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, best practices, and strategies for getting the most value out of your content productions across all mediums (video, print, digital)
  • Experience your role as a marketer in the integrated production process, via discussion and case studies, to become a more effective contributor 
  • Apply learnings by doing group exercises to gain an understanding of budgeting, cost drivers, and different production considerations and approaches
  • Discover benchmarks and new ways of thinking about content production and implement an action plan you can use at your company

Who Is This Workshop For?

  • Brand marketers, internal advertising managers, procurement or sourcing professionals responsible for A&M deliverables and ready to address challenges and changes in marketing production

Workshop Benefits

 

As a result of this core workshop learning and experience, you will be better able to:

  1. Navigate the changing landscape in content production
  2. Evaluate the use of traditional vs. non-traditional producers and deliverables
  3. Plan your marketing productions knowing when to spend more and when to spend less
  4. Budget appropriately for your projects by learning what drives production costs across video, mobile, and social channels
  5. Procure the best deals within your production supply chain, by leveraging creative assets, setting up preferred partner deals and exploring new production models

 

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. 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.