- 1. PRODUCERS:HOW TO GET THE MOST FROM THEM!Why your producer
can make or break your project?How to work best with a
Producer?What to look for in your Producer?What makes a good
Producer?What makes a good Producer great?Why do you even need a
Producer?
2. WHAT DOES A PRODUCER DO?In film a producer is typically the
money person, they believe in theproject so much that they fund it
or raise funds for it. They accept therisk and the reward.In
Advertising a producer is responsible for the clients budget,
thedevelopments timing, the Agencys quality and most
importantlyawarding the job.They manage the shoot, the development
the set. They control the projectand handle edit, post production,
going live and all things after launch. 3. WHAT KIND OF WORK? 4.
WHAT KIND OF WORK? 5. WHAT PRODUCERS ARENTHow are Agencies
structured in Russia? Who does what?CreativesAccountProject
ManagersDevelopers 6. WHO THE H&CK AM I?Prior to JWT NY - EP
& Goodby, Silverstien & Partners 5 years (inSF), prior to
at Organic 3+ years (in Toronto & SF), prior toElsevier 2+
years (Holland, Germany, France)Advertising, Branding, B2B, B2C,
global and nationalAwarded more than $5 million dollars in a single
year fordigital/interactive campaignsDelivered many $100+ million
dollar campaignsBrands: Sprint, Doritos, Corona, Rolex, HP and many
others 7. WHAT HAVE I LEARNED?Production is a craft, you are the
master ofnothing and the champion of everything. 8. LESSONS LEARNT:
PRODUCTIONProduction can make or break an idea. Stakes are high.
Decisions made bythe producer are probably the most critical to an
ideas success.In the relay race of a team, production is the last
leg, they can finish first orsometimes not at all.Producers
naturally are cautious, sometimes too much so.We must break
ourselves from NO-itus. Our gut says thats impossible butwe dont
ask ourselves what is the idea? What is the concept? What arewe
trying to accomplish?How can we make it happen, thats the job,
thats the opportunity and thatis what makes a Producer. 9. LESSONS
BURNTLets break up into 2 groups: You are proposing an amazing idea
and needto know if its feasible.Group 1 Assume you want the project
to succeed, as a producer whatwould you say/do to make the idea a
reality, assume your audience isthe client.Group 2 Create a list of
excuses youve either heard from a Producer orimagine a Producer
saying why you cant possibly make the ideahappen? 10. WHEN
PRODUCERS ATTACK! 11. THE LAST SLIDEEmpathy with the whole team
goes a long way to getting everyone on yourside. Anticipating
challenges but not letting them overwhelm you will helpeveryone
focus on the real issues.Good creative comes from goodtension