I’m a mid-level producer who has recently started owning smaller broadcast and social spots end-to-end, and I’m realizing that managing creative expectations versus budget constraints is more political than I expected. I'm torn between wanting to protect the director’s vision and needing to be the “no” person with both the client and the internal team. How do you feel about being the one who has to say “no” so often?

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That being said. Use the positive sandwich. Don’t go to them without a solution in mind to present.

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^ This! No is a harsh word and will get you asked off the account. Come up with solutions - that’s our job. Instead of no, express your concerns calmly and offer up alternatives/solutions that can work. If you still get pushback, consult your HOP or EP. Show them that you have offered up solutions but the creatives are pushing back. Let your boss talk with the CD.

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It’s tough. I’ve been asked off of jobs because I’ve said no to big dog creatives. Quick math example, client has 1mil for a year, and their concepts were 1mil. Knowing I had to protect that bag for a whole year worth of work I pushed hard on them to adjust things.. what do ya know client left at year after we hit them with another mil in overages

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Being honest and having clarity about the end goal. A director's vision shouldn't be set in stone, it's a collaborative process, and ultimately you're serving a client to sell their product.

Instead of saying NO to either the client or director, have a clear solution ready to justify how their changes could affect the budget, timeline, or end product. At the same time, positive changes should be integrated without a director's ego coming into play, while still giving them room to explain why certain changes might negatively affect the ad.

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90% of a producers job is political.

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Budgets, schedules, network.

Find the path to yes. You can say no by saying yes. You just have to find the loopholes…

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