‘Think collaboration’ was the key theme of Tiger Aspect Commercial Partnerships Director Claire Heys’ Top Tips for Ad-funded Productions lunchtime workshop in a packed Producer’s Theatre at the Production Show on Wednesday 16th February.

Claire Heys presents a seminar for ITF at The production Show 2011

Presented by the Indie Training Fund, for whom she delivers a regular new half-day workshop on Ad-funded Content & Product Placement, she warned that from her extensive experience in this new market, producers cannot afford to take the money and just run away from the advertising sponsor. They must now super-serve the advertiser as much as they’re used to super-serving a TV commissioner. It’s crucial they clarify and understand at the outset the main messages the client wants to convey, as well as the key business and strategic objectives, and then ensure they put them across as effectively as they can.

Content is still king, and experienced producers are highly skilled at driving audiences to get involved in their content. They need to think of as many platforms as they can to spread the client’s message. TV is now just a big shop window rather than the ultimate outlet.

Click here to download a taster of Claire’s session, giving some key questions to ask about Product Placement (PDF, 570k)

Claire Heys’ next workshop for the Indie Training Fund is on May 10 in London. To book your place on the Ad-funded Content and Product Placement session, please e-mail bookings@indietrainingfund.com or telephone 020 3487 0354.