Content That Connects: Doğan Dattilo on Thoughtfully Architected Production
Any piece of content for a brand means little if it never connects with its target audience, a statement to ponder in this interview series from Comcast Technology Solutions and Little Black Book.
Over the course of this series, we’ll be speaking to some of advertising’s most respected production leaders to delve into how emerging themes in production, such as data-fuelled production, more lo-fi shooting technology, remote filming, and evolving feelings towards the value of production all feed into creating content that matters to customers and works for brands.
Today comes the turn of Doğan Dattilo, head of production at Saatchi & Saatchi, who discusses with LBB's Ben Conway why producers need an "unrelenting childlike curiosity", how the network is utilising data, and where agencies, production companies and brands should be investing for their best-crafted futures.
LBB> What does Saatchi & Saatchi's production offering look like today? How has it evolved during your 10 years at the agency?
Doğan> Production is an always evolving capability to tell great stories and position our brands for success. While we’ve had in-house studios across nearly all media for years, our growth in production strategy has been key. Our producers and studios are more than executing, they are closer to the brand and all those who develop the brand’s voice – from strategy through creatives and beyond. This allows us to be smarter with production. With new platforms emerging every day, we normalise new technologies, maximise the value of every production spend and implement CSR goals with deeper partnerships.
LBB> How are you seeing new technology and processes improve how production connects with its audience?
Doğan> With new technology comes new ways that audiences connect with stories. Duration, size, aspect ratio, engagement, experience and reality are all intertwined. So naturally, processes, the talent we partner with and the technologies we use are from a rapidly growing toolbox – to make work as native to each platform/screen as possible.
LBB> In our fluid media environment - with new formats, trends and tech every day - how would you communicate the value of production to a brand?
Doğan> Production is part of an overall strategy to tell the right stories in the right ways so that audiences experience a natural journey with a brand. Whether it’s experiences of love for the brand or deep dives in to particular products, production’s value increases tremendously when it’s thoughtfully architected - to define types of craft, smart ways to maximise budgets and to determine the volume of assets needed for the brand to have presence across all of the eyeball experiences audiences have daily.
LBB> What’s the key to crafting content that really connects with people?
Doğan> Understanding what people want to feel and trust. Simple to say; challenging to execute. It also changes based on where they are and how they are consuming content. The content should, of course, be compelling, but it should also feel like it’s tailor-made for them at that moment.
LBB> We talk about ‘the craft’ a lot in this industry - but how can production elevate a campaign’s idea/creative? And which areas of production should agencies, production companies and brands be investing in to offer the best-crafted output going forward in 2023?
Doğan> The craft is surrounding an idea with passionate expertise. Together, they care about details enough to manifest all the little nuances that create a depth that is felt, more than just seen and consumed. So, continue to invest in the talent. But! Continue to find technologies that uplift their efforts to maintain the craft. Some technologies will merely make things easier, some will help with cost and time, and some will open new stages for stories. All of this together continues to evolve the craft.
LBB> What’s a moment on a production that will stick with you forever? Perhaps a particularly innovative use of technology, or a surprising problem solve?
Doğan> It’s every moment where we’ve finally left the confines of scripts, presentations, treatments and comps – and are finally standing in the idea on set, about to shoot. That’s one of many examples across different types of work. The idea has finally left the building and is coming to life. Those moments stick forever.
LBB> To what extent can data be leveraged to improve production and the impact of the content? How does Saatchi & Saatchi use data in this way?
Doğan> Data can be very informative for production – performance data can lead to optimisations of the content. We also monitor financials and diversity efforts, and have started to monitor sustainability to be better informed and more conscious of what we make and how we make it. The goal is to be well rounded and improving on all fronts. It’s an important responsibility. So, having data across a multitude of categories guides how we shape our approaches and define successes.
LBB> If the perfect CV lands on your desk for a producer, what does it have on it and why?
Doğan> Experiences and expertise aside, it should have an air of curiosity – almost unrelenting childlike curiosity. Those are the producers who are eager to do what hasn’t been done, have fun doing it and bring the right energy to our team.
