Ahh, the production process, the bane and the booty of spotmakers. Boards chatted with three producers from different regions of the ad world who weigh in with their thoughts, criticisms and suggestions.
| by: | Mar 1, 2002 |
Charlotte Most, a producer at Forsman Bodenfors, Sweden, has been with the agency since September 2001. She believes that Sweden's smaller agency structures allow for a faster decision-making process.
Boards: What does your production department do particularly well?
Most: We try to submit very detailed production briefs to the production companies in order to avoid unnecessary queries and surprises in the bidding and actual film processes. Having heard from directors and producers, we tend to have good scripts that many want to do. [We are] planning to train all production managers in the film process later this year.
Based on the fact that we really strive for meeting the creatives' ideas, it is very likely that, if necessary, we can change something and get our client with us.
Boards: What, in your mind, is the most inefficient part of the production process?
Most: Waiting for music rights to be cleared. It would be good to find more flexible ways of getting the rights and [determining] what price one has to pay.
Boards: What should production companies be doing more of?
Most: Sometimes be more flexible when changes occur. Be a good [source] on what's happening in the huge film world. It would be great to get mail about something exciting every now and then.
Boards: What should agencies be doing more of?
Most: Produce more in-house.
Boards: Where do you think the biggest changes in the production process will be over the next several years?
Most: In the technical and media areas. New techniques and new media will create opportunities and new types of competition.
Also, agencies will be better in buying the product, i.e. film.
Boards: What's one thing that you want to do in production that you haven't yet?
Most: It would be interesting to do a longer film project and also to work really closely with a director and/or creative on one longer project. Develop an idea you really love and believe in.
Recent credits:
Bon Aqua campaign with director Sebastian Reed; A campaign for Scandinavian clothing company J.C. with director Pep Bosch, shot on location in Madrid.
