Is the glass half full or half empty?
Is economic adversity an opportunity rather than a roadblock?
Does the audacity of hope apply to the advertising and marketing sectors?
Are we on the long and winding road to an economic recovery or approaching the precipice of a depression?
While assorted forecasts and statistical projections show a down or at best a flat year in traditional and new media advertising expenditures for 2009, agency creatives and producers still need more than ever to connect with prospective consumers. Breaking through with a relevant message to coveted target audiences becomes all the more essential in a tight economy.
In past economically challenged times, conventional wisdom called for dialing up the hard sell, being a bit more conservative creatively, and careful about how to deploy humor, if at all.
But these are markedly different times with consumers in control of their media and able to tune out at a moment’s notice. Ad folk might be hard pressed to make the hard sell in today’s marketplace. In tough times, the mantra becomes get relevant or get lost. And perhaps there’s even more of a premium placed on being able to entertain and engender a smile, if not a laugh.
Whatever your take, these indeed are challenging times in terms of formulating effective advertising/marketing strategies and working within the parameters of reined in budgets.
But up to the daunting challenges are ad agency heads of production who offered their thoughts, observations and advice as to how to best tackle ’09, a year which unlike ’08 doesn’t have the built-in recession fighting buffers of the Summer Olympic Games and hotly contested political campaigns spanning the presidential as well as Congressioinal elections. The advertising/marketing community will have to proactively take the initiative and create its own opportunities.
Indeed opportunities or the lack thereof will be a key topic this year, as it was an implied factor in our survey question designed to get varied opinions as to where the industry is headed and ad folks’ present state of mind.
SHOOT posed the following query to various advertising agency heads of production, seeking their prognostications.:
Gazing into your crystal ball, what do you foresee or envision for the production front in 2009? (This is an open season question. You can talk about the economy and its impact, how your role might evolve, the nature of the work you see yourself doing in the new year, or any other production aspect you care to reflect upon or address.)
The following is a sampling of the feedback we received from advertising agency professionals from coast to coast:
Matt Bonin, VP/head of video,Crispin Porter + Bogusky, Miami and Boulder, Colo.
During each of the three most recent recessions, art has flourished. Downturns in the early ’70s propelled Warhol. The ’80s saw Schnabel rise to fame. And Damien Hirst in the ’90s. Does having less lead to finding a way to do more with less? Or does it lead to the weak being trimmed from the pack to reveal the best work? Maybe both.
There are parallels for the production world. That’s what the test of 2009 will be. Do more with less and use creativity, not dollars, to solve problems. Smart money management, talent and passion will lead to success this year. Unlike perhaps, years past, all three components will be necessary to survive and succeed this year. Production, editorial, music, and finishing companies will all contract, and the end result a year from now might be a more talented industry than ever before. The opportunity is there every day to transcend and make commerce and art.
Regina Ebel, executive VP, director of TV production, BBDO New York. It will be more important than ever for producers to think outside the box and come up with ways to deliver the work more efficiently in terms of both time and money.
This translates into great creative opportunities. It will allow producers to research and look for new talent, from directors to graphic artists, editors, post houses, music and sound design. At the same time, it’s an opportunity to work with long-standing partners and to leverage those relationships to come up with smarter ways to deliver great production value within tighter budgets.
It’s really a producer’s dream come true: a chance to solve problems (what we do best) and deliver great work that both the client and agency can be especially proud of.
Cindy Fluitt, director of broadcast production, Goodby, Silverstein & Partners, San Francisco Here, every year is full of surprises and imaginative solutions. If the rest of the year is anything like these past three weeks, we will likely have an abundance of both.
Consumers have always been forgiving about the way things look, as long as it’s a great idea. Youtube proves that everyday.
If ever there was a time to lean on the power of irresistible, charming, resonating ideas, it’s now.
Since the economy is on everybody’s mind, I can imagine we will get pressure to produce more economical work than ever.
For us, that’s a day like any other day. This has always been part of our production DNA.
Now that HD is ordinary, here comes 3D. It’s an exciting time and as technology continues to evolve, things will continue to happen at blazing speed. Maybe even faster than blazing, if that’s possible!
Diane Jackson, senior VP/executive director of integrated production, DDB Chicago The mood of the country is about Hope and Change and this, I believe will extend beyond political rhetoric. The new Pepsi work is perhaps the first example of this, including the uncanny similarity of the new logo design and the Barack Obama button.
As our industry braces itself for challenging times, we must explore new ways of doing things. 2009 will require ingenuity, curiosity and the freedom to fail as we determine who we are as advertisers and how our “big Ideas” work, beyond just finding a new place to slap a message.
Things will become more considered and measured, as the ROI will be increasingly scrutinized but we must not lose sight of the entertainment value expected by consumers, even in embedded pre-roll media.
The question of ownership of intellectual property will become a bigger talking point, already a hot topic with AICP Next.
In a time where money is hard earned and scarce, great creative ideas will ultimately be the strongest currency.
Richard O’Neill, head of broadcast production, TBWAChiatDay, Los Angeles
“Hope” works when there is “Help.” 2009 will be the year to lend a hand and give those that have hope some help. During the Great Depression people needed work. The same is happening now and it’s hard to hear from friends and colleagues facing hard times. I hope that 2009 will be the year that the production community will create jobs to help those friends and colleagues made less fortunate by the economic downturn. I hope that businesses help by creating more work for the advertising and production communities. I hope that those with jobs do the best work ever and understand that it is up to the advertising and production communities to spur spending and investing in our economy, and help make 2009 a better year for those who have hope.
Brian Schierman, senior VP, executive producer, broadcast/digital media, MRM Worldwide, New York.
Not long ago, television, radio and print were the foundation of a client’s advertising campaign. Today, society is more technologically adept and more keenly aware of when they’re being sold to. As advertisers, we must seek strategic and creative ways to conquer these challenges.
In our current economic climate, with advertising budgets being slashed, client expectations for greater consumer demand and brand awareness are stronger than ever.
Clients are looking to get the most out of their advertising dollars. The web is a cost efficient means of connecting with consumers directly. Our clients at MRM (eg. US ARMY, Nikon, MasterCard, Intel, Mobil) expect the same high production values and smart writing in their digital work as they are used to getting in their commercials and print work.
Another important consideration is developing innovative and effective ways for brands to connect with consumers. This is essential for all types of media whether it be in television, print, a web experience, mobile phone applications or other forms of content. This year, MRM has launched a virtual world on GOARMY.COM. There, visitors can explore a virtual Army post and a multitude of operations and areas of interest. We’ve also launched “Straight From Iraq”, a webcast platform that allows the public to interact with and ask questions of soldiers serving in Iraq.
These are just two of many success stories.
In the coming year, you can expect to see more of these types of successful digital experiences being developed. With more and more engaging content being produced, consumers will continue to be driven to the clients’ brands with impressive numbers that often rival the responses to traditional media.
