Kings Dominion

Q: Introduce us to yourself and your company.
I'm Bill Fletcher, President and Founding Partner of Domani Studios. DS is a second-generation advertising agency with offices in New York and Chicago.

Q: Interactive Producers come from all walks of life, they are a hybrid of talents, tell us about your background and how you got interested in digital production?
I began my digital career as a designer at Young and Rubicam's (NY) interactive arm in the late 90's. At the time our digital team was roughly 30-50 people, and we were essentially the bastard child of the traditional agency. But I give Y&R props, 10 years ago they thought it best to build a fully self-reliant digital team. We dealt with the same types of confusion that occasionally surface in the traditional world when it comes to digital, but from a business perspective I always admired Y&R's approach at the time. Granted, they decided to sell it into a merger of digital agencies in 2000 which quickly failed... but at least a few of the leaders had the original foresight. I was a part of that failed merger (Luminant) serving as an Associate Creative Director, but left when it felt like it was starting to crumble. From there I went to Braincraft, a boutique studio in Soho and held the position of Design Director. Braincraft was cranking out some pretty killer flash work at that time having created the first Banking system entirely in flash. This is 8 years ago! Then the dot com crash hit hard, and Briancraft went under. I turned to the life of a freelancer.

After freelance designing for a bit, I teamed up with my college friend, Jon Hills , on a few client projects and shortly thereafter we founded Domani Studios together. In the first year or so we both played the role of designer, but soon I started to take on more of the programming work. I then took lead on more of the business functions (accounting, invoicing, forecasting, etc) and we officially made my title Studio Director with Jon serving as Creative Director. Serving as Studio Director I immediately fell into the mode of "making shit happen" and learned the art of digital production.

Today I serve as the head of the Producer team in NY and Chicago, and while both offices deserve a full-time Director of Production they're both stuck with me!

Q: How do you stay on top of emerging technologies and keep your team informed and motivated?
With 50 employees who are passionate about extensive email threads on the latest and greatest, I definitely rely on our team to keep me up to speed to a degree. But I do read just about every advertising rag out there, and spend at least 30 minutes each day reviewing dozens of newsletters and feeds that bombard my inbox.

Q: What does your ideal client/project look like?
Full contact: I'm particularly jazzed about a campaign concept that touches multiple pull and push points. I want a client who will give my team the creative lead time to concept a full-contact strategy, and a client that understands the inherent give and take of interactive development. No matter how well I scope a project, we're going to hit some unexpected bumps in the road so all parties need to be adaptable!

Q: How do you educate your clients and set realistic expectations for a project?
Upfront communication is critical. While we rely on a Functional Spec Doc for every project we execute, that document is not created until after a budget and timeline is established. Education and expectations are set when we're initially starting the dialogue. This is where an experienced digital producer can add tremendous value, which I believe comes from years of experience in the space.

Q: What was the best project you have ever worked on?
Here's the straight truth: 90% of them suck when we're in the throws of development, and 90% of them are wonderful when we launch. My personal favorite was probably the redesign of VW.com. It was a tight design team, and I played the role of Creative Director and Producer.... something most non-business owners will not get the chance to do. I think the only reason I was able to pull it off was my design background, and of course having mutual respect within the team. The project had over 80 design reviews, and while difficult at times was ultimately incredibly rewarding.

Q: How many projects are you comfortable producing at one given time?
I don't produce many projects these days, but I believe a Producer should be able to handle numerous projects depending on their complexity. Ideally projects overlap nicely in terms of a producer's time demands, but ideally I'm looking to have a Producer handle 3-6 projects at one time. If its 6 they need to be fast-hitting with small teams, if its 3 then one is a full-scale project with 2 smaller-scale projects filling out the workload.

Q: What does your dream production team look like?
I hate the terminology here... always have. The idea of a "Producer" makes sense to me because I think of them as basically making it happen. Pulling a team together, letting the collective team make the best decisions, and making executive decisions when the team needs a decision maker. But are all the producers at a company the "production team" ? If so, I want 2 executive producers, 2 sr producers, 2 producers, and 1-2 associate producers to lead a 30-40 person digital agency.

But, if by "production team" we're referring to the entire team that makes a project happen, it totally depends on the project's needs. Its a team of creative and tech, with leads from both departments working intimately with the producer on the project to establish and communicate our agency's strategy at every stage.

Q: How do you ensure that your client's best interests are met?
I can't rely on an email thread; i need to talk to my client to understand what's going on. After getting to the root of a conflict, challenge, or change, I'm always cognizant of what they are hoping to achieve while aligning it with what my team tells me is possible. Its imperative that my client understand what is actually possible in the timeframe and budget allowance we have. I always try to give my client several options for how we could proceed, and then back it up with our recommendation. Sometimes this is easier said than done, especially if you have a team that has been burned a few times and is simply looking for an easy way to wrap it up. In that scenario, I have to turn into more of a traditional account guy and speak up for my client. I firmly believe that there is ALWAYS a solution, its simply a matter of finding the right balance to satisfy all parties.

