Honesty and open-mindedness are key. After 28 years of doing art production at FCB Global, The Designory, Suissa Miller, Saatchi and Saatchi, Team One, and now freelance, Lisa shares her perspective on the industry evolution and the keys to a well-oiled machine.

Key Takeaways

[:30] Heather introduces Lisa Matthews and asks her guest to talk about who she is, where she is from and how she found her way into art production.

[3:50] Lisa talks about some skills she gathered from previous experiences that still serve her today, as well as the importance of never presenting a problem without a solution.

[7:09] Grabbing Lisa’s attention has always been a face-to-face affair, but if that’s not possible, find a uniquely personal way to get her to your website!

[11:15] How should a photographer market to potential buyers? Lisa shares some actionable pointers.

[13:14] Heather asks what Lisa needs to do to get a job approved once the estimates are in. And what does she do while the estimates are being prepared — any prep work?

[17:50] How does Lisa handle large bid discrepancies? Experience plays an enormous role.

[21:24] On divulging who the other bids are, Lisa shares her perspective.

[24:40] Lisa shares how she handles the let-down call.

[29:20] Heather and Lisa touch on the changes in the industry, as well as how agencies and their clients are restructuring and moving their budgets, sometimes even in-house to better tackle those changes.

[34:57] Heather shares how so much of the work her photographers do cannot be shown because the rights have to be signed away before.

[36:30] Lisa talks about the advantages of having a photographer that does motion as well and the importance of showing a wide array of your work on your website.

[42:31] Lisa is known for her honesty and team support, and the people are the best part of her job!

[45:19] Heather and Lisa share their experiences of being women in advertising and how gender issues are evolving in the industry.

[49:29] If not an art producer, Lisa would work with animals or work in a cupcake store!

[50:03] Heather thanks Lisa for coming onto 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.

“If you’re not prepared for that creative call, don’t take it.” Lisa Oropallo has been at Digitas for the last 18 years and was always an advocate for the best practices in the industry. Tune in for an interesting episode that covers industry changes as well as some seriously practical tips on online presence and how to show up for creative calls.

Key Takeaways

[:30] Heather introduces Lisa Oropallo and asks her guest to talk about who she is, where she is from and how she stumbled into art production.

[3:26] Lisa talks about how technology advances have reshaped the way work is done in the industry and what impact it has had on the work.

[6:56] Lisa turns the tables and asks Heather how a bid monopolizes a photographer’s time.

[7:16] Heather and Lisa discuss the evolving role photographers are asked to play in the creative process and the time requirements that have not been increased to accommodate for this additional workload.

[10:22] The creative call and the treatment make or break a bid.

[12:06] With the fierce competition out there, what are some important things that will factor into the decision process and what does Lisa look for in a photographer.

[15:31] Promos? Portfolio reviews? Meetings? How does one grab Lisa’s attention and she talks about what she thinks Instagram is for!

[18:35] Long loading websites is a no-no but a build your own .pdf function is great!

[20:43] Once the three bids are in, what is Lisa’s agency process? Heather and Lisa talk about how they prefer tackling budget issues and how cuts in one area can affect every aspect of a job.

[26:22] Lisa remembers a time she asked a photographer to pick up a local crew to limit the budget, and how she came to regret this decision.

[29:53] Heather asks what the process is for letting the losing bids know they weren’t picked, and how much information she will share in the context. Heather asks if it is at all an opportunity for constructive criticism.

[34:44] When to disclose the budget, or a range or nothing at all, Lisa and Heather share their perspectives.

[38:39] Does Lisa have advice for a person who would become an art producer: communication, getting more knowledgeable about today’s market, etc., most of it is really good for current art producers!

[41:31] Aside from all of the previous advice — which is good for photographers as well — is there anything she would tell photographers: thinking out loud and looking prepared.

[42:40] If you [the photographer] don’t have everything ready for the creative call, you shouldn’t take it now.

[44:19] Heather thanks Lisa for coming onto 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

Digitas

Jim Galante Studio

Barrett Zinderman

Young and Rubicam

Dan Bannister

Tim Tadder

Debra Weiss

Marianne Campbell

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 our guest

Lisa Oropallo on LinkedIn

Lisa Oropallo on Instagram

As a one time rep and now art producer, Sonia has seen both sides of the conversation; tune in for her insights on websites, grabbing her attention, and a deep dive into the place women have in advertising today.

Key Takeaways

[:30] Heather introduces Sonia Pandya from Mullenlowe in L.A.

[1:50] Sonia talks about how she found her way from junior rep to where she is today and what she learned during her first internship.

[4:10] After all this experience, what brought Sonia to the art production side of things?

[6:40] Heather asks Sonia if her past experience has been an asset in her current job.

[7:35] How does one go about grabbing Sonia’s attention?

[9:28] What exactly is a well-designed website? Sonia and Heather nerd out!

[11:50] Instagram is a good place for Sonia to hunt for new talent. She underscores the importance of Hashtags in the search process.

[14:54] Heather asks what Sonia’s process is when she receives an estimate. They talk about agency policies and personal preferences when it comes to sharing sensitive competition information.

