017: Eden Alaxanian, Senior Art Producer at MullenLowe in Boston

From one side to the other: Eden Alexanian went from being a producer for a photographer to Senior Art Producer and four years in art production is enough to see changes in the industry! Tune in for an interview on integrated campaigns, the importance of treatments and how your rep keeps you up to date!   Key Takeaways [:31] Heather introduces Eden Alaxanian and asks her guest to talk about who she is, where she is from, and how she found her way into art production. [5:35] Getting to know people is one aspect of getting better at your job, but getting to know what a job means to a person is something that Eden learned while working as a producer and tries to remember each time she treats a new project. [9:00] Eden touches on the questions she fields after a bid is turned down. [10:11] In the name of transparency and to save everyone some time, Eden tries to share the budgets up front. [13:03] Eden walks us through her side of the process once she's received an estimate, from the cost consultants to the treatments and the client meetings. [16:35] On the evolution of treatments in the past years — photographers are gearing their work more and more towards director treatments; Eden explains what that is. Heather touches on the time required for good treatments to happen. [19:46] Clients are never on the creative call, the treatment is your way of speaking directly to them! [21:05] Getting Eden's attention starts with a good up-to-date website, even if promos and mailers and Instagram are great. [24:08] Heather touches on self-promotion restrictions which prevent photographers from updating their books and places them in a strange position. [24:54] Eden's sourcing go-tos are mostly reps but she does use her own categorizing system! [27:08] Even in the last four years, Eden has seen the increased integration of campaigns which requires really nimble photographers that can do more than just shoot video. [31:22] Heather and Eden discuss how rare it is to see their work out in the real world nowadays! [32:48] What is Eden known for on her team? [34:01] We are content producers in a time when what everybody wants is content! [35:41] Heather asks if Eden has advice for the Advertising 101 class! [37:00] Heather thanks Eden for coming onto the podcast and invites listeners to tune in for the next episode.   Thanks for listening.   In an industry where the rules are always changing, it's helpful to hear from those on the front line. Heather Elder is the visionary behind NotesFromARep'sJournal.com; visit her website for industry updates, stunning photography and video, and the artists behind the work.   Mentioned in this episode MullenLowe Boston University Sienna College Jacqueline Fodor   More about your host Heather Elder's Bio Heather Elder's Blog Heather Elder on Instagram Heather Elder on Twitter Heather Elder on LinkedIn Heather Elder on Facebook   More about today's guest Eden Alaxanian on Instagram Eden Alaxanian on Facebook Eden Alaxanian on LinkedIn

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