5 Minutes with… Alistair Pratten
Alistair Pratten has spent a majority of his career on the production side of the industry. Working for companies such as Nexus Productions, Heckler, Emotive, Blockhead, The Works and The Editors, he knows what it takes to put together a production and have it run smoothly.
In 2021, Alistair moved from the world of production into ad-land. His role as national head of production at Wunderman Thompson Australia saw him oversee the Sydney, Melbourne and Perth offices and work with brands such as Kellogg’s, Nestlé, Birds Eye, University of Melbourne, Sunbeam and Nikon.
His skills in production made him an obvious choice to lead and be the go-between for production and commercial creativity. Today, Alistair is the head of operations and production at indie agency Today the Brave.
His day-to-day role at TTB has seen him optimise workflows, and ensure that all departments work together to meet creative goals.
Alistair spoke to LBB’s Casey Martin about how the core of storytelling remains unchanged despite the rise and dips of trends.
LBB> What attracted you to this industry and why have you chosen to stay?
Alistair> I would be lying if I said I knew why exactly I chose this industry all those years ago. In truth, despite a love of the arts and creative world and a degree in graphic design and photography under my belt, I didn’t have any solid plans for what I wanted to do as a career. But, straight out of uni I was introduced by chance to the owner of an independent TV production company back in Cardiff, South Wales who likely took pity on my lack of plans and offered me an internship logging all of their camera equipment. They were heading off to shoot a show called Everest ER, and at the time I thought it was the coolest thing ever, and I think I was hooked from that point on.
I've chosen to stay because the challenges never stop evolving. From moving across the varying sides of the industry from the UK to Australia, I’ve been pushed to grow in countless ways, I’ve worked with brilliantly inspiring people, and I’ve never tired of delivering impactful work
LBB> What does being director of operations and production mean to you? How do you use your skills to enhance the creativity of Today the Brave?
Alistair> To me, as the director of operations and production I act as the connection point that helps creativity meet practicality: My role often involves facilitating a process where ideas can flourish without being stifled by logistical constraints.
At Today the Brave, I use my experience to streamline wherever feasible, encourage collaboration, and remove obstacles so that our people can focus on pushing creative boundaries.
LBB> From production to agency, what made you take the leap and how does your experience in production influence your agency brain?
Alistair> At the time, I was thoroughly enjoying the challenge of jumping between production and post production, but when I was offered the role of head of production at The Works Sydney, I jumped at it. It was an opportunity to evolve and push my career forward, but more importantly, it was driven by a desire to have a more holistic impact on the creative process.
I’ve always loved being involved from start to finish. My production background gives me a solid understanding of how ideas are executed, which informs a lot of my decision-making. It helps me foresee potential challenges and guide our teams to solutions that balance innovation and feasibility—both for our clients and for us.
LBB> What is a lesson that you’ve learned that you continue to come back to or share with others?
Alistair> One lesson I often return to is the importance of adaptability. In an ever-evolving industry, the ability to pivot quickly—whether in strategy, creative, or execution—is invaluable. I always encourage others to embrace change and view it as an opportunity for growth, rather than a hurdle.
And while adaptability is key, you can never go wrong with being polite, staying humble, and enjoying the company of the people you work with and surround yourself with.
LBB> What does creativity mean to you?
Alistair> For me, creativity thrives in collaboration and in being brave. It’s about bringing together perspectives and ideas, mixing them around, and discovering something that we couldn't have imagined on our own. I believe that leaning into different mindsets and experiences will generally create something greater, which is one aspect I love about what we do at Today the Brave, everyone is encouraged to explore and bring their creativity to the table no matter what your role is.
LBB> In your experience, what continues to stay the same despite the ebb and flow of trends?
Alistair> The core of storytelling remains unchanged. Regardless of trends, the strength of a compelling narrative that connects emotionally with the audience will always work. Technology and platforms will evolve, but the need for authentic, engaging stories will always stay relevant.
LBB> How have you seen the industry change over the years?
Alistair> The rise of automation tools and AI software has undoubtedly streamlined many processes across the industry. However, for me, the most significant change is the emergence of new talent and the unique skills they bring.
Our industry thrives on fresh perspectives, with newcomers often blending creative and technical expertise. Today’s teams are more interdisciplinary, and this new talent is becoming essential to advertising operations and production, driving innovation and offering us fresh approaches that keep the industry dynamic and hopefully forward-looking.
LBB> Do you believe it’s important to include production from the beginning of a creative brief?
Alistair> I feel like that’s a given to be honest. Any producer will tell you that we are highly inquisitive by trade, and that being included from the outset helps ensure ideas are not only creatively ambitious but also practically executable. We also want to build on ideas by calling on the experience we have, or engaging the amazing talent that our industry offers. Early involvement can help to align expectations, manage resources effectively, and avoid issues further down the line, but it can also mean bigger and better ideas where we can provide another lens or amplify an existing angle.
LBB> If you could go back in time to the Alistair who had just graduated, what would you say to him?
Alistair> Reflecting on my earlier answer, I’d tell my younger self to keep asking all the questions, dive into the work, and don’t shy away from taking risks. I’ll always look back fondly at those late nights printing off the 10th revision of a call sheet.
The journey will definitely be unpredictable, but every experience—whether a success or a stumble—contributes to growth. And one more thing: never underestimate the power of building strong relationships; collaboration is key in this industry.
