5 Minutes with… Arleta Robinson
Over nearly three decades ago, Arleta Robinson embarked on her career as a TV producer before transitioning to the advertising industry. Today, she is the proud founder of Polish production company Lucky Luciano Pictures, chairwoman of the Polish Association of Advertising Producers (SPR), and the Polish delegate to the Commercial Film Producers of Europe (CFPE).
Commercials produced by her have been awarded at numerous festivals – Cannes Lions, Eurobest, and Golden Drum just to name a few. When she’s not working on the next creative challenge, you can find Arleta speaking at industry events. She’s also a member of the Women in Film Association and has been certified as an ambassador of green production as of 2023.
LBB> How did you end up in advertising? Was it always your dream career, or something that came into your life later?
Arleta> I tried various creative jobs – journalism, academic work, lecturing, and TV production – all satisfying in some ways but always lacking something. By accident, I found myself in the advertising business, which combined all the elements I longed for: creative stimulation, logistical challenge, entertainment, project management adrenaline, travel, people, and ideas. So I stayed.
I worked for different production studios, but, similarly to the creative jobs I tried out, one thing was always missing – attention to detail. None of the places I worked at offered enough of that to their clients, not the way I wanted. Finally, I found my dream team of like-minded individuals who had the will and capabilities to strive for the kind of service I wanted to provide. So, we established Lucky Luciano Pictures, a company where 'every detail matters'.
LBB> How do you make sure your work reflects that motto and what does it mean to your clients?
Arleta> Lucky Luciano is more than a production house; it's about people who believe that in film production, every detail does count. Attention to detail is crucial in our line of work, ensuring success for us, directors, ad agencies, and clients. I have carefully compiled a team of people who share my dedication to our motto – people with attention to detail in their blood.
For our clients worldwide, 'every detail matters' means safety, peace of mind, proactive and creative problem-solving, ensuring the success of their productions. We make our lives a bit harder to make our clients' lives a lot easier. They feel taken care of, which is the highest form of recognition for me.
LBB> In your view, is paying attention to details enough for success in commercial production, or are there other elements that are equally as important?
Arleta> Unfortunately, it's not that simple. Among many crucial ingredients for success, the ability to unite and motivate individuals to achieve common goals stands out. Creating an environment that integrates different personalities to share their collective assets is essential. This environment is only possible when people feel fulfilled, cared for, and respected.
My training ground for that area of expertise, apart from Lucky Luciano, was the Polish Advertising Producers Association (SPR), of which I’ve been the chairwoman for the last year. Here it becomes especially apparent how crucial it is for our line of work to bring strong characters together to create a unified front, especially when advocating for better business practices in the industry.
LBB> Is that why the Association was founded? To fight for better business practices in the industry?
Arleta> In essence, yes. The Association ensures that production houses receive more jobs on fair terms and work in good conditions. Clients get the security of working with the best specialists and a transparent process. Our goal is to give a mutual voice to producers and understand the needs of clients as a unified body.
Adhering to ESG rules is crucial, and it's an issue close to my heart. It’s high time for companies to be assessed more frequently by non-monetary criteria. Creative industries, which aren't easily gauged by formal metrics of success, should be at the forefront of this movement.
This issue is particularly dear to me. I have long been exploring avenues to leverage business as a force for positive change in our world. ESG principles resonate deeply with my personal values and moral compass. They also reflect Lucky Luciano's ethos, which I hope will inspire and permeate throughout our local market.
LBB> What's it like to work in Poland and what does the advertising landscape look like now?
Arleta> Having travelled with my productions worldwide, I find it easy to make comparisons. Poland offers top production quality, augmented by a Polish trait – facing adversity with determination. Polish hospitality adds to the experience.
Business practices, honesty, and transparency are upheld to international standards. We are now implementing the Universal Principles of Engagement – a set of rules for commercial production developed and endorsed by national associations such as the APA or AICP.
LBB> What goals did you set and achieve in 2023?
Arleta> In 2023, we participated in the World Producers Summit in Cannes for the first time. I met great minds of our industry and discussed building fair relations with clients based on mutual trust and respect. I became a licensed ambassador for green filming and implemented environmental responsibility standards developed by AdGreen, Green the Bid and other international organisations.
We are advocating for ESG practices with other associations in the industry in Poland. At Lucky Luciano Pictures, in line with the spirit of ESG, we have implemented a Code of Ethics and Good Practices in the Film Industry, which was created and championed by the Women in Film Association. This Code upholds and safeguards inclusivity, diversity, and other values crucial for maintaining a safe and comfortable work environment.
LBB> And looking ahead, what are your goals for 2024?
Arleta> My goal is to continue strengthening the Polish Association, transforming it into an umbrella under which all participants can thrive and contribute to a better future. This will enable us to consistently raise the bar on the level of service we provide for our clients, both local and foreign.
At Lucky Luciano, we'll pioneer the ESG system and explore avenues for positive impact. We aim to expand our network of service production partners globally. Poland should indeed serve as an efficient hub for diverse productions, and I am enthusiastic about making our resources accessible to organisations from around the world.
Personally I aim to ensure that "every detail matters" never loses sight of the people around.
