Who are ad agency producers?

Who are ad agency producers?

Ever wonder that? Or for that matter - what they do?

I’m sure most would say a Project Manager?

‘responsible for planning, overseeing and leading projects from ideation to completion’

Nice, simple answer!!

But what if you wanted to go further. Elaborate in a little more detail about what it is they do.

Well that ‘little more detail’ I thought I could manage easily (7 years as said ad agency producer) when I sat down with a business coach to chat. Honestly, I thought it’d be relatively easy. That the answer would roll off the tongue, ready to call on at a moment’s notice.

Wrong!!

Damn it.

After an hour and a half explaining in ’more detail’, the look on the business coach’s face told me I was way off.

Nothing worse than feeling like a fraud in your own profession!

So I decided, why not attempt my own detailed and succinct answer to that question “Who are ad agency producers”?

Here it is.

First thing to note, there are no courses in Australia that teach advertising producing. None!!

Film school is probably the closest training that could prepare you for the job. At film school you learn how a creative idea comes to life from script to screen. You learn writing, budgeting, roles and responsibilities, how to use equipment, how to work with talent, mise en scene (French), film language as well as post production timelines and processes.

That was my path.

And when I transitioned into advertising I had to quickly figure out what made for a successful job? What dawned on me was that all successful jobs required 5 elements. It’s these 5 elements, when made available create for the smoothest, most efficient and enjoyable experience.

By diving deeper into them I’m able to show who agency producers are.

Those 5 elements.

  1. Script

  2. Budget

  3. Deliverables

  4. Timeline

  5. People Skills


1. SCRIPT

A great idea jumps off the page to all who read. All ideas jump off the page to a great producer.

When reading a script, producers consider everything involved, from the number of talent, to the number of locations, days filming and travel, vehicles, helicopters, boats, animals, extras, props, equipment, visual effects, practical effects, catering and even it’s length of time (15sec TVC or 2min bit of content). It’s Sim City but in the mind. Every word on the page builds a world which in turn builds costs.

2. BUDGET

A good producer knows the costs for the production components. From directors, producers, production companies, crew and talent to locations, equipment, animation, sound design, music and post production. They even know agency head hour costs.

Producers can tell pretty quickly if an idea can be made for the budget. If it can’t they’ll suggest an amount that should. If there’s no more money they’ll find ways to mould the script so it does make budget.

Most importantly though, every script is to be run past the producer before passing to client. This saves uneasy conversations later when going back and asking for more money because they’d been sold an idea they couldn’t afford.

3. DELIVERABLES

Deliverables come in all shapes and sizes. Is it a 30sec commercial or a 2 minute content piece? Is it a bank of stills images or a 6sec YouTube bumper?

Cut downs, resizes, re-edits, additional CTA’s... The list is endless. Producers want deliverables known at the earliest stages. These deliverables are crucial to external parties negotiations who use them to determine length of post production and their costs. 

4. TIMELINE

Building an accurate timeline requires a precise delivery date. Producers work backwards from the date to ensure adequate post production reviews, shoot days and pre-production time.

It’s a lot like Tetris. Slotting in review times, adding buffer days (for potential bottlenecks), locking in shoot days, fixing approval times & squeezing in check-ins.

Critical timings are locked in as soon as possible with adjustments to calendars made two weeks in advance. Remember, one small change to the timeline usually has a flow on effect down the line. When changes happen the day before, trying to find times available in an already overbooked calendar becomes a near impossibility.


5. PEOPLE SKILLS

Being able to communicate calmly and effectively with people should almost be prioritised above everything else.

Producers tend to feel like ducks scooting around on the water, their feet paddling like crazy underneath yet they’re exhibiting absolute calmness on the surface.

Every production question also gets sent their way and being the only production member on the job they must take on the role of teacher and educator.

Unlike the other four (budget, script, deliverables and timeline) this one is solely up to the producer to foster and cultivate. No team meeting or project kick off can help.

So how do we condense this all down into one succinct and eloquent answer?

Let’s go with ‘an agency producer is a project manager of artistic prowess. Responsible for planning, overseeing and leading projects from ideation to completion. Managing all budgetary, creative and deliverable components on time and to the highest standard whilst facilitating daily educational discussions with colleagues and clients’.

Previous
Previous

Freelancing, why do it?