ANA Production Committee, Heads of Production Meet
Client-side production executives talk about key issues and trends with a group of agency Heads of Production at a SourceEcreative-organized meeting in L.A.
ANA Production Management Committee Meets
with Agency Heads of Production
Twenty five members of the Association of National Advertisers' Production Management Committee met with members of the Agency Heads of Production Group in Los Angeles this week at an event sponsored by the ANA and organized by SourceEcreative to discuss the client/agency relationship as it relates to producing commercials and web video for brands.
When asked what some of the problems agencies and advertisers face today, Richard O'Neill, Head of Production at TBWA\Chiat\Day in Los Angeles, said two major issues are always time and cost-cutting. He also talked about the challenge of integrated production, noting that his staff was getting trained on producing all types of content, not just broadcast ads.
O'Neill commented that the industry is in a "very transitional phase of changing from producing just broadcast to producing all content," and that Heads of Production changing their titles to Heads of Integrated Production was a reflection of this transition. "We'll know the transition phase is over when we're all just Heads of Production again", he quipped.
Geoff Bado, Senior Manager of Advertising Production at Campbell Soup, felt that advertisers really need to be taking the lead more in the production process and in leading advances in workflow and issues.
Regarding cost controls, a general consensus was maintained all around that agencies do a considerable amount of negotiating on behalf of their clients before they present production cost estimates, and they need to make clients more aware of that fact.
An update on the SAG negotiations was also provided, as well as a presentation by the green production service firm Eco-Set. The meeting topped off with a tour of the virtual green screen stage at Universal Studios.
Published 3 February, 2012
