Advertising Production Masterclass (Full Day)

Optimize Your Content Creation
(Full-Day Workshop)

Marketers struggle to stretch their limited production budgets because they must contend with a complex media ecosystem. By understanding the ins and outs of the production process and by knowing what drives the cost of producing your content assets, you are empowered to make better production decisions. This awareness also makes it easier for you to budget for all media and choose the appropriate agency and production partners according to the media channel necessary (production tiers). Ultimately, it is the partners you choose that are vital to your production efficiency, effectiveness, and ROI.

This masterclass will cover the phases of production, best practices and clarify your own role and responsibilities in the creation of content for any media type. Attendees will learn the basics of how different content is created and that who creates it will directly affect usage rights and sharing across all channels (production company vs. photographer, union vs. non-union, etc).

This workshop is engaging with discussions, interactive group activities, and case studies. Throughout the session, you will discover how to maximize your ROI and think strategically about your production projects.

Important note: For best outcomes, your company may be asked to reimburse for the travel costs of two presenters for this workshop. You will be notified well in advance if this is the case for you.

Who Is This Workshop For?

This workshop is best suited for brand marketers, internal advertising managers, and procurement or sourcing professionals responsible for Advertising and Marketing deliverables who are ready to address challenges and changes in marketing production. 

Workshop Benefits

The benefits of attending this workshop fall under three key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• Production knowledge so they can better communicate with their agency and production partners
• What their roles and responsibilities are in the production process
• How to ask the right questions early in the partner selection process to ensure they make the best choices

This workshop helps attendees increase marketing efficiency by teaching them:

• Best practices on upfront planning and alignment on your creative, schedule, and budget, saving you time and money
• The most efficient ways to produce your social content; when to and when not to integrate with your high-end TV or photography shoots.
• Issues surrounding transparency and competitive bidding practices

This workshop helps attendees maximize marketing ROI by teaching them:

• New content creation models (in-house studios, decoupling, etc.) to meet the need for more content
• The different aspects of the production process and where efficiencies can be found
• Risk mitigation (insurance, incentives, approvals process, usage costs for talent, music, stock footage etc.)

Download the full agenda here

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.