Mrs Baxter on Production Trends, AI and What 2025 Might Hold

Sarah Marcon is a founder and producer at Mrs Baxter. Originally founded in 2019, Mrs Baxter is an independent production agency that collaborates with brands and agencies to offer all aspects of production. She has recently produced campaigns for Stroke Association, Côte, Centrepoint and over the years has produced for The Business of Creativity, Checkatrade, Simba, RSPCA & Tiger Beer to name but a few.

Q> How was 2024 for you?

Sarah> Last year was tough for everyone, budgets are getting tighter and tighter and the list of deliverables longer by the minute. But I pushed forward and when I looked back at the end of the year I actually did some great projects, with lovely people and work I’m really proud of.

Q> What do you expect to see more of? 

Sarah> Much more talk about AI. It seems to come into the conversation in some shape or form when scoping most jobs. Whether or not it is used is a different matter but it’s definitely not going away. For me personally, it’s trying to find the best ways of optimising it. I don’t think anyone wants to use it just for the sake of saying it was a ‘done in AI project’, but I'm sure with time we’ll all find a way to navigate and integrate it with genuine purpose.

Q> Did you learn any valuable lessons in 2024?

Sarah> In the morale boosting words of our 1939 government, ‘Keep Calm and Carry On’!!

Get your head down, work hard and listen. Be aware of what is going on around you, even if it isn't always what you want to hear.

Q> Do you think it's hard for up and coming producers to learn the craft given the current climate? What advice would you give them?

Sarah> Yes I do think it’s really tough, there’s just not as much work out there as there was. The days of running from one job to the next in quick succession is much harder to come by. For those starting out once you were on a roll, you were on a roll. But with sporadic work flow it’s more challenging if you are new to the game, it takes longer for them to get in their groove, learn their craft and get established. But they mustn't be disheartened because of course they will all get there. It just may take a bit of time and a larger degree of patience. More than ever it’s key to really go that extra mile, to stand out and make sure people want to ask you back.

Q> You have done a considerable amount of charity projects in this last year, do you think charitable projects give more wiggle room to be creative? Why is this?

Sarah> Yes, for certain. The subject matter is usually way more compelling and emotive than for example a washing up liquid or fish fingers before you’ve even started. The opportunity is all there for the taking, provided everyone is on board. The very nature of what charities do and stand for tends to be because there’s a need rather than a want so if you get the creative right there’s often a way to get some really powerful work. The budgets are tighter but the rewards tend to be greater.

Q> What product or technology do you find invaluable in your job that you could not live without?

Sarah> Sorry but it has to be my apple swag - mobile and laptop. Of course there was a time when we could do our jobs without them, but like it or not they are here to stay.  I often sit on the tube and think my kids will never know what it’s like to see a row of commuters with their noses in The Evening Standard. That will be an image relegated to movies - weird but true. But equally there’s many times my children have seen me re-jig an urgent sound session or quickly smooth something over with a client whilst getting them off to school. Before the Apple swag that would have been significantly harder to do.

Q> What are your thoughts about working from home? Do you see the benefits or do you think everyone should be back in the office?

Sarah> As a working mum, for me personally remote working has been a life changer. It makes ‘the juggle’ just that little bit more manageable. But I won’t say it’s always perfect, at times I really do miss being around people in a busy, bustling office - the banter and the buzz. There’s nothing like being able to bounce off other people, sense-check something with a colleague or generally be around inspiring and brilliant people. It’s what drives us forward. 

I really feel for the younger generation who will likely never know life in a genuine Monday to Friday office job.  But it’s not just all that really important getting experience and learning to collaborate on stuff that happens during the 9-5, it’s the impromptu falling into a pub after a bad meeting, or just falling into a pub because why not it’s Tuesday and you’re almost halfway through the week. It’s a whole culture and a huge part of the really fun side of working in a creative and sociable industry like ours.

Q> What does the future hold for production?

Sarah> Who the hell knows?!