Use a production company with the right creative skills:
When
choosing a production company it is important to find one that will
take your creative, stay true to the brief and deliver the message on
time and within budget in a way that will make the idea shine.
Often
the memorability of the retail ad relies on the "wow factor" of the
creative; be it for print, outdoor, broadcast or online.
Every
agency wants the best "fit" from their production company whether the
creative involves live action, photography, animation or illustration.
The
job of the production company is to integrate various important
elements of a campaign into either a TV or cinema commercial or the
space restrictions of a printed or electronic ad. Good production
companies will give a structure and a hierarchy to the information
needed to be communicated, and make sure the message still connects with
people.
There could also be some kind of call-to-action, basic
information about the brand (such as social media information, telephone
numbers, logos and legal lines); all of which could be a mess if the
design is not up-to-scratch.
When you're making a lot of ads, retail ads for example, consider picking one or maximum two suppliers.
- Pick a production company that has the right people and infrastructure.
- Pick people who "get it". Do they understand your stresses with your clients and can they work in your "flow"?
- Can they keep the creative executions constantly fresh and evolving?
- Share your annual marketing calendar with them so that the production company can manage their resources correctly.
If you're looking for more of a "once off" solution; there are tried and tested ways to pick a production company:
- Always ask to see a treatment of your creative.
- Look at previous show reels. (All reputable production companies should be able to have something to show you.)
- Ask yourself if their past work resonates with your project.
- Look at the clients they have worked with.
- Have they won any awards?
Once
all these boxes have been ticked, you can be sure that you are on the
right track of ensuring you are working with a production company that
has the right expertise and skills to work with.
Next Week:
Choosing the right production company Part 2: "Save time and money:
Commission the TV, print and digital artwork at the same time."
