"I’m a Positive Affirmation Gal"
Annie Perry is the director of production at Kettle.
Q> How are Kettle and the Code and Theory Network uniquely suited to deliver what’s needed to clients and the industry at large?
Annie> I’ve worked at many agencies over the years, and what’s kept me at Kettle is the people. What has kept Kettle successful and growing are the people who are in it for the long haul. Creating great work is hard when you have a revolving door of talent. People come to Kettle, and they stay at Kettle; there’s a reason for that and a synergy to that. That shows in our relationships and, most importantly, our ideas and work.
Q> What’s the best way to keep staff motivated and working at a high level?
Annie> I’m a positive affirmation gal. It’s important to me personally to hear that I’m making a difference and that my work and output are appreciated. I find my teams also respond well to that. They’re a bunch of high achievers, and I know how important it is to be recognized for those achievements so they can mark the next milestone.
Also - honesty. If it’s a tough client or a strenuous timeline, call it what it is, be a human, acknowledge the hard parts, be a sounding board for people… and then, get back to work and get it done.
Q> How have you seen the industry transform throughout your career?
Annie> This is a given and beyond just our industry, but flexibility, appreciation and acknowledgment that you are a multidimensional person beyond work. There are kids and pets on-screen. People are taking calls on their way to care for their parents. There’s the school of thought that everyone has gone soft and no one is dedicated to work. The more important message: We can be people who move, marry, get divorced, have family members get sick, have babies, travel the country or the world and still do our jobs and do them well. There should be a level of understanding and acceptance as long as the effort and output match that.
Q> What’s a favourite project you’ve worked on recently and why?
Annie> I’m on fewer on-the-ground projects these days, but I like to moonlight on post-only projects. I love a quick-hit, profitable, edit/motion-graphics-only project. We have a spectacular motion and edit team and a very strong motion director. I’ve done a few sizzles, highlight reels, social edits and graphics packages recently. They run like a dream. We speak the same language, and when we don’t, there’s no ego. Turnarounds are quick and each edit gets stronger and stronger. It’s such a tangible, creative output. And it’s a quick get when I text my mom to say, ‘Hey, I made this!’
To name a fave, we made the graphics package for two new shows with Emeril Lagasse (BAM!) and the Roku team. Those were stellar experiences end to end. There’s something really rewarding about seeing your work on an actual TV.
Q> What’s your biggest source of inspiration?
Annie> I love when I interact with a product that makes all my consumer dreams come true. I think, ‘Wow, someone really thought this through.’ I recently used a pool maintenance app, and I tested my pool water, identified the issue and purchased the product to resolve said issue in three clicks. That’s nice, that’s what brands want and what consumers want. So maybe it’s not the coolest brand or the biggest product, but it makes life as a consumer easy, and that’s what keeps people coming back.
Also, good design is good design. I love appreciating it in mediums outside of ads and social platforms, like, ’Wow - this physical menu is delightful and feels intentional with the overall aesthetic.’
And forever and always: clothes. Playing with unique styles and ways of wearing clothing is a huge part of my life and a big creative inspiration and outlet.
Q> What is the one thing you’d tell your younger self?
Annie> It takes time. It takes time to get comfortable and powerful in your career. It will take many jobs and many titles before you can reap the rewards of those early jobs. You then have a moment where it clicks and you think, ‘I’ve been here before, I know what to do!’ And it feels simultaneously less intimidating and entirely gratifying.
