Tegan Morris on what it means to be a project producer at Crowd DNA - and why they’re crucial to making the magic happen...
Project producers are a vital part of the team here at Crowd DNA, and no, we’re not the same thing as a project manager! While there are parallels with a traditional PM, the producer part of our title (sounds fancy, doesn’t it?) reflects the intellectual investment we have in each and every project that we’re a part of; and our genuine interest in the work we do for our clients. Not just the fixers and organisers, we have as much of a role to play as everyone else to make the work first-rate, collaborating with each member of the team – from executives to creatives – to get the job done. More than just managing projects, we help to craft and cast them, so that we can tell meaningful stories through culture.
Getting recruitment right
One of the most important parts of a producer’s role is recruiting for research. But this is very much about moving things on from more conventional definitions of recruitment. You’ll notice that, at Crowd, we work with participants, not respondents. This is to reflect the purposeful collaboration we strive for in all of our work – not just with our clients and internal team, but with the people that help shape the research.
Instead of combing CVs and chasing people with phone calls, we want to really understand what makes each person tick, and exactly why they’d be right for the brief – which often means thinking outside the box for ways to get them involved. The producer is in charge of sourcing participants and experts, using innovative recruitment techniques and nurturing relationships with our partners who help us find the best people. It’s important to remember that choosing well means they’ll bring just as much value to the research as our in-house team, so recruitment is crucial to the project’s ultimate success. Managing and developing this globally on behalf of the wider team is one of the reasons the role is fundamental and exciting. You never know who you could be talking to on any given day – for one project it might be a behavioural scientist or wellness guru, while for another it could be Gen Z food influencers (here’s how we recruit for leading-edge work, for instance)
Keeping all the ducks in a row
We’re known for our planning abilities – you’re likely find us wielding post-its and colour coordinated schedules at every stage of the work. We’re overseeing multiple story narratives (from different projects), characters and set pieces all at once. You’ll find us putting our multitasking into action in these key areas:
Time – Producers construct and keep track of timelines, key dates and deadlines throughout the whole project, making sure the team are delivering on schedule.
Logistics – All the hows, whens and wheres are handled by the producers, problem-solving and adapting to any changes along the way to figure out how best the methodology behind the project can be realised on a practical level. Whether it’s figuring out how to keep children focused for an hour of research, how a team is going to fit in a tiny car for ethnographies or just working around national holidays – it’s the producer’s job to turn ideas into reality.
Budget – Producers manage the budget and keep an eye on the costs of individual projects. Staying on top of this is one of the essential parts of the role – it is only the project lead and producers that oversee this side of the project; so being the point of contact for all project expense is a key responsibility.
A beginning, middle and end
One of the best bits about being a project producer is that, along with the project lead, we’re with projects from start to finish. This is a real privilege and means we get to dive into all aspects of the business, making our role incredibly varied. From shaping how client’s objectives will turn into a reality, speaking to people from all walks of life, to seeing final creative outputs taking form, we get to be a part of the story all the way through.
Project Producer Awesome-ness:
Seeing a project from inception to successful conclusion and knowing you helped to shape it
Collaborating with all teams in the business and the variety this brings
Ownership – having real responsibility throughout
Building relationships with the team, clients and partners
Simultaneously solving problems and thinking creatively