Recent years have been an absolute cat and mouse game for advertising agency producers and production companies.
What’s important? What do we do? In five years? In 10? Is the sky falling, or is this a wonderful opportunity?
In truth, the production side of things is more exciting than ever. But don’t confuse exciting with easy. Commercial production isn’t really commercial production any more–it’s morphed into so much more than the traditional industry in which so many of us grew up.
Yes, the ad business is tougher than ever, and production is intensely challenging; but it also has never had fewer rules. And for a kid who always pushed the boundaries, I find it more fun, fascinating, and inspiring than ever, even in these nostalgic days of Mad Men.
While the traditional commercial production professional may see excitement in exotic locations, unique film techniques, complex editing issues, and tight schedules, a modern pro should be getting turned on by the possibilities that exist in figuring out the next generation of production–which is now upon us.
Can old dogs learn new tricks? They’d better. And how exciting for all new dogs. Today, all the walls are down, and the first one to figure it all out, wins.
The needs of agency clients today have exponentially broadened production deliverables, with lots more to come. Agencies also need to deliver the goods on more production levels than ever.
If they don’t, clients will find someone who can. Now, you can complain about this–or you can find the fun, jump right in and figure it out.
After running my own production company, I returned to the agency side, primarily to get in the middle of all that is new. To learn, grow, and help shape the future. Raised at a traditional agency for 17 years, I left for 10 years to form Z Group Films.
During that time, I witnessed a huge shift in commercial production as we went from 90 percent commercials to a 60/40 percent split between spots and non-traditional projects.
It became a daily jigsaw puzzle–often with a piece missing. And now, being at the epicenter of all that is new in the production needs of 21st Century clients–putting all the right pieces together on the agency side–is to me an irresistible challenge.
Today’s media mix is crazy. What do clients need? How can we be smarter? What new communication vehicles are around the next corner?
What a great opportunity to be in the game–and to be the best at our game. Who’s going to stay and play? Who’s going to end up being left behind? Who knows?
The last question is my favorite because the answer is: No one.
And the fun part is…all the walls are down!
Dan “Ziggy” Zigulich is executive VP/director of creative production services at Draftfcb Chicago. He assumed the role this past summer (SHOOT, 8/22) after closing Chicago-based Z Group Films, which enjoyed a 10-year run. During his Z Group Films tenure, he also launched El Grupo Z, a film company specializing in U.S. Hispanic work. Prior to Z Group Films, Zigulich worked at Foote, Cone & Belding for almost 17 years.
L.A. Location Lensing Declines In 2024 Despite Uptick In 4th Quarter
FilmLA, partner film office for the City and County of Los Angeles and other local jurisdictions, has issued an update regarding regional filming activity. Overall production in Greater Los Angeles increased 6.2 percent from October through December 2024 to 5,860 Shoot Days (SD) according to FilmLA’s latest report. Most production types tracked by FilmLA achieved gains in the fourth quarter, except for reality TV, which instead logged its ninth consecutive quarter of year-over-year decline.
The lift across all remaining categories came too late to rescue 2024 from the combined effects of runaway production, industry contraction and slower-than-hoped-for post- strike recovery. With just 23,480 SD filmed on-location in L.A. in 2024, overall annual production finished the year 5.6 percent below the prior year. That made 2024 the second least productive year observed by FilmLA; only 2020, disrupted by the global COVID-19 pandemic, saw lower levels of filming in area communities.
The continuing decline of reality TV production in Los Angeles was among the most disappointing developments of 2024. Down 45.7 percent for the fourth quarter (to 774 SD), the category also finished the year down 45.9 percent (to 3,905 SD), which placed
it 43.1 percent below its five-year category average.
The two brightest spots in FilmLA’s latest report appeared in the feature film and television drama categories. Feature film production increased 82.4 percent in the fourth quarter to 589 SD, a gain analysts attribute to independent film activity. The
California Film & Television Tax Credit Program also played a part, driving 19.2 percent of quarterly category activity. Overall, annual Feature production was up 18.8 percent in 2024, though the... Read More