Are the big bucks worth it?
Each fortnight in Encore Adam Ferrier poses a question related to the media, marketing and entertainment industry. 
Production budgets bore me. I’ve had so many conversations about wanting to bust the production model open and find a new way to reconcile the speed, quality, cost trade off – but often find myself looking down the traditional tunnel, or a kaleidoscope of confusion and uncertainty.
I look at the amazing work of West Australian content makers Aaron and Henry and compare that to the latest big budget piece of gloop from whoever and I get annoyed.
But the real reason I get annoyed is that I think they might be right. There may be something in paying a crap load of money for production and ensuring a better result. For even though strapping a Go Pro on to the head of the office junior who has a great eye can turn an amazing result, it’s nothing like the impact that a big production budget can have.
“…Could the million or so spent on the latest big ad be better deployed elsewhere?..”
Oh come on, I think deep, deep down inside you know the answer to that question!
Having some experience with “Strapping a Go Pro on to the head of the office junior who has a great eye can turn an amazing result.”
End of the day its all about telling a great story and having a great idea
G
Have a look at what Cummins Ross have done with Jeep: make lots, make them well, make them with the bare minimum budget. They’ve been some of the most prolific producers of content in the last few years. While they’re not all slick, the cumulative effect seems to be working judging my the amount of new Jeeps I see on the road.
I genuinely think that there is a production solution for every budget both in terms of the financial aspects and also to be on brand. The trick is in having a super-smart producer that is working closely with your creative team BEFORE the concept is presented or everyone falls in love with it. This wont be a producer that works with a production company as they don’t work with the client’s best interest in mind – I mean an agency producer or independent producer.
A smart agency producer should be able to work with you to get a great solution for whatever the budget is. I feel it is a lazy producer that says we need to work with certain film companies at a certain budget level to get a good result. Of course good film companies are a must and the right ones for the right job, but sometimes there are people that deliver every bit as good a job without the ego and without the stuck way of thinking about how to execute it. There is no question that our industry are influenced by ‘who’s hot right now’ (yes, think Zoolander), rather than ‘who else can do a hot job right now for a fairer price’ (and I also think they can be a whole lot more collaborative to work with too!). If you’re smart about it too you can work with great production companies and cut out the fat but ensure the best parts of the job are left there too – the bits that work for the idea.
I absolutely know I’ll raise some flack over this having been a tree-shaker for the industry for many years – first to get lots of negative feedback for being an agency to do in-house, then to be one of the first to use digital formats, and again to be one of the first to edit in-house too. I feel we need to innovate and INITIATE it – not follow, so I am prepared to hear the abuse over it… go for it. A follower is likely to be the first to throw crap my way though, I can guarantee it.
I think what Adam is saying here is a hint of what I believe is a fundamental problem of the industry – the old way of producing has to change and there are plenty of suppliers doing new things, but many are not sustainable or solid enough solutions at the same time. There are two extremes in the industry, and we need to be able to manage the two ends of the spectrum and get a sustainable solution between these two worlds.
Smart producers should know how to tread this middle ground of being affordable (viable), on brand, and above all be entertaining without the wastage and without being hokey or exploitive at the same time and I know that many do get this right. There are some wonderful, creative producers in our industry if we get them involved at the right time and get the right ones.
I do think there are times when a big budget can make a certain impact but mostly I feel it is to our peers that put these spots on a pedestal, if I’m really honest about it. I don’t feel consumers place high budget productions on any pedestal – it seems to me they just like good ideas and to be entertained regardless of the production solution.
Effectiveness speaks the loudest. There’s enough to say that creativity supports good results and I don’t have any qualms about that, but I don’t see any correlation between over-spending on production having a direct impact on results.
With clients wanting to do more and more longer form and integrated (entertaining) content there will be a need to get the pricing right for those that want to stay afloat – more than ever.
I think producers need to be thinking about cost per lead and conversion rates if we’re to serve clients properly – and I bet there are many that don’t even know what I’m talking about here let alone come up with solutions for a client that meet those needs.
I trust that someone of your calibre raising this issue will finally have it heard properly Adam. Thanks for raising it.
Ok, yep that was long. My pet subject though 😉