Ilona started as a receptionist and worked her way up to art production — a position she has now worked in for 17 years. She shares quite a few practical tips and a lot of insights on her experience.

 

Key Takeaways

[:31] Heather introduces Elena and asks her guest to talk about who she is, where she is from, how she found her way into art production, and what important skills are required for this line of work.

[7:43] The biggest change Ilona has seen on the agency side of the industry is that the amount of work and assets that are produced has increased exponentially over the course of the last 10 years.

[9:37] Shooting print only simply does not exist anymore, and Ilona understands the client’s side of things in terms of getting more for your money and time — especially on shoots abroad — but it does require everyone to be a little more knowledgeable.

[11:08] Broadcast is separate in the way that they create the ad spots, but in terms of social media videos, that is more integrated into Ilona’s shoots.

[12:01] When it comes to print shoots with motion components, Ilona looks for photographers that can serve as a DP and work closely with a videographer.

[14:46] Heather and Ilona discuss the challenges of photographers having to work a video component, the real differences between the two media, and how it all plays out on a client account.

[16:44] Choosing a producer for a shoot is something Ilona has done before but it’s more important for the photographer to be comfortable working with a producer so she generally lets them pick.

[19:43] Getting Ilona’s attention can go through mailers and some website referral but mainly it’s about people doing their research before reaching out: look at what the producer is working on, how you can be relevant to their work.

[24:30] Ilona suggests that you put your name and your specialty in the subject line of the email, it’ll leave its mark!

[26:38] The hardest thing about bidding for Ilona is the ever-changing creative list, the client will add as they go without realizing that it may add a day.  A lot of the time, there is a favorite before the bid starts, however it can be changed with a weak or strong creative call. Finally, always leave something for the cost consultant.

[29:52] Heather shares the “hairy arm” story — it also works well in a marriage!

[33:32] Sharing who is bidding against whom is something that Ilona will do, but it all depends on her relationship with the agent — her fear is that the artist would change their art to please, and lose their uniqueness. Heather shares her own view on the subject, providing Ilona with the agent perspective.

[38:46] What would Ilona do if she wasn’t an art producer?

[39:35] Heather thanks Ilona 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

BBDO

PDN

 

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

Ilona Siller on LinkedIn

Ilona Siller on Instagram