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Dates & Times
Start Date/Time: Tuesday, May 11, 2010 at 8:00am
End Date/Time: Wednesday, May 12, 2010 at 5:00pm
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Venue/Location
Pfizer
150 East 42nd Street
New York, NY 10017
Registration Fees
Early-bird pricing is in effect for this event through 05/01/2010:
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $1,295 (Reg. $1,445) | $1,645 (Reg. $1,795) | |
Course Description
Learn how to maximize return on ad production spending in this exclusive seminar presented by the ANA and Advertising Production Resources (APR), one of the nation's leading ad production consultancies.
You'll go behind the scenes for an insider's look at the latest processes, best practices and cost efficiencies for getting the most value out of your ad production dollars. From TV and the Internet to the latest "New Media" platforms, this seminar provides the tools you need for effective and efficient ad production management.
Day-1 provides an overview of the production process, including:
- Creative development
- Pre-production planning
- Production technologies and procedures
- Post production processes
In the course of the day, you'll gain insights into casting, usage rights, music and sound design, animation, special effects and the major cost-drivers that impact production efficiencies.
Day-2 digs down more deeply into advanced strategies and techniques for maximizing production efficiencies:
- Leveraging creative assets
- Saving money through tax incentives and production rebates
- Decoupling ad production
- Producing offshore
If you are a marketing, advertising or procurement professional, this seminar is for you!
Class Agenda
Day One - Optimizing Ad Production Spending-The Essentials
07:30-08:30 Registration & Breakfast
08:30-08:45 Welcome/Introductions
Planning as Your #1 Cost-Saving Tool: Reigning in Costs through Careful Planning
Careful planning is the most fundamental step in controlling costs and optimizing production spending. Poor planning can result in costly mistakes, expensive do-overs, and an overall loss of cost control. In this session, you will learn the planning tips and techniques that will ensure maximum value throughout the production process.
Competitive Bidding: Evaluating the Bidders
Competitive bidding is one of the most effective ways to control production costs. But in any given bidding situation, there can be a wide variance in proposed costs among quality directors and production companies. How do you evaluate the bidders? Can the low-bidder get the job done? Do you really need that A-list director? This session will give you a foundation for understanding the bidding process and show you how to assess the directors who want your business.
10:30-10:45 Break
Talent-Part I: The Basics for Keeping Talent Costs Under Control
Talent can be the single most significant cost driver in a commercial project. And if you make just a couple of mistakes in talent classification, the entire budget can be thrown into overages. It is possible to reduce talent costs and avoid costly mistakes, as long as you understand the basics of SAG rules and talent management. During this session you will learn the nuts and bolts of working with talent and pick up valuable tips for reducing costs.
12:30- 1:30 Lunch
Animation and Special Effects: Demystifying the Magic
Animation and special effects are the magic of commercial production, but the costs and techniques are often shrouded in mystery. Why is there so much variance in bids for the same execution? Why does the process seem to take so long? How can creative development and the process itself be adjusted to reduce costs? This session will unmask the mystery surrounding special effects and take you behind the scenes for an insider's look at the process.
Sound Design and Original Music: Establishing Brand Identity--Avoiding Costly Mistakes
The use of music and sound to establish brand identity can be extremely effective, but it's frequently an after-thought. It's not unusual for advertisers to overlook these branding opportunities or move too hastily and find themselves covering costly audio mistakes. During this session, you will learn about some of advertising's most famous audio branding success stories from one of the industry's leading experts.
3:15- 3:30 Break
Digital Production: Working Efficiently in the New Frontier
Digital has opened a New Frontier where advertisers and agencies are being challenged to work more efficiently. The very pace of technology and innovation has made digital production an enormous challenge. This session will provide an overview of digital production technologies and lay a foundation for best practices and efficient workflows.
4:00- 4:30 Review/Questions
Day Two - Stretching Your Ad Production Dollars: Advanced Strategies and Techniques
07:30-08:30 Breakfast
Industry Trends: Efficiency Through Integrated Production
Integrated Production is a trend that is relevant to any advertiser who is serious about maximizing production spending. Day 2 kicks off with a discussion of the Integrated Production process and other trends (like Decoupling) that should be part of every advertiser's playbook.
Shooting Offshore: Myths and Realities of Offshore Savings
Contrary to popular belief, shooting offshore doesn't always result in cost savings. In fact, it's quite possible to spend more when you take a production offshore. This session will examine the pros and cons of offshore production and provides guidelines for determining when shooting offshore makes sense.
10:00-10:15 Break
Production Incentives: Get Money Back on Your Next Project
Incentives can represent a money-back guarantee on a portion of your production spend--up to 30% in some cases. Maximizing your return on production incentives requires careful planning during the earliest stages of the process. This session will teach you the basics of cashing in on production incentives and bring you up-to-date on the latest incentive programs.
12:30-1:30 Lunch
High Def and Digital Cinema: Is This a Panacea for Holding Down Costs?
Shooting in High Def and Digital Cinema formats can help reduce production costs, but they may not be the panacea that some people think. The digital workflow, in fact, may even add costs during post production. During this session, we will examine the digital workflow and discuss the pros and cons of shooting in the latest digital formats.
Talent-Part II: Guidelines and Techniques for Working with Talent in the Digital Age
Talent management used to be a relatively simple task, when all you had to contend with was radio and TV. But the Digital Age, with its "New Media" platforms, has ushered in a new era of talent management issues. If you don't understand the rules, regulations and best practices, it's easy to make costly mistakes. This session will provide the essential information and insights you need to manage talent efficiently in the Digital Age.
2:30-2:45 Break
Covering Your Assets: Optimize Savings by Managing and Leveraging Creative Assets
It's easy for a company to lose millions because they fail to leverage and control creative assets. Keeping a handle on assets and leveraging them across ad platforms and corporate divisions can be a real money-saver. This session provides guidelines and strategies for optimizing asset management.
3:45- 4:00 Questions/Wrap
Seminar topics and times subject to change.