What is a Digital Producer anyway?

September 2nd, 2010

Digital producers ensure proposed campaigns can be delivered on time and on budget. But as recent additions to the industry, their roles are still open to interpretation.

New technology is constantly redefining the canvas on which the advertising industry can work its magic; digital is less often the afterthought than an integral part of a big campaign. Balancing what’s technically possible, what’s doable within a budget and what’s creatively outstanding takes some skilled juggling. Enter the digital producer, whose job it is to keep all the balls in the air, and whose skills are now in high demand, not just in digital agencies but creative agencies, design companies and even client-side marketing departments.

These are not people who tend to be feted at awards nights, but the importance of their role is becoming increasingly evident as the range of digital options available on a campaign continues to broaden. Think of a solid defender on a football pitch, or a mother getting children ready for school, making sure everyone’s got the right lunch and sports kit, and catches the bus with the correct fare in their pocket.

The market for digital producers is a hot one, especially in London, where senior people are being approached not only for UK work but also postings in Europe, Dubai and Australia. Even when they’re not being brought in on a project, there’s work helping prepare pitches and scoping work. Rates have been creeping up over the past nine months or so and are continuing to rise.

First seen on www.nma.co.uk