Why It All Starts with Sales

A mentor of mine at a highly respected production company once said something that has resonated with me ever since: “It starts with sales.” It was relatively early in my career, so I didn’t fully understand the implications of what she meant, but they’ve become quite clear to me in the years since. 

That ‘it’ that she was referring to is quite literally everything related to the trajectory of a director’s career. From the boards we see, the projects we bid on, the relationships we build, and the quality of the creative work. In other words, sales is one of the most vital lifelines to a director’s success in advertising. 

Our marketplace is saturated with directors, so how does someone just starting out make a name for themselves? What makes them stand out? 

That’s where sales comes in. It can be an overwhelming process for a director, so it’s our responsibility to ensure all the proper seeds are planted, watered, fertilised and positioned towards the sun for maximum growth.  

First, finding the talent

The recruitment of talent is my favourite part of the job. When we are looking at directors, we ask ourselves many questions in the pursuit of engaging someone to be a part of our roster. Does this individual speak to the ethos of Ruffian? Do they fit on the roster in a way that stands out but also complements the other directors on the roster? 

I find great fun in bringing opposites together to create something entirely new and unique. Along the way, we have discovered talent in the most peculiar of places - everywhere from film festivals to talent working in the feature film and TV spaces. For myself, a director must have an incredibly strong point of view in their storytelling, in whichever medium that is. I have to have some form of gut reaction to the work for it to get my attention. 

If it all starts with sales, then sales all start with relationships

One of our jobs is to continuously support and inspire our filmmakers. We do this in many different ways, some more conventional than others. We give them insights into the history of agencies and brands they are pitching  - and share information on the client and creative team they are collaborating with. We also inspire in more unconventional ways, through film references or photo books. If a director struggles with conference calls, we may send them to public speaking courses. We do all of this in support and for the growth of our talent. We are a home for our storytellers and a home is a place of constant support, growth, and love. 

We are also at the forefront of these same conversations with our partners at agencies and brands, so it’s imperative for us to be able to weave the backstories of our directors into the work the creatives are viewing on their reels. Through these more personal discussions, we’re able to give a director that extra nudge closer to the goal - being invited on the first call with a team of creatives. 

The roadmap. The Atlas. The GPS

The trajectory of a director’s career is an ongoing topic of conversation with young talent. We always have the big picture in mind. Since each director has a distinct voice and throughline when it comes to their brand of storytelling, it’s our job to protect that. We seek out opportunities that are not only going to showcase that essence, but evolve their work to new heights. 

We begin by building a roadmap with directors on the desired trajectory of their careers. Who do they want to work with and how can we continue to elevate the storytelling from project to project? This is where our strong creative relationships with clients come in. When we discuss what the producers and/or creatives are looking for and needing in a director, we pinpoint specific strengths of our talent and particular moments in their films to showcase. 

These strategic conversations are paramount to a director’s success. Make no mistake, this thinking also applies to our more seasoned directors! The landscape continues to evolve rapidly, with social components of campaigns a top priority. That said, the same principles of filmmaking still apply. It’s our job to work with our talent to pinpoint how their perspective connects to the shifting landscape. As our industry morphs, our directors can grow with it - as long as storytelling remains the core focus.        

From start to finish

It’s incredibly exciting to see production companies signing creators that are versed in everything from storytelling in the metaverse to producing interactive brand experiences. This is the future. We in sales are at the forefront of talent development and we play a vital role in helping to shape and propel the next generation of these storytellers into a space where they are partnering with brands to tell the stories of tomorrow. 

Ultimately, the relationships we have with talent are the most important thing. We grow together and we learn together. I do everything in my power to make sure they have the most creative and financial success in this business. How we get there is different for every director, but the ultimate goal of amplifying our talents’ voices is always number one. This is our task and I, for one, am incredibly excited to be at the front lines of these conversations and collaborations. Keep fighting the good fight.