Thoughts on creative producer title? And should job responsibilities also include biz dev?

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I’ve recently been asked to consult at several agencies that are restructuring and rethinking their agency model and I’m seeing this title more and more now. They’re looking for hybrid producers now, ones that could also edit, shoot, animate, ideate and know budgeting, SAG rules, social/broadcast, etc. You’ll start seeing these type of creative producers moving forward and many will become creative directors.

likeuplifting

I used to be just a Producer (agency producer to Sr. producer to EP) - but took a sideways step into Creative Producer role because, well I have always been a Creative in a Producers body - and wanted to make it official. When I started out this role did not exist... but seeing it more and more.

I think having biz dev experience is always a plus, but to me a Creative Producer is really a hybrid of CD and Producer. Know how to develop concepts with your creative team- and then execute with all the skills a producer has in their toolbox (line production, post production supervision, budget/SOW creation, etc.)

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It’s a far more common title in entertainment & TV space. Doesn’t always translate in ad world and shouldn’t include biz development IMO.

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Also lets remember there are several Production specialties (digital, product, art, experiential, tech) Production is far more than video/broadcast and becoming more so everyday.

likeuplifting

Hate the title - BA is always a part of the job

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@Producer hopefully what @EP2 is saying pans out and then you’re heading in the right direction. I’ve heard of a few agencies going in that direction but have not come across one myself. IMO a creative producer in ad world should be a hybrid role such as copy or art with editing/shooting/directing, etc so that you can then hopefully level up to ACD or CD however if you’re also doing biz development then I’d say perhaps you could level up to EP role - hope that helps!

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In traditional agency the hard part is running up against the stay in your lane mentality that makes the evolution stagnate. I’ve been doing on the art/design and have this in my title. My focus is on creative development and new biz. I am in a role within creative dept not ops or production. Otherwise I fear would die. You do need to be very flexible with people. At same time be comfortable running solo. A lot of proving and staying ahead, visually talented. Titles help but can also alienate.
My goal to keep evolving so love to hear of others experiences and thoughts.

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@EP1 + 2, what are some of these agencies that are looking for creative producers now? Any in SF? Are you seeing any set lists of skills needed for these roles, or that most agencies look for in their creative producers?

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@EP1, so what should general duties be with that title and what is the best level up from that title. It’s so awkward especially if I’m taking on more CD duties. 😬

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