Optimizing Your Ad Production Spend: An Integrated Approach

This event is over.

Day 1 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)

Day 2 8:30-9:00 am – Continental Breakfast; 9:00 am – 4:00 pm (same break and lunch schedule as above)

Topics to be presented over the two days include:

Module	Content Summary
2014 Industry Trends	What are other advertisers doing and what innovative practices should be considered? What are some new ideas for creating more efficiencies during the entire process? We will discuss such topics including but not limited to decoupling, preferred partner deals, production audits, production (tax) incentives, and more.
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
Cost Drivers & Strategies for Efficiencies	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, etc. Learn best practices for re-purposing content across media and how establishing an efficient process can ensure success
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.
Selecting a Vendor	Learn the agency’s criteria for bringing a director, photographer, or digital company to you What are the questions to ask when viewing directors’ reels, photographers’? How can you make sure you’re selecting the right director for your spot?
Digital SOW Education	Learn the key issues in developing a SOW process and understanding how to read a digital estimate
Unique Digital Display Technologies	Learn about creative display formats and production methods that may complement your current media strategy. See examples of desktop and mobile ad technologies designed to increase user interaction and engagement “beyond the banner.”
Tech Talk & Terms	Learn common technical terms and references used in digital production and advertising. Designed to enhance communication with agencies and technical partners.
Finishing Your Spot (Editorial & Special Effects / Animation	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? Delve deeper into the different types of animation (2D, 3D, CGI, etc.) Learn costs associated and why changes in animation can add up quickly.

Note: Modules subject to change due to participant needs and the latest industry trends.

Instructors

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.