Chicago Recording Company created Freelancerinc.com “to address the interests and needs of the new society of freelance professionals,” says CRC VP Michael Gullickson, who manages the site.
He also poses questions to freelance agency producers, like A-list Bob Jackson, who has 20-plus years experience as executive producer working on award-winning accounts at DDB and FCB.
Here’s Jackson’s take on the freelance advertising world he travels.
MG: What are the intangibles that go into being a good producer?
BJ: Details, details and details. You need to address the job’s details before you pick up the phone to talk to a production house or director. This means listening to every bit and piece of what creatives want, and what their creative strategy is.
The more you connect with the creative team, the better the spot will be.
MG: Do you feel there’s a blur between interactive and broadcast?
BJ: Content is content. There is a trend today that’s trying to insert a difference between broadcast and web spots/content. Actually, they are the same thing, only the platforms are different.
MG: How did one of your interactive projects end up on television?
BJ: We produced a package of web content spots for a major company’s website that they later wanted for broadcast on the Olympics.
Producing for either the web or broadcast requires the same producing skill sets, only the platform specs are different, and that isn?t a big deal at all.
MG: So you believe web and broadcast are one and the same?
BJ: The era of cross platform advertising is here now. Whatever we shoot, I’m told to keep in mind the client might want to use the spot for other platforms.
People make the transition between the web and broadcast as a matter of fact in everyday life. I find myself surfing the web while watching TV, and I bet a lot of people out there are doing the same.
We are all hooked on media, whether it comes from your TV, computer or iPhone.
MG: What are your thoughts on client approval. Some say it’s killing creative.
BJ: I don’t think so. Good creative sells itself. Clients want creative that connects directly to their product or service in a unique and special way. Make it entertaining and memorable at the same time and you have just hit a home run.
MG: What does it take to sell a client a piece of work?
BJ: Sometimes it’s difficult to convince a client to take a chance, but that is where salesmanship comes in.
You have to be prepared when you pitch a spot. You have to mentally go through all the questions the client might ask, what their concerns are and be ready with answers.
Rarely does “We’ll get back to you on that” sell a spot. Do your homework before you try and sell your spot.
MG: What do you think of the Kia spoke on the Super Bowl?
BJ: I can only imagine what it took to sell Kia the Sock Monkey spot we all saw on the Super Bowl. Wow, what a great spot, and it really took a dramatic step in repositioning KIA in the eyes of prospective car buyers and the public at large.
That spot hit all of the bells and created a lot of talk, or better known as “social media” today.
MG: What aren’t we doing in advertising that we should be doing?
BJ: I think we are too slow in adapting technology that is readily available. We’re only partially using “collective intelligence” that is available to us.
We need to be more willing to change and embrace change at the same time. Every medium change will provide a new media opportunity.
For the complete Bob Jackson interview, see
