Understanding production - traditional approach vs innovation

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The production values and approach an agency adopts are more often than not the benchmark by which they are measured. As a rule, production departments are a back-of-house function that most clients do not come into contact with even though they form an integral part of the creative process.

There is a general lack of understanding of the important role that an efficient and well led production department plays or contributes towards successful or ground-breaking campaigns.

In today's competitive environment production department's need to have access to or be in touch with all the latest technologies and innovations which in turn assist creatives in exploring new and exciting ways of doing things.

I believe specialist production knowledge goes a long way towards ensuring that the creative vision is realised whilst ensuring that the high-end production values are attained within budget.

A non-traditional agency approach, where accessibility is king, which means all our people are client facing.

When a job is at the production stage, our production people meet directly with the client where queries are dealt with by the person best equipped to answer them. There is no communication layering, you deal directly with the most senior person involved with your job, be it in client service, creative or production.

By dealing with people who are experts in their chosen field it compresses the time spent on queries. A core principle of the agency is “quality time” as opposed to the traditional agency approach of time = quality. This approach leads to innovation, time and cost efficiencies, which are of huge benefit to clients.

We look beyond the traditional agency approach by involving production people in our brainstorming sessions… looking at creative challenges, interrogating new ways to reach consumers whilst retaining clients' brand identity and vision.