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Is this a golden age for freelance ad producers? I think so.

Despite the headlines about contraction and redundancies, I'm seeing a fundamental shift: producers are positioned to become the power players of the next industry era.

Through my work at Curious Connections, I'm witnessing producers having far more strategic influence than ever before – whether agency-side, at production companies, or with brands. The ones thriving aren't just technically excellent – they're evolving beyond established craft skills.

The skills making the difference:

  • Business literacy and commercial fluency (understanding ROAS, brand lift, conversion metrics)

  • Advanced Excel for communicating project value and ROI

  • Formalised project management frameworks

  • Basic editing (eg CapCut) and design capabilities

  • LinkedIn Sales Navigator for business development

When producers can present project ROI in a compelling spreadsheet, they're not just executing – they're strategising. When they understand how production decisions impact campaign performance and business outcomes, they become genuine strategic partners.

This commercial fluency is what separates producers who get pigeonholed as "the person who gets sh*t done" from those who become the go-to for complex challenges that extend far beyond traditional production scope.

The challenge: While clients demand these skills, most producers face genuine barriers to developing them. Professional development programmes often cost £500+ and aren't designed for individual producers who have to self-fund.

The mindset shift needed: Stop viewing professional development as an expense. Start seeing it as the crucial investment in your career.

From my vantage point as a recruiter, producers aren't abandoning their creative instincts – they're adding broader understanding that makes their creative judgment exponentially more valuable.

Read my full piece in Shots: https://magazine.shots.net/news/view/could-this-be-a-golden-age-for-freelance-ad-producers