This document provides information about the role of producers, how to work effectively with them, and lessons learned from experience as a producer. It discusses how producers are responsible for a project's budget, timeline, quality, and seeing it through from development to launch. Producers must believe in a project and take on its risks and rewards. They make many of the most critical decisions that determine a project's success. It's important for producers to break out of a tendency to say no and instead focus on how an idea can be accomplished. Empathy, anticipation of challenges without being overwhelmed, and allowing creative tension are emphasized as important skills for producers.

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 the
project so much that they fund it or raise funds for it. They accept the
risk and the reward.
In Advertising a producer is responsible for the client’s budget, the
developments timing, the Agency’s quality and most importantly
awarding the job.
They manage the shoot, the development the set. They control the project
and handle edit, post production, going live and all things after launch.

3. WHAT KIND OF WORK?

4. WHAT KIND OF WORK?

5. WHAT PRODUCERS AREN’T
How are Agencies structured in Russia? Who does what?
Creatives
Account
Project Managers
Developers

6. WHO THE H&CK AM I?
Prior to JWT NY - EP & Goodby, Silverstien & Partners 5 years (in
SF), prior to at Organic 3+ years (in Toronto & SF), prior to
Elsevier 2+ years (Holland, Germany, France)
Advertising, Branding, B2B, B2C, global and national
Awarded more than $5 million dollars in a single year for
digital/interactive campaigns
Delivered many $100+ million dollar campaigns
Brands: Sprint, Doritos, Corona, Rolex, HP and many others…

8. WHAT HAVE I LEARNED?
Production is a craft, you are the master of
nothing and the champion of everything.

9. LESSONS LEARNT: PRODUCTION
Production can make or break an idea. Stakes are high. Decisions made by
the producer are probably the most critical to an idea’s success.
In the relay race of a team, production is the last leg, they can finish first or
sometimes not at all.
Producers naturally are cautious, sometimes too much so.
We must break ourselves from NO-itus. Our gut says that’s impossible but
we don’t ask ourselves what is the idea? What is the concept? What are
we trying to accomplish?
How can we make it happen, that’s the job, that’s the opportunity and that
is what makes a Producer.

10. LESSONS BURNT
Let’s break up into 2 groups: You are proposing an amazing idea and need
to know if its feasible.
Group 1 Assume you want the project to succeed, as a producer what
would you say/do to make the idea a reality, assume your audience is
the client.
Group 2 Create a list of excuses you’ve either heard from a Producer or
imagine a Producer saying why you can’t possibly make the idea
happen?

11. WHEN PRODUCERS ATTACK!

12. THE LAST SLIDE
Empathy with the whole team goes a long way to getting everyone on your
side. Anticipating challenges but not letting them overwhelm you will help
everyone focus on the real issues.
Good creative comes from good
tension