[18:35] Heather offers up a solution to the competing bids conundrum!

[19:30] On sharing budgets.

[22:15] Sonia talks about the necessity of educating clients on the different facets of production.

[24:17] The importance of high-level creative problem-solving in photographers working in today’s advertising market.

[26:26] What do clients want when they ask for motion? Sonia breaks down the type of asks she gets.

[27:48] Heather and Sonia dive deep into what does being a woman or a minority in the advertising business mean today?

[34:58] Heather asks Sonia what her favorite thing to do on a Sunday is and if Sonia wasn’t an Art Producer, what would she do?

[37:01] Heather thanks Sonia for coming onto 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

Mullenlowe

Jigisha Bouverat Collective

Karen Youngs

Free the bid

Emily May

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 our guest

Sonia Pandya on LinkedIn

The single frame narrative of Jacqueline Fodor’s life, the cadence of certain types of work (including art production), and the rapid evolution of the role of photographers — tune in to this dynamic discussion to hear about all of this, and more!

She started her career in LA as a film wardrobe stylist before moving to the San Francisco Bay Area to produce content for infomercial visionaries. She has built production departments, along with viable content studios at agencies like Venables Bell and Partners and Duncan Channon. She was also the lead producer at Google’s Brand Studio creating content to launch the Google Store.

Key Takeaways

[:30] Heather introduces Jacqueline Fodor, a freelance Art Producer.

[1:24] Jacqueline talks about her nontraditional path to art production.

[6:02] Has the single hero image disappeared? Jacqueline dives into some key differences between what the clients want and what they actually ask for.

[9:04] Heather asks if Jacqueline developed skills at other jobs that transfer well to art production.

[13:32] Photography had a kind of monopoly on advertising but things have evolved massively; what is different today in agencies? Jacqueline and Heather unpack the evolution of the creative role of multidisciplinary photographers in this context, which is more and more of a DA and partner role.

[21:36] On the financial aspects entailed for photographers to offer a wider variety of services.

[24:33] Broadcast producers are beginning to call on photographers to fill some of their needs as well, but the relationships being so new, comes with their own set of challenges!

[28:50] Heather asks how a photographer or producer can get Jacqueline’s attention.

[30:24] Does Jacqueline think photographers need to be more of a brand today?

[34:07] Heather thanks Jacqueline for coming onto 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

Venables Bell & Partners

Shepard Fairey

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 our guest

Jacqueline Fodor on the Web

Jacqueline Fodor on LinkedIn

Part 2, the bidding process and motion projects.

This episode is Part 2 of the in-depth discussion with Heather Church. Tune in to hear about the intricacies of the bidding process and how the use of photographers for motion projects has increased through the years.

Key Takeaways

[:30] Heather Elder starts off Part 2 of the interview with Heather Church with a discussion on bidding — as well as a side note on “Heathers.”

[1:15] What is the process, on Heather C.’s side, once the bids have been received?

[2:57] Heather E. asks Heather C. to talk a bit about what makes a good treatment.

[7:26] Does Heather C. share who is bidding on a particular project? And what about budgets?

[10:32] When dealing with three different bids, how does Heather C. Make sure she is comparing “apples to apples.”

[11:35] Is there a point in the bid process when Heather C. will narrow in on a candidate or does every photographer get the same information/emails/updates until the very end of the process?

[13:03] Heather E. asks Heather C. to talk a bit about having to give photographers bad news.

[15:22] Heather E. thanks Heather C. for taking the time to call the candidates that did not get the job to discuss the reasons why and explains why that call or email is so important.

[19:11] Does Heather C. work with photographers who also do motion direction?

[21:42] How should a photographer showcase his or her motion experience to best show their skill?

[22:56] Does motion change the bidding process?

[23:33] Are agencies still learning about how to best use a photographer with motion experience and how to integrate motion into their deliverables?

[24:50] Does Heather C. have favorites [print or video] and does she get to see the projects she has helped create, out in the world?

[26:08] Heather E. thanks Heather C. 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

Arnold Worldwide

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 our guest

Heather Church’s Bio

Heather Church’s website

Heather Church on LinkedIn

Heather Church’s Beauty Smarts program on Instagram

Heather Church’s Beauty Smarts program on Twitter

Heather Church’s Beauty Smarts program on Facebook

Heather Church’s Beauty Smarts program on Pinterest

Part 1, how Heather Chutch got into the business and how to get her attention.

This is Part 1 of a 2 part interview with Heather Church of the New York office of Arnold Worldwide. Listen in for a fun dive into what got Heather into art production as well as some insider tips on how best to grab her attention.

Key Takeaways

[:30] Heather introduces Heather Church from the Arnold Worldwide New York office for Part 1 of two podcasts covering how she got into the business and how to get her attention.

[1:15] What was the path that took Heather C. into advertising and ultimately art production?

[3:40] Heather C. talks about her previous jobs, but more specifically the skills those experiences imparted that she uses as an art producer.

[4:24] Heather E. asks if there were any influences that were instrumental in shaping Heather C.’s path and interest in photography.

