in-house, start with your director, allowing them to lead crew selections. Should you outsource, be transparent with the production company about your budget, particularly for projects below $80,000. This insight will expedite their decision-making.

Moreover, outlining a clear production timeline is imperative. Provide this timeline, along with the script and budget, to both internal teams or external partners. This ensures everyone is synchronised for a seamless production journey.

Crafting an Effective Production Timeline

To construct a well-defined timeline, one must grasp its primary phases: Pre-production, shooting, and post-production. Begin by working back from the delivery date. The initial discussions and defined success metrics with stakeholders will become the foundation for scheduling.

I suggest using an Excel spreadsheet laid out like monthly calendar. This way you can see each week clearly to move and juggle milestones.

A thorough pre-production plan assures everything's set and gets the nod from ‘clients’. Conversely, post-production refines the final product. Ensure that there’s enough days between reviews for feedback and edit changes. A guideline suggests a 4-week pre-production, followed by the shooting days, and wrapping up with a 3-week post-production. If it’s possible!

A pro tip: Always review upcoming milestones at least 2 days in advance, ensuring timely awareness and action. Schedule key timings in everyone's calendars well beforehand. Each week, dedicate an hour to oversee the following week's schedule, ensuring its accuracy and relevance.

Risk Management in Production

Effective risk management is an worthy process to seamless productions, yet it's a step many producers bypass. By proactively addressing potential pitfalls, you ensure a steady course, even when confronted with unexpected challenges. Here are some risks and their solutions:

Pre-production:

• Script Alterations:
  Risk: Approved script changes post-approval.
  Solution: Establish from the outset that script modifications can affect the timeline.

• Added Deliverables:
  Risk: New deliverables introduced after initial sign off.
  Solution: Communicate upfront about potential extra costs for added deliverables.

Production:

• Equipment Malfunctions:
  Risk: Breakdown or malfunction of vital equipment.
  Solution: Always know where to source backups quickly.

• Weather Hiccups:
  Risk: Weather-related disruptions.
  Solution: Draft a contingency plan for adjusting shots on the day. What stays, what goes.

Post-production:

• Editing Delays:
  Risk: Extended edit rounds.
  Solution: Establish clear feedback protocols to expedite the editing process.

• ClearAds Approvals:
  Risk: Requirements for additional substantiations
  Solution: Always submit well in advance. Even if it’s an offline edit.

Collaboration and Communication

Effective communication and collaboration are cornerstones of a successful project. Newcomers may overlook this. At the project's beginning, it's crucial to establish open dialogue with all stakeholders. With experience, one learns the right balance between keeping everyone informed and not overwhelming them. Frequent, concise team catch-ups are key, focusing on:

• Completed Tasks: Recent updates.

• Today's Goals: Areas of focus.

• Blockers: Current challenges.

• Priorities: Shifts in importance.

• Resource Needs: Any assistance or tools needed.

• Feedback/News: Vital updates or insights.

• Upcoming Deadlines: Reminders of key deliverables.

On-set Etiquette

The shoot day is a symphony of creativity. As a producer, your role is minimal interference and maximum facilitation. Trust the team and ensure everything aligns with the pre-decided timeline.

Quality Assurance

Ensuring consistent quality is paramount throughout the project. This encompasses every facet, from the script to the post-production phase. While creativity is subjective, remember: if something feels off, discuss it. Your perspective, combined with your creative team's insights, offers a holistic gauge of quality. Whether it's treatments, edits, or artwork, trust not only your judgment but also your team's expertise. If ever in doubt, seek their perspective; collaboration ensures the highest standards are upheld.

Wrapping Up

In summary, the evolving landscape of advertising requires a blend of traditional producing expertise and modern project management skills. Whether you're an account manager or a seasoned producer, understanding the foundation of content creation, from scripts to final delivery, is essential. By emphasising clear communication, thorough planning, proactive risk management, and seamless collaboration, any professional can navigate the intricacies of video production.