The role of the event producer is one that brings with it a lot of confusion. “Does he oversee creative?” “Does she spec the staging elements?” “Does he manage the account?” “What does she do?” The short answer to all of these questions is, “Partially, and then some.”
Having spent the early years of my career as a producer, and then the bulk of it as an even less-easy-to-describe executive producer, I have wrestled with just how to explain what it is we “do.” And we all know we aren’t just sitting around waiting for the magic to happen!
The producer’s #1 job is to manage the process of the entire event — from pitch through concept, development and finally execution. As such, yes, we are involved in the creative and the staging and partner closely with client teams. But, ultimately, we are not “in charge” of any of those specific aspects, nor do we do it without our dedicated teammates whose jobs it IS to run those facets. Rather, we are here to ensure that all those elements ladder up to an event, program or deliverable that is on-time, on-target with its messaging and creative activation, and on-budget.
Remember those BASF commercials from the early 2000s? We were never really told what BASF was or did. Their tagline was: “We don’t make a lot of the products you buy, we make a lot of the products you buy better.” This has resonated with me ever since.
Essentially THAT is the definition of my job. I don’t develop creative, but I help ensure that what goes on screen or on stage fits the clients’ vision and their budget. I don’t design staging, but I make sure that what is designed fits within the guardrails providing the right intersection of creativity and value. I don’t manage the account, but I need to be plugged closely into those relationships so I can keep their needs and wants foremost as I make suggestions and recommend solutions throughout the development process.
The role of event producer can be a bit like the wizard behind the curtain — before it gets pulled back. When all the buttons and levers of an event or program are running smoothly, no one is the wiser. But if that role isn’t solid, or doesn’t have the right mix of experience and skill set… well, if a little dog could bring down the powerful Oz, you can only imagine how quickly excessive scope creep or missed deadlines could derail an otherwise flawless event, or worse yet — client partnership.