Andy Gulliman, a senior TV producer at Bartle Bogle Hegarty, London, has been with the agency for four years and has produced high-level spots for XBox, Levi's and Audi. The 14-year ad veteran is but one of three men in a department filled with women.

Boards: What does your production department do particularly well?

Gulliman: The BBH TV department contains 26 employees . . . 23 females and just three blokes! Therefore, apart from looking great, it has a reputation for great negotiation, education and efficiency.

Boards: What, in your mind, is the most inefficient part of the production process?

Gulliman: 1) Too many meetings creating too many comments creating too many cooks who forget the original ingredients.

2) Meeting people with egos.

Boards: Give examples of production experiences you've had that illustrate what's right and wrong with commerical production.

Gulliman: Right: The team that work on Levi's "Odyssey." We had a great collaboration with all parties from day one to present.

Wrong: I think that better be kept off the record!

Boards: What should production companies be doing more of?

Gulliman: Be more willing to negotiate costs and ideas.

Boards: What should agencies be doing more of?

Gulliman: Be more willing to negotiate costs and ideas.

Boards: What do you think the biggest changes in the production process will be over the next several years?

Gulliman: Handling greater demand over shorter schedules for less whilst constantly increasing quality.

Boards: What's one thing that you want to do in production that you haven't yet?

Gulliman: Be able to do two things:

1) Pay off my mortgage.

2) Be as involved with producing promos.

Recent credits:

XBox "Champagne," Levi's "Odyssey," Levi's "Twist" (received Gold Lion at Cannes for music; BTAA best-crafted commercial), Audi "Wakeboarder," Wrangler "Bones, Bodacious, Tank."