033: Dawn Kleidon, VP, Senior Art Producer, FCB Health New York

Dawn comes on the show today and dives into a multitude of subjects ranging from photography not being the only option anymore, to where she picks photographers from, to the paramount importance of relationships — she shares what you should never hesitate to do if you’re looking to get yourself out there.

Key Takeaways

[2:05] Heather introduces Dawn and invites her to talk about how she built her career at FCB Health, grew within the organization starting as a creative assistant straight out of college, and who some key people were in shaping the path that took her to where she is today.

[9:23] In an industry that has seen so much change, Dawn touches on the increased workload that is required of people in a day thanks to technology, but also on the incredible variety of artistic visions we get to see because of it!

[12:20] Dawn shares the crazy process of getting to the final three photographer choices starting with concepting — and the months and months of back and forth with the clients to hone in on what they need, even if that’s photography!

[14:35] Concepting is different in different formats whether it be animation, CGI, video or photography. Dawn talks about having clients testing multiple concepts at a time and having to manage all of those threads. Heather and Dawn discuss trends in format choices.

[17:50] No is the usual answer Dawn gives to any photographer asking if they could have “done anything differently” to get a job: it all comes down to creatives falling in love with an image, or the creative calls going one way rather than the other.

[20:41] On choosing photographers for bids — Workbook, AdEdge, and Agent and Rep websites are all places and tools Dawn draws inspiration for and uses to show her clients some options.

[24:06] Heather and Dawn discuss the paramount importance of people and relationships in this industry, and Dawn stresses how critical it is that she be able to say “Yes, I have met them” when she’s asked, “Do you know this photographer?”

[30:58] What makes a go-to person? Dawn lists the values and qualities that make those people shine.

[34:40] If you are a photographer and you are debating whether or not you should try to get that meeting. Don’t. Always try — even trying counts!

[37:45] Doing the right thing in business and being fair with people is the only way to do good business, and it goes a long way in the industry — everything comes back around.

[39:46] Dawn touches on what the estimating process is like for her — ballparks are tricky but they’re a start! — and how everything is geared at making sure everyone comes to a level playing field. She also talks about how she handles showing the estimates to the clients.

[47:02] Telling people they didn’t get the job, Dawn talks about why it’s so important to her.

[53:03] What would Dawn do if she wasn’t an art producer?

[53:39] Heather thanks Dawn for coming on 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

FCB Health

BBDO

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Dawn Kleidon on LinkedIn