Production Management Committee

The Production Management Committee is for client-side marketing members working day-to-day in marketing/advertising operations and production oversight roles, including in-house teams. This committee provides a forum for learning, networking, and discussion to help members navigate challenges in their role, stay up-to-date on the latest technologies and resources, advance their position and that of their respective departments, and optimize their investments in marketing and advertising production. The committee's primary focus is on video and broadcast production, however other media are covered as well.

The ANA Production Management Committee is currently meeting virtually every other month through the end of the year. You can register to attend through the corresponding meeting links in the right sidebar.

The ANA Production Management Committee invites production consultants to attend the November 29, 2022 committee meeting. Production consultants interested in attending must email Barbie Romero to be registered.

Committee Co-Chairs:

• Brendan O'Malley, Sr. Manager, Broadcast Production - Verizon
• Kristin Schaack, Sr. Manager, Creative Producer - Target

ANA Staff:

• Barbie Romero, Senior Manager
• Greg Wright, Vice President

Resources:

• Presentations and recaps from the 2022 ANA Advertising Financial Management Conference
• Resource List of Certified Diverse Suppliers for Marketing/Advertising

Discussion Topics

• Alternative production models
• Conducting production audits
• Content creation
• Contracting with Influencers/Content Creators
• Digital asset management
• Digital production
• Direct sourcing of production
• Efficiencies and cost-savings tactics
• Integrated production
• Music licensing
• New and emerging technologies (i.e., virtual reality, augmented reality)
• Print Production
• Production best practices
• Production cost benchmarking
• Production decoupling
• Production workflow tools
• SAG-AFTRA and Talent
• Supplier Diversity
• Sustainable production
• Trends in global production

Leadership Initiatives

Certified Diverse Suppliers Resource List
Finding diverse suppliers is a key challenge in supplier diversity. The initial “Certified Diverse Suppliers Resource List” was issued in July 2020 and has been updated on a regular basis. It includes many production resources.

The Growth of Supplier Diversity
A supplier diversity program is a proactive business program which encourages the use of women-owned, ethnic/minority-owned, veteran-owned, LGBTQ-owned, disability-owned, and small businesses as suppliers. “The Growth of Supplier Diversity” provides a deep dive into supplier diversity in marketing/advertising, covering areas including benefits, challenges, spend, goals, and measurement. The report is based on both quantitative (March 2021 survey with 112 respondents) and qualitative research. “The Growth of Supplier Diversity” is a follow-up to the 2020 ANA report “The Power of Supplier Diversity.” (May 2021)

Production Transparency in the U.S. Advertising Industry
This in-depth ANA report concludes that transparency concerns in production exist at multiple agencies and holding companies. Ten recommendations for advertisers are provided to address these concerns. (August 2017)

ANA Production Transparency Task Force Webinar Series
The mission of the ANA Production Transparency Task Force is to assess whether there are non-transparent advertising agency practices in production and to develop recommendations for improvement. This webinar series features industry leaders who have perspectives to share on the issue. (2016/2017)

State Commercial Production Incentives – Principles for Fair Business Practices
Many states offer financial incentives to shoot commercials in their states. Although such incentives originated more than ten years ago, recently they have expanded to additional states and have become increasingly attractive to production companies and marketers. In order to help marketers navigate the complexities of state commercial production incentives, the ANA Production Management Committee has developed a set of Principles for Fair Business Practices.  This is a follow-up to the 2012 ANA white paper, "The Found Money of State Commercial Production Incentives." (April 2014)

The Found Money of State Commercial Production Incentives
Many states now offer financial incentives to advertisers to shoot commercials in their states. Although such incentives originated about ten years ago, more recently they have expanded to additional states and have become increasingly attractive to advertisers. The savings can be quite significant, often ranging from between 15 to 30 percent of production spending in that state. This paper provides an overview of these incentives, outlines the process for participating, and make advertisers aware that there is competition from production companies to acquire this incentive money. (April 2012)

Additional Resources

Holding Company and Agency In-House Facilities for Production/Editorial and Music
Many holding companies and agencies have in-house facilities for production/editorial and music. This list is current as of March 2021. Please contact Barbie Romero with updates.

List of Production Consultants
ANA has compiled this list of production consultants and other production specialists based on feedback from members of the Production Management Committee. This list is current as of March 2021. Please contact Barbie Romero with updates.