APR’s Founder and CEO Jillian Gibbs releases new book

New Book, The Marketer's Guide to Creative Production: Everything a Marketer Needs to Know About Film and Photography, Fills This Gap as a Resource and Guide for Creative Production Professionals. Author Jillian Gibbs is Founder & Global CEO of APR Consulting (Advertising Production Resources), World’s Top Production Consultancy

APR, a pioneering force in the advertising production arena, proudly shares the ultimate roadmap to creative production, The Marketer’s Guide to Creative Production: Everything a Marketer Needs to Know About Shooting Video and Photography. APR Founder and CEO, Jillian Gibbs’ new book addresses a need that has long eluded marketing and advertising professionals who typically learn about creative production through on-the-job training.

Zooming in on the quintessential processes of creating video and photography content, The Marketer’s Guide to Creative Production is an essential resource for advertising professionals , as well as the basis for APR’s Production Ready Master Class. Whether you’re new to the industry or seeking to broaden your skills, this master class is a valuable opportunity to learn from the best.

Filling the Void

In a world where advertising is increasingly reliant on visual content and marketers are increasingly involved in film, video and photography, The Marketer’s Guide stands as a beacon of knowledge and guidance for novices and seasoned professionals alike. This eagerly awaited book was created to bridge the ever-widening gap between marketers, agencies, and production teams, offering a comprehensive guide through the complexities of creative production.

A Resource for All

Gibbs created this valuable tool for marketing, agency personnel, and producers – be they industry veterans or those just launching their careers.

Her book dissects the production process into distinct phases, offering valuable insights and practical tips that enable readers to navigate live-action, motion video production, and photography shoots with confidence. This book is poised to transform how the advertising production industry operates, covering essential topics such as briefing, shot lists, budgeting, scheduling, shoot attendance, and post-production. With real-world examples and an abundance of constructive input, Gibbs empowers readers to understand the creative process and apply it to their own projects, driving innovation and efficiency in advertising, film, and marketing endeavors.

A Textbook for Production Courses

“The Marketer’s Guide” is not just a book; it’s a catalyst for change. Recognized as a valuable resource for students and professionals alike, it is the cornerstone of APR’s Production Ready Master Class, launching in May 2024. The two-day, immersive workshop, presented in collaboration with NYU Film School Professor, Jonathan Weinstein, will give attendees the opportunity to experience production first-hand and receive a “Production Ready” certificate upon completion.

Unlocking the Full Potential of Your Team

Over the years, APR’s annual Creative Production Trends report has consistently highlighted the industry’s acute need for training and experienced talent. This gap in knowledge and skills poses significant risks to marketers, contributing to higher costs and prolonged production schedules. 

Gibbs emphasizes, “People development is key. Mentorship, training programs, and learning and development for staff are desperately needed in the marketing and advertising industry, especially in production. We can all achieve better results if we are comfortable communicating and using a common language.”

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