The advertising industry is changing dramatically and everyone is aware of it.
Why is that happening?
Well! Simple. Nowadays audience is EVERYWHERE, i mean literally EVERYWHERE!
Not only that, they are hungry for content too. So, branding and marketing messages should be pushed fast and over a lot of platforms.
At OOTB, we’ve been approached by some major corporation in the last 2-3 years and let me tell you, in the short 10 years we’ve been operating in this sector, We’ve NEVER EVER seen that happen.
Usually, big corporations’ accounts are kept by big advertising agencies who act as their brand guardians. They oversee everything that has to do with their clients’ advertising messages and branding.
This had always been the case for decades…but it is changing now. Proof of that is the amount of jobs available in the advertising sector at the moment. We’ve seen traditional agencies go from 80 odd staff to now barely 20.
It happened in the web industry and now the video industry is following suit.
With the ever expanding internet, most businesses found themselves desperately needing websites for their companies.
These digital store fronts were deemed not necessary 10, 20 years ago and only a small number of companies had websites for “good forms”
Nowadays, if you are starting a business and not thinking about having a website, i’d say, you are in big trouble.
The change started when companies were quoted by their agencies 4 – 7 times what proprietary web companies were quoting.
Why use an agency which is way more expensive without actually getting a better end product in return? Even if the product was better, would it be worth the extra amount of cash you are putting out.
Companies also know that with the current landscape, they will probably need a whole new website in a couple of years (sometimes months).
Agencies argue that they are the “brand guardians” of the companies’ brand and are making sure that everything stays within that brand and image.
The thing is…web companies are now more than capable to follow a branding structure. It’s also easier to converse directly with the marketing manager (who arguably proofs the final product) rather than go through, art directors, semi art directors, creative directors, executive creative directors (all of which are trying to please one another and therefore lengthening the whole process).
Video within the change
The same thing is happening in the video industry. Brands need video to be created fast and cost effectively.
This wasn’t happening before because millions were being spent in media buying AD space on television and you had only one shot at doing things right…
Nowadays with the segmentation of the audience, you need to be battling on different fronts as fast as you can. The agency model doesn’t work for that matter:
Create an idea
Convince the marketing manager
Ask production company to pitch
Find a director
Spend months… planning, editing, producing, mixing etc…
You might have a gem by then but other brands have already stolen a huge market share by pushing as much content as they can.
Process is the key to this change.
Most young (ish) filmmaker nowadays can direct, shoot and edit themselves.
Something that was arguably not easy to do a couple of years ago.
1) Cameras were too expensive and complicated to run.
2) Editing was also very complicated and films had to be chemically developed.
3) Large crews were needed for any production (even the smallest projects).
Like i mentioned at the start, we’ve had a massive amount of big companies marketing manager come straight to us…
Why? because we provide stunning work from IDEA to COMPLETION in a record amount of time:
Clients gives us a brief (like they would do with agencies) except we do everything from that point…
1) Brainstorm different ideas and give options to the client;
2) Organise the casting, director, cameras and equipment needed for the shoot; and
3) Editing, VFX, Grading and SFX are done not long after and we provide insight on everything.
Clients have their own private portal where they can check the updates on the video as they happen.
So if there is a marketing manager who is contemplating using videos soon, why don’t you give us a call or use our quick quoting system.
Other solutions for major companies
Crowdsourcing companies such as Mofilm and Genero are making a killing at getting content out for their clients (at the filmmakers expense some might say), although we like to think that these guys are really transparent on what they do (and how they do it) and filmmakers should be aware that they will end up doing a whole lot of work without being paid.
Superbowl Commercial by Mofilm
Cornetto (Cannes Silver Lion)