PRODUCER RESEARCH & PERSPECTIVES
Data-backed insights on the future of creative production.
Our comprehensive industry research confirms what forward-thinking orgs already know: the Producer role is evolving into the centerpiece of creative and innovation delivery. We've surveyed hundreds of Producers and leaders across the industry to understand current challenges and identify best practices for this crucial discipline.
KEY FINDINGS
Strategic thought-partners are needed.
To be competitive in today’s market, clients and stakeholders expect creative and innovation teams to show up as strategic thought partners.
Separate roles create friction.
You end up with a game of telephone when you don’t have one person who is integrating the client or stakeholder goals with the team and strategy informing the work, adding unnecessary complexity and risk.
Financial pressure demands integration.
Staffing separate roles significantly reduces profit margins— an increasingly unsustainable model as competitive pressures increase and AI transforms project and program management.
Business intelligence requires connection.
Producers with holistic visibility and responsibility provide vastly more accurate and actionable business intelligence than disconnected and error-ridden systems like timesheets ever could.
RELATED INSIGHTS
Producers need to be the center of the modern model of client services. The Producer role should be truly integrated, strategically connecting client partnership methods to the delivery of the work, leadership of teams, and source of business intelligence.
Orgs need to stop trying to get different outcomes with the same practices, especially because we can change the game altogether. A big game changer: The Producer Model, which makes incredible business impact. But how exactly?
Producers are integral to the specific achievements of projects and businesses… and, if you don’t already know that, your creative work and business goals are going to be much harder to achieve.
Building the Integrated Producer Model
It’s not enough to know why the Producer role is important and what it should look like. Here are 6 steps to implement a model that will transform and sustain your business.
GET EXPERT HELP
These insights inform our custom advisory services and materials.
Enable this proven model at your agency to connect strategy, creative, technology, and relationships, driving both quality and profitability.
Team, discipline & org design: Drill-down instructional manual for the diagram & blueprint
Executive leadership training: Properly integrate this discipline into the organization, accounts, and projects (including business intelligence)
Change management process: Communications playbook and scripts, cross-disciplinary orientation, and project rituals to reset roles & responsibilities
Career management framework: Implementation guide for adapting and integrating a skills matrix, as well as evaluating, teaching, and reviewing skills (includes systems, rituals, and critical documentation)
Hiring & leveling: Process for hiring the right people into the right levels
Discipline playbook: Ensure continuous growth with an included Learning & Development Program