Q: What is your vision of what the next phase of our industry is going to look like?
We're inherently in an evolving industry so its impossible to pinpoint an answer here. But I will say that I honestly believe digital is the hub of all communications moving forward, and its the synergy of creative vision and technical prowess that will define every successful agency in the next decade.

Q: Please share a snippet of wisdom that you would like to impart on our readers.
Digital Producers are not Film Producers. Digital Producers are not Project Managers. Digital Producers are not Account Directors. We're a hybrid of all three equally, and any one of us who lean in one category over another are doing the profession a disservice. Its an art which I have in no way mastered, but I do believe that if you take a moment out of each day to recognize all three categories in your day-to-day, your client and project team will love you for it.

New Years Voice

Benjamin Franklin once said "Be always at war with your vices, at peace with your neighbors, and let each new year find you a better man."

This time of year for me is a period of reflection and recharge and time to become a better man.

A cessation where everyone regroups for a new year of creativity, challenges and the unknown.

The holiday slash New Years cusp is a great time to recommit to previous goals and to commit to new ones, based on last years successes.

It is a time for looking back and taking stock of the years growth and then using that growth to take things to the next level.

Recognizing growth is one of life's most rewarding levels of pleasure.

The onset of every new year is an opportunity for new and more advanced approaches to work. A time to not only instill a new confidence in yourself but to share a reinvigorated outlook with your team.

We subsist in a very team oriented industry where tight deadlines and even tighter budgets force groups of people even closer together to beat the clock with outstanding creative and air tight execution.

This is a great time of year to reevaluate each of our individual contributions and to strategize about how we can be even better contributors in our respective roles.

“For last year's words belong to last year's language and next year's words await another voice.”

-T.S. Elliot

As Producers specifically, we should come back in January with a plan.

It doesn't have to be some elaborate ruse or some eclat that is going to change the industry, it can be a simple small thing that improves just one thing that you do.

Every Producer needs a plan, its our bling, our swagger, the proverbial coin we thumb while we go through all the emotional ups and downs during the year or even a single project.

A discerning plan, a good Producer doesn't just go through the motions of a project, we should be executing the project based on an approach that is conjured up for the best interests of the project and the people working on it.

As lofty as a "plan" sounds, its actually a practical and rational approach that will not only immerse you in your work but it will add more meaning and deliver more satisfaction when your project is launched.

A plan is a great way to establish accountability and genuine care for what we do.

Taking that plan seriously and sharing it with your team will encourage others to follow suit.

Ownership is the attitude that best defines success. A plan establishes ownership.

Happy New Year and I look forward to not only sharing my own plan but to hearing what other people have in store for 09.

Stay tuned.

The Hebrew Hammer

Q: Introduce us to yourself and your company.
Eyal Reich – Project manager at Inkod-Hypera Ltd.

Inkod-Hypera Ltd. is a creative visual concept studio based in Tel-Aviv, ISRAEL.

We specialize in creating custom made visual concepts for web, mobile devices and print.

The combination of our user interface experts, skilled graphic designers, and innovative technology department results in the delivery of creative, high-end solutions.


Q: Interactive Producers come from all walks of life, they are a hybrid of talents, tell us about your background and how you got interested in digital production?
That's true actually; my background is in Economics & Management, which is very different from the internet world.

I guess my interest in digital production has a lot to do with my family who has been working in the Internet industry for the past few years, and they influenced me to go in this direction. And I'm enjoying every moment of it.

Q: How do you stay on top of emerging technologies and keep your team informed and motivated?
As you probably know, in our field there is no language or geographical barriers.

We work with established companies and start-ups that are located in Israel and abroad.

For example, National Geographic - U.S.A., MTV - U.S.A., eBay.com – U.S.A Travel Fusion - London, and AriaDSL – Rome, and Yedda - Israel.

Working with many companies around the globe helps us be informed and motivated about new methodologies and technology trends.

And I may humbly say we also contribute to the innovation of our field.

Other ways of staying informed include reading blogs and checking out the portfolios of other leading interactive studios.

The team is always up-to-date because we have the advantage of working closely with the technology and marketing departments who always keep us posted on any new industry evolutions or trends.


Q: What does your ideal client/project look like?
2 key elements:

1. High end user experience, but not on the expense of friendly user interface.

2. Society gains true and real benefit from it – e.g.: National Geographic’s travel community website

Q: How do you educate your clients and set realistic expectations for a project?
Most of our clients are start-ups so they know the business.

