Aly Moffat Consulting
THe production doula
consultant and business mentor for the creative industries
what is a production doula?
I have always struggled with the title of 'consultant' to me it conjures up a world of spreadsheets and 9 point plans, and it feels like the antithesis of how I work. This is no disrespect to the many brilliant consultants I know within the industry, but it just doesn't sit right in terms of how I like to work which is much more intuitive, then a friend of mine suggested 'production doula' and it immediately stuck.
A 'doula' is traditionally a person who is employed by couples and pregnant mothers to support them through the birth of their child, they are brought on board from the early stages of pregnancy and bring their expertise to help lessen the burden of giving birth and prepare you for the big day, they offer support and guidance, they become an extension of your family, they provide knowledge and with that power and choices, always in the most supportive and nurturing way that they can, but they are also there for when the unexpected happens, when things don't quite go to plan, they can help you through the difficult times as well as the joyful ones.
This is exactly how I work with businesses, I want to get to know you, I want to partner with you and support you as your business grows, I want to find your uniqueness, how best to help you thrive, what makes you different and how we can use that to your advantage.
I have 4 key values that I always bring to my work with clients:
Partnership - this is the foundation of everything, we are in this together
Creativity - this may seem obvious as we work in the creative industries but this is about bringing creative thinking to your business
Impact - if I'm not having an impact on you and your business I'm not doing my job - simple as that
Nurturing - I love to help things grow, and this means nurturing everything and everyone within the business
How I can Help your business
This section should probably be renamed How 'CAN I' help your business? As this is the first question I will ask.
I see myself as a 'plug in' member of your management team, I am here to support and mentor, strategise, troubleshoot, sense check, advise and champion. I will look for areas of improvement, tell you what you're doing right, be a sounding board, help with processes and production knowhow or just be on the end of the phone when a situation arises and you wished you had someone to run it by.
I mostly work with younger businesses and small companies who are fairly new to the advertising sector and want to tap into my 30+ years of experience. I help companies find their voice within the industry, ignite their mojo and realise their true potential,
By working fractionally I bring the benefits of an experienced MD / EP without the price tag.
I offer several value based packages depending on what is most suitable for your business.
Business Deep Dive (monthly fee) - I recommend this for all new clients, this is the starting point for long term business planning and giving me the time to really understand your business and future goals. We will have an agreed number of sessions within each month where we will work through everything within the business including, but not limited to: sales strategy, internal processes, PR and marketing, growth goals and a whole lot more, in addition to our 121's I will also be working in the background information gathering, attending events, meeting with industry contacts, and feeding back to you. I will also be on hand for any questions / trouble shooting on specific projects and business problems that may come up in-between our sessions
Retainer model (monthly fee) - this is recommended for clients who have already done the business deep dive, it is the best way to continue working with me without the time or financial commitment of the deep dive, we will have at least bi-weekly virtual check-ins to keep things accountable and make sure that you stay on track with your goals, and alongside this I will also be attending events, information gathering and continuing to look for opportunities for your business and will also be on hand for any ad-hoc advice needed.
In addition to the above I also offer 'plug in' days as and when you need them, these are charged at a daily/half day rate and are for the times when you might need a bit more of my time such as shoot attendance or additional support in busy times
Who am I?
I am a business consultant and mentor working within the creative industries, providing services including long-term business strategy and development; new business, PR and marketing advice; production support; management consultancy and mentoring.
I specialise in supporting start ups and small businesses within advertising production and post production who want to tap into my experience.
I think of myself as a 'production doula'
With over 30 years of industry experience as a Producer, Executive Producer and Managing Director, I am known for my approachability, pragmatism, straight-talking, kindness and passion.
I am a huge advocate for creating and supporting pathways for underrepresented talent into the industry, my love lies in discovering and nurturing new talent and supporting and mentoring young people looking to break into advertising production. To this end I am currently working with several industry initiatives in this area as both a mentor and advisor.
At the heart of everything I do is a passion for helping people and businesses grow, find their own individual mojo and thrive
My career so far
I started my career at Weilands in the early 90's where I quickly moved from runner / PA to Production Manager / Line producer working with the likes of Frank Budgen, Paul Weiland and Mike Stephenson.
