If you want to make a name for yourself in commercial production or move up the ranks to become an agency producer, it helps to know who the big players are. Although you may be familiar with the duties of a creative producer in a production setting, you may be less familiar with the responsibilities of a producer in a marketing or advertising agency. Explain what an advertising agency producer is and how their job differs from others in the company.
In this piece, we’ll examine the roles of agency producers and how they collaborate with production companies to see their projects through to completion.
Advertising Firms, Production Studios, and Product Manufacturers
Acknowledging the historical relationships between production companies, advertising agencies, and their customers is a good first step toward comprehending the role of an agency producer. Since every commercial production has its unique budget, crew, and requirements, it can be difficult to define specific job roles within the industry. It can become even more convoluted when considering the many producers who contribute to a single project.
Define “Agency Producer” and Describe Their Primary Obligations
In conventional agency-production company partnerships, the agency and the production company work together to meet the needs of the client (the brand). An agency producer is a producer who acts as a go-between for the advertising agency commissioning the commercial’s filming and the production company.
When the client, the production company, and the agency are not working directly with one another on a project, the ad agency producer typically plays a role in choosing the production company and/or the director and maintains overall creative control. It’s important to keep in mind that this person may or may not have line producer responsibilities. As an agency production manager, their role is more advisory. Actually, “agency producer” can be a synonym for “project manager,” “account manager,” or “integrated producer.” But as long as the responsibilities are characterised, the titles don’t matter.
Can You Explain the Distinction Between a Producer’s Role and That of an Agency?
Similarly, the name of an ad agency producer may sound similar to the position of a producer at a production company, but these roles are distinct. Visit this page for more information on what production companies’ roles are in the industry. Yes, the goals of both positions are to produce an advertisement that not only meets but also surpasses the expectations of the client.
One way to tell the difference between the ad agency producer and producer is to think of the former as considering the big picture (the client’s goals, the available resources, the timetable), and the latter as carrying out the minute details (the commercial itself).
However, this does not mean that a producer working for a production company is not also thinking about these things (particularly budget)! All through the duration of the shoot, they will likely have multiple discussions with the agency’s creative producer. However, the production producer is ultimately the supplier to the advertising agency producer. An agency producer needs to wear numerous hats to help ensure a project runs smoothly because inevitably they are responsible for any problems that arise.
How Does a Producer Work With a Creative Director at an Advertising Agency?
The customer goes to the agency first for help with their advertising necessities, and the agency then hires a production company to make the commercial. If this is the situation, the advertising agency producer and the production company producer would then work collaboratively from the beginning of the project until the client receives the project results.
The producer will need to screen the agency producer’s preferred team members, including the director, cinematographer, and editor. The director usually wins the team’s backing in a negotiation. But the agency producer must approve all of the shoot’s key personnel. Further than that, the agency producer will share all imaginative, budgetary, and logistical specifics with the production producer. Although it should go without saying, we will stress the importance of open communication and honest sharing of information in any cooperative effort. Once more, the agency’s creative producer will be held responsible for any overages or delays.
The Ins and Outs of Making the Transition From Production Producer to Agency Producer
Perhaps you’re considering a career change and are interested in learning more about the duties and responsibilities of a producer at an advertising agency. The reality is, as was just noted, that the requirements of working in an agency are not too dissimilar from those of working in production. The ability to think quickly on one’s feet, complete projects on time and within budget, and work effectively in teams are all necessary qualities for a producer to succeed in an agency. Swapping to the agency side is as simple as telling your network that you’re looking for work and hoping someone knows someone. From the point of view of working with an agency producer, we have covered in detail a few of the most important facets of what an agency producer is. But let’s get back down to brass tacks.
The Role of the Creative Producer
As we discussed, not every advertising agency producer position is the same. Read the position description for advertising agencies meticulously so that you know what to expect. The following are examples of duties that would typically be expected of a creative producer:
- Assessing production companies
- Making projections for the budget
- Manage the bidding procedure
- Producing and directing ideas for artistic
- controlling the production schedule-making process
- Dealing with union membership in terms of pay and benefits
- Assuming the role of primary liaison between the customer and the production company
- Sending in Final Reports
However, producer roles in advertising agencies can shift from one company to another. Search for a position that calls for a creative producer or a combination creative director-producer to exercise your artistic side on the job. Look for a position that would enable you to have more managerial responsibilities if that’s what you find most satisfying.
And if you’re curious…
While advertising agency producer positions are often temporary, they share many similarities with those of a film or television producer. Artists in the film business frequently find work in other fields, such as advertising. Whereas the production processes involved in making a film and making a commercial are very different, having a history in production will give you an advantage over other applicants who lack on-set expertise.
To complete a commercial shoot, a producer from an agency is required. One of their primary roles is to act as a go-between between the customer and the vendor, and throughout the project’s lifecycle, from pre-production to delivery. They are tasked with balancing financial constraints with the need for originality. And since finances appear to be the primary motivator for most creative work today, open communication and cooperation are essential.