Saturday, July 20, 2019

2019 Production Outlook Survey -- Erich Joiner

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? 
Erich Joiner
Founder
Tool of North America

1) As of this month it will be 24 years ago that Tool first opened its doors as a production company. We opened with a simple vision of creating world class, effective, award winning work with extraordinary talent. The big difference between 1994 and 2019 is that when we referenced the word "work," we were implying TV commercials, which has changed for us over time, due to one of the many great things about our business: it’s consistently evolving. We pride ourselves in being a production partner that has been successful for the past 24 years, and has continued to be successful because it changed and evolved along with the industry’s own growth.

2) Every year there are new deliverables opening the doors to exciting new ways to tell a story about a brand. The different types of directors and artists that we now partner with on projects are amazing and constantly excites me. 2019 will continue to bring to light the need for diversity in talent and backgrounds, and also bring the need for specialized talent. And like every year, I am excited to see the Super Bowl commercials that Tool and our directors worked on and created, as well as the commercials our industry has created, as we experiment with new ways of storytelling. 2019, here we go.

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