Figuring It Out with Diego de la Maza
As head of production at Deutsch LA, Diego de la Maza leads broadcast, film, music, content, print and experiential production teams across all of the agency’s brands, including Taco Bell, Walmart, Nintendo, Dr Pepper, Peacock, Lowe’s, Adobe, PetSmart, Nerdwallet and more.
In addition to leading agency production teams, Diego runs Steelhead, Deutsch LA's own 50,000 sq ft production company, comprised of in-house directors, makers, offline editors, animators, motion graphics and VFX artists. Steelhead is the largest agency-owned production company on the West Coast.
Previously as head of US broadcast production at R/GA, Diego produced work across six US offices for the likes of Samsung, Google, Nike, Amazon, The Ad Council, Netflix, eBay, Jet.com, Quaker and Beats by Dre. An Emmy-winning film producer, Diego has produced award-winning work, such as the wildly successful ‘Love Has No Labels’ short film for The Ad Council, and the four-part ‘Hear What You Want’ film series for Beats by Dre.
LBB’s Addison Capper caught up with Diego about the evolution of production as a strategic practice, producers’ place in the c-suite, and why he advises aspiring producers to ‘lean in’.
LBB> A good producer should be able to produce for any medium, from film to events to digital. Do you agree or disagree with this statement? Why/why not?
Diego> I think producers are problem solvers at their core. A good producer will not only learn how to execute in a certain medium but will master their own process for solving a problem. They’ll know how to strategise, who to contact for more precise information and which parties need to be unified at what time. So, although there may be genres of specialty or notable experience, ‘figuring it out’ is an ability that every successful and sought after producer has - and one that can make them platform-agnostic.
LBB> And leading on from that, when it comes to building up your team at the agency, what’s your view on the balance of specialists vs generalists?
Diego> What I love about working at Deutsch LA is that we have a very wide range of production services: from celebrity-studded Super Bowl spots to mind-melting systems for high volume social and everything in between. Producers regularly get opportunities to dip in and out of their usual work streams and experience different models and ways of working. We also have the largest agency-owned production company on the West Coast, so agency producers (especially juniors) are exposed to a variety of mediums and get production-side experience as well. All these opportunities have made incredibly flexible, resourceful, and multi-faceted producers. Once we’ve developed a solid foundation of experience, then we focus on building out every person’s individual specialty.
LBB> If you compare your role to the role of the heads of TV/heads of production when you first joined the industry, what do you think are the most striking or interesting changes?
Diego> It’s no surprise that one of the most striking transformations has been the rapid integration of technology into every facet of the production process. From advanced software solutions to innovative production techniques and now the looming AI boom, technology has fundamentally reshaped how we conceptualise, execute, and deliver campaigns. Additionally, the proliferation of digital platforms and the rise of social media have expanded the scope of production, requiring a more agile and adaptable approach to content creation. We’ve had to learn how to get scrappy while retaining quality and I think it has led to more effective and ‘full solution’ approaches for our clients.
Despite these changes, the fundamentals have surprisingly remained consistent. The emphasis on collaboration, creativity, and client service have highlighted the enduring importance of human connection and ingenuity in the production landscape. The relentless pace of the industry and the need for meticulous attention to detail have remained constants, requiring the same ‘producer qualities’ necessary for success. Craft and attention to certain production elements have led to truly disruptive and fresh work. Overall, while technology and platforms have evolved, the core principles of effective production management have remained steadfast, serving as guiding principles for heads of production across generations.
LBB> When working with a new partner or collaborator, how do you go about establishing trust?
Diego> I believe in prioritising transparency, communication, and a collaborative mindset. Clear and open communication from the very beginning helps to set expectations and foster mutual understanding. This includes openly discussing project goals, timelines, and budget constraints. Additionally, I find that actively listening to the concerns and objectives of our partners helps to build rapport and demonstrates our commitment to their success as well. We work with many production partners, as our clients have an extremely high volume of work, but the best partners (and ones we always go back to) are those who can collaborate with us towards a shared vision. That means there is no us versus them behaviour, instead you have a group of people fostering a sense of ownership and accountability among all parties involved and delivering on promises and consistently demonstrating reliability and integrity.