But with the other clients, we work step by step.

Specification and mockups prior to the web design phase are key in setting realistic project expectations.

Q: What was the best project you have ever worked on?
The best project was City of David website – www.cityofdavid.org.il

The story of the city started 3000 years ago and is still fascinating to many people around the globe.

The site won many awards: WSA2007 FWA BEST SITE OF THE DAY, the FWA, to name a few.

But the most phenomenal aspect of this project was the self-made viral marketing done by the site's users all around the globe – even those who never visited the actual place!

Q: How many projects are you comfortable producing at one given time?
We handle 15 projects at one given time.

Q: What does your dream production team look like?
It took four years to build this dream team.

INKOD is based on the great management of Roni Nizri, CEO & partner.

I’m (Eyal Reich) responsible of project managing and production ‘til client satisfaction.

The creative department is supervised by our creative director ilan Dray, Founder & partner (http://www.thefwa.com/?app=interviews&id=29 ) with 3 other art directors & creative international artists

(Asia L. for UI expertise & illustration, Jodi B. for webdesign straight from New York and Itamar L. Top designer in Berlin).

The Technology department is under the responsibility of Dubi Sharon who is our Flash Guru with Yoel S. and some other top programmers.

We get also a new product development department to produce our own ideas under the responsibility of Assaf Priel, CTO & partner.
(http://www.jooma.co.il)

Q: How do you ensure that your client's best interests are met?
We always begin projects with extensive research and market analysis.
We involve the client throughout the entire project. This way we never miss a target.

Q: What is your vision of what the next phase of our industry is going to look like?
This last year we definitively felt that the user experience and quality of the content presentation define the “WOW” effect expected by our clients.

Their success depends on that.

Our vision is to make all media channels work together so that On Line & Off line will synergize with TV, radio, and also new platforms such as PDA devices & mobile phones.

As soon as we can achieve this, the industry will be a “natural” part of our life style. We’ll succeed in creating the real revolution of the Net.

Q: Please share a snippet of wisdom that you would like to impart on our readers.
We are creating projects only for the end user, not just for our clients or portfolio.

The Power Producer

Q: Introduce us to yourself and your company.
Eric W. Shamlin, Interactive Producer at Goodby, Silverstein & Partners.

Q: Interactive Producers come from all walks of life, they are a hybrid of talents, tell us about your background and how you got interested in digital production?
My arrival in the interactive industry is the culmination of series of unplanned events. As I kid I was keenly interested in technology - I've often described myself as a power-user. The problem was I didn't know how/where to apply my interest and skills.

I didn't want to be a developer or programmer. How could I make a living working with technology and telling cool stories? So my answer at the time was TV. I went to school to study journalism. I then worked for ABC up until '00.

I produced all kinds of news content - prime time newscasts, live sporting events, television documentaries, etc. I garnered many awards in that time but still didn't feel that industry was a good fit.

It was pretty restricted to some outdated methodologies and didn't really push the edges of technology or content the way I'd hoped. The few feeble attempts at using the internet were limited to busting out a templated website.

After that I transitioned to live action/broadcast production - line producing numerous commercials and music videos, and even a couple small independent features. Some of my fondest memories come from great collaborations on set, so now as an interactive producer I look for opportunities to shoot as often as possible.

So that brings me to the latest chapter, in recent years I've had the opportunity to produce broadcast content for the web (generally for clients taking their first feeble steps onto the internet, but still unwilling to give up their tried-and-true commercial spot). I eagerly signed on to some ambitious projects, and now it's paying off. I'm able to bring together all the various skill sets I've gained over the years. I believe the producer of tomorrow is the interactive producer.

A producer that is not limited to 'simply' balancing a budget and keeping things on time. The interactive producer must know their technology and remain on top of an ever changing medium, they must be able to communicate and evangelize their medium to clients & developers in addition to being familiar with all the 'traditional' formats. It's this convergence of technology and content that keeps me excited about my job and the future. The interactive producer, to me, is a producer for all mediums.

Q: How do you stay on top of emerging technologies and keep your team informed and motivated?
I've always been a bit of a tech-head, so I like to stay up on technology just as a matter of hobby.

In addition to the reading the trades, I think I'm subscribed to nearly 40 RSS feeds from all corners of the geek chic landscape.

Q: What does your ideal client/project look like?
A client that pushes the envelop in terms of content and delivery formats -- using the full range of possibilities that the web has to offer: video, blogs, RSS, mobile apps and a complete immersion of the user.

Q: How do you educate your clients and set realistic expectations for a project?
As much as I enjoy a challenging project, I often find it best to set realistic expectations up front - most often limited by time & budget.

