As far as agency producers go, Pam Scheideler will tell you herself: she leans towards "the really technical side." So technical, it turns out, that it only took a few minutes for Winston Binch, Crispin's integrated head of interactive production, and Scott Prindle, interactive technical director, to realize she has what it takes to run complicated projects, like the relaunch of VW.com. The two senior integrated figures met with Scheideler in Miami over lunch in the summer of 2006, and within weeks she was an executive integrated producer at the agency, cracking on the automaker's massive web revamp.
Scheideler says the site initially lacked the tools for interaction, things to help consumers "be part of the brand," and the overhaul would be a huge undertaking. "It was like an urban planning project, it was like the Big Dig. It wasn't something that would go up in three months." She worked with a team of 20 developers and four quality assurance people to break the huge task into portions that were a "balance between custom-crafted and large scale reproduction; you can't handcraft thousands of pages," Scheideler says. "So that's something that's [part of the] design system." Almost ten months after she arrived, the main site went out the door and the team focused on incremental new releases.
A New York state native, Scheideler picked up project management skills at dot-com standard-bearers ZEFER and Niteo through the first half of the Oughties, and further developed her design chops executing creative ideas as a producer at Method and then at her own venture, Fuego5—all of which provided her with an impressive portfolio that included projects for Sun and the redesign of Kiehls.com.
Her other Crispin assignments have included the Alliance for Climate Protection's site, thisisreality.org, and the agency's recent Microsoft "Real PC" campaign. No matter what the job, "I've always tried to bring the development perspective to the creative," she says. "[Other places] you have your creative stakeholder, and then you have developers. One thing CPB understands is your developers are also creative. We're all very invested and respectful of each other and everybody's craft."