In this comprehensive marketing and advertising book, Jillian Gibbs—CEO and founder of the marketing production advisory APR—demystifies the world of creative production with an expert pocket-guide and workbook.
Brands want quality work that works hard for them. They want to understand how they can best contribute to their creative production process and get the most out of their agencies and production partners.
From planning and budgeting to execution and distribution, The Marketer’s Guide to Creative Production details every phase of the creative production process, empowering marketing professionals to contribute effectively to video and photography executions. This includes video of social, TV commercials, documentaries, brand films, and online videos.
Combining real-life examples, pro tips, and actionable tools, Jillian Gibbs empowers marketing professionals with foundational knowledge to navigate the risks, issues, and challenges that inevitably arise during productions.
Perfect for marketing professionals at all levels, the producers and individual creators who read this content creation book will:
- Understand the full production process and how to prepare for their live-action or photo shoot.
- Get the most out of their creative and production partners for optimal creative quality and production value.
- Gain confidence in managing their creative productions by asking the right questions at the right time.
- Learn about the drivers and optimizers that impact production costs and how they may unknowingly affect them.
The Marketer's Guide to Creative Production will provide the necessary tools and perspective to harness the power of your investment and make the most of the companies and talent involved in your film and photography projects.
Tap into the knowledge, skills, and confidence that will help you collaborate effectively and manage expectations with your project partners to create impactful and memorable results.
“This book provides a rich assortment of examples, tips, and best practices to help marketers optimize their productions, leading to the best creative possible to ideally drive the strongest business results.” —Bill Duggan, executive vice president, Association of National Advertisers
Jillian Gibbs is the award-winning founder and CEO of APR, Advertising Production Resources, and author of The Marketer's Guide to Creative Production. A pioneer in the advertising industry, she coined the term "production consulting" early in her career and has since become a leading authority on optimizing marketing production. With over thirty years of experience, Jillian guides the world's top brands in creating smarter, more efficient, and sustainable content.
Under her leadership, APR has grown into a global consultancy of around 150 subject matter experts managing more than one billion in annual production and agency fee spend. Originally from Brooklyn, NY, Jillian's journey took her from on-stage production to corporate roles at Unilever and Coors before she founded APR in 2000. Today, she is a sought-after speaker, and a passionate advocate for empowering women in business. Her book is considered the gold standard for anyone looking to master creative production.
