Optimizing Your Ad Production Spend: An Integrated Approach | School of Marketing | ANA

Optimizing Your Ad Production Spend: An Integrated Approach

This event is over.

 

Day 1 (Tuesday, June 4th) 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.) Topics to be presented include:

Module

Content Summary

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

Selecting a Vendor for Your Project

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

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.

Cost Drivers & Optimizers

  • 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, special effects, etc.
  • Review a storyboard and identify the cost drivers

 

Day 2 (Wednesday, June 5th) 8:80-9:00 am – Continental Breakfast

9:00 am – 4:00 pm (with a 15 minute morning and afternoon break and a 45 minute lunch break. 

Topics to be presented will be chosen from the following depending on attendees’ requests and needs for a deeper dive:

Post-Production:  Finishing Your Spot  (Guest Speaker:  JR D’Alessandro from Creative Services/Video Opticals, Inc.)

  • 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?

Digital Production:  Statement of Work

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

Tech Talk

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

Integrated Production

  • Discuss the how to’s for producing in an integrated way
  • Learn best practices for leveraging your creative and sharing your assets

2013 Industry Trends

  • What are other advertisers doing and what innovative practices should be considered?

Procurement / Ancillary Services and Case Studies

  • What are some new ideas for creating more efficiencies during the entire process?  We will discuss such topics including but not limited to:
  • Preferred partner deals
  • Production audits
  • Production (tax) incentives
  • Creating stock libraries, Digital Asset Management systems, online approval tools, etc
  • Savings methodology

 

 Agenda subject to change.

Instructors

trainer

Jillian Gibbs

Jillian Gibbs founded Advertising Production Resources (aka APR Consulting), a global content creation optimization consultancy that helps marketers determine how to define and implement an efficient modern content creation ecosystem. She has been a member of the ANA faculty since 2009 and is recognized throughout the industry as a thought leader in the marketing production space. She and her dynamic team of specialized experts facilitate our Advertising Production Masterclass: What Marketers Need to Know workshop and other video/print/digital/social/experiential production trainings.