Growing People, Partnerships and Projects with Emma Du Boisson and Melanie Palmer
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Canadian production company FRANK Content is a proud supporter of Little Black Book as its partner for the Canadian market.
Holding the shared titles of vice president, co-production at Leo Burnett Toronto, Emma Du Boisson and Melanie Palmer are a dream team of the agency production sphere. Each with nearly 20 years at the agency, and more experience prior, the two have worked their way up together - starting as senior producers and moving to the top.
Aside from an emphasis on quality work, this journey has been marked by the development of a great shared dynamic and friendship. Only wanting to hold the head of production title if it could be done in a partnership, Emma and Melanie share an implicit trust that has allowed them to go from developing their partnership and the work it produces to serving as mentors - creating a safe space and sharing skills with Leo Burnett’s upcoming, production-keen employees.
To chat about all of this and more, Emma and Melanie sat down with LBB’s Josh Neufeldt, discussing everything from the importance of enjoying the ride, to how they’re able to seamlessly pick up the pieces for each other.
LBB> How did you get started in advertising, and what made the production the right sphere for you?
Emma> I had an internship through school, and I fought tooth and nail to make sure I secured a spot at (what was then called) Chiat/Day, which was in its heyday. It was an incredible opportunity and I came out of it with a job offer in print production, despite thinking I wanted to be a writer. Someone at the agency mentioned I’d make a great producer, and I started eyeing broadcast production. So, when a coordinator position came up, I interviewed with Bette Minott and made the cut.
After the first two months, I went home and burst into tears over the intensity of it all… and then I never looked back. I have loved it ever since, and I have never cried over advertising again. I love the collaboration, the problem solving, organising all the pieces and working with super creative people!
Melanie> I had just finished school and I answered an ad in Marketing Magazine. Miller Myers Bruce Dalla Costa was the agency, and they were looking for an account group secretary (that’s what it was called back then). I wanted to be a copywriter at the time, so I thought if I could just get my foot in the door, I could one day make the transition and work on my book at the same time.
Unfortunately, when they had cutbacks, as support staff, I was one of the ones to go. But, luckily, I had made some great connections while at MMBD, and shortly after was hired at Scali, McCabe, Sloves as the creative assistant. SMS at the time did not have any on-staff producers, so I would also assist the freelance producers that were coming in for jobs. Once that door was opened for me, it just clicked. My creative director at the time was fantastic at creating a space for people to move in and out of different departments. And, it was a small enough agency that if you worked hard and were eager, you could help and learn in any capacity.
I quickly took on more and more smaller production jobs, and then I got a big break on a Labatt’s travel job. Things were not working out with the freelance producer they had hired for the job at the time, and so, because I was assisting her, they sent me! We spent two weeks in Alaska recreating and shooting Iditarod dog races and I never looked back! It was fantastic!
LBB> How did you two get started working together, and what made you want to be a team?
Emma & Melanie> We met at Leo Burnett, both as senior producers, and we simply never left. We hit it off immediately - we actually used to share an office - and have always had a very supportive and collaborative relationship. In fact, we always knew that if we were to ever consider a head of production role at Leo, we would only do it in partnership. Our individual styles, both personally and professionally, complement each other because at the core, we have the same values.
Beyond that, working as a team, much like creatives do, just made sense to us. It allows us to problem solve things together, react quickly, be accessible to our team, split the mundane parts, and still continue to produce.
In short, it just works. Our relationship has always been a safe space.
LBB> And tell us about your road to Leo Burnett! How did you both end up at the agency, and what are you hoping to accomplish - individually and as a team?
Emma> When my boss was leaving BBDO, I was encouraged by the agency to take on the role of head of production. My gut said no, but I tried my hand at it anyway. I should have listened to my gut! For me, I was way too young and I didn’t enjoy that level of responsibility at the time. I felt that I needed to leave and go back to what I loved - producing.
I had always kept my eye on [Edelman global CCO] Judy John (who was at Leo), since working with her at Chiat/Day. There was no current head of production at Leo, so after a couple of conversations with Judy, she hired me. For me, I still really love producing and want to make sure I keep a hand in that. Individually and as a team, I have also grown to love mentoring our producers and helping them foster their careers. There’s a huge amount of satisfaction in watching your team learn, grow and get excited about what’s to come.
