Time to ditch old production models? New report by The Drum explores the agency challenge of scaling digital content
Consumer appetite for digital content is growing and agencies are now expected to deliver content with speed, on smaller budgets, and with limited specialist knowledge. But how can they meet client expectations and scale digital content without compromising on quality?
Time to ditch old production models? New report by The Drum explores the agency challenge of scaling digital content
This is the subject of debate in The Drum’s new report, in association with Movidiam, which explores how agencies are adapting to emerging trends and technologies in the industry and gives ten recommendations on how to tackle modern video and digital content production.
The report, The Rise of Digital and Video Content, How Are Agencies Tackling the Demand, examines how agencies are responding to the industry shift towards fast turnaround digital content. It has found that agencies are adopting several different strategies such as testing new formats quickly, gaining wider access to specialist knowledge, and partnering up with freelancers.
The report contains interviews from Sean King, CEO at Seven; Adam Mack, chief strategy officer at Weber Shandwick; Scott Jackson, head of video at Weber Shandwick; Stephen Waddington, partner and chief engagement officer at Ketchum; Philippa Baldwin, managing partner at Grey; Philip Jackson, global brand strategist at Mondelēz International; Sille Opstrup, head of digital at Pernord Ricard UK; and George Olver, co-founder at Movidiam.
Some of the key challenges highlighted in the report reveal the struggle to create great stories that stand out in the market and resonate with audiences. The pressure from clients for faster turnaround content within tight budgets, while staying on top of emerging technologies such as Virtual Reality, are also mentioned in the report.
“The findings of this report underpin the very principals upon which we started Movidiam," said George Olver, co-founder of Movidiam. "Having spent 15 years running a traditional production agency, servicing brands and agencies around the world, we saw first-hand the changes taking place. Today there is an intersection of forces meaning brands, agencies and production companies need to change."