Digital agency Razorfish steps into TV
In a potential sign of the times for traditional advertising agencies, the Microsoft-owned digital agency Razorfish has created its first TVC for a network US audience. And the founder of the agency’s Australian operation – Amnesia Razorfish – says he can see the same thing happening in this market.
Razorfish’s New York office created the ad for detergent product All Small and Mighty, reports AdWeek in the US. The commercial, which ties in with TV show Celebrity Apprentice drives viewers through to a branded website.
Iain McDonald, founder and creative director of Sydney-based Amnesia Razorfish, said that his agency had already reached that landmark – creating a TVC last year to promote a nineMSN Messenger service as part of a wider online campaign.
Asked whether the day was approaching Amnesia regularly creates TV spots, he told Mumbrella: “The short answer is yes, with the caveat that it needs to be campaigns where digital is at the heart of the idea. In that sort of case we would be quite prapred to take on TV.”
He added: “We are not in the business in treading on people’s toes and we would only get involved if we felt we could offer value. We only want to be used where we are best for the job.”
He said that the growth of IPTV, where far more data is available on who the user is, and how they react to creative, will provide a major opportunitywith the ability to vary executions seen by different individuals.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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And i heard that they pulled out of appearing on the Gruen Transfer because ‘its not what they do..’
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There are loads of interactive agencies that have taken the leap into Film and Television production … locally and abroad … Deepend, Massive, TeKnowledge and a host of others have had film and TV capabilities for years ..
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Creating a TVC is not the sole domain of mega-agencies and is not the rocket scienceit’s made out to be. You just need a few people who know what they’re doing. Like, say … me.
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Amnesia produced its first TVC for Ministry of Sound about 6 years ago and like Amz says, there are many more digital agencies that have had a play in the space. Despite this I believe most good interactive agencies are focussed on producing great ideas that produce results for the rapidly growing digital platform. We’re certainly not trying to compete with traditional agencies who already do a great job creating ideas for TV.
Bottom line for me, most agencies in the future will be competing on strategies/ideas that work across the media spectrum that solves the clients problem. So we’re focusing on big digital ideas not TV campaigns, but there is nothing to say that a big digital idea cannot also be the big ATL idea in the future. We’d certainly rather own the idea than be credited with producing the TVC.
Iain / @eunmac 🙂
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well done. you just produced a TV ad. next week you’ll be with a client bagging TV as a medium to get some digital money to make a banner.
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http://all-laundry.com/
It’s actually very entertaining stuff, far better than I was anticipating.
Well done Razorfish, must get it for http://www.bestadsontv.com
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@ Clive Burcham – Can it be a rich media banner playing a TV ad? 😉
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All agencies will be digital agencies, the question is just what process agency people take to get there. We’re all starting from different places, but we’ll end up in the same place.
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Adam, I think all agencies will include digital (most already do), but unless TV, Radio, Newspapers, Magazines, Outdoor and Cinema all disappear overnight, agencies will still produce creative for those media.
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