LBB> How important is it to you that there is diversity across all partners on a production? Do you have any measures to promote diversity when it comes to production?
Diego> Ensuring diversity at every point in a production is paramount to me and aligns with our agency's commitment to inclusivity and representation. But it’s never been about a benchmark or quota for me - it’s simply about making the work better. Diversity not only enriches the creative process by bringing a variety of perspectives and experiences to the table but also reflects the diverse audiences we aim to reach with our campaigns. We regularly participate with programmes like Double the Line, The Commercial Directors Diversity Program, Bid/Black, ManifestWorks, Vets2Set and others to ensure we’re promoting diverse talent and crews. We have an internal biannual audit as well to ensure that we’re not just bidding underrepresented directors but ultimately awarding a considerable amount of our productions to diverse storytellers as well.
LBB> Should production have a seat in the c-suite - and why?
Diego> A resounding hell yes! I don’t think there’s ever been a more important time to ask, ‘how are we making this?’, as production plays a crucial role in the overall success of advertising campaigns. Deutsch LA literally sits inside Steelhead, our own production company. To say we put production at the centre of our agency would be an understatement, but I’ve seen how including production at the highest level of decision-making ensures that executional considerations are integrated into strategic planning and decision-making from the outset. This alignment helps to streamline communication, facilitate collaboration, and ensure that production resources are allocated effectively to support the agency and client objectives. At DLA, we integrate our production leaders upstream and create full production strategies by account, leading to substantial efficiencies. Additionally, having a production perspective in the c-suite can bring valuable insights into emerging trends, technological advancements, and industry best practices that can inform strategic direction and drive innovation.
LBB> To what extent is production strategic - traditionally it’s the part that comes at the ‘end’ of the agency process, but it seems in many cases production is a valuable voice to have right up top - what are your thoughts/experiences of this?
Diego> To expand on my previous point, if you’re handing off a ‘client approved script’ to a producer who’s seeing the creative for the first time, you’re doing it wrong. Production can be a huge resource during upfront strategic and creative planning. Some of the most effective producers have been true creative partners who help shape an idea or even spark new strategies. I’ve seen the broken agency system where producers are forced to scale down an idea because they weren’t brought in early enough. But I’m proud to say that I regularly see the opposite here at DLA: producers having a POV on approaches, inspiring the creative and ultimately creating systems to efficiently execute complex campaigns.
LBB> What’s the most exciting thing about working in production right now?
Diego> There is so much to be excited about right now. Commercial hits like Barbie and Beef are showing Hollywood and marketers that audiences are hungry (starving, really) for new voices and perspectives. We are on the cusp of AI revolutionising the way we make certain content and how we tell stories. Sustainability efforts are making big strides in production to reduce our waste and carbon footprint. Although it’s been a turbulent past year for the ad industry and agencies, there is still so much optimism and opportunity around the corner.
LBB> What advice would you give to an aspiring agency producer?
Diego> I would tell aspiring agency producers to really ‘lean in’. Cultivate a mindset of collaboration and creativity and become a true partner to your agency teams. Embrace the collective expertise and perspectives of your colleagues and recognise that the best ideas often emerge through collaboration and cross-pollination. Additionally, nurture your creativity by remaining curious, open-minded, and willing to take risks. Explore new techniques, mediums, and technologies, and don't be afraid to push boundaries and challenge conventions. Remember that innovation thrives in environments where creativity is valued and encouraged. Hold your clients and teams accountable for valuing diversity and inclusion - speak up if you’re presenting amazing, underrepresented talent but decision makers are resistant. Finally, never underestimate the power of relationships and networking. Cultivate strong professional connections within the industry, seek out mentors, and be proactive in seeking opportunities to learn and grow. This is hands down one of the most exciting and rewarding jobs in our industry. Take full advantage by leaning in as much as possible.
