Advertising Production Leaders Gather at Deutsch LA for Bid for LA Roundtable
On Friday, May 16, leaders from LA’s advertising production community—including bidders, agency producers, freelance line producers, and production & post-production company leads—gathered at Deutsch LA for the second Bid for LA roundtable. The event brought together voices from across the commercial production landscape to surface the real-world pressures behind how advertising work is awarded—and what it takes to win a bid in Los Angeles today.
While much of LA’s production conversation revolves around film and television, commercial production professionals are often left out of the room—notably absent from city committees like the LA City’s Entertainment & Production Council, despite being a vital part of the local creative economy. Bid for LA exists to help change that.
The initiative was created as a grassroots effort to fight for local advertising production and protect the livelihoods of the people who make it happen. This roundtable focused on telling the story behind the bid—the one that doesn’t show up in budgets or spreadsheets, but that often determines whether LA wins—or loses—the job.
Two Key Conversations Took Center Stage
Making It Work in LA: The Extra Effort Behind Every Local Shoot
This conversation surfaced about the city and state-level policies, restrictions, and outdated systems that make LA one of the most complex—and least production-friendly—places to shoot. Attendees shared stories of unexpected hurdles, added risk, and the extra labor required to keep jobs here. While other markets offer more streamlined support, LA’s legacy systems slow things down and drive work away. The group aligned on the need for modernized guidelines, clearer protections, and stronger communication with agency and brand partners to better advocate for LA—and explain why some costs are higher.
“It’s not just about losing jobs—we’re losing momentum, trusted crews, vendor relationships, and the fabric of what makes LA unique. This industry fuels more than production; it supports communities, creativity, and culture. And those losses don’t show up on a bid sheet—but they’re real, and they’re being overlooked.”
— Eric Brown, Founder and Executive Producer, FIXER.
What LA Still Does Best: The Advantages That Set Us Apart
This session flipped the script to focus on what makes LA worth it—despite the challenges. From world-class crews who can land a shot in record time to instant access to gear, stages, locations, and specialty vendors, LA is one of the only places where you can get anything you need—right when you need it.
Attendees collaborated on a working list of LA’s unique production strengths, aiming to reposition the city not as the default, but as a strategic, high-value choice for advertisers. The conversation emphasized the need for upstream education, better storytelling, and tangible tools to help producers and bidders make the case for LA in today’s competitive market.
“LA has long been the gold standard for commercial production, but rising costs and outdated systems are pushing work away. It’s time to shift the narrative—showcasing LA’s unique advantages while addressing the real barriers that make bidding here harder than it should be.”
— Kat Garelli, Executive Producer/ Head of Production, WW7
This wasn’t a panel or keynote—it was a working roundtable where participants could speak candidly about the uphill battles they face and the creative problem-solving required to keep commercial work in Los Angeles.
Community Support
The ripple effects of runaway production extend far beyond set life. Local favorite Mendocino Farms—a go-to for crew meals, agency lunches, and PPM meetings—donated three $300 gift cards in support of the roundtable. Their generous contribution underscores just how deeply LA’s local businesses are tied to the health of its advertising production economy.
"We were thrilled to provide creative sandwiches and salads for this roundtable supporting creative Angelenos in the entertainment industry,"
— shared a representative for Mendocino Farms
What’s Next
Insights from this session will be shared with partners and organizations like CA United, Stay in LA, and other advocates working to shape policy and perception around LA’s production economy.
“LA isn’t just a backdrop—it’s a creative engine. When we bid here, we support local jobs, culture, and the future of storytelling in our own communities.”
— Diego de la Maza, Chief Production Officer, Deutsch
Bid for LA will continue pushing for visibility, resources, and policy reform that reflect the realities of our community—and the work it takes to keep production in LA. Because if we want to bring jobs back, we have to tell the whole story. And we’re just getting started.