I think I've learned to be blunt and honest, not in a confrontational way, just in an informative and knowledgeable way. I find knowing the clients needs in detail and then thoroughly explaining to them the ins & outs of what it'll take often helps set expectations.

Q: What was the best project you have ever worked on?
I can't say there's one specific project.
My current client has been really stepping out of their comfort zone. They're a traditionally conservative company in a very conservative industry.

While I can't say they're on the bleeding edge they're nonetheless taking exciting steps forward for their brand. It's baby steps in the grand scheme, but for them it's enormous.

It's fun to be a part of and to see a client really open their eyes to the possibilities.

Q: How many projects are you comfortable producing at one given time?
Depends on scope I guess. But on average lately I've been producing 4-6 campaigns at a given time. Ranging from a simple 30k banner campaign up to several microsites and rich media campaigns.
I like to keep my plate full.

Q: What does your dream production team look like?
I can be pretty guerrilla in my methods, I think it comes from my time in news (2 dudes in a van fighting a relentless 5pm deadline everyday often means using out of the box problem solving).

To that I end I like a team that knows how to use all the tools in the toolbox. There are many problems for which the only solution is money and time (if you're truly pushing the limits of the technology).

But other projects can easily be addressed with a little frugal thought and some inspired workarounds. I find projects that allow for both to be the most rewarding and often the most innovative.

Recently I had a project that came in requiring some unique development. We were fighting (as always) a very tight budget that simply wouldn't allow much R&D , so with a little ingenuity we found some freeware apps that could be repurposed. It was a workaround that on the surface seemed ripe for failure, but in the end it worked wonderfully. I think the interactive environment provides many opportunities for such creative problem solving.

And a team that can identify those opportunities and knows where and when to use the different methods is the best to work with.

Q: How do you ensure that your client's best interests are met?
Under promise, over deliver. And talk softly but carry a big stick.
I think the stereotypical producer is a fiend for confrontation and often a taskmaster and micromanager. I'd loath to be described as any of those.

I prefer to master the situation in terms of production, technology & process knowledge. Win the client over and lead them them through a project confidently.
Similarly I use the same command with vendors and developers. I hire them for their unique ability and empower them to do their best.

Q: What is your vision of what the next phase of our industry is going to look like?
I don't think the mobile possibilities have been full realized yet. We're still very much in the nascent stages of seamless desktop-to-mobile experiences.
There are exciting developments in this area all around the world - particularly in Japan and Scandinavia. I believe the push towards an ever more seamless experience will create fantastic new opportunities for innovative content.

Q: Please share a snippet of wisdom that you would like to impart on our readers.
Learn, learn, learn. Be curious about what's happening in the industry - be it behind-the-scenes technology, new hot apps or just trends in the mainstream.
I truly think as a producer you need to be one step ahead of the client & user.

Fortune Favors The Bold

Q: Introduce us to yourself and your company.
My name is MDavid Low; I am an interactive producer with a background in integrated media working at Domani Studios.

Q: Interactive Producers come from all walks of life, they are a hybrid of talents, tell us about your background and how you got interested in digital production?
I grew up in the media industry – my parents owned a publishing company – so my initial background was in print and photography. I went to college, initially with my mind set on graphic design, as time passed I became more interested in the development aspects of the industry.

With a combined passion for design and development, it was an easy transition into Pacific Universities’ Integrated Media major. After working as a freelance interactive developer and designer during and after my undergraduate years, I worked with a myriad of marketing, print, web and advertising firms - as well as created my own LLC for interactive design, development and SEO.

Q: How do you stay on top of emerging technologies and keep your team informed and motivated?
Read, read, and read – I try my best to be on the blogs, industry news reports, and whitepapers every morning and lunch. Reading is only half of it though, I try and use new technologies where ever I can, that way I have first hand knowledge of its limitations and potential.

I motivate my team in the simplest way possible – lead by example – be motivated, be fun, have fun. Push forward, I noticed that if I keep pushing my role forward as a producer – those on my team want to stand next to me and push with me.

Q: What does your ideal client/project look like?
My ideal client is one that would allow my team and I the freedom to drive their brand into new realms. My ideal project is one that would span across multiple mediums – preferably Web, outdoor, guerrilla, print, TV – and be focused on a clearly defined demographic. Ideally I prefer products that have an ascertainable story to them, so I would enjoy handling the advertising for a new TV series or movie release or even the launch of a new car line.

Q: How do you educate your clients and set realistic expectations for a project?
I feel this is one of the toughest aspects of our industry. I try to take a one on one approach with my clients, educating them in the strengths and weaknesses of the different technologies I know we are versed in using. Comparison arguments seem to work best in explaining the technologies to be used and I always try to have a secondary solution for areas I know my client’s demands can’t be met.

