Traditionally an Integrated Producer is one who manages production across all platforms for a client or clients. Is that not correct? Why do some job postings refer to integrated as if it is a PM? Why do some refer to it as a producer who manages site development and analytics? Can someone explain what exactly agencies are talking about these days when they say “Integrated Producer”?

likeuplifting
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All Integrated Producers have PM skills. PM’s don’t often have Integrated Production skills.

likesmart

I will say it’s sometimes worth having a good PM as it’s sometimes their jobs to be the bad guy when it comes to getting creatives to focus. As producers we don’t want to keep nagging of any our creatives/CD’s to weigh in on something as they’ll get annoyed by producers and then not want to work with us, but a PM can help with that.

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Any Producer worth their weight should be able to handle Print to Digital to Broadcast. Project Managers ARE NOT PRODUCERS!!! PM’s work with all departments on a production to keep everyone informed. Think of them as dispatchers at a transportation company. Communication and deadlines are their responsibility.

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It is an unnecessary layer but when was efficiency a holding company goal? Their goal is to big max hours. Adding extra unnecessary layers achieves that goal.

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It seems like the title changes by agency. I look at it to mean a producer who is experienced in production in multiple platforms/deliverables. Can handle more than only broadcast. Seems we needed to spell that out since a lot of people don’t really know what a producer actually does (which of course is everything- we are magicians) 🙃

likeuplifting

I agree with this. Integrated is a mindset more than a skill set.
Does your producer only care about the film/tvc/broadcast or do they understand the full campaign and help understand where money & creative energy is best spent?

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I’ve never met a broadcast producer who would deign to print and ship billboards or produce a shelf-talker. Hats off of they exist, but I’ve not seen it.

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Games, apps, video content, e-commerce sites, print, ooh, and more - all at a high level? Kind of a high bar...? I think if you’ve done a variety of non-video work in those worlds you can call yourself an integrated producer. It’s really capability to tackle the NEXT project no matter what it is, with a proven history of all kinds of projects. There will always be new kinds of things to make, and if an integrated producer hasn’t done one or two things it doesn’t mean they can’t use the title. You don’t need 10-15 years of experience before you can call yourself that.

At ours they are mainly digital producers who do a touch of film, but any real broadcast jobs go to the broadcast team. And print/experience is separate with some of the latter also going to broadcast since people think about the “film” of the event and not the actual quality of the event. (Hint: you need an actual expert producer if you want the event not to suck.)

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Lol. That’s too bad because I’m genuinely interested in what you’re saying is the future but also apparently current enough to also make me invalid right now. I read and pay attention to the industry media / speaker panel echo chamber on the future predicting. I’m tired of the vagueness, the reliance on the unnecessary complicated descriptions and buzzword phrases like paradigm shift. We’re in advertising and marketing and we can’t sell the message better about what a client actually receives, what the actual work is being done and what the value of that is in this new paradigm?

As someone who has worked in both (pm and production) I can confirm they are completely separate roles and should be kept as such. In my experience PM is responsible to creative management/communication broader view project timing, as well as scope (some ops). Producers are completely different often more technical skill set as well vendor relations and general knowledge. Yes you do some planning, time and budget management but more execution focused less creative development. “Integrated” referring to the fact that you have experience in various channels and tactics NOT that you also manage creatives and overarching project expectations.

I also Keep seeing “integrated producer” roles disguised as project management roles and as someone who is actively looking it’s kind of annoying lol.

likefunny

Integrated producer is not a traditional role. It was invented fairly recently to bridge digital and traditional production management roles and to make specialist producers redundant. Integrated is now being phased out for Content producer because everything is content, isn’t it?

The role, when crafted and resourced well, can be extremely helpful to expediting work. Sadly, most people use this term to describe someone who is a digital PM and can do a bit of video/print mostly for social or DOOH, respectively.

likesmartfunny

How does Program Manager fit within all of this?

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I think it definitely varies across agencies and is a confusing title. In my role I produce across different media: digital/social/broadcast, sometimes for the same client via an integrated campaign or just one off deliverables. At my agency we don’t really have PMs so I’m also responsible for budgets, timelines, keeping tabs on resources, etc.

helpful

PMs manage internal resources. Producers manage external resources.

funny

Integrated Producers manage both.

uplifting

Each agency has their own definition. I agree, it’s muddled.

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