Production Management Committee Thought Leadership

Bayer described how it developed an in-house content production team for its North American health division.

A new SAG-AFTRA Commercials Contract went into effect on January 1, 2023. The agreement includes some changes for advertisers, so Reed Smith’s Michael Isselin provided a rundown of new provisions in the contract, including changes to compensation structures for commercial productions and renewals.

Ad Net Zero, along with its partner Green the Bid, explored the importance of taking steps to mitigate the carbon crisis across creative production and shared examples of how the production world can curb carbon emissions without compromising quality.

Monica Elias, director of global brand strategy and marketing for Nerf Sports and Actions at Hasbro, discussed how the Nerf brand approaches working with influencers, outlining the process from campaign ideation through contract negotiations and ultimately to content creation.

TPC, an award-winning media production company, provided an overview of what production incentives are, where they are offered, and some key internal strategies that brands should consider for capitalizing on these incentives with their own productions.

The TEAM Companies shared insights and tips for how marketers can better understand how to properly classify the status of certain employees and contract workers, be cognizant of applicable labor laws and union guidelines, and develop systems to avoid costly missteps when managing aspects of the creative supply chain.

With negotiations on the new SAG-AFTRA Commercials Contract concluding on April 5 of 2022 and being approved by the union board on April 9, negotiators on the Joint Policy Committee side provided a breakdown of the key terms that marketers and agencies need to be aware of going into the new three-year deal.

Experts from MassiveMusic took a comprehensive look at how brands should approach music licensing, partnering with musical artists, and activating in the voice technology and podcasting space, while also sharing tips for how to centralize all of these activities, eliminate inefficiencies, and turn music publishing into a revenue center.

Marketers from Walmart outlined an internal roadmap Walmart designed to help achieve its DEI goals and discussed the brand’s recently established DEI creative review board, which provides feedback on production and creative for every single campaign the brand develops.

Anheuser-Busch discussed how it adopted a green approach to producing a Super Bowl ad campaign for TV.

Representatives of the Green the Bid initiative described the organization’s work on behalf of sustainable production and what brands and agencies can do to support the effort.

Mastercard shared how cloud-based AI platform Prodigy was implemented, and how aggregating global production data and analyzing for actionable strategic insights help deliver on corporate marketing efficiency initiatives.

Flo Lau, creative director at Shutterstock, discussed the digital production challenges of the COVID-19 pandemic and the innovative ways creators are leveraging stock imagery and footage to reflect the authenticity of original content.

More in-house brand agencies, and small to medium-sized ad agencies, are realizing that it is more cost-effective to engage independent companies to do production all the way through clearance and traffic. These companies are multi-faceted and can manage multiple production roles at the same time for the life of the project, using fewer individual hires and reducing cost.

People-powered video production is being adopted by many brands as a means to consistently create locally relevant video content at scale for less money without sacrificing quality.