An Agency Per­spec­tive

The fate of pro­duc­tion com­pa­nies is heav­ily re­liant on the fate of ad­ver­tis­ing agen­cies. But what do agen­cies want and ex­pect from the pro­duc­tion com­pa­nies they work with?

ArabAd - - CONTENTS -

“Film pro­duc­tion has evolved in the past decade. So­cial me­dia plat­forms and on­line chan­nels have ac­cel­er­ated such an evo­lu­tion. High qual­ity cam­eras and video edit­ing soft­ware have be­come read­ily avail­able to the pub­lic, which re­sulted in a rev­o­lu­tion­is­ing of the video-au­dio pro­duc­tion process. Film­mak­ing is now faster, cheaper, and more ac­ces­si­ble and this is in con­trast to the classical ap­proach, which was length­ier and slower. Some pro­duc­tion houses have man­aged to adapt to such an evo­lu­tion but some are still strug­gling.

“A 21st cen­tury pro­duc­tion house should ac­com­mo­date two vary­ing cul­tures. The first cul­ture is one that is well ac­quainted with fast, cheap, and ef­fi­cient pro­duc­tions, us­ing re­duced staff and lighter equip­ment, re­liev­ing the need for so­phis­ti­cated post-pro­duc­tion ser­vices. The sec­ond is one that as­so­ciates it­self with heavy­weight pro­duc­tions that ne­ces­si­tates large bud­gets. And yes, brands still need to in­vest in awe-in­spir­ing cin­e­matog­ra­phy to build im­age. In both cul­tures, sto­ry­telling re­mains king; it is the de­cid­ing fac­tor in any pro­duc­tion. The idea paves the way and the nar­ra­tion drives the au­di­ence.

“The mar­ket is still in re­ces­sion and there’s a no­tice­able drop in de­mand for mega pro­duc­tions, and the drop will most likely con­tinue at the ex­pense of ‘cheap, fast, and good’ vi­ral con­tent. Ac­cord­ingly, my ad­vice to pro­duc­tion houses would be to build teams quickly and ef­fi­ciently, iden­tify young and ea­ger tal­ent, and struc­ture projects on the ba­sis of ef­fec­tive­ness, pro­fi­ciency, and, of course, qual­ity.”

“We are liv­ing in the best time ever to bring our ideas to life, with in­stant ac­cess to an al­most in­fi­nite range of pro­fes­sional and vi­sion­ary pro­duc­tion com­pa­nies in the Mid­dle East and around the globe. Be­fore the ad­vent of the in­ter­net, it was al­most im­pos­si­ble to work with com­pa­nies and tal­ent be­yond our own re­gion. But today the game has changed com­pletely. And it’s very healthy, be­cause it stim­u­lates com­pe­ti­tion, pro­duc­tion val­ues and even the cal­i­bre of ideas. This goes be­yond be­ing ‘in­te­gral’.

“Also, be­cause we see con­tent pop­ping up on our so­cial me­dia chan­nels all the time, we – and our clients – find our­selves com­par­ing our pro­duc­tion val­ues with the lev­els of pro­duc­tion in other parts of the world. It pushes us to be more crit­i­cal, more cu­ri­ous and more am­bi­tious. There’s noth­ing more in­spir­ing than be­ing judged in real time by the rest of the world.

“What I ex­pect from a pro­duc­tion com­pany is to con­nect us to the best tal­ents in the world. Not only what is avail­able here. The great­est value of a pro­duc­tion house, like any other com­pany, is trust. It al­ways has been and it will al­ways be. We work very hard with our teams and our clients to con­ceive ideas, and then ap­prove them. Some­times it takes months. If you trust a com­pany to pro­duce your work and they de­liver less than you de­serve or ex­pect, there’s no sec­ond chance. And my ex­pec­ta­tions are be­com­ing higher ev­ery­day. So what I would like to see specif­i­cally in our re­gion are pro­duc­tion com­pa­nies with more iden­tity, more per­son­al­ity. Com­pa­nies that do ev­ery­thing do not nec­es­sar­ily do the best in ev­ery­thing.”

WALID KANAAN, Chef Cre­ative of­fi­cer, TBWA\RAAD

ANDRÉ NASSAR Re­gional Ex­ec­u­tive Cre­ative Di­rec­tor LEO BUR­NETT

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