Matt Miller – The changing production process: How the workflow has evolved, and where next?

The MCA Prodcast

This week on The MCA Prodcast Pat Murphy talks to Matt Miller, President and CEO of the Association of Independent Commercial Producers (AICP). AICP represents the interests of independent companies that specialise in the production and post production of commercials in various media—film, video, digital—for advertisers and agencies.
Matt looks back on his 30 years with AICP and considers how the industry has changed (or not) in that time. “I think probably more has stayed the same than changed”, he says. He also reveals how he ended up on The Today Show many times as a correspondent for all things advertising, often explaining the cultural phenomena of Super Bowl advertising to the US audience.
Pat and Matt discuss the changing nature of production and procurement – how production costs vary around the world and why the US is amongst the most expensive. Matt explains the balancing act for any brand is between the value of US talent and expertise versus potential cost-savings elsewhere. They also discuss the shift we’re seeing where more and more creative agencies are bringing their production in-house. What does this mean for creative output and what are the broader implications for our industry? Is there a potential conflict where agencies may not provide the best outcome for their client? Also, what do these shifts mean for talent, talent development and people thinking about their career trajectory?
Matt explores the dangers of AI and why he thinks strong regulation is required to safeguard our industry and protect the work of creatives. “We got so much wrong with the creation of social media and this is so much more powerful than social media. We need to get this right for the good of the world” Matt says.
Outside of work, Matt is a keen golfer and his family foster cats. Matt says about the cats in his home ‘I never know when one is going to show up!’. He estimates they’ve rescued over a hundred cats since COVID... Incredible!

Watch Matt’s favourite ad: Nike – Tiger Woods’ Perfect Golf Swing

Hosted by Pat Murphy

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