Dear Art Producer – Details, episodes & analysis

In an industry where the rules are always changing, it's helpful to hear from those on the front lines. Heather Elder is the visionary behind NotesFromARepsJournal.com; visit HeatherElder.com for industry updates, stunning photography and video, and the artists behind the work.

More about our guest:

• Connect with Hannah Wolfert: https://www.linkedin.com/in/hwolfert/ 

• Connect with Kim Roemer: https://www.linkedin.com/in/kim-roemer-2026a570/ 

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Heather Elder's Bio

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Heather and Kelly sit down with producers from Ogilvy to discuss  the work, the challenges, and the changes creatives in the advertising industry are navigating: from AI and evolving client relationships to the way content is being created, consumed, and valued. Season 1, Episode 1 of Community Table. 

In this episode of Dear Art Producer, Heather Elder interviews freelance executive producer Lisa Lee. Lisa's extensive career spans content creation for major brands, a pivotal role at TBWA/Chiat/Day, and over 15 years at CP&B. The discussion delves into Lisa's journey, the evolution of her role, and the intricacies of art production. Lisa shares insights on maintaining calm and patience in high-pressure environments, the importance of clear communication, and the challenges of modern production timelines. The conversation also touches on future industry trends, including the impact of AI, and personal anecdotes about navigating the creative industry.

In an industry where the rules are always changing, it's helpful to hear from those on the front lines. Heather Elder is the visionary behind NotesFromARepsJournal.com; visit HeatherElder.com for industry updates, stunning photography and video, and the artists behind the work.

More about our guest:

Connect with Lisa Lee on LinkedIn https://www.linkedin.com/in/lisa-lee-63b7204/ 

More about your host:

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

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Heather Elder on Facebook

Angela shares her breadth of experience, her love of the creative process, the shifting landscape of the industry, and the paramount importance of building trusting relationships and building for the long term.

Key Takeaways

[:31] Heather introduces Angela Harken and asks her guest to talk about who she is, where she is from, and how she found her way into art production.

[5:17] Angela talks about being a connector, hiring hybrids and the changing landscape of the industry and its impact on the role of art producer, which requires a wide set of skills.

[8:59] In terms of client expectation, Angela has seen their need for cost efficiencies… ask about bundling and streamlining processes. But more and more, she sees clients coming in with their own photographer recommendations!

[10:22] Heather asks how it is that Angela believes those clients come to hear about photographers they recommend?

[12:35] Angela explains what the days of usage were and how it has been changing.

[17:04] Getting an estimate approved for Angela always starts with the same question: Do we have a budget? — which never used to be necessary! — and sharing the budget information is important.

[24:28] Asking the photographer who their team is something Angela will do in order, she will sometimes also suggest a producer depending on the type of production it is.

[26:15] Who bids against who is a well-guarded secret for Angela.

[27:39] Travel expenses have become somewhat unpopular and a lot of clients ask for photographers to work as locals. Also, putting the crew through payroll is something that also happens more and more!

[30:42] Motion components and bundled services are more and more common; Angela shares her personal experience working with photographers who do motion.

[34:05] Heather offers that the first step towards motion should be to think about how to make still images move. She explains how thought-out the motion component actually needs to be.

[35:19] Treatments that have specific ideas on what the photographer would do for that particular brand, in terms of stills, motion, and locations are the most well-received ones.

[37:52] Angela dovetails the treatment discussion with an emphasis on how important the creative call is. Heather shares her recent thoughts on having the person running the creative call prepare some questions for the photographer in order to facilitate deeper discussions.

[44:45] Heather asks Angela what her favorite thing to do on a Sunday is, and thanks her for coming on the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

In an industry where the rules are always changing, it's helpful to hear from those on the front line. Heather Elder is the visionary behind NotesFromARep'sJournal.com; visit her website for industry updates, stunning photography and video, and the artists behind the work.

Mentioned in this episode

Upshot

More about your host

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Heather Elder's Blog

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Angela Harken's LinkedIn

Angela Harken's Instagram

Angela Harken on Freelance Art Producer

Hannah brings a decade of experience to the table and shares some really interesting insights, a few nuggets of cool information on working with pharmaceutical companies as well as the importance of treatments: they are read and they are valued!

Key Takeaways

[:31] Heather introduces Hannah Wolfert and asks her guest to talk about who she is, where she is from, how she found her way into art production, the precious mentors that have helped her along the way and about Morty the new Catahoula puppy!