Melanie> I was producing at Young and Rubicam at the time, and Leo was hiring for a senior producer. I was lucky enough to get an interview, and then even luckier to land the job! It was amazing! I couldn’t believe my creative director was going to be a woman, and that woman was Judy John at the time.
To be honest as a producer I feel I have accomplished a lot already individually, and so my focus really is on our partnership and the department. Growing together in this role has given me more career satisfaction at this point in my life than I thought possible.
LBB> How would you describe your individual styles, and why do you think they complement each other?
Melanie> I think at the core, we are similar in terms of values, trust and how we see the world, which is why it works for us. It’s a marriage and our day-to-day styles are completely different… Thank god! I would not want to marry myself!
Em is definitely more patient and thoughtful before she responds. I’m the reactive one. We both have thick skin though, and even if we don’t agree (which is rare), we instinctively are able to navigate those conversations and emotions with each other.
Emma> Your strengths can sometimes ebb and flow. What I love about our partnership is that we seamlessly pick up the pieces for one another and we trust each other implicitly. As Mel said, she’s great at reacting in the moment - I like some time to digest. In this way, we are able to bring different perspectives to problem solving. Mel is truly the Thelma to my Louise!
LBB> Building on this, tell us a bit about your creative process! When getting started on a project, what are the first steps, and how do you work alongside the team at Leo Burnett to achieve the best results?
Emma & Melanie> Having creatives present the script is key. As a producer, when you read a script on your own, you have a different voice and lens, so it’s essential to have creatives bring their vision to life during a presentation, before you get started.
Beyond that, we believe the partnership between creatives and producers has evolved. There are less barriers, but budgets are smaller, timelines are tighter, and problem solving is key. The partnership also has less boundaries now, so problem solving happens early and often as a team.
LBB> It’s said that a good producer should be able to produce for any medium, from film to events to digital. Do you agree or disagree with this statement, and why/why not?
Emma & Melanie> We think it’s an asset to be able to produce all mediums - to understand as many facets of production as you can. But, there also isn’t anything wrong with being more passionate and ultimately more skilled in certain areas. That’s the beauty of having a department of producers who bring different areas of interest and expertise to the table.
To this end, Canada/Toronto has a vast variety of production experts/partners that are very skilled in their fields. Part of being a great producer is knowing who to tap into and leaning on those partners for support. There are so many smart folks out there who only make all us producers look smarter!
LBB> What are some of the most important lessons you’ve learned in your industry journeys, and how do they impact the work you do today?
Emma> Lead with humour and honesty, and surround yourself with people smarter than you. Find people you trust, ask for what you want, and always bring yourself to the table.
Approaching each production in this way directly impacts and elevates the work. This is a creative industry, and although it’s hard work, it can also be the most fun you’ll ever have doing a job.
Melanie> What Emma said! See, this is why we are partners!
LBB> With this in mind, if you were to give any advice to your past selves, what would it be, and why?
Emma> If you’re the producer on a project, despite how many smart people are at the table, you know more about your craft than anyone else in the room. Do not be intimidated!
Melanie> Eventually, the project ends. So, if you are having a blast, enjoy the ride! And if you aren’t having a blast, it will end and you will get it to air!
Also, you aren’t alone. You don’t have to have all the answers… Lean on production partners. You are in it as a team.
LBB> What’s the most exciting thing about working as producers right now? And since starting, how have you kept things fresh and exciting for yourselves?
Emma & Melanie> The most exciting thing for us right now is working as a team. Running the department together has given us a fresh perspective on mentorship. In addition to focusing on the creative, we are able to focus on building individuals, and helping to map out career paths. The lens for us now is nurturing and growth. Seeing our team succeed as a group, and on their own, is very exciting and rewarding!
LBB> Finally, what helps you destress after a long day at work?
Emma> Sitting in my garden sipping a glass of Chablis.
Melanie> My dog Chief. Oh, and chocolate!
