Producing Tomorrow's Producers: Why Integration Is Key with Sophie Lewis

Sophie Lewis is senior producer and account manager at global brand experience agency, Jack Morton’s London office where she leads large activations for brands in tech, automotive and alcohol. Sophie has been at Jack for five years, travelling to Qatar to support the adidas team for the FIFA World Cup, curating Heineken’s Champions League Experience and pivoting EY’s Executive Leadership Summit to virtual during Covid. 

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

Sophie > Trust yourself and take the leap, our worlds are interchangeable in so many ways.

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

Sophie > There are always new trends and emerging technologies to take note of. The growth of AI with platforms such as Chat GPT and MidJourney are ever evolving, meaning you can learn something new daily with how they can play a part in experiences. I also believe we should look at traditional industries for inspiration, such as theatre and fashion, where they apply new technology in traditional ways, such as the Coperni spray on dress that debuted at Paris Fashion Week. 

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

Sophie > That all departments have equal weight. Technical is just as important as creative, as without them it’s close to impossible to bring a vision to life. It’s easy to forget the role each department plays within a large agency, and they all deserve the same level of respect because without each contribution, the finished product doesn’t exist. 

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

Sophie > At Jack, we are always reminded that you can bring your authentic self to work. Having been part of the DEI&B initiative when it began, I’m proud to say that we are able to provide a safe space for everyone when they come to work. In addition, we continue to challenge ourselves to be more inclusive and search for talent in fields that aren’t aware of our industry, to continue to create a more diverse workplace.

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

Sophie > Being a woman of colour, I am constantly reminded that only a handful of people look like me in the industry and that needs to change. People from all backgrounds can shape the way we look at briefs, execute experiences and challenge the norm. Without it, we won’t evolve as a community. 

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? 

Sophie > The two feed into one another at specific points in the production cycle, especially as the majority of clients want social media to be an important element of any experience or event. However, for the most part, I think they are very separate work streams.

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?). 

Sophie > Learning and development is important at Jack. We have several different approaches and initiatives. Mentoring schemes, monthly seminars, 1:1’s and weekly team meetings with different departments to learn and develop. 

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?

Sophie > With the ever-changing world it’s hard to stay up to speed. I think integration is key, making sure new people to the industry sit with those who have a wealth of experience and just chat. In my eyes, you can learn more through conversation than a PowerPoint!

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

Sophie > Being personable, respectful, and willing to learn.