More production talent needed in leadership roles
- Tony Powell
- Dec 4, 2024
- 4 min read
As In-House production gains ever more momentum, its key to see producers as strategic leaders capable of providing value across the entire process.
Leadership is not a journey to rise in the ranks. Leadership is a journey to help those around us rise.
Simon Sinek
Have you noticed that the industry seems to be at bit of an inflection point?
There’s an ever growing tsunami of new content that needs producing, for ever more platforms, for even less budget, and in even more truncated timelines, not to mention the seemingly daily advances in new technology.
It’s pretty clear that production is becoming more and more integral as a way to lead businesses, in-house agencies and marketing departments through these shifting tides, since it’s core values connect the entire process.
And yet production often gets miscast as just an executional and delivery function, brought aboard way too late to fix an already leaky boat instead of having helped you build a watertight ship in the first place.
With brands increasingly looking to expand their IHAs with in-house production, along with production companies dealing more directly with IHAs, it’s time to shift your perspective of producers and hire them as the strategic leaders they are, unleashing their skills to help you with the next stages of creative growth.
How do you evaluate the leadership qualities of Producers?
If you think about it, you already know that producers have all the necessary qualities to make great leaders; they are great communicators, superb planners, problem-solvers, and delegators, constantly adapting to new challenges.
Think of all the great Producers, Heads of Productions, Chief Production Officers that you have encountered, they would have all made stellar , MDs , COOs and CEOs.
In a recent Harvard Business Review article by Rebecca Knight, exploring the work by Harvard Business School Professor Linda Hill, one of the world’s top experts on leadership, Rebecca outlines Hill’s 8 essential qualities for successful leadership.
All of which frame your perception of producers and the value they bring to your business.
Authenticity
“As a leader, you must embody your best self — the version that’s not only highly effective but also capable of motivating and inspiring those around you.“
A variety of people need to trust a Producer’s character and connect with them, otherwise they’ll not take the risks needed to develop and execute productions together.
Curiosity
“It’s about looking around the corner, exploring uncharted territories, and trying to understand the art of the possible.”
The best Producers are always curious. Constantly asking questions of themselves and everything around them in order to get sh*t done!
Analytical prowess
“Leadership requires the ability to break down complex problems, identify their root causes, and come up with fresh solutions.”
Productions are a series of interconnected complex problems. Producers must focus on the cause and effect relationships and be able to analyse patterns that are created.
Adaptability
“Stakeholder expectations are evolving faster and you, as a leader, need to be able to adjust to these ever-shifting demands.”
Producers must be adaptable to respond swiftly to different dynamics, pivot when needed, embrace new opportunities and challenges at every stage.
Creativity
“Diversity of thought is the driving force behind true innovation, as each of us brings our own unique perspective and “slice of genius” to the table.”
Everything a Producer does is rooted in creative thinking and adding value through their unique perspective.
Comfort with Ambiguity
“ [Leaders] need to cultivate a systems mindset, which helps [them] understand how things are connected and allows [them] to grapple with opposing ideas in the face of uncertainty.”
Producers always deal with uncertainty. They have to understand the cause and effect relationship between competing ideas and how they fit into the overall picture.
Resilience
“They exhibit the resilience to recalibrate if they’re veering off course.“
Production is fraught with constantly changing goal posts built on shifting sands. This environment forges a resilience and ability to pivot. If anything, constantly pivoting is normal in production.
Empathy
“Leaders must foster relationships, build trust, and actively engage with their team members. You need to be able to step into the shoes of your team members, understand what matters to them.”
Producers deal with a lot of different people. They all need to be understood to ensure they give their best. Often relationships are fostered for the first time in high pressure environments.
Sure not every producer will make a great leader, in the same way that not every marketer makes a great CMO, not every creative an ECD, but it's time to reappraise producers, to capitalize on the value they can bring.
In the growing and exciting world of in-house agencies, the logical next step will be expanding or building more in-house production capabilities.
It is imperative that brands hire and bring in people with production backgrounds to benefit from their experience and leadership qualities.
Access to production talent has never been better, with more producers wanting to work in house at brands.
Harnessing a Producer’s holistic and complete skill set would help transform your business. Your team building should be centred around them.
Let these producers lead you to the promised land.