[7:23] How do photographers get Heather C.’s attention?

[8:14] If Heather C. Likes someone’s work, will she visit their website or social media accounts?

[9:08] Heather E. touches on the importance of photographers building their own relationships with art producers and the reasons she encourages it.

[11:23] On website design, scrolling, thumbnails, organization, etc.

[14:38] How does Heather C. introduce an artist’s information to her team when she’s found an interesting candidate?

[15:54] “Somebody has worked really hard on this project, this is their baby.” Heather E. highlights the reasons why it’s important for photographers to show appreciation for the work that was put in.

[17:11] Heather C. shares an anecdote on the importance of creative call chemistry.

[18:25] Does Heather C. encourage specific conversations or ask specific “chemistry gauging” questions on creative calls?

[20:48] The tables are turned: the art producer asks the rep a question!

[21:16] Heather E. invites listeners to tune in for Part 2 of this 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

Arnold Worldwide

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 our guest

Heather Church’s Bio

Heather Church’s website

Heather Church on LinkedIn

Heather Church’s Beauty Smarts program on Instagram

Heather Church’s Beauty Smarts program on Twitter

Heather Church’s Beauty Smarts program on Facebook

Heather Church’s Beauty Smarts program on Pinterest

Dana started working as a photographer at 14, find out what grabs her attention and what she would do if she wasn’t an art producer!

Key Takeaways

[:30] Heather introduces Dana Kandić, Art Producer for Deutsch New York.

[1:47] How did Dana stumble into art production? The journey started at age 14!

[7:22] Heather asks what skills her previous work experience lent her in terms of art production.

[9:43] How does a photographer go about grabbing Dana’s attention? And once the photographer has made the keep pile, does Dana visit their websites and social media accounts?

[12:20] What specifically is attractive in a website for Dana? And are her bookmarks organized in any specific ways or categories?

[14:30] Heather asks Dana if there are tiebreakers when everyone at the table is equally good… Take notes!

[17:30] How does Dana share information with her team — does she curate the information or do they just get links?

[19:20] Is triple bid the standard? And what is the process when a photographer has been chosen to bid on the project?

[20:48] Dana highlights an interesting aspect of creative calls and touches on the goals she has on these calls.

[23:16] On treatments as indicators of interest.

[24:40] How does Dana handle making rejection phone calls and the level of information she chooses to share?

[26:45] Heather asks about the process from the moment the bid is received all the way to approval.

[28:14] Heather and Dana discuss the intricacies of various billing possibilities (firm bids).

[31:55] Heather moves on to some more personal questions regarding aesthetics, the more challenging aspects of her job.

[34:08] On sharing who photographers are bidding against.

[37:08] Is there a word that describes Dana’s personal style as an art buyer? And what is her favorite thing to do on a Sunday?

[40:05] If Dana wasn’t an art producer...

[40:54] Heather thanks Dana for coming onto the podcast.

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

Deutsch New York

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 our guest

Dana Kandić’s Bio

Dana Kandić’s Website

Dana Kandić on Twitter

Dana Kandić on LinkedIn

Dana Kandić on Flickr

Trevi comes from a family of art producers! Tune in to hear more on how she found her own way into art production, what shaped her personal style and how to grab her attention.

Key Takeaways

[0:30] Heather introduces her guest for this very first episode of Dear Art Producers, Treviana DelMastro who has been a producer for 4 years at JWT in New York, and comes from a family of producers!

[1:04] Trevi walks us through the sinuous path she navigated to becoming a producer, from television casting, to fashion PR, to art production.

[6:11] Heather asks what Trevi thinks are the most important skills she developed on her way to becoming an art producer.

[9:02] Trevi touches on what the most powerful influences were in shaping her art producer style.

[10:26] A bit of professional praise for Trevi!

[11:40] What marketing stands out today for Trevi? And besides mailers, is Instagram a means of reaching her?

[16:35] Photographers seem to be leaning toward building a brand in order to be competitive. Keeping this in mind, is there any “added value” that factors into Trevi’s choices?

[18:18] A bit of professional praise for Heather!

[20:27] Heather asks what kinds of things come into consideration and what kinds of things Trevi does behind the scenes when getting jobs approved by a client.

[24:22] Does Trevi share the budget when she has it?

[26:23] Trevi answers the question as to what photographers or producers do wrong.

[30:35] Sometimes as a rep or artists, you don’t get the job you bid on but you get no feedback… Heather asks what some reasons would be for not giving out this information. Heather and Trevi discuss the ins and outs, and subtleties of bidding.

[37:03] Heather turns the tables and asks Trevi if there are any misconceptions or questions that and art buyer might have of a rep.

[39:27] Trevi asks Heather what changes she has seen in the art production business from her beginnings.

[42:42] Heather thanks Trevi for coming on the podcast, and for being the very first guest!

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

JWT New York

Chopped — Food Network

MTV

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 our guest

Trevi DelMastro’s website

Trevi DelMastro’s Bio

Trevi DelMastro on LinkedIn

Trevi DelMastro on IMDb