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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
T V C PO ST P RODU CT ION ALLNEWPOST Yes it’s tough in post production, yes the margins are thinner than ever and yes, there’s not enough time or budgets to do the jobs justice. But with media fragmentation upon us there’s plenty of opportunities to diversify and stretch the capabilities of staff and technology - and the smart players in Australia and New Zealand are embracing the changes, as CB discovered. FOR SOME THIS NEW WORLD MEANS maintaining their core c apabilities in commerci als whi le di versifying int o othe r a reas suc h as fea ture films, getting involved w ith digital content for the web, coll aborating with other post houses on big jobs, marketing themselves in Asia a nd even getting into th e conte nt c re- ation business. But just m ake sure you don’t take yo ur eye off the main game of commercials while you’re busy chasing new markets. Geoff Clow, executive producer/ founder of Sydney-based Emerald City, s ays it’s about adapting with the times and getting o n wi th it. He’s found a way to de al wi th the twin evils of r educed budge ts and less t ime and stil l c omplete goo d looking work. Says Clow: “How do you do that? You put more cost effec tive hands on more cost effective desktop sys - tems. That’s why YouTube exists because you have all these kids run- ning around with came ras c utting them on t hei r iBand, iGar ag e, iMovie and iDVD. As long as i t’s good, people don’t c are whe re the ideas come from; age ncies a ren’t the sole domain of ideas. Anyo ne submitting stuff to Yo uTube has shown that ideas can happen every- where. Are they executed with high production values? S ome a re. Are they remember ed? Mos t of th em aren’t. There’s a Honda spo of on You Tube that w as f unni er and more compelling than the one they spent half a million bucks on.” Clow s ays ra ther t han t rying t o compe te wi th somet hin g like YouT ube, whi ch has g rown t o become one of the la rgest sources of content in the world, he sees it as a healthy shift because it has made the pr oces s more d emocr at ic - which means ideas win out. “That’ s the biggest n ew chal - lenges, how do you make a market- ing mes sage t hat wi ll b e remem- bered? Hope fully the a gency h as written a cracker idea, hopefully the media experts have got it right and placed it in front of the right audi - ence and hopefully we’ve done our job really well and made it as beau- tiful as possible,” says Clow. Christ opher Mapp , m anaging director of Omnilab Media Group, sums u p the chal lenges as ‘ con- sumption fragmentation ’, a t rend that’s seen Omnilab diversifying its offerings and Mapp re commends 42 CAM PA I GN B RIE F Chris Mapp (Omnilab Group): “You’ve got to look at how people are consuming content and how you are going to get that message to them. You don’t want to be lead by technology, what we want to do is embrace what it can offer to underpin the most important thing in any form of content – which is the idea – and if you avoid or step away from that, you’ll get into trouble.” JU L Y /AU GUST 2007 John Fleming (Digital Pictures): “Digital Pictures is looking to build interactive applications as part of its postproduction offering. We want to design, not only a 30-second TV commercial, but how that can then be migrated to an interactive distribution point like a web site or a mobile application.”
September October 2007
May June 2007