The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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Job evolution is natural; things change over time, and adaptations must be made. But, says Wojtek Skiba, Executive Producer at Papaya Films, a producer's role has evolved so dramatically that it can feel like a whole new job. Here, he outlines the major changes and explains why supporting talent is still at its heart.
Producing without a playbook: What happens when every producer is a hybrid?
As production changes and the role of producer - both production and agency - evolves, Krysia Johnstone, Executive Producer at Boomshot, examines the necessary qualities a producer must have, the changing demands they will face, and the challenges - and opportunities - they can expect.
Beyond good intentions: Producers speak out on director diversity
With recent stats showing that 80 per cent of award-winning ad directors are white and male – a figure that’s not budged for years – the goal of a diverse pool of directing talent seems a long way off. Caroline Bottomley, Founder of Shiny Awards, which champions underrepresent talents, chats to producers about the issue.
The Four Cs of Consistency: The Super Bowl Playbook
The Super Bowl is a rare cultural moment where brands compete for attention, emotion and memorability, all at once. Yet, says Vanessa Chin, SVP Marketing at System1, brands that try something new, losing familiar assets and recognition, can lose out to those that utilise consistency.
Why production is advertising's best kept secret
A great strategy and a brilliant idea are both key ingredients in any campaign but, says Jess Ringshall, Chief Production Officer at Saatchi & Saatchi London, it's production that determines whether an idea survives in the real world.
Building in The Big Apple: Lessons from ETC’s first year stateside
Antonia Vlasto discusses the shift from London to the US, adjusting to a louder creative culture, and what delivering six Super Bowl spots in year one actually demanded.
Super Bowl Face-off 2026
shots Co-Editors Danny Edwards and Jamie Madge chat through their personal favourites from the Big Game.
The specificity paradox: Winning the game by losing half the audience
The old saying, 'you can't please all the people all the time' is, says Patrick Marzullo, Managing Director, Creative Studio at Coinbase, never truer than during the Super Bowl. With an audience of 120 million people, you need to be specific, because if you hit that sweet spot, then you can break through the screen and into culture.
How to make a feature with a commercials mindset
When director Lawrence Jacomelli needed to shoot his feature Blood Star in 10 days, he realised that moviemaking magic can happen when you apply lessons learned in ad production.