Producers: Relax, the Answer to Increased Demand is Within
Posted in: Uncategorized
Producers, are you being told to be nimble? Scrappy? Are you trying to figure out what the hell is going on? Do account people think your project estimates are too high? Relax. It’s going to be ok. We’re all in this together. Our agency recently hosted a “roundtable” talk with production leads from different shops in San Francisco, and it’s unanimous: The answer is within.
A recent Ad Age article about the evolving agency production model noted a shift from “tentpoles” to “tadpoles.” This shift is referring to the increase in continuous video content for social media, far simpler and cheaper than the big anthemic broadcast spots of the past, and the trend to expand production capabilities to keep up with the demand for large quantities of content.
Great. Let’s start making stuff. We like it. However, as my fellow production directors and I agreed, most agencies — except perhaps for the large New York shops cited in the article — can’t support large in-house production groups, nor are client budgets at the level necessary to sustain this model. Those of us in San Francisco who met to discuss the issue are used to running a bit more lean and mean. Blame it on the startup mentality in these parts.
Post a Comment