Post-production house boss: We’re going to stop chasing advertising work at any cost

zareh nalbandian

Nalbandian: Industry is destroying itself

One of Australia’s  best known post-production companies is to change its strategy for the “over serviced” advertising sector.

Zareh Nalbandian, CEO of Animal Logic, which last year acquired the assets of fellow independent post house Fuel, told Mumbrella that Fuel was re-examining its commercial strategy and would be less likely to chase low margin advertising work.

Nalbandian told Mumbrella: “I do feel like the advertising post production business is over-serviced and competitive to the point of destroying itself. It’s the nature of the business worldwide but particularly in Australia. It’s become par for the course but it’s not the way to retain talent.”

“We want to maintain the highest standards which both Fuel and Animal Logic have been known for. We’ll be aggressive in the business as you have to be but not to the point where we’ll self-destruct. We’re not going to do something that kills us but we will be aggressive and we will be competitive.”

Previously Animal Logic and Fuel both competed in the ad market. In the acquisition of Fuel, all commercial and short-form work previously done by Animal Logic moved across to Fuel. Animal Logic moved towards animation, with both companies continuing to work on feature film VFX.

Nalbandian declined to give further detail about the new strategy, however, added: “We have combined incredible strength and we now want to apply those to the right creative and production partners but the strategy is a work in progress.”

The CEO said the nature of the advertising production business puts post production houses at the bottom rung of the ladder.

His comments come the same week that VFX artis Roger Bolton accused the ad industry of treating production houses like “scum”. Nalbandian said: “I’m not going to point the finger. It’s not one offender.”

Nalbandian founded Animal Logic based on advertising work.

Colin Delaney



Sign up to our free daily update to get the latest in media and marketing