Shrinking budgets. Looming deadlines. Increasing demands for agency flexibility.
These production challenges are at the forefront of every creative director’s mind, and for senior producer Denise Rasberry, they’ve become part of the production narrative. Rasberry recently participated in the Henry Stewart Events Creative Production panel, “The Changing Face of Production: Producing More with Less,” and left with one clear message: “We have to rely on our producer skills more than ever. At the end of the day, it’s the same process with a few add-ons,” she said. “It’s all about putting it in perspective.”
We sat down with her to discuss the evolution of production—from the rise of process technology to the importance of building relationships—and why she’s confident in the next generation of producers.
Technology as a tool.
“You have to view AI through the lens of efficiency, not as something coming for your job.”
Technology, particularly artificial intelligence (AI), has emerged as a powerful resource for enhancing efficiency and creativity. By automating repetitive tasks like resizing and streamlining production processes, AI allows creative professionals to focus on conceptual work and development. It’s more productive to see AI and other emerging technologies as means to augment production capabilities, Rasberry said—not as a threat to job security.
It’s a perspective shift that helps address clients’ tightening budgets. Resources previously allocated for more time-consuming or routine tasks can be shifted to high-value creative work. For production professionals to remain competitive in the field, continued flexibility and a willingness to learn new tools are crucial. “Anything that comes your way, whatever the next iteration of AI will be—be confident and comfortable enough to take it apart and use it to your advantage.”
The value of relationships.
“Relationships remain, even as the production landscape changes.”
Tasked with delivering the final creative product, production departments are often the benchmark by which an agency is judged. In a field with high stakes, fast deadlines and quick turnarounds, maintaining composure and perspective is crucial.
“Choose your vendor partners carefully. Nurture those relationships, because they’re invaluable,” Rasberry said. “And there will be times when you’ll have to lean on them.”
Those connections can also help with resource optimization, particularly when faced with limited budgets. A recent campaign called for the use of voiceovers instead of on-camera talent to maximize budget. Reaching out to a former colleague-turned-director, Rasberry’s connections helped execute a high deliverable, limited budget job—earning client commendation in the process. That scrappiness, she said, is important. And although it’s a buzzword many producers are tired of hearing (pairing ‘producer’ with ‘scrappy’ is nearly a cliché), she’s quick to note that, like so many clichés, it’s based in truth. At its core, it’s a guiding mindset when faced with a small budget, big creative and even bigger client expectations—and a final creative product that’s always her main focus.
Advice for emerging producers.
“If you panic, everyone panics. So, you can’t.”
For emerging producers, Rasberry’s advice is clear: build and nurture meaningful connections. In an increasingly virtual world, take advantage of in-person opportunities to strengthen those relationships. It can be invaluable, particularly in high-stress situations.
“Put things in perspective,” she said, “and then work together to get that project out the door.”
Her parting words? A mix of encouragement and a call to action. “It’s okay to be a little scared when new things come up. There will always be some new thing to wrap your head around. Trust that you’ll figure it out.”
As production challenges evolve, the common threads remain: flexibility, perspective, and the enduring value of relationships. In the face of shrinking budgets and looming deadlines, these elements are the cornerstone of successful production.
You can find some of the award-winning campaigns we’ve produced here, and if your project could use our outlook, get in touch with us.