TBWA has launched its production unit Bolt in Shanghai in a bid to capitalise on the growing appetite for online video content in China.
The new production arm will focus on agile video production to cater to Chinese clients' demands for fast, cost-effective and high-quality video content.
The move is a bid to capitalise on the booming online and mobile video markets which have experienced explosive growth driven by short video platforms, such as Kuaishou and Douyin (Tik Tok).
The division will operate as an independent unit backed by TBWA and will be able to work with clients from across the TBWA collective.
TBWA has hired Martin Granger to lead the business. Granger, who joins from French production agency Ores, will work with young film directors to build the business in China.
Joanne Lao, chief executive officer at TBWA\ Greater China, said, “Bolt is a natural extension of our growing maker culture. With the speed of change in China, it is increasingly critical to scale up our in-house ability to unleash creative possibilities focusing on video content with a streamlined process, and with budget frameworks and timelines that make business sense for our clients.”
Granger said, “Brands today are competing with everything in modern culture for people’s attention, and they need content that is timed to perfection, culturally relevant and on brand. That’s what Bolt is all about – an agile filmmaking collective built to produce creative and engaging content at the speed of culture.”
China's online video market reaches more than 609 million users, led by Tencent Video, iQiyi and Youku.