Tuesday, July 16, 2019

2019 Production Outlook Survey -- Angela Lupo

1) What’s the most relevant business and/or creative lesson you learned in 2018 and how will you apply it in 2019? 
 
2) Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2019? 
 
3) What are your goals, creatively speaking and/or from a business standpoint, for your company or division in 2019? 
 
4) Tell us about one current project you are working on in early 2019. 
 
5) Last year’s constant headlines of gender pay disparity, sexual misconduct and worse brought issues to everyone’s attention that were long overdue to be dealt with. There have been industry wide-strides made towards righting these wrongs but there’s a long way to go. Can you tell us what policies you have in place or plan to implement in 2019 to ensure racial and gender diversity, pay equality and a safe/inclusive work environment for everyone in your company or division? 
 
6) Does your company have plans for any major expansion/investment in technology in 2019 and if so, in what? How will this investment add value to the services you offer to your clients? 
Angela Lupo
Managing Director
MPC

1) Be willing to take a chance, creatively and in business. After 15 years at my previous employer I embarked on a new adventure at MPC and have found it extremely rewarding in the last 4 months. We need to not be afraid of the changes that are happening within advertising but embrace them. It is a very exciting time for all of us to work together as digital media takes front stage and storytelling evolves.

2) 2019 will be another year of transition with TV media sales declining and digital advertising continuing to soar. Digital is estimated to grow by another 20% in 2019 requiring new production and creative strategies to connect with the consumer. Digital will continue to grow as the primary media focus for many brands, requiring creative to adjust their storytelling to connect with buyers viewing on smaller screens for a shorter period of time. With smaller digital budgets post companies will continue to develop new work-flows to deliver the highest quality of work within the new constraints.

3) Pushing more into the end to end space to give our clients a full service experience. With the scope of projects changing and the deliverables moving more towards digital, the traditional live action shoot is not always necessary to communicate the message to the consumer. Servicing our clients with a full team that can partner on all areas of production from the traditional TVC to immersive with creative and budget solutions is our number one priority.

5) It is encouraging to see the corporate response to the headlines and there is still a lot of work to do. MPC NY is run by 2 women, you can’t make a bolder statement. Our halls our filled with diversity and we welcome wholeheartedly the opinions and creative voices from our staff all over the world. In an effort to continue our global diversity we are rolling out a residency program in 2019, giving our staff the opportunity to work within different markets, giving them the insight into different cultures to better gain understanding of the global business and our partners around the world. My personal goal is to continue to grow and expand our team with talented people from all walks of like and have a zero tolerance discrimination policy. Racism or sexism has no place at MPC.

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