Meet the Sponsors of the LBB & Friends Beach 2023: Backyard Productions

For our company snapshot piece, we want to create a profile that pinpoints exactly what makes your company unique right now in 2023. We want to know about the culture and the competitive edge that you bring as well as finding out how the company has evolved over the past couple of years as new tech and changes in the market have disrupted the industry.

Q> When and why was your company founded?

Backyard> Backyard was founded in 1989 as one of the first and successfully long-running independent production companies in the industry.

Q> Give us an elevator pitch for your company

Backyard> As one of the longest standing brands in the advertising production community, Backyard continues to evolve and thrive. We are defined by genuine talent, driven by a commitment to provide inspired creative solutions that delivers beyond expectations for our clients. Consistent with our enduring legacy, Backyard prides itself on fostering an inclusive culture with a familial artistic sensibility.

Backyard maintains a diverse roster of artists and creators which includes a mix of both veteran directors and incredible emerging talent. Supporting the roster are Backyard’s management team and sales reps who work tirelessly to ensure unmatched service and top quality in everything we produce on behalf of our clientele. 

Q> What sets your company apart from others in the industry?

Backyard> Our culture. We foster an environment where our directors are true partners, not only within the Company, but with and for each other. We stress communication and transparency and a selfless work ethic; it’s not uncommon to find our directors supporting one another whether it be on crafting pitches, treatments or pre and post production of projects they engage in - a rare find in an industry that is so fiercely competitive.

Our diversity. Backyard’s roster boasts artists from a multitude of backgrounds and orientations, all with the common thread of delivering impeccable quality.

Q> Who are some of the key members of your team that our readers should know?

Backyard> Backyard’s corporate office is headquartered in Chicago, Production and Business Development are based in Manhattan Beach, CA, and we have Sales representation offices in New York, Chicago, Detroit and LA.

Key members of our team include:

• Kevin Allodi, president and CEO - Kevin acquired Backyard seven years ago and has led the evolution of our Company. Overseeing all aspects of Backyard, Kevin’s always positive attitude and never-say-never personality inspires our team every day.
• Kris Mathur, SVP/executive producer/HOP - A true renaissance man, Kris has been with Backyard for over 25 years and has circled the globe dozens of times working in nearly every location imaginable producing hundreds of TV spots and content films. A profound thought leader and collaborative partner to Backyard’s clients and Directors, Kris is the engine that keeps Backyard humming. Prior to joining Backyard, Kris toiled at MTV during their go-go days producing music videos, TV spots, and films. A hands-on executive producer, Kris is typically on location for most all productions.
• Rich Schafler, head of sales/EP - joining Backyard in March 2021, Rich works closely with Kris and Kevin with a focus on managing the sales team, attracting and developing artists to the roster, and managing all aspects of Business Development including PR, social media, and marketing.  Rich also often serves as a co-producer. Prior to Backyard, Rich ran Schafler Artists Management, a NYC based repping firm, and also lead sales for several production and post-production shops. 
• Dawn Harvey, office manager and assoc. producer - with Backyard since 2013, Dawn plays a vital role as our internal producer supporting and managing all aspects of productions including crew and location searches, bid/treatment support and wrapping projects.
  
• Daniella Sales, controller and business manager - Daniella has been with Backyard for two decades and provides liaison support to our client’s Business Managers, Backyard Line Producers, vendors and all things finance. 
  
• National sales team - Backyard is fortunate to be represented by a fantastic trio of sales firms including:
  

- Carolyn Hill and Amanda Rosenberg of Carolyn Reps, handling East Coast

- Nathan Skillicorn of Heart, Brains & Nerve, handling Midwest

- Dave Campbell and Matt Sapperstein of Rogue Rep, handling West Coast

Q> What are some of the most interesting projects that your company has worked on in the past year?

Backyard> We’ve had the opportunity to partner with some great clients and brands this past year including:

• Meta brands Instagram campaign, 'Connecting Creativity', and Facebook’s soon to be released 'Jump into Reels'.
  
• Global accounting firm Grant Thornton on a very well received comedic campaign featuring professional golfers Ricky Fowler, Tony Finau, Nelly and Jessica Korda.
• State Street Global Advisors for a PGA tour event sponsorship campaign featuring professional golfers Tony Finau and the legendary  Annika Sorenstam.
• a beautiful holiday campaign for Disney Cruise Lines celebrating religious diversity
• campaigns for Virginia Lottery, Huntington Bank, aLEN, and BG&E, among others.

Q> How do you foster creativity within your team?

