1. PRODUCERS:HOW TO GET THE MOST FROM THEM!Why your producer can make or break your project?How to work best with a Producer?What to look for in your Producer?What makes a good Producer?What makes a good Producer great?Why do you even need a Producer?

2. WHAT DOES A PRODUCER DO?In film a producer is typically the money person, they believe in theproject so much that they fund it or raise funds for it. They accept therisk and the reward.In Advertising a producer is responsible for the clients budget, thedevelopments timing, the Agencys quality and most importantlyawarding the job.They manage the shoot, the development the set. They control the projectand handle edit, post production, going live and all things after launch. 3. WHAT KIND OF WORK? 4. WHAT KIND OF WORK? 5. WHAT PRODUCERS ARENTHow are Agencies structured in Russia? Who does what?CreativesAccountProject ManagersDevelopers 6. WHO THE H&CK AM I?Prior to JWT NY - EP & Goodby, Silverstien & Partners 5 years (inSF), prior to at Organic 3+ years (in Toronto & SF), prior toElsevier 2+ years (Holland, Germany, France)Advertising, Branding, B2B, B2C, global and nationalAwarded more than $5 million dollars in a single year fordigital/interactive campaignsDelivered many $100+ million dollar campaignsBrands: Sprint, Doritos, Corona, Rolex, HP and many others 7. WHAT HAVE I LEARNED?Production is a craft, you are the master ofnothing and the champion of everything. 8. LESSONS LEARNT: PRODUCTIONProduction can make or break an idea. Stakes are high. Decisions made bythe producer are probably the most critical to an ideas success.In the relay race of a team, production is the last leg, they can finish first orsometimes not at all.Producers naturally are cautious, sometimes too much so.We must break ourselves from NO-itus. Our gut says thats impossible butwe dont ask ourselves what is the idea? What is the concept? What arewe trying to accomplish?How can we make it happen, thats the job, thats the opportunity and thatis what makes a Producer. 9. LESSONS BURNTLets break up into 2 groups: You are proposing an amazing idea and needto know if its feasible.Group 1 Assume you want the project to succeed, as a producer whatwould you say/do to make the idea a reality, assume your audience isthe client.Group 2 Create a list of excuses youve either heard from a Producer orimagine a Producer saying why you cant possibly make the ideahappen? 10. WHEN PRODUCERS ATTACK! 11. THE LAST SLIDEEmpathy with the whole team goes a long way to getting everyone on yourside. Anticipating challenges but not letting them overwhelm you will helpeveryone focus on the real issues.Good creative comes from goodtension