As reps, art buyers and producers note in our feature story, “Making the Most of Pre-Production Calls and Meetings,” listening carefully during the creative call with a campaign art director and during pre-estimate calls with the agency’s art buyer is essential to successful bidding for a job.
The first call, known as the creative call, is a chance for the art director to explain the layout and the purpose of the campaign. Photographers often ask their producers to be on the creative call, but just as “a fly on the wall,” says producer Emily Vickers of Mason Vickers. After hearing what the art director wants, the photographer or producer can follow up with questions –about scheduling, logistics, number of shots, budget limitations and more—for the ad agency’s art buyer. During this follow up, known as the pre-estimate call, it’s important to get the detailed information needed to complete a realistic estimate. It’s also the time to figure out whether the budget is realistic for the job specifications.
The first call, known as the creative call, is a chance for the art director to explain the layout and the purpose of the campaign. Photographers often ask their producers to be on the creative call, but just as “a fly on the wall,” says producer Emily Vickers of Mason Vickers. After hearing what the art director wants, the photographer or producer can follow up with questions –about scheduling, logistics, number of shots, budget limitations and more—for the ad agency’s art buyer. During this follow up, known as the pre-estimate call, it’s important to get the detailed information needed to complete a realistic estimate. It’s also the time to figure out whether the budget is realistic for the job specifications.
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