Project Management: The Unsung Hero in Modern Advertising

The Demand for Producers and Beyond

In the world of modern advertising, there's a mounting demand for people other than just producers to produce. Directors, account service, business managers etc. A recent look at Seek.com showed 202 jobs listed under 'Producer' within the 'Arts, Advertising, Media' sector. A lot of these were hybrid roles. So if you think producing is a skill reserved just for producers, think again. The scope has broadened, and today's advertising demands versatility.

Yet, here's the conundrum - where's the formal training tailored specifically for these roles? The answer: it's scant. However, project management emerges as an easy way to grasp the fundamentals, offering skills and methodologies that are pivotal for anyone in these roles.

From Film School to the Ad World's Fast Lane

My time at RMIT was an immersion into the intricate world of film production. Covering everything from the nuances of cinematography to the craft of storytelling. The curriculum armed me with theoretical insights and a solid foundation.

However, when it came to applying this knowledge in the fast-paced environment of advertising, the challenges were multifaceted. The principles of film I'd learned were crucial but were only a piece of the larger puzzle. Advertising demanded a confluence of creativity, strategy, and, most importantly, efficient management of both time and resources. This was where the gap became evident.

Whether you find yourself amidst the energetic corridors of an agency or within the strategic confines of an in-house brand team, one competency emerges as critical: project management. It's the bridge that effectively connects the theory of film production with the practical demands of advertising campaigns.

Parallel Paths: Project Management and Producing in Campaign Creation

At first glance, the realms of project management and producing might seem worlds apart. One is often associated with structured frameworks, timelines, and efficiency, while the other brings to mind creativity, narrative development, and artistry. Yet, when it comes to creating campaigns across diverse mediums—be it TVCs, content, stills, or social communications—the synergies between these two disciplines become strikingly clear.

1. Vision and Objective Setting: Every successful campaign begins with a clear vision and defined objectives. Just as a project manager sets the scope and deliverables for a project, a producer defines the creative and strategic goals of a campaign. Producers must talk with all key stakeholders to ascertain what 'success' looks like for that particular campaign. Clarity at this initial stage sets the foundation for all subsequent actions and decisions.

2. Resource Allocation and Budgeting: Budget constraints and resource limitations are realities both producers and project managers grapple with daily. Whether it's assigning the right talent to a specific shoot, determining the ideal location for a TVC, or allocating funds for post-production, effective resource management is critical. Both roles require a deep understanding of the available resources and the ability to maximise their impact within set boundaries.

3. Timeline Development: The journey from concept to completion is punctuated by multiple stages and milestones. Producers, much like project managers, must devise detailed timelines, ensuring each phase of campaign development—from ideation to final editing—happens sequentially and seamlessly. Tools like Gantt charts, often utilised in project management and definitely in advertising, can be invaluable for producers in mapping out complex campaign timelines. Me, I prefer to use the good old Excel Spreadsheet set out like a calendar in Google or Microsoft. I can move things around easily and get a better ‘feel’ looking at it this way.

4. Risk Mitigation: The unpredictable nature of creative endeavours means that risks are inherent. Whether it's potential equipment failure during a TVC shoot (I had an Arri LF crap itself on the first shot of the day once), unforeseen delays in post-production, or last-minute changes to a brief, both project managers and producers need to anticipate these challenges. Effective risk management involves creating contingency plans, ensuring that the campaign remains on track even when faced with unexpected setbacks. Trust me, spending a bit of time prioritising the severity of the risk and it’s solution helps with stress management.

5. Collaboration and Communication: Arguably, the most significant overlap between producing and project management lies in the art of collaboration. Bringing a campaign to life is a collective endeavour, involving multiple teams—from copywriters and directors to marketing professionals and brand managers. Ensuring that all stakeholders are aligned, informed, and engaged requires open channels of communication, regular updates, and feedback loops—skills intrinsic to both project management and producing.

6. Quality Assurance and Review: Before any campaign goes live, it undergoes reviews to ensure it meets the set standards and objectives. Much like how a project manager would oversee the quality of project deliverables, a producer evaluates the campaign's content, ensuring it aligns with the creatives vision, brands requirements and meets any legal standard obligations.

Harnessing the Power of Project Management

To get a quick start on the fundamentals of Project Management:

• Educational Avenues: An audiobook that stands out is 'Project Management For The Unofficial Project Manager'. It’s a perfect blend of depth and accessibility for people who want to know more without going into a course.

• Certification Courses: Platforms like www.pmi.org offer an array of courses, catering to both beginners and seasoned professionals. You can do it at your own pace.

Wrapping Up

Whether you're a producer, director, in-house production staff, or an account manager, the canvas is vast, and the opportunities are myriad.

The underpinning foundation, though, is project management. It gives you blueprint for a projects life cycle and equips you with the fundamentals to handle the dynamism, ensuring not just the success of your campaigns but also personal growth and evolution.  

Good luck!