[8:30] Smaller and smaller budgets is one of the most noticeable changes Hannah has seen in the last decade, along with an increase in the scope of the projects! Paperwork has also become cumbersome before a job is awarded.

[9:40] Heather explains 'Firm Bid' process for the audience as well as the heft of paperwork required for pre-bidding in that kind of setting.

[11:20] Dotting the 'I's and crossing the 'T's for getting a job approved in Hannah's agency.

[13:47] Hannah explains why it is that in most cases, pharmaceutical projects often don't let photographers retain self-promotion rights. Heather talks about the usage information appearing in NDAs.

[18:20] Letting people know they didn't get the job is the hardest part of Hannah's job, but it's a rare occurrence when she doesn't get on the phone to do it — 'it's important to let them know why.' She encourages other producers to pick up the phone.

[22:08] Treatments are required on every job — the creative call is critical to explain direction, but the treatment provides a strong visual statement in terms of the photographer's vision and process.

[23:15] Listener question! Do treatments get read and if so, by who? Hannah reads them and so do the creative team and the accounts services team. Sometimes the client gets a redacted version.

[25:25] Hannah has her own question for Heather!

[26:54] Treatments are a good place to let people know who you are, however, you can't lose sight of the specifics of what you are going to do and how, as well as why you are best suited for the brand.

[28:14] Having a rep is a great way of getting feedback and advice!

[28:53] Grabbing Hannah's attention: mailers, emails, but it really boils down to the imagery.

[30:53] Hannah is on Instagram and had begun to use it more and more as an additional way to vet photographers and reps. But rep websites are 90% of what she shares with her creative team.

[32:56] Sometimes, the creative team has someone in mind but it really depends on the project.

[33:59] Hannah and Heather talk about remembering everything!

[36:52] What would Hannah do if she wasn't an art producer.

[40:47] Heather thanks Hannah for coming on the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

In an industry where the rules are always changing, it's helpful to hear from those on the front line. Heather Elder is the visionary behind NotesFromARep'sJournal.com; visit her website for industry updates, stunning photography and video, and the artists behind the work.

Mentioned in this episode

Syneos Health

McGraw Hill

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about today's guest

Hannah Wolfert's LinkedIn

Today's episode is Part 2 of a special two-part interview with three brand-side art producers; jump back in for the rest of this awesome conversation with Ken, Suzee, and Shayla.

Key Takeaways

[:31] Heather welcomes listeners back to this special two-part live recording of Dear Art Producer and picks up the conversation with her three guests.

[1:12] Motion came into photographer's arsenal only a few years ago so some are now already directors and some are still figuring out the basics. Heather asks her guests what requirements they have as it pertains to motion.

[2:07] Suzee explains that there are many configurations that depend on the client and project and that there is a learning curve since it's a growing field.

[3:38] Ken finds that it's really easy to sell a photographer taking care of motion because it guarantees an aesthetic uniformity.

[6:17] Shayla always needs some motion component. When the brief requires some video but the bulk is stills, she will look for photographers who are apt at motion or turn the stills into a GIF.

[9:00] Heather speaks to the difficulties she encounters when agencies ask for 'motion' estimates without the client having any clear idea of what they want.

[9:53] Ken is guilty of exactly that with Heather!

[10:55] Everyone shares their perspective on and experience with 'behind-the-scenes' videos…

Q.A. [14:23] Audience question: When looking at a photographer's website for motion, what is the best format? Condensed reel? Finished products? And what about photographer/directors?

[14:40] Ken, Suzee, and Shayla all say that raw, edited, and finished products should be on your website.

[16:44] Heather's advice for photographers looking to start with motion: Have a motion solution for your client.

[19:22] Heather moves the conversation to treatments to ask how they are used, and what they should include and exclude.

[20:00] For Shayla, treatments are a luxury that happens if time permits, and it does introduce the approach the photographer is going to take, which is really helpful if you've not worked together often and really useful for pitching the estimate.

[21:22] Suzee echoes Shayla's answer and adds that it helps drive the creative as well as logistics conversations around the project. But she does underscore how the number one most important driver for the final choice is the creative call.

[23:49] Ken touches on what he expects from a creative call and treatments and how important they both are in terms of showcasing your vision, passion, confidence, and appreciation for the project.

