This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
Is it just me or is production the next hot topic after media transparency and data security when it comes to marketing? There is not a day goes by when there is not a new article, podcast or story on advertising production and the issues, innovations and ideas on the best way to implement and manage production in the ‘digital age’.
While I recognise the irony of me writing this, TrinityP3 has been observing, commentating and benchmarking advertising production for almost two decades and we have seen the trends come and go.
So what are the drivers that are behind the latest focus on advertising production and why is it now that the category appears to be getting disrupted? Well I can provide at least ten things that have come together at this point to make this happen.
Some have been evolving for more than a decade, while others have appeared as if by magic, but directly or indirectly they are due to the amazing technology innovations that are transforming marketing communications and advertising production in particular. So here they are in no particular order.
1. The DoJ investigation into agency production practices in the USA
When the Department of Justice announced it was investigating TV advertising production bid rigging by agencies and their holding companies in 2016 it placed the production on the industry agenda. There is nothing like a criminal investigation to get an industry to take notice.
But the practice of rigged bidding has been going on for years to a greater or lesser extent as agencies have tried to position their preferred director or production house on price.
But in this modern version the bidding process is allegedly being used to position the agency’s (or associated holding company’s) production company as being competitive on price and effectively squeezing out the independent production suppliers from the process, delivering a greater share of the client’s budget to the agency.
2. The rise of the production specialist companies
Production specialist companies have been around for years, but you know it is a money making proposition when the holding companies create their own production specialist companies such as Craft (McCann) and Hogarth (WPP). So why has this had such an impact on production?
Previously most of the production specialists were positioned as transcreation companies who would work with the creative agencies to take the outputs of their advertising process such as television masters, print artwork and the like and then not just translate but culturally align the work (often originated in English with a Western Cultural perspective) into a multitude of languages for a multitude of countries to maximise the effectiveness of a global campaign.
But the latest iterations see these production specialists taking the production responsibility from the agency and producing all aspects of the creative idea including the original masters and all of the variation at often a fraction of the price the agency could produce it. Continue reading “Top 10 reasons advertising production is the new cost focus for marketers”