So what does a Producer actually do…?

This is the question I’m asked most often. And the one I’ve always struggled to give a straightforward answer to. After attending apprenticeship fairs and interviewing for the team recently, it’s also the question I’ve been reflecting on a lot…

How, in a few sentences, do you describe such a fun, complex, weird and challenging job to someone who’s yet to immerse themselves into the crazy world of advertising and production?

Any advert you see or hear will have had a Producer or multiple Producers of some form involved. From the Instagram brand post you liked and commented on over breakfast, to the TV ad you still sing the jingle to 20 years later. The radio campaign you hear each morning while you’re dropping your kids off at nursery, or your favourite podcast you religiously listen to on the train home from work. A Producer will have worked their magic in some way, shape or form on each of those pieces of content.

But what does that mean, working their magic?

I started by asking everyone’s favourite new pal, ChatGPT, what its interpretation was:

“In advertising, a Producer leads the whole process of making ads, making sure everything happens on time and within budget, and that the ads are what the client wants and will appeal to the people they're aimed at. They're the link between the client, the creative team, and the people making the ads, sorting out who does what, when, and making sure everyone follows the rules.”

And AI was pretty accurate.

But in reality, what do the real-life people who know me the best think?

My parents for starters would say: “Working with lots of creative people, problem solving, and you always talk about budgets…”

My dog, Bonnie, would tell you: “Your job has irregular office locations and hours and leads to a lot of confusion about when our playtime is and who is taking me for walkies.”

And my fiancé would add: “You spend all day speaking to different people, co-ordinating the creation of adverts that chase me around on the internet. But what I don’t understand is how you can coordinate huge productions but still not find your keys in the morning?!”

So, what’s the truth?

All of the above and much, much more…

We spin plates, we solve problems, and not to brag, but we’re even good with numbers…

Our minds are a constant spinning rolodex of contacts, alongside ever-evolving back-up plans and contingencies for the back-up plans.

We likely don’t have law degrees, but will definitely recite an ASA guideline, location permit office or legal contract clause you don’t want to be without.

We work to tetris time and space, perfecting shoot schedules and working with other production specialists on bigger scale jobs.

We’re the person you want in your corner throughout the production process – from client brief to completion.

We’re the Creative teams’ shadow and the Account Manager’s sidekick. Always there, motivating and guiding the whole team through rounds of creative development and feedback. Plotting each move. Leading to a knockout campaign.

If you need to make a three-day shoot work in two days, within budget, we’ll give you options.

If you need to get a radio campaign on air fast, we’ll get our delivery partners on speed dial.

If you need to cast a real-life mouse or a life-size prop horse, we know where to find them.

Once the production days are over and “wrap” has been called, we oversee the editing process, ensuring the final product reflects the creative vision.

We manage the delivery of the completed assets, coordinating with the media buyers. We make sure the ads are placed correctly and support on the right rotation schedule, maximising their reach and impact.

We’re the glue that holds a production project together. Whether that’s motion, audio or stills. We are all seeing, always communicating, proactively problem solving.

We are the unofficial project therapist, mediator, motivator, mentor, cheerleader, diplomat, sounding board, crisis manager and sometimes even tech support!

We’re the people that fight for the best possible end product.

So, what do Producers do?

We are the people that make the magic happen.