Q: What was the best project you have ever worked on?
Probably FWATheater.com, simply because the client (Rob Ford) was one of the most enthusiastic clients I have ever had and the team, project, and concept where all fundamentally strong and the execution of the project was fun and exhilarating.

Q: How many projects are you comfortable producing at one given time?
That’s a project size / duration question. On average I like to manage two long duration projects at a time with random short term projects during the slow times.

Q: What does your dream production team look like?
In flexible sets: A project manager, Flash developers, HTML developers, back-end technology developers, an information architect, an interactive designer, a senior designer, designers, a 3D artist or two and a few video/motionographers for good measure.

Q: How do you ensure that your client's best interests are met?
Client’s interests are usually either improved metrics or an advantageous public draw. I think the latter naturally ensures the former. So to ensure my clients best interest are well met I try to essentially make them famous in the eyes of their audience. If their product or brand is the topic of freewill discussions with good tones, then I believe the clients interest are generally met. On top of that, solid metrics and analytics don’t hurt.

Q: What is your vision of what the next phase of our industry is going to look like?
It’s a revolutionary time for our industry, technology is advancing at a pace that is so fast it no longer limits our creative endeavors, its opening new doors everyday. Everything is going digital, and not just online, but across multiple screens – new and refurbished. Our roll in these turbulent times should be to guide the change, as the film producers of the 20s did.

The next stage of our industry will come up on us faster then we think and its going to be a phase or rapid growth and those who are most inventive will be the ones left standing.

Q: Please share a snippet of wisdom that you would like to impart on our readers.
Impart some wisdom, huh? My Father has always been good at that, on of my favorites of his went something like: “You can’t sit at the table if you aren’t bringing nothing to it.” It’s a good rule to keep in mind for all aspects of being a producer – motivates me to keep wanting to learn more, do more impactful projects, to bring more to the table.

Other then that – just work at it, work hard, and obsess over it, you got to love this game to be in it because this game is a light bulb with 20 million volts.

::: audentes fortuna iuvat :::

Educational Inspiration

Throughout the span of this blog I will be continuing to refine my definition of what the role of an Interactive Producer is.

I think its crucial right now in this stage of our maturation as an industry and also because the definition is always evolving.

One of my personal focuses and one that I know many other Interactive Producers focus on is business development.

Business Development means different things to different people.

My personal definition of Business Development is to be obsessively passionate about what we do, to be very educated about how we do it and to want to go share that energy with other people.

To be an evangelist for the medium and to inspire clients to see the beauty of design and technology being born from the womb of an idea.

Its about making people excited about what you can do for them.

So how is this done?

As an Interactive Producer I take it upon myself to really understand the capabilities, strengths and weaknesses of my teams and then go out and try to win projects that will leverage those strengths and improve those weaknesses.

Every project is an opportunity to not only make moolah, but to strengthen your team by leaps and bounds.

I was fortunate to be an Interactive Producer at Firstborn during a time when video was just emerging on the web.

As a team we had all committed to a better understanding the nature of video on the web and then in turn wrote up documentation and spoke to our clients to better help them understand what it was all about and how to go about executing successful campaigns around that understanding.

Both then and now I try to imbue my clients with the excitement I had for emerging technology and better ways to communicate.

That initiative led to a lot of video website work for us back then.

Clients need to be educated, not just current clients but potential clients.

Education is the key to building and establishing healthy working relationships.

Clients need to be educated as to what is cutting edge and that you can bring that sharpness to them. They need to know that not everything works for every brand, service or property and then be presented with some well thought out options that you know will work.

If i see another Papervision 3D navigation carousel I think I am going to go mad!

As an industry I think we have expanded and grown in so many positive ways but there are also negative roadblocks that have been created as well.

We as digital shops tend to perpetuate certain bad habits that our clients tend to fell into.

One of those bad habits is allowing our clients to copy work or try to stuff their idea into a site they saw recently on The FWA.

There are tons of very coo sites out there, however not are all suited for your brand.

Many times sites are developed without really strategizing and determining if it is directly applicable to the target audience or not.

There is no template!

The saying that "the client is always right" is completely flawed and not applicable for our industry.

With all due respect, the client is typically wrong in this regard.

As digital shops we need to help re-focus our clients to think bigger or smaller and to innovate rather than copy and to help them find other sources of inspiration for new and creative ideas.

I was recently watching the movie Romance and Cigarettes, a movie written and directed by John Tuturro and produced by the Coen Brothers.

What occurred to me was that this movie was a completely different format than any other movie I had seen before.

It was a combination musical, drama, thriller, comedy and so much more.

