What trends, developments or issues would you point to thus far in 2022 as being most significant, perhaps carrying implications for the rest of this year and beyond?
A constant need for more content, while still maintaining a certain level of quality. It is critical right now to be constantly finding ways to capture additional content on shoots. Most recently we’ve had to focus on ways to shoot multiple spots at a time and release them over much longer periods of time. For example, this spring we spent only one day shooting for Azek/TimberTech with Director Dana Tynan. That one shoot resulted in six spots that will be released well into next year. This also has potential to have implications on budgets in the following year.
While gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for the second half of 2022 and beyond.
It is crucial right now to find ways to become extremely agile when capturing content. This also directly impacts who we choose as video production partners. You must find partners that realize the additional b-roll captured, behind the scenes content and the addition of stills are just as important as the tv commercial. The amount and speed of content needed for social/digital is a must—it has to stay relevant and fresh.
Has the first half of 2022 caused you to redefine or fine tune the goals of your company, division, studio or network--and if so, in what way(s)?
As an agency, I think we’ve really tried to stop and appreciate what our clients are still going through coming out of the pandemic. Now more than ever we are aware of things like their challenges with supply chain issues and how those delays are having a chilling effect on their agency. We were always having conversations about budget and timelines—now those timeline conversations are centered around moving deadlines and product delays. We’re seeing less conversations lead with “how fast”. I think it has been important to focus on those client relationships as these conversations are always easier when that foundation is strong.