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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
SEPTEMBER/OCTOBER 2013 CAMPAIGNBRIEF delivery channels into a multi faceted approach, with online being the major winner. This has been compounded with the GFC, which Australia was insulated from initial- ly, but four years on with low fuel in the tank, means that spending on production and creative risks, which are really key to great pro- duction companies - are at a low ebb. As an international studio, we are acutely aware that Australia is now very much in the same basket as North America and Europe. In the last two years, we have seen some great studios close, some great stu- dios merge, and some great studios move on from commercials. I sus- pect we are presently near the bot- tom of the curve, and with the thin- ning of suppliers, coupled with markets slowing rebounding, over time it should recuperate - but never to the levels they were in 2000, production just doesn't cost that much anymore. Bruce Carter, Toybox The produc- tion industry is wrestling with some significant issues that are the conse- quence of many different factors. New media isn't new any longer, production and distribution models are altering and technology has changed the way we work, commu- nicate and practice our craft. Compound these things with uncer- tain global economic forces and other socio-economic factors and it's no surprise that traditional busi- ness models are being challenged. You don't have to talk to many people in the industry, whether business owners, employees or free- lancers, to know that the pace and complexity of these changes is caus- ing anxiety and confusion. But there are also opportunities. Not everyone will make it but it has always been so. Nic Harman, Cutting Edge Right now it's an exciting time to be in the game. There's plenty of oppor- tunity to innovate, and we've been focusing on that. VFX is strong for us, both locally and internationally; the TVC sector is performing well, and longform has really come alive. Recently we've expanded into Melbourne - it's a busy market - as we've had pressure on us for some time to provide a service there that could do things a little bit different- ly. Of course, 2013 has seen clients spend cautiously, I think everyone in the country has felt that, but we are quite upbeat about the industry and where we are headed. Andrew Shostak: "We've experienced good growth for the last few years. Good TV commercials with reasonable budgets are still being made and there's no sign that that's stopping anytime soon!" Emma Danes: "Look, we are seeing some terrific creative, and there is opportunity. Yes the budgets are tight, Yes the schedules are challenging, but there is activity out there and I remain positive and focussed." ing due to a wide range of con- tributing factors. Certainly interest- ing times ahead as we all navigate the ups and downs together. Andrew Shostak, Method Studios It is an interesting question, firstly I'd say we try to look forwards much more than we look sideways, by that I mean we look at where our clients are headed rather than at what other post production compa- nies are doing so it's difficult to gauge how anyone else is doing. But generally I'd say we're pretty optimistic about the state of the industry. We've experienced good growth for the last few years. The bottom line is that good TV com- mercials with reasonable budgets are still being made and there's no sign that that's stopping anytime soon! Colin Renshaw, Alt.vfx How you would perceive the health of the post industry would largely depend on the model of your business I believe. At Alt, we have had a great couple of years and are still expand- ing and finding new clientele. Yet I think our business model is the right one for this time. There are others that are not doing so well, and some great companies who have all but disappeared. More than anything in this climate you have to stay focused and do one thing awe- somely. I think its the companies that try to be everything to every- body that would be finding it tough. Nigel Mortimer, Blockhead The industry as a whole has been up and down in the last 12 months. Luckily more up of late. Tim Kentley, XYZ Studios I believe the post industry is facing stronger headwinds that it ever has before. Over the last 10 years, the age of XYZ, we have seen foundational disruptions that are making the game a lot harder - which is ulti- mately making it tough for all involved. Certainly the road for- ward will be a long and flat one. The first disruption was for studios like, well, XYZ, Psyop and Engine. At the beginning of the 2000s, computer hardware and software came to a point of accessibility where essentially design graduates could get on the tools and prolifer- ate what had been a very expensive, high barrier to entry into the post industry - but that was ok, as the economy was strong and there was room for growth. Since then how- ever, the rise of the internet and social media has fragmented the THE INDUSTRY
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013