What it inspired in me was that things can and need to be done differently and we have the power to help our clients achieve that.

Brand storytelling can be done in so many different ways and this particular movie inspired me to look beyond the conventional and to seek out ways to be a more valuable digital partner.

The beauty of the web is that its so vast and so much can be accomplished that looking at and copying other websites is futile and will lead to a creative cramp in our industry.

Every brand is different and every offering and entertainment or service is different and that must be addressed by the Interactive Producer to the client in terms of clear and honest communication of achieving the goals and expectations set out by the client.

As producers we know all too well how every single project ends.

There is always some sort of veil of drama associated with the final deliverable, no matter how good the project is.

The Interactive Producer's role is to make sure that the client is focused on a clear vision of what the site will be like the entire length of the project's design and development phase and what to expect when its time for launch.

Clients need to be educated from day one in order for them to go back and set realistic expectations for their own internal teams so that there is no pressure from the invisible "THEY" who are wondering why this isn't what they envisioned.

We cannot expect our clients to know all of the various design and technical nuances associated with a highly complex web application or mobile app or installation or whatever the end user will be interacting with.

This is simply unrealistic, and in many cases its why they hired us in the first place.

An Interactive Producer needs to take the initiative and start this education process from the onset of the project.

I think it should start from the initial pitch but thats my own personal preference and I tend to start my relationships with the client even before actually winning the project.

The Interactive Producer needs to make sure, that no matter how clear the contract reads, that every term and every detail is understood by the PERSON that they are working with on the client side.

For example, how many times do clients need to have 5-6 different people signing off on a particular asset?

Lets take a 3D render of a mountain for example.

Now the client doesn't know how long it takes to frame up, texture and render a 3D object and in many cases they assume its as simple as a JPG.

The Producer needs to let the client know that any assets that are going to take a longer time to produce must have the right scheduled design, development approval and execution periods built in from the very start of the project.

This will eliminate a very frustrating and very common stumbling block that many projects undertake.

When can I have it?
When can I see it?
When will it be done?
Can I have it for first thing 9 am?

I can go on and on about various examples of specific nuances, we all must identify them for ourselves at the onset of a project and then they must be clearly outlined for our clients, specifically by the Interactive Producer in their own special way.

So remember these two very crucial points.

Inspiration and Education.

We need to love our clients and one way of doing that is to altruistically educate them so they can be better clients and so we can have better relationships. As the day to day contact, the Interactive Producer can have someone to speak intelligently to and empathize with when there is a challenge or snag in the project.

Digitally Exposed

Q: Introduce us to yourself and your company.
I'm Nik Traxler. I'm an integrated producer here at Leo Burnett. I produced broadcast and print before I migrated into the digital world and now I do everything.

Q: Interactive Producers come from all walks of life, they are a hybrid of talents, tell us about your background and how you got interested in digital production?
I went to school thinking I was going to become an account executive but landed an internship as a production manager. The department was only me and the head. He was fired a week into my internship and I was left running the department alone. After it ended, I went back to school and a recruiter found me and brought me on board after graduation. The biggest digital exposure I had was when I tried to teach myself C++ back in the 90s.

Q: How do you stay on top of emerging technologies and keep your team informed and motivated?
Surf the web and read the trades and share kick ass sites to keep people motivated.

Q: What does your ideal client/project look like?
My ideal client is a client that cares about the work and understands what we do as producers. Someone who at least shows interest in the production process and thinks outside of graphs, excel sheets, and powerpoints. Someone who understands that broadcast and digital supplement each other and that both can be very powerful ways to advertise.

Q: How do you educate your clients and set realistic expectations for a project?
Write a very long production memo at the beginning of the project which details every aspect of the project.

Q: What was the best project you have ever worked on?
Best project I worked on was the 2008 integrated Hide and Seek Pop-Tarts campaign. I produced 2 :30 broadcast TV spots, 4 :30 webisodes, 2 broadband spots, print, and a website where you could create an avatar and search for Pop-Tarts online.

Q: How many projects are you comfortable producing at one given time?
Depends on the scope of the projects. The status sheet right now is extremely busy.

Q: What does your dream production team look like?
My dream production team is a team that is very collaborative and a team that genuinely cares about the work and the end product. Also, a team that provides value to my client.

Q: How do you ensure that your client's best interests are met?
By not being afraid to say no when it's necessary, to also know when to stick up for an idea and fight for it.

Q: What is your vision of what the next phase of our industry is going to look like?
Next phase of the industry I think will be utilizing vendors in different ways, not seen before. Building sites, but needing different ways to drive them to the sites. Advertising through iTunes video downloads, more preroll videos, as well as your continued broadcast spot. As I said before, I think the two need each other to really thrive.

