Brief - to formulate a business proposal to create a new role in a production company
State of the nation
Adland, as we know it, is in a state of flux. Over the course of the past five years or so, we’ve witnessed a large-scale evolution for all industry players. Most notably, the role of agencies continues to shrink as brands are no longer prepared to pay their hefty fees for an outdated business model.
As a result, brands feel braver than ever. This fearlessness sees fewer brands committing to retained agency business, and a greater number cherry picking project partners. They are just as at ease commissioning work from a production company as they are buying versioning from a third-party post-production house. And with the rise of smart, ex-agency minds moving in-house, their own strategic and creative offering is greater than ever. Bottom line: brands want good quality, cost effective work that engages their target audiences and they’re in the envious position to choose whichever production partner they like.
So let me ask you this: why aren’t leading production companies capitalising on this opportunity? To hone a compelling ‘direct to brand’ offering. To pioneer in this space and expand non-traditional offerings. To build on existing commercial and entertainment arms. By harnessing the power of your existing ‘celebrity’ figurehead and the talent you and they are cultivating, you are sitting in a very attractive proposition to brands - I’d like to share my vision for how putting this front and centre before brands will add incremental value. And beyond.
A new way of working
Production companies are set up to work with agencies. Yet partnering directly with brands is a whole different ball game. One which, to be thoroughly successful for both parties, demands a different process led by different personnel. Without the safety net of an agency liaison, brands can feel ‘out on a limb’. Production companies must offer reassurance they can get the job done, in the guise of a knowledgeable, experienced safe pair of hands. It is, after all, a risk for brands to veer away from standard process and production companies should do all they can to make them feel comfortable.
Enter your Executive Brand Producer. Overseeing a project from initial chats to
ultimate supply, this is an end-to-end role. This point person guides marketers through every stage of a project, from treatment development and shoot through to post-production and final delivery. When a friendly and poised EBP holds their hand, this person becomes not only a guide but also a confidante. When done well, this can lead to thought provoking dialogue which in turn may open up further business opportunities. The offering I have put together fits directly into your existing company structure, working directly with your senior management at a minimal cost to the business.
Specific proposal details retracted to protect individual anonymity
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