With timelines shrinking and media channels multiplying, production has become more dynamic than ever. Sanam Bartoletti discusses how her team blends traditional craft with modern agility, offering insight into what it takes to lead production at the intersection of creativity and complexity.
Can you give us an overview of your production team’s structure?
At Ogilvy Italy, our production team follows a hybrid model designed for today’s cross-platform demands.
Each producer is multidisciplinary — fluent in film, digital, social, experiential, and always exploring what’s next, from AI to virtual production and immersive tech.
Agility is required: projects shift fast, and we’re required to pivot.
We prioritize fluidity over hierarchy — the right people around the right table, at the right time. Continuity matters too: we assign dedicated producers to long-term clients, while others lead specialized verticals.
We also keep a curated network of freelancers, craft partners, and production companies on call, so we can scale quickly and tailor each project with the right talent.
In your experience, what are the key ingredients or qualities that are essential for sustaining a high-performing production team in today’s fast-paced advertising environment?
Curiosity, clarity, and composure under fire.
In this business, no two projects are alike — and that’s the point. A high-performing team thrives on change, stays creatively sharp, and remains relentlessly solution-oriented.
Communication is everything. Great producers are translators — turning creative ambition into production reality. I also value emotional intelligence highly. You need producers who see the big picture, understand team dynamics, and lead with both empathy and decisiveness.
The strongest producers don’t just manage problems — they predict them. They’re steady, keeping everyone focused, aligned, and moving forward, even when the pressure peaks.
What are the biggest challenges you face when balancing creative vision with production logistics, and how do you overcome them?
This is the producer’s daily dance — protecting the creative idea while navigating timelines, budgets, and resources. That friction between ambition and feasibility is constant …but it’s also where the real magic happens.
The toughest challenge is always expectation management — for clients, creatives, and sometimes ourselves.
That’s why I believe in transparency from the start. Define what’s possible. Call out what isn’t. Always explore how to elevate the idea within the real-world parameters.
A production team should come with solutions, not just red flags.
And honestly, some of the most exciting creative breakthroughs are born from constraints. I know it sounds like a fortune cookie cliché — but it’s true. Limitations often unlock unexpected brilliance.
Can you share a recent project where your team had to adapt on the fly? What made it a great learning experience?
An instant marketing activation we pulled off during Milan Design Week — from concept to live execution in just 36 hours.
The idea sparked, was pitched internally, greenlit by the agency, presented to the client, approved — and production kicked off immediately. We had the final assets live and online within a day and a half.
It was a true sprint, and a perfect case of agile, cross-functional collaboration. Creatives, account, and production worked hand-in-hand with the client, aligning in real time and making quick, smart decisions under pressure.
What made it a powerful learning experience was the reminder that preparation is key, but mindset is everything.