Q: Please share a snippet of wisdom that you would like to impart on our readers.
My advice as a producer is bend, but don't break. Every project has it's ups and downs, but it's our job to make sure that at the end of the day, everyone is happy. Regardless of the stress and the long hours, we are producing creative work, and we should try and have fun while we do it.

An Advertising Evolutionary

Q: Introduce us to yourself and your company.
My name is Douglas Stivers and I oversee digital strategy and operations at The Sawtooth Group. My primary responsibility is evolving Sawtooth into a fully integrated agency leveraging their strong history in traditional advertising within the creative, account services and media verticals. As such I have an active involvement overseeing digital media, creative, technology and strategy.

Q: Interactive Producers come from all walks of life, they are a hybrid of talents, tell us about your background and how you got interested in digital production?
I have always had a love for technology and advertising. My father was an ad man so I grew up in the midst of the industry in 1980s. While my father toiled away in the CPG world, I pursued my passion for television and technology, fostered by my Apple II plus and my first Atari.

The story continues in the late 90s when I started my career in technology public relations – learning how to quickly distill a complex business story into something everyone can understand, a skill I still use today. From there a made the rounds at a few PR agencies, then joined an entrepreneurial interactive design group that was looking for a “strategy and account” guy. We were small and I did lots of things – from budgeting, to writing, to client services. I became a producer without knowing what one was. After making the freelancer rounds, I found myself on the client side at Starwood Hotels and Resorts working on a host of projects in the midst of their re-brand. From there I went to Grey Worldwide’s Beyond Interactive and left as Executive Producer, Head of Digital Production until recently joining Sawtooth. The story is long – but I think it has shaped who I am and how I think about our industry. I have sat on all sides of the table and I think that gives
me an interesting viewpoint.

Q: How do you stay on top of emerging technologies and keep your team informed and motivated?
I was an English Literature major, so I like to read and I do a lot of it. I think its key to keep your ear on the track and listen for what’s coming. Also in this networked world I think it’s pivotal to talk with leaders and innovators in the space. When not working - conferences, round tables and awards are a nice cherry on top of the knowledge sundae.

Q: What does your ideal client/project look like?
I want clients that are passionate and brave. I want clients that love their business and are willing to do whatever it takes to grow their bottom line. This means looking at business challenges and customers and distilling an innovative marketing strategy that many may question. It will be a mix of traditional, digital and experimental. We will test and react, but we will succeed as this client loves what they do and realizes marketing is an on-going conversation with consumers.


Q: How do you educate your clients and set realistic expectations for a project?
Clearly define the goals and objectives at the onset of a particular campaign or engagement. Then I think it’s important to explain technical minutia in a way that maps back to higher level objectives. The goal is to take complex technical factors and explain and relate them to things that a client that may not have deep technical acumen clearly understands.

Q: What was the best project you have ever worked on?
The best projects are the ones that challenge you the most and teach you even more. While at Beyond, I managed the design and roll out of LG’s HGTV U.S. Micro-site. It was built in 4 weeks and weeks later it was customized, translated and rolled out in 5 other countries. At the same time, we designed and produced multiple supporting digital ad campaigns also in 6 countries. Trial by Fire.

Q: How many projects are you comfortable producing at one given time?
It all depends on the size, scope and nature of the project. I would always prefer to work on fewer projects with much greater complexity then many one dimensional projects.

Q: What does your dream production team look like?
My dream team is truly integrated working across all mediums. We have worked on mobile, print, video games, websites, TV commercials, outdoor, digital media and everything in between. We are producers, directors, art directors, designers, developers, editors, motion graphic designers and writers. We develop ideas that live and breathe across all media and take advantage of each media’s unique and distinct attributes. We create brand experiences.

Q: How do you ensure that your client's best interests are met?
Clear and consistent communication mapped back to clearly defined objectives.

Q: What is your vision of what the next phase of our industry is going to look like?
I see the re-consolidation of agency competencies, particular in small to mid-sized agencies. Years ago – media was aggregated and removed from the traditional agency structure. Digital has shown us that media, creative and strategic collaboration is pivotal to developing successful campaigns. While it took digital to highlight this, the rise of un-traditional media and outdoor also support this collaboration. Look for the growth of full-service mid-sized agencies.

Q: Please share a snippet of wisdom that you would like to impart on our readers.
In advertising I have found an amalgamation of artists, writers, actors, musicians, technologists, chefs, dancers, welders, photographers and illustrators. We are passionate people. Ensure the people at your agency have the freedom to explore their external passions so they can bring that same passion to work everyday. Passionate people produce passionate work.

Digital Ninja

I am going to be running a series of interviews of various Interactive Producers from around our industry.

