They just assume we sit around all day drinking lattes and planning lunches. What we really do is make things happen.
Producers act as a liaison between the agency side and the production company side, which includes directors and production companies, animators, editors, music companies, casting directors, agents and other industry associations such as the Screen Actors Guild. The need for a liaison has significantly increased over the years since more people are involved in the process than ever before.
Producers are like train engineers, keeping the production process on track. Our primary role is to help make the agency’s creative solutions for our clients come to life. The role has changed over the years, mainly because of changing technology, but it is still fundamentally about matching the right person with the job.
I’m often asked, ''What does a commercial cost?'' I always answer, ''A commercial costs what you have.'' That’s not to be flip - it’s the same answer to the question, ''What does a car cost?'' You figure it out with the time and money you have and then you maximize the potential. This is why a savvy agency producer is so vital to a client.
Producing is about being able to make tough decisions. On a shoot, the producer is the authority and must be ready at an instant with solutions when inevitable problems occur. And, at the same time, a producer has to be ready to change perspective at a moment’s notice. If a better idea comes up at the shoot that is going to make the spot better, a good producer can make it happen — flexibility under fire.
Good broadcast advertising has everything to do with the idea. The execution must deliver it perfectly. That’s why I always tell creatives, if you come up with a great idea, don’t kill it because you think it can’t be produced. If it’s a solid idea, it can be produced. We can make it happen. I also believe strongly that it is my role as a producer to protect and serve that idea in every way I can.
What I enjoy the most about my job is bringing a great idea to fruition, whether it’s a daily promo for a local cable company, or a high budget network commercial.
My goal is to produce great work under every circumstance. I thoroughly understand that it is my role to help direct, invent, inspire and stimulate that process. I love what I do.
