Tue, 22 Feb 2022 12:14:33 GMT
Cath Long (or Clong to her friends) is a producer at Snap London, where her responsibilities include finding money out of thin air, organising gargantuan shoots that would make Winston Wolf cry and always keeping her creatives well fed with temaki rolls and/or gyoza dumplings.
Cath> My parents met at Leo Burnett in the 70s so it felt kind of inevitable that I’d end up in advertising. I have always been organised (and bossy apparently) so when I landed a job in production no one was too surprised.
Cath> My first role was as a runner at a production company. I worked with an amazing and supportive group of people. It made me realise the power of building each other up.
Cath> I moved from production to agency and got a role working for a seriously old school producer. I tottered around behind her for a year watching and learning. For Christmas she bought me fold away flats as she got so fed up of my walking in heels slowing her down.
Cath> I was working on a job with a difficult client who also featured in the ads alongside a celebrity and the combination made for quite a toxic set. After a few deep breaths in a dark corridor, I had to remind myself that at the end of the day it’s just an ad. We aren’t saving lives here.
Cath> We can produce any format, but do I want to? Personally, no. I would rather excel in one area than be mediocre in many.
Cath> I love that we’re always doing something different. We learn really weird things, from the optimal time to shoot a cow’s udders to the inner workings of a cruise liner.
Cath> Oh it’s changed in so many ways. Possibly the best change has been that no one uses fax machines anymore. They always seemed to break the night before a shoot when we were trying to send out call sheets.
Cath> That we are all still energised by the work we do. Covid has made me realise that people are so important. What’s the point in doing all this if we don’t have fun too?
Cath> Staying calm is a big thing for me. There’s always a solution, I just need to find it. We all approach producing differently. I think you’ve just got to find what works for you rather than trying to be someone else.
Cath> I am really proud of the BeMoreDog campaign. It was one of those productions that sounded amazing on paper, then crazy at the treatment stage, then turned out exactly as we’d all imagined.
Cath> I was very fortunate and got to travel abroad with work last year. Which was great for me, but not so much for the director who got Covid for two of the three shoots. Thank God for Covid back up plans and the tripartite agreement.
Cath> Yeah, the best stories are only fit for the pub I’m afraid. I did once get a helicopter to a wrap party after a one-day shoot in New Zealand.
Cath> We’re in an industry that generally asks people to buy more, consume more. I’m currently working to find a way that we and our clients can offset some of this.
Cath> A gimlet or four usually does the trick.
Cath> I like making people happy, I think that drives me to find solutions. It’s a great feeling when you can tell people you’ve found a way to bring their idea to life.
Cath> Watch people, learn from the producers you like and ask questions. Also, be nice to people, build relationships.
Cath> Having time and a decent budget are the dream. But if you don’t have those most often it’s the relationships you’ve formed that will help you though. In the last year we’ve had quite a few jobs that only happened because of a phone call to a friend and taking a chance on young directors.
Cath> Honesty. I don’t like keeping things back or hiding from issues. If we all know where we stand, together we can solve any problem.view more - Meet Your MakersSnap London, Tue, 22 Feb 2022 12:14:33 GMT