Optimizing Your Ad Production Spend: An Integrated Approach

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A Behind-the-Scenes Look at How to Get More Value

Want to get the most out of your ad production dollar? This workshop will present the strategies for procuring the best deals within the ad production supply chain, including leveraging creative assets, making the most of production incentives, setting up preferred vendor deals, optimizing your spend, etc. Through discussions and case studies, participants will learn what drives the costs of producing content for TV, print/OOH, web videos, websites, mobile, social, and banner ads. Participants will come away with best practices that will positively affect their production process and budgets.

Using the ANA L.E.A.D. learning approach, you will:

  • Learn the latest processes and cost drivers for getting the most value out of your content and advertising productions across all mediums (video, print, digital)
  • Experience how to become a more effective contributor in the integrated production process
  • Apply learning as you work on an integrated production project throughout the day and identify best practices for production management
  • Discover new ways of thinking about content production and implement an action plan you can use at your company

Who Is This Workshop For?

  • Those responsible for producing content and advertising for their brands, including all levels of brand marketing, advertising managers, procurement, and sourcing professionals

Workshop Benefits

As a result of this workshop, you will be better able to:

  • Understand your roles and responsibilities throughout the production process in order to communicate effectively and address time-sensitive decisions
  • Budget appropriately for your projects and learn what drives the costs for your productions, including the expanding video production for mobile devices and online social channels
  • Learn strategies for procuring the best deals within the ad production supply chain, including leveraging


 

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 is the founder and CEO of APR, a global ad production consultancy that lists many of the world’s biggest brands as clients. APR is the official instructor for ANA ad production seminars and workshops and is frequently called upon to consult on production issues with advertisers, agencies, international industry associations, agency holding companies, and industry executives. Using an in-depth, collaborative approach to help advertisers get the most from their advertising production spend, Jillian has helped define new standards within the production industry throughout her 20-year career.

Jillian is a member of the ANA Faculty and a widely recognized and respected industry leader. 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 and Europe.