The Role of Integrated Production in an Ad Agency. The how and why of getting it done.

1. Integrated Production
“In a world where creative is less bound to specific
platforms, it changes the production process and the
efficiencies” – Brian DiLorenzo – Director Integrated
Production, BBDO, New York
8.24.11

2. The time is now
“Now it is incumbent upon producers to expand
their cross-medium knowledge and to embrace
the greater complexity and technologies
involved in how new media works” - David Rolfe, VP
Integrated Production , Crispin, Porter + Bogusky

3. Integration is Interactive

4. Content + Technology
We call what we do the creative application of
technology to stories and content,”
Exec Producer, Digital Content & Strategy – Loc Dao Canadian Film
Board

5. Integration is Cross Platform
Communication
User Centered
Experience

6. Integrated Content Works
on a Timeline
September October November December January February March April
Big Events
Daily Updates & Events
News & Events:
Experience Executions:
Challenges & Polls --------------------------------------------------------------------------------------------------------
Offline Campaign Quiz 2 Quiz 3 Brand Sightings TBD TBD
Launch Project
Launch
Facebook – Quiz 1 Photo Hunt Upload Photos
Recipes, Brand, Partner Content Page
Product Info
Brand Videos Launch Virtual “Gifts”

7. Integrated Content Is Story Driven

8. The Story of an Integrated Jack & Jill
• Introduce Jill on Air
o She’s young and attractive
o Smart & Independent
o Everyday she fills her bucket
• Introduce Jack Online
o 3 possible Jacks the audience votes which one gets Jill
o Jill gives Jack a Challenge
• Jack Meets the Challenge using Mobile – Text & Video
• The relationship is cemented on Facebook - Social
• There’s an app for that – (dating tips)
• The Brand has a new equity IP (intellectual property)- Jack & Jill

9. Challenges to Integration
1. Identifying and
staying on top of
new technology
• Guest speakers &
presentations
• Agency innovation team
2. Being Authentic to
both the Brand &
the Audience
• Involve planning early
• Ensure strategic alignment
every step of the way

10. Integration must have
agency wide adoption
“Creative decisions drive technology and technology is
a creative design choice. Tech doesn’t just impact visual
design and user experience; it can drive copy too. For
example, Twitter’s haiku-like 140 character constraint
derives from a programmer’s choice to adhere to the 160-
character short-message-service-protocol (minus room
for the user name and colon)”
John Mayo- Smith CEO RGA

11. Business Models
Business Model #1 Business Model #2
Agency: Agency:
• Strategy • Strategy
• Concept • Concept
• Design • Design
• IA /UX • IA /UX
In House Production Production Partner:
• Video (shoot, edit, record & • Shoot
mix) • Build
• Development (Front • Develop
End, Back End + Animation
= sites, banners, proof of
concept)

12. Business Models
Business Model #1 Business Model #2
Pro: Pro:
• Allows agency to take on a • Efficient
wider range of projects • Not chasing technology
• Tech leads collaborate with • Leverage value from
creatives on complex projects production partners
• Quick implementation &
turnaround
Con:
Con:
• Cost to client must cover full
• Training, developing and cost of production + Staff
retaining talent
• Less room for R&D
• Identifying the appropriate
technologies to adopt

13. Where do we start?
1. Evaluate integrated opportunities on a case by case basis
and
2. Bring together the appropriate cross functional team for the
job.
This team must have a singular mission guided by strategy and
rooted in the creative vision

14. Team Structure –
Integrated Production
Complex integrated projects will work with
Integrated Producer on multi channel distribution
(sites + video + mobile + social +games)
o Integrated Producer to manage the creation of written
Scopes of Work, partner selection & production
methodology
o Project Manager to manage day to day digital production
& resource allocation
o Technical Lead to manage all aspects of development
o Business Manager - if applicable to manage video
production bidding, contracting and talent compliance

15. Production Work Flow
Director of Integrated Director of Technology Director of Project
Production Management
SOW Creation SOW & Estimate Review Estimate Creation
Production Methodology Technical Audit Resource allocation
Source Production Partners Manage all phases of Establish and manage
development projects against milestones
CKO / PKO CKO / PKO Project execution
Production Review + QA Production Review + QA Production Review + QA

16. Thank you