A week out from deadline, just when you think everything has been signed off, there’s a 90-degree change in direction. Turns out the client showed their boss the TVC, and they had a different idea of how things should be done. With the strict on-air deadlines of commercial projects, these last minute changes can affect project costs, TVC production and the timing of TVC delivery.
Part of the problem, says Cameron Craig, owner of 2c films, is the fact that many projects have more than one decision maker, resulting in conflicting and confusing feedback. “A lot of the jobs have a lot of stakeholders. It’s not just one person, but also any person that will have a say in the project: you may have your end client and your agencies in the middle and even multiple production companies involved,” Cameron explained.
“The number one thing is getting consolidated feedback, educating clients on what consolidated feedback actually means.” The key to getting consolidated feedback is to have one person taking responsibility and leadership, whether they are from the end client or from the agency. This person would be your single point of contact, and be responsible for ensuring any feedback provided is properly aligned with what everyone wants.
To ensure your clients provide useful consolidated feedback, you should make sure that they are aware of six key points:
1. There is a set number of review edits allowed under the post-production budget – and additional edits will cost extra. Consolidated feedback will help keep the budget under control.
2. If there is another key decision maker like a boss or a sponsor whose feedback will affect the direction of the project, they should be consulted earlier in the process.
3. Feedback should be specific: the aim is to save time, not spend hours trying to clarify ambiguous feedback.
4. Feedback should be relevant to the agreed goal of the ad being produced: if the goal shifts because of feedback, this can result in a change order.
5. Feedback should be applicable to the particular stage of production: changes to the concept should take place during pre-production; ideas about camera angles and lighting are best given when planning for the shoot, and not during post-production.
6. Feedback should be aligned: different stakeholders can have differing opinions. The nominated point of contact should help resolve these disagreements so the producers are not making changes based on conflicting feedback.