I feel that it is important to hear these voices before speaking.

One of the most important attributes an Interactive Producer must have is the attribute of Listening Carefully...

Our first interview is a close personal friend, a true hero, some say legend, Tim Nolan.

Q: Introduce us to yourself and your company.
My name is Tim Nolan, and I am currently working as a Senior Interactive Producer at POKE New York.

Q: Interactive Producers come from all walks of life, they are a hybrid of talents, tell us about your background and how you got interested in digital production?
I started in the mi-nineties as a designer that fell in love with Flash 3. Over the next ten years or so, I rose up the ranks to become a Creative Director at several shops here in NYC. About three years ago I began working as a Sr. Interactive Producer. While at Firstborn I created their Live Action for Web department and created a hybrid role which was Content Director, this brought me back to the creative side and still allowed me the control of a Producer role.


Q: How do you stay on top of emerging technologies and keep your team informed and motivated?
I think talking to people who are pushing the limits of our medium is key. Beyond that I think my process is similar to anyone else in my field, which is thinking like a perpetual student of the web and doing as much browsing, exploring, and poking around as possible on a daily basis.


Q: What does your ideal client/project look like?
Video and immersive environments are pretty cool, but I am looking forward to the next generation.

Q: How do you educate your clients and set realistic expectations for a project?
I think the key here is to never talk down to them. They are after all your clients and we are all in service-oriented business. Being the educated voice that can translate complex ideas, and executions is my route.

Q: What was the best project you have ever worked on?
My favorite project to date has got to be the "Welcome Back Spring" micro-site for Lowes, while I was working at Firstborn. I got to co-write, cast, wardrobe, and direct the 96 minutes of video content that lived on the site. See it here <--

Q: How many projects are you comfortable producing at one given time?
At my busiest I think I was on six or seven projects a varying levels of involvement, but prefer to be on two or three. My brain needs diversity and challenges, but does not like overloads.


Q: What does your dream production team look like?
A few Killer AS3 Flash Developers + Video Editors and After Effects Gurus + A group of Art Directors & Designers that understand Digital as well as classic graphic design.

Q: How do you ensure that your client's best interests are met?
Constant communication based on a well structured Project Timeline with milestones and deliverables form both sides.

Q: What is your vision of what the next phase of our industry is going to look like?
http://www.mediabistro.com/agencyspy/agencies/the_new_digital_model_might_look_something_like_a_production_shop_tim_nolan_96083.asp

Q: Please share a snippet of wisdom that you would like to impart on our readers.
Good work comes from good people. If the team is not tight, the work is not going to be right.

Welcome Home

I started this new blog site so that I would be able to speak directly to a very special group of people.

The Interactive Producer is what I consider a new breed of media producer.

A hybrid of many talents.

Today's Interactive Producer is a maniacal cross between between Don Draper, Malcolm Gladwell, David Ogilvy, Sigmund Freud, Douglas Merrill, Adam Sandler and Mel Brooks.

In the film industry the producer is usually an executive of the studio often overseeing the financial, administrative and creative aspects of the production, though not technical aspects.

The role of Producer in the interactive industry is a true convergence of the creative and technical worlds, just like the industry itself is a convergence of so many different medias.

Many people confuse the role of Project Manager with Producer.

I will set the record straight right now, Producers are NOT project managers.

So what is an Interactive Producer?

The producer is the spark, he or she initiates, co-ordinates, supervises and manages schedules, budgets, hiring talent and overseeing deployment and PR. The producer is involved in all phases of the interactive process from idea, to design to development and on to completion of a project.

Being a Interactive Producer requires so much more understanding of so many different things.

The industry as a whole has witnessed the accelerated evolution of its talent. In less than ten years the one dimensional designer who lived in Photoshop now is required to have skills in Flash, 3D applications, some coding and video skills as well.

Legendary creative directors now wake up in a cold sweat just knowing that kids are coming out of school with a mastery of a number of disciplines that they themselves would never be able to catch up to.

The torch is definitely being passed in all realms of our industry.

The role of Interactive Producer has taken on its own evolution. It is being a business development specialist, a project manager, a team leader, clergy, friend, advocate, evangelist and mentor.

The voice of reason within the chaotic tumultuous and emotional process of hyper-creativity.

Someone who can weather the storm of a highly creative, super technical, below budgeted, ridiculously dead-lined, fast paced, ever changing, always evolving, super charged, late night... OK, I need not go on because if you are one of these people you already know what the hell I am talking about.

So on that note I will say welcome and thanks for joining me in this new endeavor, I hope to be a good resource and sounding board for our kind. I promise to keep each post relevant and insightful and I hope to make this blog as meaningful and insightful as I possibly can.

Stay Tuned.