Integrated production involves telling stories across multiple platforms. It requires producers to expand their knowledge of different media and embrace new technologies. Content and technology must be integrated to create user-centered experiences. Successful integration tells stories through a timeline of daily updates, events, challenges and polls across offline, online, mobile and social channels. Challenges include staying aware of new technologies and ensuring authenticity to the brand and audience. Integration requires agency-wide adoption and different business models involving in-house versus outsourced production. Effective integration evaluates opportunities on a case-by-case basis and brings together a cross-functional team guided by strategy and creative vision.

1. Integrated Production
“In a world where creative is less bound to specific
platforms, it changes the production process and the
efficiencies” – Brian DiLorenzo – Director Integrated
Production, BBDO, New York
8.24.11

2. The time is now
“Now it is incumbent upon producers to expand
their cross-medium knowledge and to embrace
the greater complexity and technologies
involved in how new media works” - David Rolfe, VP
Integrated Production , Crispin, Porter + Bogusky

3. Integration is Interactive

4. Content + Technology
We call what we do the creative application of
technology to stories and content,”
Exec Producer, Digital Content & Strategy – Loc Dao Canadian Film
Board

5. Integration is Cross Platform
Communication
User Centered
Experience

6. Integrated Content Works
on a Timeline
September October November December January February March April
Big Events
Daily Updates & Events
News & Events:
Experience Executions:
Challenges & Polls --------------------------------------------------------------------------------------------------------
Offline Campaign Quiz 2 Quiz 3 Brand Sightings TBD TBD
Launch Project
Launch
Facebook – Quiz 1 Photo Hunt Upload Photos
Recipes, Brand, Partner Content Page
Product Info
Brand Videos Launch Virtual “Gifts”

7. Integrated Content Is Story Driven

8. The Story of an Integrated Jack & Jill
• Introduce Jill on Air
o She’s young and attractive
o Smart & Independent
o Everyday she fills her bucket
• Introduce Jack Online
o 3 possible Jacks the audience votes which one gets Jill
o Jill gives Jack a Challenge
• Jack Meets the Challenge using Mobile – Text & Video
• The relationship is cemented on Facebook - Social
• There’s an app for that – (dating tips)
• The Brand has a new equity IP (intellectual property)- Jack & Jill

9. Challenges to Integration
1. Identifying and
staying on top of
new technology
• Guest speakers &
presentations
• Agency innovation team
2. Being Authentic to
both the Brand &
the Audience
• Involve planning early
• Ensure strategic alignment
every step of the way

10. Integration must have
agency wide adoption
“Creative decisions drive technology and technology is
a creative design choice. Tech doesn’t just impact visual
design and user experience; it can drive copy too. For
example, Twitter’s haiku-like 140 character constraint
derives from a programmer’s choice to adhere to the 160-
character short-message-service-protocol (minus room
for the user name and colon)”
John Mayo- Smith CEO RGA

11. Business Models
Business Model #1 Business Model #2
Agency: Agency:
• Strategy • Strategy
• Concept • Concept
• Design • Design
• IA /UX • IA /UX
In House Production Production Partner:
• Video (shoot, edit, record & • Shoot
mix) • Build
• Development (Front • Develop
End, Back End + Animation
= sites, banners, proof of
concept)

12. Business Models
Business Model #1 Business Model #2
Pro: Pro:
• Allows agency to take on a • Efficient
wider range of projects • Not chasing technology
• Tech leads collaborate with • Leverage value from
creatives on complex projects production partners
• Quick implementation &
turnaround
Con:
Con:
• Cost to client must cover full
• Training, developing and cost of production + Staff
retaining talent
• Less room for R&D
• Identifying the appropriate
technologies to adopt

13. Where do we start?
1. Evaluate integrated opportunities on a case by case basis
and
2. Bring together the appropriate cross functional team for the
job.
This team must have a singular mission guided by strategy and
rooted in the creative vision

14. Team Structure –
Integrated Production
Complex integrated projects will work with
Integrated Producer on multi channel distribution
(sites + video + mobile + social +games)
o Integrated Producer to manage the creation of written
Scopes of Work, partner selection & production
methodology
o Project Manager to manage day to day digital production
& resource allocation
o Technical Lead to manage all aspects of development
o Business Manager - if applicable to manage video
production bidding, contracting and talent compliance

15. Production Work Flow
Director of Integrated Director of Technology Director of Project
Production Management
SOW Creation SOW & Estimate Review Estimate Creation
Production Methodology Technical Audit Resource allocation
Source Production Partners Manage all phases of Establish and manage
development projects against milestones
CKO / PKO CKO / PKO Project execution
Production Review + QA Production Review + QA Production Review + QA

16. Thank you