MERCADEO Versión en español
Advertising agencies strengthen their video production departments
Manuela Walfenzao| 14 de abril de 2015
David Rolfe, director integrado de Producción de BBDO Nueva York
A few years ago, the trend inside agencies was to reduce internal video units. With the increase of digital video, specially for social networks, agencies are starting a race to set up audiovisual departments with great production capability.MDC Partners 72andSunny is building a new 13,000 square feet studio in Los Angeles, that will be twice as big and have twice as much personnel than its current production space. In New York, Omnicom BBDO increased its in house production team to 35 people. Interpublic FCB Chicago estimates that they produce around 60% and 70% of their video content themselves.According to agency executives, those that today cannot rapidly produce clips for Instagam, live transmissions for Meerkat and TV commercials will be at risk. “It is a requisite for the agency’s sustainability”, said David Rolfe, integrated Production director at BBDO New York. Currently, they produce 20% of the work, but their goal is to reach 60% this year.Traditional agencies are the ones that are in a bigger rush to catch up with digital agencies, who have video production capability from the beginning. According to Rolfe, it is important to integrate this department and their capabilities to all the creative areas of the agency. Executives believe that the recruitment process is easier than before, since there are many hybrid creatives/producers talents. Nowadays, the internal production model is more profitable.
