Our exclusive IN FOCUS feature has Agency leaders at Founder / CCO levels speak about the crucial relationship between creative agencies and production houses which truly deserved to be an alliance. Here is Pragati Rana, Head of Originals, Regional Creative Officer – West and Founding Partner, tgthr, on why this alliance is crucial to bringing ideas to life, and more.
In the fast-paced world of advertising, where deadlines are tight and expectations are high, the relationship between agencies and production houses often goes underappreciated. But for Pragati Rana, Head of Originals, Regional Creative Officer – West and Founding Partner, tgthr., this partnership is nothing short of vital. “A film is made three times. When it’s written, when it’s shot, and when it’s edited. Two out of those three happen hand-in-hand with the production house,” she asserts. “It’s not just collaboration, it’s co-parenting.”
Rana emphasizes that while the agency might dream up the concept, it’s the production house that brings that dream to life. “From decoding the brief to getting the right director, from juggling egos to finding lost props, they’re the ones who steer the ship through creative storms.”
She points out that, despite its critical importance, the agency–production house relationship is often underrated. “When it works, it’s seamless. But make no mistake, between the cup and the lip lies lots of chaos, and the right production partner can rein it all in,” she says. “Because even the wildest idea needs someone who knows where to rent a monkey at 2 a.m.”
How long-term relationships drive success
Over the years, Rana has witnessed how these relationships evolve, shaping stronger campaigns and smoother creative executions. “This music needs more soul.” “We need more options for the grade.” “The protagonist needs to wear the brand’s colour.” “The client-approved actor has had a personal emergency, and we had to replace him.” These are just some of the issues that crop up in the world of advertising, and they would typically cause frustration.
But Rana explains how a long-standing, well-developed relationship with a production house turns these hurdles into non-issues. “The relationship becomes more real, honest, and solution-focused,” she adds.
As the rapport between agency and production house deepens, formalities begin to fade. “You stop wasting time being polite and can straight get down to business,” she shares. “You don’t tiptoe around feedback. You say, ‘This VO sucks, let’s re-record.’ And no one’s offended because the goal is clear. To make it better.”
Rana reflects that with time, problems are no longer scheduled meetings on the calendar. Instead, they’re solved over late-night chai, chaotic WhatsApp voice notes, or even through an offhand comment made during a call. “Understanding deepens. A reference video or a one-line message is enough to explain a gut feeling,” she adds.
How honest feedback fuels better work
Such collaborations breed trust. “You stop second-guessing each other’s intentions. You stop worrying if corners are being cut,” Rana says. “What you get instead is real collaboration where both sides know that the other is in it to make the work shine bright, and not just money.”
She stresses that when unexpected challenges arise—like inclement weather, a celebrity’s sudden departure, or a delay in the schedule—there’s no finger-pointing. “We roll up sleeves, fix it, improvise, adapt,” she says. “You know that whatever happens, the work will never suffer. There’s always a Plan B, Plan C to take care of it.”
For Rana, the heart of successful collaboration lies in messy, honest exchanges. “At the end of the day, you realize that great work doesn’t come from polite distance,” she informs. “It comes from messy collaboration, mutual respect, and the comfort to say both ‘I hate it’ and ‘I love it.'”
Problem-solving as a team sport
In today’s volatile creative environment, where rapid changes and ever-evolving expectations are the norm, Rana highlights the importance of shared goals and respect. “In a world where deadlines breathe down your neck and client feedback lands late night with ‘Can we try one more version?’, a successful agency–production partnership is built on more than just talent,” she says. “It’s built on chemistry, hustle, shared trauma, and most importantly, a shared sense of humour.”
At the core of any successful partnership is alignment of vision. “If the agency wants Cannes and the production house wants cost-cutting, it’s not a campaign. It’s a tug of war,” she asserts. “Their goals need to be aligned; their visions need to match.”
Rana also emphasizes the importance of trust. “This is not a spy movie. There’s no place for hidden agendas,” she says. “A healthy partnership means no second-guessing every decision, no ‘yeh toh unka kaam hai,’ and definitely no ego fights.”
Anticipating problems before they happen
She believes that both sides must trust each other completely. “The agency should trust that the production partner isn’t just executing. They’re elevating. And the production team should trust that the agency isn’t obstructing them but enabling them.”
When it comes to problem-solving, the approach must be one of collaboration and quick thinking. “The moment the script goes into production, the chaos begins. It’s not a choice. It’s a reality,” Rana laughs. “Save the drama for the script. In real life, bring snacks, roll with punches, and remember that it’s a collab.”
According to her, success lies in how this madness is handled. “And it needs to be handled together. Not in long email trails, but in calls that start with ‘Yaar, ek idea hai…’ (Dude, I’ve got an idea.) and end with a creative workaround that actually works.”
Rana stresses that preventing problems is just as important as fixing them. “The best problems are the ones that never happen,” she says. “Smart partnerships pre-empt them. They don’t just react. Better to ask ‘What if’ than say ‘We wish we had…'”
Respecting each other’s craft: The secret to smooth execution
Finally, mutual respect is the foundation on which everything else rests. “No, shooting a 30-seconder is not ‘just pointing a camera.’ And no, writing a script isn’t ‘just copywriting,'” she asserts. “Mutual respect, whether it’s for timelines, budgets, edits, feedback, and creative impulses, keeps things smooth.”
With time, patience, and a shared understanding, she says, “the fights get fewer, the work gets better, and the chai finally gets the elaichi, and ginger it deserves.”
Also, read other leaders on ‘The Agency-Production House Alliance’:
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Exclusive | Abhijat Bharadwaj of Dentsu Creative Isobar on the Agency-Production house alliance: They ensure that good ideas don’t die as bad films
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Exclusive | Anupama Ramaswamy of Havas Creative India on the Agency-Production house alliance: The most quietly powerful part of our process
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Exclusive | Binaifer Dulani of Talented on the Agency-Production house alliance: Co-creators of a vision—not vendors
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Exclusive | Ira Gupta of TOASTER on the Agency-Production house alliance: The days of solid producers are back
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Exclusive | Neeraj Kanitkar of Fundamental on the Agency-Production house alliance: It takes a partnership to make it happen
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Exclusive | Raj Kamble of Famous Innovations on the Agency-Production house alliance: No less than the alchemists of advertising
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Exclusive | Sukesh Nayak of Ogilvy India on the Agency-Production house alliance: When we win, we win together
