POV

In a world where advertisers and marketers are increasingly reliant on visual content, there is a dangerous training void in the creative industry. The people problem and talent gap resulting from the convergence of the Great Resignation, limited mentorship, and a lack of production training poses a risk of costly mistakes, longer production timelines, and even worse, compromised quality. 

We’re seeing many marketing organizations vary their approaches to produce more content with the same or less budget by bringing work in house, adding speciality agencies to their ecosystem, and investing in entertainment partnerships, raising the production stakes for their brand.

In-house studios and creative production teams are producing exponential volumes of content, resulting in a growing need to train stakeholders in a variety of areas to be effective contributors to the creative production process. From campaign management to project management, to marketing operations and internal business affairs, this type of training and education is often unavailable inside most marketing organizations.

At the same time, junior producers are prevalent throughout the advertising industry, and whilst they are energetic and enthusiastic, they tend not to have a sufficient level of experience to guide projects proactively through the fundamentals, navigate changes, or be able to mitigate risks in advance of any issues arising. This can result in suboptimal outcomes for the brand and missed opportunities for using alternative approaches and innovation in creative production. What’s needed is training, as well as better planning and contingency measures to lessen disruptions and ensure timely delivery of all creative assets.

For business affairs specialists, there is no university or school that teaches the knowledge needed in business affairs. It’s an on-the-job training type of situation where people learn by doing and by getting mentored. In fact, many business affairs professionals have never been on a film shoot before. Business Affairs is the term used in creative production that describes the person or department that facilitates all supplier terms and contracts, payments, licensing and usage rights, and more.

Their challenges include legal contracting, the absence of standardized templates and benchmarks, and inconsistent taxonomy making it difficult to validate spend. What further complicates matters, is that negotiations often lack the accuracy and expertise necessary to secure favorable terms for the brands. Moreover, a notable gap in risk management and knowledge of production insurance can leave productions vulnerable to unforeseen liabilities and disruptions.

Addressing these challenges is crucial for enhancing the overall efficiency and effectiveness of film, video and photography production within the advertising and marketing industries. As an industry, we have an opportunity to address this widening talent gap through staff augmentation, mentorship, and training programs.  But it requires investment and upskilling should be part of the big-picture plan to foster innovation. It is crucial to remember that we are in the business of growing people first.

Here are three key steps advertisers and marketers should take to fill the void: 

• Gain a deeper understanding of how content is made. This is paramount for anyone involved in the advertising and marketing industries, including leaders. By familiarizing yourself with the intricacies of the creative-production process, you gain more control over every aspect of your projects, from conceptualization to final delivery. This heightened level of control allows you to better manage resources, allocate budgets more effectively, and anticipate and mitigate potential challenges before they arise.
• Hire quality producers and business affairs professionals. This is to minimize the risks posed by not having the right professionals in place. These individuals bring expertise, experience, and strategic insights that are invaluable in navigating the complexities of advertising and marketing production. By assembling a team of skilled professionals, you mitigate the potential for costly errors, legal complications, and production delays, ensuring smoother operations and more successful outcomes. Investing in top-tier talent is an investment in the overall stability, reputation, and success of your organization in this competitive landscape.
• Reintroduce training and mentorship programs to reinvest in people. I can’t emphasize the importance of this strongly enough. Let’s conspire to inspire. Doing so empowers your team members to enhance their skills, deepens their expertise, and contributes more effectively to the success of your projects. Additionally, nurturing a culture of continuous learning and professional development fosters loyalty and engagement among employees, reducing turnover and fostering a cohesive and high-performing team, driving efficiency and ultimately greater success.

My new book, “The Marketer's Guide to Creative Production: Everything a Marketer Needs to Know About Film and Photography,” is one tool for helping fill the training gap while enabling marketers and advertisers to gain a deeper understanding of how content is made. It’s also the basis for APR’s  Production Ready Master Class, which is designed to empower marketers and advertising professionals with critical tools, expertise, and best practices to collaborate with various content creators effectively -- and thrive.