[26:36] Shayla speaks to the opportunity for "extra credits" that treatments and creative calls offer.

[27:32] Heather reiterates the critical importance of being ready for the creative call — if you haven't read the brief, say no and set a different date!

Q.A. [29:43] Audience question: It sounds like there is no right way to do treatments, but ultimately what is a good treatment? Is it showcasing your experience to do a shoot? The research?

[31:02] All of the above says Ken; he shares a couple of professional stories.

Q.A. [34:44] Audience question: Have people ever charged for a treatment?

[34:56] Suzee explains that it's the cost of doing business and they would not pay for a treatment — but if you feel like you're being taken advantage of, ask yourself questions.

[36:08] Heather steers the conversation towards estimating and what it takes to get a job approved on the art production side.

[36:56] Decks, decks, and more decks are Shayla's constant work for relaying the information and data to the creative team in order to get to the unbiased best option for that project. But the speed of it depends on the company: Uber Eats is lightning fast at making those decisions.

[39:08] Facebook has a very clear but rigorous process and Suzee does find that larger companies tend to have heavier red tape to wade through.

[40:25] Cost consultants will add about four days to the whole process.

[41:56] Suzee will call you if you didn't get the job but the way she is able to articulate the why of that decision, or not, has gotten Heather thinking about how she asks for that information!

[43:53] Ken chimes in with the idea that anyone who is bidding is the winner — among hundreds of possible portfolio. And Shayla shares the most common reasons you didn't get the job, it's the creative call…

Q.A. [47:01] Audience question: So you bid for a new client and lost, how do you follow up with that relationship productively?

[47:27] Heather offers some ideas, the door is open; gently foster the relationship, some new work updates, and count on the timing.

Q.A. [50:08] Audience question: What are the macro trends in advertising budgets recently? Is photography shrinking in the face of motion?

[50:46] Motion still takes up the biggest portion of the budget pie and there is a marked increase in the demand for motion within stills projects. However there are channels that always require stills, so the days of shooting stills are more numerous than motion.

Q.A. [53:42] Audience question: A lot of the stuff up on client sites is not relevant to what they are currently doing, how do we get that information?

[54:35] Heather offers that you should ask the person that gave you the meeting in the first place, they will be a great source of information.

[56:15] Ken offers up a tip wrapped in a personal story, show the work that is relevant, but show the work you love to do, it's who you are.

[57:53] Heather thanks everyone for this awesome experience and invites listeners to tune in for future episodes.

Thanks for listening!

In an industry where the rules are always changing, it's helpful to hear from those on the front line. Heather Elder is the visionary behind NotesFromARep'sJournal.com; visit her website for industry updates, stunning photography and video, and the artists behind the work.

Mentioned in this episode

ASMP

Create Space, Nicola Sottorio

Media One Audio and Visual, Dan McGonagle

Facebook

Gap/Old Navy

Uber Eats

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about today's guests

Suzee Barrabee's website

Kenneth Zane's LinkedIn

Shayla Love's LinkedIn

Today's episode launches a two-part interview during which Heather jumps out of her usual format and talks to three amazing guests at the same time!

Tune in for an insightful, casual conversation with Ken, Suzee, and Shayla.

Key Takeaways

[:31] Jay Michael Tucker, President of the Northern California ASMP chapter, introduces today's guests: Suzee Barrabee, Ken Zayne, and Shayla Love as well as your host, Heather Elder.

[4:33] Heather welcomes listeners to a special two-part live recorded series of Dear Art Producer and begins the conversation by asking her 3 guests how they found their way into art production.

[7:08] Shayla talks starting with pizza delivery in Boulder Colorado and making her way to Uber Eats and everything creative in between.

[9:15] Ken ran into photography through a program called City in a School and made his way to FIT and fashion photography before ending up at Gap, Inc./Old Navy.

[11:27] Suzee was a lost soul who answered a want ad!

[14:22] Suzee opens up the conversation about the differences between working the brand side vs being in an agency.

[16:45] Shayla digs deeper into the idea that working client-side can become insular.

[18:57] Ken weighs in on the pros and cons of the increased creative control that working client-side offers.

[20:40] Changes in the industry have affected everyone; Heather is curious to know what other projects than photography her guests are hiring for.

[22:38] Suzee talks about having a more holistic approach. You have a brief [built against a media plan] and money, and the question then becomes what is the best way to answer this brief.

