I was once told that ‘a talented production artworker can aspire to become a great designer.’ But why shouldn't it work both ways? Design and production are two specialist skill sets that share a foundation of discipline, yet each requires its own distinct expertise. Personally, I believe the technical precision and ardent attention to detail found in the mind of a production artworker are tools every designer should have in their kit.
From Back-Office to Strategic Driver
To ensure creative ideas are translated into high-quality, functional content, you need a specialist eye. This involves navigating niche specifications and executing with technical mastery. In the modern advertising landscape, production has evolved from a ‘back-office’ task into a strategic differentiator. By bringing production to the forefront, agencies can improve efficiency, quality, and profitability. It drives immediate value for the client: feedback and changes are implemented on the go, eliminating delays often associated with outsourcing.
Embracing the Future
As industries shift, roles must adapt. AI is the current ‘ever-evolving beast’ disrupting the creative sector, and production is the perfect playground for these tools! The use of AI in creative is a tumultuous topic and at TPA we believe there is a balance of embracing these new tools but being considerate and disciplined in its use.
Within Production we use AI to boost efficiency and accuracy. Proofreading, for instance, remains one of the most vital steps in quality control. For me, AI now acts as a second pair of eyes in my workflow - often catching the tiny details that a human eye might miss (and I’m only human, after all!). Beyond AI, we are also focused on developing our project management tools to streamline everything from briefing and budgeting to final approvals.
The In-House Advantage
I am currently approaching my six-month mark as Production Lead at TPA. This was a new role for the agency, introducing new processes and structure. While some might see a new departmental layer as disruptive or an added cost, our Managing Director, Ben Inder, and Associate Creative Director, Michael Hutchinson, recognised it as a necessity for TPA’s continued growth.
So, what are the main rewards of in-house production?
- Improved Quality Control: Maintaining rigorous checking and brand alignment across all channels.
- Cost Efficient: Optimised workflows to reduce wasted time and budget.
- Increased Agility: Faster turnarounds and the ability to make real-time adaptations.
- Integrated Solutions: A seamless, collaborative process from start to finish.
- Technical Advantage: Leveraging niche expertise to solve complex delivery challenges while allowing designers to focus on the creative.
- Accountability: Reducing risk through a single, dedicated point of responsibility.
In summary, production is the bridge where creative vision meets technical reality. By integrating specialist expertise into our core workflow, we’ve evolved a traditional support function into a strategic engine for growth. My first six months at TPA have proven that when you prioritise the process as much as the output, you deliver work that is more consistent, efficient, and impactful for the client.
