Monday, December 6, 2010

Production Agencies Evolve

I found it timely that Match.com decided that they didn't need a "traditional" agency to implement the vision the Match team had for their campaign. Instead, they relied solely on their production company and internal resources to create and launch the campaign. Here's a quote from their EVP about the decision:

"We were in an RFP process and we had this idea. We had this vision about the campaign, and when we started talking directly with the production company, we decided to try this out with one date. When you work with an agency, you work with many different vendors. With Picture Shack, it was a one-stop shop. We used directors [our contact has] worked with and then everything was done in the production shop form pre-production all the way through to editing. We have the same team touch every piece of the entire campaign; I think it's pretty unheard of in the industry."

Advertising agencies will continue to see competition from places they did not expect. They are no longer the "safe choice" they once were and therefore need to start re-positioning their service offerings and messaging to address this fact with brands. When the agency starts acknowledging that the have their eyes wide open and understand that the brand/client has more choices, brands will come to respect and rely on the agencies more.

It's an open-source world in more ways than technologically. So, be open in your thinking and your discussions with potential clients.

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