I’m seeing interactive producers naturally align with disciplines from their own background, be it community development, social media engagement, web analytics, development, etc. Yet we maintain a working knowledge of all parts of an integrated campaign.

I would encourage anyone entering this field to get a handle on project management and effective communication. Approach your teams & clients with a servant’s heart. You’re going to need to be a teacher, mediator, cheerleader & drill sergeant and you’ll need to know when to be which.

And be passionate about emerging trends in media as well as past memes & case studies. Don’t be intimidated by technology. Read as much as you can and be ready to relate what you learn to your current campaigns. This role a good blend of strategy + tactics.

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Another point worth raising is that producers who want to work on international content need to either have specific cultural knowledge of the areas the content is reaching, or know how to bounce their work off those that do.