Creators: SVP, Production and Brand Partnerships Amy Sweeney

With over 22 years of experience in media production, Amy Sweeney has been a pivotal part of the Alkemy X team since 2011. Amy is a leader within our business development team driving new client relationships and strategic partnerships building our reputation as creative partners. Her expertise spans live-action production, post-production, advertising, brand marketing, sales strategy, and project management. Collaborating with various teams, she produces creative and tactical strategic plans that benefit our clients and leverage Alkemy X's talent, always aiming to go above and beyond client expectations. Learn more about her journey in the industry and her role in fostering successful client partnerships!

AX: Can you tell us about your career path and how you progressed to your current role in business development?

AS: I was a Radio, Television & Film major at Temple and started working part-time at an Advertising Agency doing all sorts of random jobs which in hindsight gave me great exposure to the different divisions of the Agency. I ultimately made my way to the creative department and never looked back. There was an opportunity in the commercial production division at NFL Films and I decided to “switch sides” and go for it. I enjoy working with clients so the transition from producing to business development was fairly easy. My agency experience provided me with a great perspective on how to speak to potential clients and how we can provide what they need. 

AX: How do you balance the dual aspects of production management and brand partnerships?  

AS: I think my background in production and staying involved with current projects provides me with the experience and knowledge to confidently sell and manage clients. I organically grew into this position since it’s a hybrid of what I enjoy doing. 

AX: Can you share an example of a challenging project or partnership you managed early in your career and how it shaped your approach to your current role?

AS: When I was first starting, I had a really difficult client who consistently found or made problems where there were none. I had to figure out how to effectively manage this client while protecting the internal team and making sure the job was profitable. I had to trust my instincts and not get intimidated. I think that experience taught me how important it is to think strategically, look at projects holistically, and not be afraid to give my opinion. It’s important for me to always think about what sets us apart from everyone else. I have to think on behalf of the client and really understand their brand, anticipate their needs, and be the voice of the client while making sure everything aligns with the ethos of the Alkemy X team. 

AX: How do you evaluate the effectiveness of a brand partnership?

AS: I guess the ultimate measurement of efficacy is when I hear that a client has exceeded their projections. I love being briefed on marketing objectives and assembling a “dream team” that listens to the client's objectives and obstacles, ultimately developing a smart, strategic creative plan that leads to results. 

AX: What do you see as the biggest challenges facing the industry today?

AS: There are a few that concern me. 1) The lack of understanding that AI isn’t a replacement for good creatives. Anyone can create AI-generated designs and content but it’s the creative talent who has the vision and understanding of how to properly manipulate this technology to execute and see results. 2) Brands and agencies developing internal production teams not realizing the value of an experienced production team. 3) Companies who will work for significantly reduced budgets which in return, hurts the industry.

AX: Can you describe a successful partnership and the steps you took to make it succeed?

AS: One that comes to mind, was when I approached a financial institution for a general reintroduction and learned they were about to embark on a total rebrand. I knew it was important for our presentation to be purposeful and strategic instead of the broader generic capabilities. I did some research and learned whatever I could about them, brought a great CD/Writer along with a strong agency background, presented our capabilities and a few case studies that would resonate with them. The meeting probably lasted close to three hours. They were all great communicators and we were all ears which is key - just listening to clients is so important. From there, we knew how to navigate the campaign and to date, it is still a valued, reciprocal great working relationship.

AX: How do you maintain long-term, mutually beneficial relationships with brand partners?

AS: Respect. Some of our greatest long-term clients are partners who are people who respect us and our process and vice versa. Like any relationship, there are bumps in the road. If I disagree with a client's decision or actions, I will respectfully push back. If I just said yes to everything I wouldn’t be doing the client or Alkemy X any service in the end. I think the relationships that have hard conversations and a laugh after are the last ones standing. 

AX: What are the critical factors you consider when selecting brands to partner with?

AS: Creative opportunity and spend are big factors. My mantra is “some for the reels and some for the meals”. 

AX: How do you handle situations where a collaboration doesn’t go as planned?

AS: Our line of work has to come with a degree of flexibility and the ability to be solution-oriented. If a project veers from the course but is still headed in a direction that makes the client happy and within scope, then so be it. If the client is asking for something that is not in their best interest, or Alkemy X’s, I will respectfully push back with conviction. Overall, it’s important for me to be able to find and offer options or solutions that make sense. 

AX: How would you describe your leadership style, and how has it evolved over time?

AS: It’s important to lead by example and respect your colleagues' perspectives and work together as a team. I have gained confidence that comes with experience and will stand my ground when I have conviction, but I always try to keep an open mind and consider other perspectives. 

AX: What’s a professional goal you are working towards? 

AS: Landing new clients with good budgets that provide the opportunity to create meaningful content that we are proud of and have some fun in the process!