The television production process is technically complex and often expensive, which is why it is important that the advertiser ensures that the process, costs and outcomes are managed; not just to deliver the best possible outcome, but also so that outcome is a cost effective one.
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From the infographic:
Before briefing the agency, specify as many aspects of the production as possible. The more information you give an agency up front, the less chance of added costs later.
When briefing the agency, provide them with an indicative production budget to create a guideline within which the creative team can operate.
Ask the agency to prepare an overall production schedule to ensure enough time is allowed in the creative and production process.
Before research or approval, ask the agency to supply a ballpark production estimate to ensure the concepts can be achieved for the budget.
On the approval of one of the concepts, ensure the agency presents the director’s show reels as part of the selection process to determine which production companies are to quote.
Ask the agency to provide you with, not just their estimate, but also the film company breakdown, which usually contributes to 60%-70% of the total budget.
Request that the agency also supplies you with the directors’ treatments from the three competitive companies. This will give you an idea of the enthusiasm and vision of the director.
Unless otherwise agreed, on approval of the estimate you should be invoiced 50% of the film company fee and 100% of the talent fees, not 50% of the total production cost.
Make sure the pre-production meeting is held at least 3 working days before the shoot to accommodate any unforeseen last minute changes.