consultant
✶
Business mentor
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consultant ✶ Business mentor ⧗
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 feels like the antithesis of how I work. 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. When a friend of mine suggested the title ‘production doula’’, 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 their clients for the big day, offering support and guidance, becoming an extension of the family. they provide knowledge, and the power and choices that come with that, always in the most supportive and nurturing way possible, while also being available when the unexpected occurs, or when things don’t go according to plan. They are there to help their clients 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.
PARTNERSHIP
This is the foundation of everything. We are in this together.
My Values
CREATIVITY
This may seem obvious as we work in the creative industries, but this is about bringing creative thinking to your business
nurturing
I love to help things grow, and this means nurturing everything and everyone within your business
IMPACT
If I'm not having an impact on you and your business I'm not doing my job - simple as that
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 know-how, or just be on the end of the phone when a situation arises and you wish you had someone to run it by.
I specialise in working with young businesses and smaller companies many of whom are new to the advertising sector or navigating a period of growth or change, 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.
Ways To WORK WITH ME
The FIRST LOOK
One intensive day reviewing your business
A chance to get to know me and my method of working
Perfect for: "We know something's not working, but not sure what“
The retainer
Everything in The Partnership
‘ In the room’ advisory role including attending key strategy meetings where appropriate
Team mentoring and leadership development
On-call strategic support
Deeper integration with business planning
Perfect for: companies who've been through The Partnership and want to embed me longer-term
The PARTNERSHIP
Weekly or Bi-weekly strategy check-in calls with founders or the senior leadership team
On-call in between for crisis situations and sense checking
Event attendance & networking on your behalf
Perfect for: "We need strategic support without hiring full-time"
Deep dive intensives (Short term)
Full deep dive on brand and positioning
Systems and process overhaul
Budget and financial structure setup
Pitch deck and BD strategy
Perfect for: companies that have a specific list of things that they want to work on in a short timeframe, i.e., company relaunch/repositioning
In addition to the above, I also offer 'plug-in' days as and when you need them. These are charged at a daily rate and are for the times when you might need a bit more of my time, such as EP shoot attendance or additional support in busy times
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Working with Aly over the 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
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.Jamie Gamache - Founder of Lowkey Films
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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.
Alex Graham - Founder AGGY Media
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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.
What my clients say
my career so far
2002 – 2023
2AM Films
Producer, then EP in 2016, then co-managing director in 2021. Worked with Wim Wenders, Becky Martin, Tom George, Richard Laxton, Miranda Bowen and Daniel Dewsbury, alongside a roster of award-winning commercials directors.
Early 90s – 1997
Weilands
Runner to line producer, working with Frank Budgen, Paul Weiland and Mike Stephenson.
2023
Odelay Films
MD (maternity cover), then Head of Advertising.
August 2024 — Present
Aly Moffat Consulting
Left production company life to bring this experience to a new generation of creative companies in the branded and commercial space.
My career began in the early 90's at Weilands where I worked for 5 years starting as a runner and working up to a Line Producer working with the likes of Frank Budgen, Paul Weiland and Mike Stephenson.
In 2002 after some time overseas working as a producer at an edit house in Sydney, I joined 2AM Films as a producer, in 2016 I became Executive Producer and then co-Managing Director in 2021. During my time at 2AM I was very lucky to work with some exceptional directing talent 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) alongside 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 made the decision to leave production company life and 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 and brands including Mother, AMV BBDO, Ogilvy, JWT, RKY&R, BBH, Wieden & Kennedy, Stella Artios, Guinness, Ford, Honda, Vauxhall, Tesco, Sainsbury's, M&S, McDonalds, Unilever, Danone, Dyson and PZCussons.
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 individual mentoring.
I specialise in supporting small businesses within advertising production, post-production, music and sound. Many of my clients are in the first 5 years of their business or are navigating a period of growth and change, and want to tap into my experience.
I call myself a 'production doula' as I approach working with my clients in the same way a doula would approach working with a family.
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. At the heart of everything I do is a passion for helping people and businesses grow, find their own individual mojo and help them to thrive.
I am also a huge advocate for creating and supporting pathways for underrepresented talent into the industry. I love 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.