How did your agency adjust/adapt to the marketplace in 2021 (new strategies, resources, technology, health/safety expertise) and what is the most relevant business and/or creative lesson you learned in 2021 and how will you apply it to 2022?
We became leaner and developed more of a niche focus on direct to client, end to end creative and production services. We don’t try to be full service and we don’t chase retainers. This enables us to use best-in-class, experienced, creative + production freelancers that are the exact right fit for that particular job. A fintech client has very different needs than a packaged goods client or an appliance brand..and every category needs video now. So you have to be more nimble.
How are the events of 2021–from the pandemic to the call for diversity, equity and inclusion–impacting the content you create and/or the way you work?
We created a Coronavirus protocol explainer video at the start of the pandemic and leaned into remote production as much as possible. We used drop kits at the beginning and phased in more as we could. We listened to our crews and made sure our clients knew the contingencies around someone in talent or crew testing positive. From clients, we’ve seen increased calls for true diversity in casting, and awareness around including more POC overall. As a result we had more Black and Asian actors in our work in 2021 than before. We also built partnerships with minority owned boutiques and production service vendors in 2021 that we hadn’t had prior.
What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022?
To communicate more effectively to potential clients and creative vendors the efficacy of OTT and CTV commercials. Digital marketers now care about commercials. That’s new.
Gazing into your crystal ball, what do you envision for the advertising and/or entertainment industry–creatively speaking or from a business standpoint–in 2022?
More boutiques working together to service fortune 50 brands on project based assignments. Clients who want an agency-in-a-box. Be there when they need you and not there when they don’t
