Commercial production focus: How has your client base changed recently?
From industry-wide belt-tightening to advancing technologies, the dwindling importance of TV and the growth of online, commercial production has changed a lot of late.In a series of articles featuring the questions surrounding commercial production, The Drum catches up with low budget TV and digital ad specialists STV Creative, creative audio company Kalua, video guide producers Flixity, TV and radio commercial production specialists The JMS Group and animators Flaunt Productions to take stock of the industry and find out what we can expect to see going forward.Today’s first question is: Has your client base changed recently? Are any client sectors investing more in commercials, or are any decreasing their spend?Jack Garrow, director, FlixityMore and more middle-sized SME's are venturing into video advertising. They are attracted by the lower costs and high quality now achievable, and by the impact of video on their websites and phones. This is exactly the market where new companies, like Flixity, are building a reputation.Francesca de Lacey, head of TV, The JMS GroupI’d say it’s developed rather than changed. We’re getting more repeat work from clients who’ve had success with their first outings on TV, which is promising. Our biggest growth area is definitely tourism, which is helped significantly by specialist agencies taking advantage of an improved climate for deal-making.Paula Lacerda, executive producer, FlauntWe have a more international client base now and are looking to expand that in future. Being based in Glasgow we still want to work with clients in Scotland as much as we can, but if the opportunities aren't there we're not going to sit around waiting for the phone to ring.Stephen O’Donnell, head of STV Creative, STVMost business categories are represented on our client list now which is a change from a few years ago when we were over represented in the retail sector. At present we have a balanced client list with good growth in the financial services, motor and public sectors.Sponsored by: