The role of the Producer in advertising agencies in Spain

The economic crisis of 2008 meant the disappearance of the production departments in many advertising agencies in Spain. Due to the reduction of the investment in advertising, the agencies decided to save costs and began hiring external producers for the development of audiovisual productions. Through in-depth interviews with advertisers, agencies and producers, this paper analyzes what the loss of these production departments meant, the disadvantages of an external producer and the appearance of new figures in the advertisers who carry out the work of the agency Producer.