In 2002 after some time oversees working at an editing house in Sydney, I joined 2AM Films as a producer, in 2016 I moved up to Executive Producer and became co-Managing Director in 2021.
During my time at 2AM I worked with some exceptional TV and film directors including Wim Wenders (Paris Texas, Wings of Desire, Buena Vista Social Club), Becky Martin (Succession, Peepshow, Veep), Tom George (This Country, See How They Run), Richard Laxton (Mum, Him and Her, Joan), Miranda Bowen (Killing Eve, Women in Love) and Daniel Dewsbury (Hatton, Louis Theroux, The Mighty Redcar) as well as a large roster of award winning commercials directors including Steve Cope, Paul Goldman and Jason Lowe,
In 2023 I joined the management team at Odelay Films, firstly as MD (maternity cover) and
then moving into the role of Head of Advertising.
In August 2024 I set up Aly Moffat Consulting to in order to bring my knowledge and expertise to a new generation of creative companies within the branded / commercial space.
I have worked around the globe with some of the worlds best and biggest agencies including Mother, AMV BBDO, Ogilvy, JWT, RKY&R, BBH, Wieden & Kennedy.
I have worked with global brands including Stella Artios, Guinness, Ford, Honda, Tesco, Sainsbury's, M&S, McDonalds, Unilever, Danone, Dyson and PZCussons
Testimonials
Jamie Gamache
Owner / MD lowkey films
Working with Aly over the summer was genuinely transformative for Lowkey.
From the very first day, Aly connected deeply with our story, our mission, and the reasons we do what we do.
To kick things off Aly reviewed everything: our website (which we were re-designing whilst she was with us), case studies, creds decks, and internal processes, providing clear, actionable insights from an outsider’s perspective. With over three decades of experience, she could tell us when we were on the right track and when something could be pushed further and improved. That combination of honest critique and also affirmation was invaluable, especially when you’re deep in the echo chamber of your own office.
But Aly’s biggest impact was helping us find our external voice. She gave us the confidence and strategy to start sharing our work and beliefs with the world - on LinkedIn, through industry panels, and in news media outlets. Thanks to her guidance, we’ve:
• Presented at APA’s Production Unplugged, winning the ESG category
• Joined the APA DE&I working group and also APA Reframe Panel
• Spoken at the Un//Scene Festival with Channel 4
• Invited to give a Lighting Talk at Kendal Mountain Festival in front of a room of outdoor brands
We're now even discussing a panel at SXSW on B Corps and mental health in the film industry w/ the CEO of the Film & TV Charity.
None of this would have been possible without Aly. She empowers you to believe in your story, amplify it, and take it confidently to the world. Working with her was a game-changer for our team, and the fire she helped us find isn’t going out.
caroline bottomley
founder shiny awards
Aly is a clear-thinking advisor who has huge experience in the industry, and very deep experience in commercial production. She’s also very up to date with current disruptions in the industry, and how they are creating new opportunities.
Aly is also very committed to ethical practises and ambitions. I recommend her whole-heartedly - she is really thoughtful, considerate, clever and a great person to have in your corner.
Oh and she knows LOADS of people!
Testimonials
Alex Graham
founder / md aggy media
Aly has been indespensible to the success of AGGY. She takes a totally non-judgmental approach with a "no stupid questions" attitude - it's helped identify our business challenges quickly and address them head on. She understands what it's like to run a production company and mentors not just founders but the entire production team - providing salient advice on everything from creds, treatments, director shortlists to costs and commercial terms. She's also a brilliant networker - keeping us up to date with the latest comings and goings in the industry and opportunities we should taking advantage of. I can't recommend her enough for small production companies looking not only at growth but producing good work.
Prudence Beecroft
MD Not just any
(former founder/md odelay films)
Aly began working at Odelay to cover my maternity leave, and she soon established herself as a vital member of the team, serving as Head of Advertising and a member of the board of directors. She was a part of the business as we became B Corp certified, launched in the USA, did a full social media rebrand and grew our director roster to be 50% female. Aly has a great combination of communication skills, strategy, vision and yet compassion as a leader. Aly brings with her a wealth of industry knowledge, great connections, an impeccable reputation, and an acute awareness of new trends and emerging talent. I couldn’t recommend her enough; Working with Aly is a joy, and I have no doubt that she can help many more businesses in the same way that she did at Odelay.
