Producing Tomorrow’s Producers: Helen Barry Duke’s Advice to Young Creatives Entering the Industry
Helen Barry Duke has produced some of the largest television commercial campaigns Ireland has seen in the last five years for the biggest brands. Aldi, McDonalds, Bank of Ireland, Reebok and AIB to name a few.
Having originally worked in the financial services sector as a communications coordinator. Helen has worked in Rocket Science Productions for eight years and has been running Rubberduck as one of co-founders for the last four years.
She has also dabbled in the film industry and took a sabbatical for three months and worked on the Oscar-nominated film 'An Cailín Ciúin' on the production team.
She has vast experience in project and people management, marketing and has exceptional organisational skills. Her working relationships with clients, crew and suppliers ensures the smooth and efficient running of all the work Rubberduck produce.
LBB> What advice would you give to any aspiring producers or content creators hoping to make the jump into production?
Helen> I would advise getting used to being as calm as a swan gliding above water while frantically paddling your feet underneath or something like that! I am kinda joking….
I would recommend getting experience in all aspects of production. I was landed in the deep end and couldn't believe the amount of crew on set and it took me a while to figure out what everyone’s role was (mine included !!).
Be observant, shadow a senior producer if you can and tune into as many crew on set as possible. Get out on as many sets as possible, be prepared to make, get or percolate coffee, be of assistance without getting in the way (it’s a fine line). Be flexible, open, hard working and try to do most of this with a lovely smile on your face (it makes it easier I promise!)
Be prepared for lots of last minute changes, be very flexible and get used to everything NOT being 100% perfect there will ALWAYS be mistakes. The important thing is to make those mistakes into learnings.
Believe in yourself and don’t be shy, sure, you never know your idea could stick and don’t take it personally if it doesn’t.
You will NEVER know everything and important to note that you learn something on each and every job all the time – this is what keeps it interesting and will keep you coming back.
LBB> What skills or emerging areas would you advise aspiring producers to learn about and educate themselves about?
Helen> Being able to communicate clearly with respect and being patient.
Having common sense, logic, and organisational skills - if you were not born organised – it’s essential you teach yourself to be, and to use whatever tools that are out there to help you is a must, a good aul daily to do list is a great start.
Educate yourself on the industry, all aspects of the industry as having an overall understanding is worth its weight in gold.
Learn the pecking order in production, it’s there for very good reasons and can be the difference if you are invited back to a set or not.
LBB> What was the biggest lesson you learned when you were starting out in production - and why has that stayed with you?
Helen> Don't try and wing it if you don’t know the answer SAY “I don’t know, I’ll find out for you though and come back to you!” You need to be upfront and 100% confident in what you are confirming. I have tried to wing it in the past and it wasn’t pretty, I’ll spare you the details. My mentor Eoghan Ryan “Rocket” and my sister/business partner Jenni Barry Duke have given me lots of advice (and still do to this day) but this was the best of the lot.
LBB> When it comes to broadening access to production and improving diversity and inclusion what are your team doing to address this?
Helen> On our team we are open to all crew and staff as long as they are respectful, honest and prepared to do a good days work. It is with pride (excuse the pun) to say Ireland has come on in leaps and bounds but we still have a lot more to do. It would be great for more diversity to bleed into the people behind the camera, as well as the front of the camera.
LBB> And why is it an important issue for the production community to address?
Helen> I think in all communities this is important to address not just the production community. Having worked in the corporate world in a previous life where diversity was at a minimum. I feel the production community has a huge amount of camaraderie, acceptance and no judgement of who you are or where you are from, what your sexuality is or what colour your skin is.
This is so vital as production is about making something together, we all have the same end goal, there is no room for begrudgery. However, unfortunately, there will also be room for improvement. I remember my very first briefing meeting and thinking wow everyone seems to be really happy in what they are doing – I still think this to this day and why wouldn’t you be happy it’s a fantastic and fun industry and so interesting.
LBB> There are young people getting into production who maybe don’t see the line between professional production and the creator economy, and that may well also be the shape of things to come. What are your thoughts about that? Is there a tension between more formalised production and the ‘creator economy’ or do the two feed into each other?
Helen> I don’t feel like there is a ‘tension’ I actually feel it’s the most exciting time to be involved in marketing. it's a constant moving target and it's all about flexibility. Ultimately, cream rises to the top – some campaigns will fail some will not, its all about keeping your ears and eyes open and getting involved.
The bottom line is - good ideas work – whatever the platform is, be that TV / VOD / print / brand ambassador's/ vlogs / radio / OOH / social - ye get my drift.
LBB> If you compare your role to the role of executive producers when you first joined the industry, what do you think are the most striking or interesting changes (and what surprising things have stayed the same?)
Helen> Well now that it’s been a decade since I joined this wonderful world of production, I find myself using the phrase with my younger colleagues “what we used to have to do was …and I am usually referring to excessive printing of treatments, ppm packs, lots of meetings in person.
The main obvious change would be technology and the introduction of communication platforms which has had profound affects to production making it much more efficient with saving time and the environment. That being said, meeting clients face to face will always have huge value and keeping the human touch is a must.
LBB> When it comes to educating producers how does your agency like to approach this? (I know we’re always hearing about how much easier it is to educate or train oneself on tech etc, but what areas do you think producers can benefit from more directed or structured training?)
Helen> The legal end of production, due diligence is so important and having a structured and factual training in place for this is imperative. These are the type processes that are documented and are reviewed and referred to regularly.
LBB> It seems that there’s an emphasis on speed and volume when it comes to content - but to where is the space for up and coming producers to learn about (and learn to appreciate) craft?
Helen> There is always space for craft and there is always space for speed – who’s to say the two can't live hand in hand – it also depends on the brand you are working on – are you marketing price and item or Cadbury’s Flake.
LBB> On the other side of the equation, what’s the key to retaining expertise and helping people who have been working in production for decades to develop new skills?
Helen> In Rubberduck the other half of the team are half my age. this is fantastic for me as they are so much savvier to technology and have thought me a thing or two. I embrace their enthusiasm for doing things quicker and more efficiently you can definitely teach an old dog new tricks.
I feel this works both ways as I get to share my wisdom and experience. So if we can all accept that people all have different strengths and to find out what they are and let them shine. If you are working with a seasoned producer – listen to them and their war stories and take their advice (especially if it's free!). If you are working with young creators – tap into their knowledge, ask them questions DON’T let egos get in the way.
LBB> Clearly there is so much change, but what are the personality traits and skills that will always be in demand from producers?
Helen> There is so much change but having these personality traits and skills will never change - you need to have a clear and open communication style, be logical, and patient. Don’t loose yourself in the industry. Keep yourself grounded with other hobbies and interests too.
Anyone who is lucky enough to have the opportunity to work in production just grab it with both hands (and feet) and at the risk of repeating myself it’s a fun, fantastic and interesting industry and you get to meet very talented and interesting people along the exciting journey.
