Optimizing your Production Process and Spend (Half Day) | School of Marketing | ANA

Optimizing your Production Process and Spend (Half Day)

How to Up Your Production IQ to Maximize Your Process and Budgets
(Half Day Workshop)

Marketers struggle to stretch their limited production budgets because they 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 choose the appropriate agency and production partners. Ultimately, it is the partners you choose that are vital to your production efficiency, effectiveness, and ROI.

Learn about best practices as well as your optimal role and responsibilities in the production of content (TV/video, photography, OOH, digital/social, etc.). This workshop will increase your knowledge about what works, and it will improve your ability to develop better content integration. To give you an advantage over your peers, this workshop also provides learning on the unique nuances and challenges of producing content for social platforms. As an added benefit, you will also gain insight into the latest production trends, such as transparency and marketer-led production.

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.

This workshop is an excerpt of the ANA workshop “Advertising Production Masterclass.” In the full-day workshop, you will delve deeper into the areas of talent, music, selection of appropriate agency and production partners, social video production challenges, and production trends in the industry.

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 appropriate 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 agency and production partners
  • What their roles and responsibilities are in the production process

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

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to set appropriate budgets during planning and creative
  • How to gain visibility and transparency in the bidding process
  • Best practices for mitigating risk and lessening cost overages

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.