Now the proposed ad has to be costed. This is where Production
(also known as Traffic) come into it. It's their job to take into
consideration the multitudinous factors and elements that go into
physically producing the damn thing. If it's a TV or radio ad, a
producer will also be needed. They will usually have to hire an
independent production company to make the ad. Sounds like a lot
of chefs? Well, it is. Production companies love making commercials
because it gives them a chance to offset their losses from making
one too many home furnishing clones for the BBC. Production will
present the account handler with their estimate, as well as a timing
plan detailing the various stages of development. Again, the account
handler has to take this lot and sell it to the client. It will
be here that the agency's decision to shoot the ad in Hawaii will
be questioned? Can it be done in Bournemouth instead? Could we,
in fact, do it in a studio? Hold on a sec, we have plenty of room
here at the client's offices, why don't we do it there, think of
all the money we'll save? Hair will be torn out. Voices will be
raised. In extreme cases, excrement may be thrown.