[24:26] Shayla shares the scope of decision-making that needs to happen to deliver on a brief, as well as the weight of performance and results that the producer has to shoulder.

Tip: if a photographer can provide the performance metrics for their past work, it can be a huge asset — and those metrics are very accessible for social media work — you can ask for that information.

[29:33] Heather asks in a crowded marketplace, how do we get your attention?

[30:09] Ken thinks mailers are great; go for larger formats so the work is showcased properly. Emails are good too, he does respond and will do in-person meetings when possible. Don't hesitate to share your work!

[34:59] Suzee shares what catches her eye. Being freelance, she does prefer emails to mailers (they take too much room in her house!). Every two months is a bit aggressive but she keeps an eye out for everything since she never knows what her next project might be. Instagram is huge for her, include your links in your emails.

[37:19] Relevance is key to Shayla — she is brand-side so she has one focus. Use Instagram as a tool, pay the fees, and target people! Having a face and a conversation to remember is also important, so trying to get a meeting in helps and she often hosts reps.

[41:28] Heather shares her own experience on the importance of meetings in person; art producers are asking to meet her photographers more and more.

[43:35] Suzee shares a personal story about meeting a National Geographic photographer, even when time was short.

[44:29] Love of photography drives the business and it's important for everyone to make time to meet, even if time is always short. And on this note, Heather invites listeners to tune in for Part 2 of this interview!

Thanks for listening!

In an industry where the rules are always changing, it's helpful to hear from those on the front line. Heather Elder is the visionary behind NotesFromARep'sJournal.com; visit her website for industry updates, stunning photography and video, and the artists behind the work.

Mentioned in this episode

ASMP

Create Space, Nicola Sottorio

Media One Audio and Visual, Dan McGonagle

Facebook

Gap/Old Navy

Uber Eats

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about today's guests

Suzee Barrabee's website

Kenneth Zane's LinkedIn

Shayla Love's LinkedIn

Dave has been a freelance art producer and has done photo production before becoming a content producer. Today, he shares his experience and along with Heather, gives you some actionable tips as well as some good insight on the merging of the life and work silos.

Key Takeaways

[:31] Heather introduces Dave Lewis and asks her guest to talk about who he is, where he is from, and how small towns are the best!

[2:35] From photo production to art production to content production: what skills has Dave garnered that are most important and how did he come to work in advertising?

[5:25] Dave has found that a lot of the things he produces are now destined for the Internet and that the clients are getting more and more specific.

[7:00] Creatives need to be more and more nimble and a lot of content is now produced in-house but the variety of sources for the material Dave needs has multiplied in the past years.

[9:48] Heather asks about the ins-and-outs of working with influencers — a frequent listener question: Is the pricing structure different?

[12:45] Considering the increasing amount of resources available to advertising agencies, Heather shares a tip for photographers: Add to your arsenal!

[14:40] How do you get Dave's attention? Personalized emails — show you've done your research and that you're interested and note that mail is making a comeback!

[20:48] Heather and Dave discuss how everything you do in life informs everything else: Life silos and work silos are breaking apart.

[23:30] When a photographer has an Instagram account, should they show only their work (personal and commercial) or should they curate some of their life as well? Dave has both a professional and personal opinion on the matter!

[26:14] Dave shares one thing he likes to see people do on their Instagram page — show you love your work and show what you love, tell your story.

[29:30] Dave's estimate approval process is pretty straightforward; he walks us through a usual bid and shares what use he makes of treatments — it is always shared with the client!

[34:55] How does Dave let a photographer know they didn't get the job?

[39:22] If he wasn't an art producer, Dave you probably do something with food!

[41:16] Heather thanks Dave for coming on the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

In an industry where the rules are always changing, it's helpful to hear from those on the front line. Heather Elder is the visionary behind NotesFromARep'sJournal.com; visit her website for industry updates, stunning photography and video, and the artists behind the work.

Mentioned in this episode

Carmichael Lynch

Fallon

Martin Williams

Art Gallery 801

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about today's guest

Dave Lewis at Carmichael Lynch

Dave Lewis' website

Dave Lewis on LinkedIn

Dave Lewis on Instagram

From one side to the other: Eden Alexanian went from being a producer for a photographer to Senior Art Producer and four years in art production is enough to see changes in the industry! Tune in for an interview on integrated campaigns, the importance of treatments and how your rep keeps you up to date!

