On today’s episode, Elizabeth Karner talks to Shannon, Penji’s Partnership Coordinator, about her unique journey into agency production, the intricacies of bringing a commercial to life from pre- to post-production, and the value of fresh perspectives and expertise that agencies can offer to businesses.
Here are three things you’ll learn in this episode:
1. Elizabeth’s Journey to Becoming a Producer: Elizabeth Karner shares her non-linear career path, starting with a background in studio art, working in-house roles that combined creative and administrative responsibilities, and eventually transitioning into agency life where she found her passion for production. Her diverse experiences in project management, marketing, and event planning all contributed to her current role.
2. The Value of Agencies and Fresh Perspectives: Both Elizabeth and Shannon discuss how agencies can provide specialized expertise and a fresh point of view that in-house teams might lack. They also highlight the benefits of hiring early-career professionals for their innovation and up-to-date knowledge, stressing the importance of diversity in thought and experience in agency settings.
3. Disruptive, Strategic Marketing Makes a Lasting Impact: Memorable campaigns (like the silent Tampax ad or Liquid Death’s irreverent branding) succeed by being disruptive and true to their identity rather than chasing trends. Elements like sound design or jingles are powerful tools when used intentionally. The key takeaway is that brands should focus on resonating deeply with their intended audience rather than trying to appeal to everyone.
About Elizabeth Karner & The Brandon Agency:
- Website: http://www.thebrandonagency.com/
- LinkedIn: https://www.linkedin.com/in/elizabeth-karner-698008108/
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