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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
OPPORTUNITY other companies do the same. These days Omnilab aims to add value up a nd down t he food c hain from asset management through to co-financing c ontent s uch as th e kids’ an imated ser ies Er ky Per ky and the k ids’ game sh ow Go G o Stop w hich it sold into countries including T ur key and I reland. Then there a re f eature f ilms, such as horror quest Dying Breed, which was written in-house and The Bank Job and branded c ontent projects such as PB L’ s MyHome. When approp riate, serv ices acros s the whole production chain are farmed out betwee n the 12 compa nies within t he g roup which i ncludes Ambience Entertainment, The Lab Sydney, Digital Pictures and Iloura - plus Oktobor in New Zealand. Mapp says he is trying to converge Gary Little (Digipost): “Education is vital to a healthy industry. We help clients understand new technologies and inform them of new techniques that offer improvements to efficiency and enhance their creative ideas.” Rick Schweikert (Frame Set + Match): “The client’s benefit is they don’t have this large media spend, so it’s a nonsense argument to me that viral and new media production work should be done at low or no cost.” all t hat f ragmentation d own t o a simple offer ing for its clients: “You’ve got to look at how people are c onsuming c ontent a nd h ow you are going to get that message to them. You don’t want to be lead by technology, wha t we want to do i s embrace what it can offer to under- pin the most important thing in any form of content – which is the idea – a nd i f y ou a void or s tep away from that, you’ ll ge t into trouble,” he says. However, one of the biggest chal - lenges in a changing landscape is to ensur e you ar e maintaining your interests in the current market while keeping your ey e out f or gr owth, warns Ominilab’s executive director Lewis Pullen: “The obvious chal- lenge i s t hat p ost pr oduction, o r professiona l media service s as we call i t, i s s till a large proportion of our business and it’s a cultural change f or p eople t o u nderstand that we are broadening our outlook on life and that we are building up other pa rts o f ou r bu siness. Li ke any company g oing thr oug h change, it’ s a cultural challenge to take yo ur t eam or y our st aff w ith you on that j ourney. That’s been going on for the last couple of years but we are now starting to acceler- ate the change and transformation,” says Pullen. In Mar ch this year , Omnilab Andrew Robinson (Postmodern): “Budgets are getting more and more challenging; while there are big budgets about they are still a challenge to get in on budget. A bigger problem than budgets is actually getting the time to do a job justice, quite often turnaround times are tight and it isn’t possible to craft a job. Still, the future seems quite buoyant at the moment with commercial work being very active both locally and internationally. The biggest toys to be introduced will be cameras such as the Red camera, which will revolutionise acquiring images, particularly for post.” JU L Y /AUGUST 2 007 acquired New Zealand based visual effects company Oktobor in a l ast minute r escue b id. S ays Mapp: “Oktobor was voted one of the top 20 dig ital effects houses in the world so it has a fantastic reputa- ( 43 CAM PA IGN B R I E F
September October 2007
May June 2007