Optimizing Your Ad Production Spend: An Integrated Approach

This event is over.

Day 1 8:30-9:00 am – Check in and Continental Breakfast; 9:00 am – 5:00 pm (with a 15 minute morning and afternoon break and a 45 minute lunch break)

Day 2 8:30-9:00 am – Continental Breakfast; 9:00 am – 4:00 pm (same break and lunch schedule as above)

Topics to be presented over the two days include:

Module

Content Summary

2014 Industry Trends

  • What are other advertisers doing and what innovative practices should be considered?
  • What are some new ideas for creating more efficiencies during the entire process?  We will discuss such topics including but not limited to decoupling, preferred partner deals, production audits, production (tax) incentives, and more.

Overview of the Integrated Production Process; Roles & Responsibilities

  • Learn best practices and your roles & responsibilities throughout the production of Broadcast, Web videos, Print/OOH along with Digital production including:
    • Planning & Budgeting:  Your #1 Cost-Saving Tool
    • Bidding / Discovery phase (competitive vs. single bidding; firm bid vs. cost-plus)
    • Awarding the Job
    • Pre-Production / Design Best Practices
    • Casting challenges:  Actors, Celebrities, Real People
    • Production (Shoot / Development)
    • Post-Production / Deployment

Cost Drivers & Strategies for Efficiencies

  • Bring costs under control by understanding a production’s most significant cost drivers including, style of spot or layout, director’s/photographer’s day rates, number of days / hours needed for shoot or digital project, talent, types of music, etc.
  • Learn best practices for re-purposing content across media and how establishing an efficient process can ensure success

Talent:  Managing Your Talent Payments: The Basics

  • Union vs. Non-Union
  • Classifications of talent (OCP, extra, etc)
  • Basics of SAG rules and talent management
  • Understand talent in the “New Media” platforms
  • Managing celebrity talent and allocations
  • Pick up valuable tips for reducing costs.

Selecting a Vendor

  • Learn the agency’s criteria for bringing a director, photographer, or digital company to you
  • What are the questions to ask when viewing directors’ reels, photographers’?
  • How can you make sure you’re selecting the right director for your spot?

Digital SOW Education

  • Learn the key issues in developing a SOW process and understanding how to read a digital estimate

Unique Digital Display Technologies 

  • Learn about creative display formats and production methods that may complement your current media strategy. See examples of desktop and mobile ad technologies designed to increase user interaction and engagement “beyond the banner.”

Tech Talk & Terms

  • Learn common technical terms and references used in digital production and advertising.  Designed to enhance communication with agencies and technical partners.

Finishing Your Spot (Editorial & Special Effects / Animation

  • Learn the best practices and cost drivers for the post-production process.
  • What are the steps in the post-production process?
  • Why do overages proliferate in this area?
  • Delve deeper into the different types of animation (2D, 3D, CGI, etc.)
  • Learn costs associated and why changes in animation can add up quickly.

 

Note:  Modules subject to change due to participant needs and the latest industry trends.

 

Instructors

trainer

Jillian Gibbs

Jillian Gibbs is the founder and CEO of APR, a global ad production consultancy that lists many of the world’s biggest brands as clients. Using an in-depth, collaborative approach to help advertisers get the most from their marketing production spend, Jillian has helped define new standards within the production industry throughout her 20+ year career. She founded APR in 2000 and has led the forward thinking company through considerable growth. APR now has offices in all major U.S. production centers, as well as Canada, LATAM, EMEA and APAC. APR’s benchmarking and database tools allow marketers to capture, report and make thoughtful decisions about producing content.

Jillian has been a member of the ANA Faculty since 2009 and is a widely recognized and respected industry leader who is frequently called upon to consult on production issues with advertisers, agencies, international industry associations, agency holding companies, and industry executives.