Backyard> Frequent communication and open dialogue; we enjoy a rare 'simpatico ethos' within the Company as many of our directors are friends outside of day-to-day business, and we connect regularly in person with dinners, lunches and social gatherings. This cohesiveness and proximity enables our artists to share ideas, identify trends, explore new filming techniques and technologies, and share/commiserate on the challenges that ensue in chasing/pitching and directingT V spots and content.

Oftentimes our directors collaborate on treatments and pitches with one another.  We share resources, such as treatment writers, editors, post production partners, composers, etc. Our directors are in daily contact with our Head of Sales and our sales team discussing and targeting the types of work we strive to produce together. In fostering this open communication, the flow of ideas and sense of community clearly enhances creativity within our team. 

Q> How does your company address sustainability, and diversity and Inclusion internally?

Backyard> Backyard’s intentional focus on diversity and inclusion is evidenced in the talented directors we currently have on our roster, as well as the make-up of our overall team. This extends to working with key partners who also embrace diversity/inclusion while maintaining a focus on quality in the assemblage of production crews and all attendant functions.  We’re constantly and consciously striving to integrate under-represented artists and crew into as many key roles as possible.

As for sustainability practices, Backyard complies and works with Green the Bid, being cognizant of maintaining as minimal a carbon footprint as possible on all projects. 

Q> What are some of the biggest challenges that your company has faced?

Backyard> Navigating the pandemic was challenging on many fronts. However, we took the opportunity to take stock, refresh our branding, attract new talent and hire a new PR firm (thank you LBB) to better position ourselves for a return to pre-pandemic activity. We were already ahead of the game from a remote work perspective, but have since located to new physical space offering a break from 'Zoom fatigue' and an opportunity to gather face-to-face. We’re proud to have come through the pandemic even stronger. 

Q> What are some of the most exciting new developments that have taken place at your company recently?

Backyard> In addition to evolving a more comprehensive and diverse roster, we’ve partnered with new rep firms, hired the best PR firm in the industry, and stepped up our profile on social platforms. From a production perspective we have cultivated relationships with off-shore service companies to optimize production budgets for our clients, and are finalizing a soon-to-be-announced strategic partnership with an A level UK-based production company where we will have access to each others directors and local production services resources. We continue to support diversity and foment opportunities to young emerging talent, including the start of an internship program with the USC School of Cinematic Arts, and hiring our first intern this year.

LBB>What are some of the most important lessons that you have learned while running your company?

Backyard> We learned that we can never stop learning and seeking better and innovative ways to differentiate ourselves on all fronts. Knowing it’s a buyer’s market with multiple viable options to choose from on every assignment, we’ve engaged the best treatment creators in the industry to ensure our director’s vision is presented in the best way possible and we continue to find  innovative ways to meet agency and client expectations when budgets and time lines are 'challenged'. We have learned the importance of truly fostering inclusivity with quality. Perhaps most importantly, we’ve learned to listen even more to the needs of our artists, giving them a larger voice and opportunity to actively partner with us in all aspects of their careers.

LBB> How do you ensure that your company stays competitive in 2023?

Backyard> We have to put in the work in order to grow while maintaining our differentiating competence at the highest quality standards. Whether through judicious broadening of our roster, increasing awareness/visibility via effective PR and social media marketing or traveling to meet with agency and clients throughout the US and abroad, it’s on us to create our own outcomes.

As production budgets tighten while the 'asks' are no less demanding, we’ve worked to develop a 'shoot through post' solution for agencies and brands that offers fewer moving parts/handoffs, optimises budgets and creates economic efficiencies. To that end, we’ve partnered with a select few post production companies enabling us to deliver turnkey execution of finished spot/s and campaigns to our agency and brand clients, better enabling them to meet their budget and timeframe without sacrificing the quality they’ve come to expect from Backyard.

LBB> What do you think are the biggest challenges facing the advertising industry in 2023?

Backyard> On the creative side of the business, A.I. will certainly play a role - whether it’s a challenge or opportunity is TBD; our take is it’ll be a bit of both. The economy and fears of recession are clearly affecting ad spend and overall new creative work volume - by some estimates the business (for production) is down 30% YTD. To that end, the biggest challenge facing us is getting our directors visibility the right opportunities in an increasingly tight and ultra competitive marketplace. That and the ongoing challenge of maintaining premium work quality when expectations and budgets aren’t exactly in line. 

LBB> Looking forward, what are your key goals and ambitions for the year ahead?

Backyard> We feel we are well-positioned to provide exceptional quality and service to our agency and brand clients in 2023. We’re looking to double our top line billing and are well on our way to achieving that. More importantly, we’re looking to keep our artists busy working on creative, innovative, transformative, exciting commercial spots and content production. So bring us your boards…we won’t disappoint!