Producing Tomorrow's Producers: Why a Thirst for Knowledge Is the Best Education with Kate Elson

Kate Elson has worked in the UK ad industry for over 20 years in sales, new business and as a managing director/EP. Kate started out on the agency side working under Tim Ashton at Bates Dorland before moving across to production. Kate worked as head of new business at Harry Nash during the golden years of Fredrik Bond and Ringan Ledwidge, before starting Bikini Films with Andy Morahan. Kate then went on to run Believe Media before setting up repping/PR business Agent Elson, working with clients including Riff Raff, Canada, Antiestatico, Birth, giffgaff and many more! 

After an incredibly successful 2020 with Birth, Kate joined them full time on Feb 1st, 2021.

LBB> What advice would you give to any aspiring producers or content creators hoping to make the jump into production?

Kate> Don't take no for an answer. Keep applying for positions, keep networking, keep researching. When you see a piece of work you love research the director, the DP, the set designer, the colourist, the post house etc. This will help build a picture as to how to build a team for a production. It will also help you to define the direction you want to go in and this knowledge will help hone your craft. Whilst learning how to do your job, take time to remember why you do it and to ensure you keep loving it. Take work experience, try to find a mentor. Be prepared to start from the bottom. Love and keep learning, keep asking questions. Do the APA course. Read LBB (other publications are available!), understand industry trends. Be a sponge for knowledge! Make yourself indispensable. Small things really can make a big difference.

LBB> What skills or emerging areas would you advise aspiring producers to learn about and educate themselves about?

Kate> An understanding of all emerging tech and communication platforms is a must, but I believe you will only ever be brilliant at something you love, so learn about that.  An all-round knowledge is essential but a passion and thirst for knowledge is the best education.  

LBB> What was the biggest lesson you learned when you were starting out in production - and why has that stayed with you?

Kate> There is no such thing as a stupid question. 

Starting out I wanted to appear as if I had all the answers and sometimes guessed, made it up! This in hindsight was a mistake! Asking and learning not only gives increased knowledge but gives increased confidence. It’s an old one, but knowledge really is power. Not in a megalomaniac way, of course!! 

LBB> When it comes to broadening access to production and improving diversity and inclusion what are your team doing to address this?

Kate> We are a global company, started by a French Algerian, simultaneously in Paris and Algiers, this has always been part of our DNA. We ensure that every member of our team is respected, valued, included and celebrated.

LBB> And why is it an important issue for the production community to address?

Kate> There is a moral imperative and a sense of fairness that we need to address and keep addressing, it is however often forgotten that alongside this there is a proven business case for investing in diversity and inclusion. Groups of people who are diverse in gender, race and age make better decisions, have better ideas and therefore perform better. The world is diverse. The markets we need to connect with are diverse and so is the future talent pool, as one article I read puts it, “Intersectionality in the workplace isn’t a ‘nice to have’ — it’s essential.” 

LBB> There are young people getting into production who maybe don’t see the line between professional production and the creator economy, and that may well also be the shape of things to come. What are your thoughts about that? Is there a tension between more formalised production and the ‘creator economy’ or do the two feed into each other?

Kate> The production/communication landscape is forever evolving and we need to be able to adapt to that. The creator economy is based on the type of content people want right now. Brands need to communicate on relevant channels in a relevant way to their consumers. We need to be able to create content for this new world. A professional production holds attention and needs to maintain its space for longer and in a different way. Both types of work serve a purpose and are needed for a brand to communicate efficiently and effectively. 

LBB> If you compare your role to the role of the heads of TV/heads of production/executive producers when you first joined the industry, what do you think are the most striking or interesting changes (and what surprising things have stayed the same?)

Kate> We make more content for less money with a list of deliverables that make your eyes water, but what will always make a stand out producer is the ability to creatively problem solve and to be a constant and informed resource to the creative process.

LBB> When it comes to educating producers how does your agency like to approach this? (I know we’re always hearing about how much easier it is to educate or train oneself on tech etc, but what areas do you think producers can benefit from more directed or structured training?)

Kate> Across our offices we welcome interns and allocate a producer to mentor them.   Living things first hand is the best education.  Be sure to spend long enough as a PA/PM before jumping into being a producer. The APA course again is fantastic.

LBB> It seems that there’s an emphasis on speed and volume when it comes to content - but to where is the space for up and coming producers to learn about (and learn to appreciate) craft?      

Kate> Take responsibility for carving out your own space to hone your craft.  This is why being passionate about film is of utmost importance.  If you love it you’ll find/make time.  Watch movies, hang out in post houses, ask a director if you can shadow them.  Read “craft” articles. Even at speed there is always time for craft. It is integral to our profession.

LBB> On the other side of the equation, what’s the key to retaining expertise and helping people who have been working in production for decades to develop new skills?

Kate> Stay relevant.  Keep active! Keep learning. We never know everything. Experience doesn’t mean we have nothing left to learn. There is always someone or something new. Embrace challenges with equal zest as opportunities.  Go on courses.  Step out of your comfort zone. Mentoring and learning from other producers and PM’s who are at a different stage of their career, keeps us all fresh.  Hang out with the industry kids! Keep doing what you did when you started out, now we hopefully know how to do our jobs, take time to remember why we do it.  

LBB> Clearly there is so much change, but what are the personality traits and skills that will always be in demand from producers?

Kate> A sense of humour! Heightened organisational, communication and problem solving skills. Boundless energy. Knowledge and passion to be a creative resource. The ability to be calm and elegant under pressure.