Production houses must adapt to keep up with the growing demand for content
Like all creative industries, the production business is in a state of rapid change, change that is causing a quiet but rising panic amongst traditional production houses. Katie Trew explains.
I remember a time, not so long ago, when a client would highlight in a brief that they wanted an ’always on’ strategy or campaign. When is a brand ever off now? Marketers are under increasing pressure to stretch their budgets further, to create more, because they need more. It’s our job as production houses to find ways to deliver. Enter, the new brand of in-house agency production.
I have just wrapped shooting a campaign where a traditional singular TVC budget was required to produce ninety seconds of broadcast content, a two-minute short film, a three-minute behind the scenes video and a suite of bitesize, digital social pieces. And that’s not including the load of animated gifs and stills for print, outdoor and digital.
The days of the singular TVC are over
Absolutely fabulous. Grammatically perfect and beautifully put together with required impact but no skimping on expression.
Thanks Nan ?
#biggestfan
Our business was founded on this insight more than 10 years ago. We’ve been delivering multiple executions out of a single content collection the whole time. You’re right though keeping up with the insatiable appetite for content without going broke is the modern marketing challenge.