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Core Concepts of the Production Agency
- A production agency enables marketers to separate creative services from marketing implementation (the post-creative work that applies to all media and communication channels: print, broadcast, digital, packaging)
- It is dedicated to the marketing production function—meaning that it begins its work only after the marketer has approved final creative work products provided by its ad agency or internal creative department.
Primary Benefits of the Production Agency Model
- Reduced cost
- Reduced cycle time
- Reduced risk/improved reliability
- Improved ease of doing business
- Improved manageability
- Improved quality and consistency both in domestic and global markets
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The Trend Towards Specialization
- Traditionally, the advertising agency provided a single-source marketing solution to clients in a comparatively simple operating and media environment. Today, a range of specialized advertising and marketing service firms support clients in a much faster and more complex environment. The most evident examples of these specialized firms are creative, media and direct agencies as well as public relations and market research firms and production resources for print, broadcast and new media.
- The production agency specializes in the production of all media including print, broadcast, and digital. Like a media buying agency, it offers the ability to maximize savings and cost efficiencies through consolidation; in this case, by consolidating production across brands and creative resources with a single efficient partner. It has the functional, process and technical skills needed to substantially improve the production value equation for marketers. For marketers committed to large programs, these savings can equal tens of millions of dollars per year.
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