Key Takeaways

[:31] Heather introduces Eden Alaxanian and asks her guest to talk about who she is, where she is from, and how she found her way into art production.

[5:35] Getting to know people is one aspect of getting better at your job, but getting to know what a job means to a person is something that Eden learned while working as a producer and tries to remember each time she treats a new project.

[9:00] Eden touches on the questions she fields after a bid is turned down.

[10:11] In the name of transparency and to save everyone some time, Eden tries to share the budgets up front.

[13:03] Eden walks us through her side of the process once she's received an estimate, from the cost consultants to the treatments and the client meetings.

[16:35] On the evolution of treatments in the past years — photographers are gearing their work more and more towards director treatments; Eden explains what that is. Heather touches on the time required for good treatments to happen.

[19:46] Clients are never on the creative call, the treatment is your way of speaking directly to them!

[21:05] Getting Eden's attention starts with a good up-to-date website, even if promos and mailers and Instagram are great.

[24:08] Heather touches on self-promotion restrictions which prevent photographers from updating their books and places them in a strange position.

[24:54] Eden's sourcing go-tos are mostly reps but she does use her own categorizing system!

[27:08] Even in the last four years, Eden has seen the increased integration of campaigns which requires really nimble photographers that can do more than just shoot video.

[31:22] Heather and Eden discuss how rare it is to see their work out in the real world nowadays!

[32:48] What is Eden known for on her team?

[34:01] We are content producers in a time when what everybody wants is content!

[35:41] Heather asks if Eden has advice for the Advertising 101 class!

[37:00] Heather thanks Eden for coming onto the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

In an industry where the rules are always changing, it's helpful to hear from those on the front line. Heather Elder is the visionary behind NotesFromARep'sJournal.com; visit her website for industry updates, stunning photography and video, and the artists behind the work.

Mentioned in this episode

MullenLowe

Boston University

Sienna College

Jacqueline Fodor

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about today's guest

Eden Alaxanian on Instagram

Eden Alaxanian on Facebook

Eden Alaxanian on LinkedIn

Owen shares his love of the print media, as well as his love of music on this informative interview with an industry veteran. Tune in for a candid exchange on the evolving world of advertising, the Golden Age of San Francisco and an accidental Super Bowl ad.

Key Takeaways

[:31] Heather introduces Owen Bly, they talk about awesome San Francisco, and she asks him to talk about who he is, where he came from, and how he found his way into art production, starting with his Honolulu break!

[8:22] Owen talks about how the industry has changed during his 31-year career, from the enormous impact of technology to the way clients see the role of ad agencies today.

[10:40] Heather asks Owen to dig deeper into the changing relationship between client and agency — asking what if advertising were invented today and experiential ways to stay relevant. Owen shares an example of experiential advertising at Pereira O'Dell.

[13:34] Owen accidentally produced a Super Bowl ad!

[15:24] How does a photographer remain relevant in this changing industry? Keep or find a rep — they know everybody! Personal relationships will get you a long way to grabbing Owen's attention.

[20:50] Instagram, illustration books, random portfolios, and mailers are good ways to push through the crowd and get to Owen's eyes.

[23:55] Owen details what bids look like for him: from about 20 photographers to about three finalists and three estimates for the client. But all in all, talking is the most important way to figure out fit — creative calls are key.

[27:57] The work of a photographer used to speak for itself, but a change of mindset has become necessary and personal branding has become a big avenue to differentiate yourself. Owen gives a recent example he encountered of personal branding for a photographer.

[33:25] Owen touches on the in-house studio phenomenon as well as his reluctance to use CG unless absolutely necessary.

[35:15] Owen and Heather remember the Golden Age of advertising in San Francisco.

[36:50] If Owen wasn't an Art Producer, what would he do?

[38:06] Owen shares a story from his Honolulu years.

[40:38] Heather thanks Owen for coming onto the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

In an industry where the rules are always changing, it's helpful to hear from those on the front line. Heather Elder is the visionary behind NotesFromARep'sJournal.com; visit her website for industry updates, stunning photography and video, and the artists behind the work.

Mentioned in this episode

Pereira O'Dell

Grumpy's

KWMR — Owen's radio show

Red Meat

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about today's guest

Owen Bly on LinkedIn