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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT NOV-DEC 2013
UP FRONT 30 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2013 & Entertainment division is grow- ing rapidly. The growth we are see- ing is consistent and we are seeing most of the larger opportunities from overseas markets. We are working with more and more inter- national broadcast networks from both UK and US on longer form briefs. Of these relationships we are especially proud to be the first over- seas production company to have ever been commissioned by MTV Inter-national, based in London. GEORGE McKENZIE - ROBBER’S DOG: Advertising wise we are old school, 100% TVCs. This year Chris Dudman directed the critically acclaimed drama series Harry. In the year ahead Robber’s Dog will be looking to capitalise on Chris’ success. MICHAEL RITCHIE - REVOLVER: I guess we would be 60/40 commercials versus long form and alternative production beyond film. PETER GRASSE - CURIOUS FILM: I don’t care if the opportunity comes from Australia, Asia or is long as a trip to the Moon. We are talented Australasian filmmakers looking for the best idea worthy of our inge- nious production. I like working with our local clients as there is a fruitful familiarity there. Nevertheless, we’ll travel to the ends of the earth to find the break that a young director needs to develop his or her talents to their fullest potential. JO DE FINA - THE OTTO EMPIRE: Most of our work is still TVC based, but we are also a company which pur- TVC+CONTENT PRODUCTION Are there too many companies competing in the local market? WILF SWEETLAND - THE SWEET SHOP: This year our industry has seen a lot of rationalisation with the clos- ing of some previously big name companies. At the same time there are a lot of small production com- panies starting up in the local mar- ket. It is crowded, yes. What this affords the market though, is down- ward pressure on costs - so it is cer- tainly a market for clients. At the end of the day though, it is the tal- ent that people seek out, and so we are fortunate to have that in abun- dance at The Sweet Shop. JONATHAN SAMWAY - PRODIGY FILMS: The market has a way of keeping the number of companies at about the right level. That said, 10 less production companies to compete against wouldnt hurt. ALEX HAY - JUNGLEBOYS: Definitely, I think it should just be us! But really, there are a lot of production companies in the local market, but I think that because the advertising landscape is changing so rapidly, it’s good to have so many compa- nies out there. We need to diversify and adapt. I think with so many companies out there doing so many interesting things, it’s good for agency creatives to have the choice and it keeps production companies tapped in to what’s happening out there and on their toes. OLIVER LAWRANCE - PHOTOPLAY: I think the number of production companies in Australia is sustain- able. We had a retraction over the last six years where a number of production companies closed their doors, so I think we now have a better balance. The market is com- petitive and there’s plenty of pro- duction companies, but it’s a healthy industry. COREY ESSE - EXIT FILMS: I think the balance is fine, there has always been a lot of competition, if any- thing there is probably less now. sues, and encourages longer form development and projects, and non traditional work. For example, I have been working with a major LA actor and screen writer, director and producer on a long-form pro- ject for the past 18 months which is now gaining traction. It is the kind of project which would never gain ground here, and we are fortunate in that despite our geography (London, LA and OZ) we have been working with success on this project for some time. It’s so differ- ent from the fast turnaround of TVC land, in that we have been committed to this for 18 months - 2 years, and it most likely won’t go into production for another 12-18 months..... Very different from the 2 weeks pre, week shoot, 2 weeks post we are used to in TVC land. We are becoming more and more used to instant turn around, instant gratification, instant delivery. ANNA FAWCETT - FILMGRAPHICS: The business is saturated with directors. SUSANNAH DILALLO - RAPID FILMS: I think production companies are evolving. We decided to start Rapid Films as we felt agencies wanted a more adaptable, nimble and responsive approach to production. This has worked very well for us so far! In terms of too many, I don’t think there is. Competition is healthy, and we really strive to lift ourselves to any challenge. More competition means there’s no room for half-assed approaches. If you play the game that way you’ll get weeded out pretty quickly. MICHAEL COOK - THE FEDS: It’s defi- nitely a competitive business, but there are opportunities at all levels. There are challenges for younger directors breaking in, with so much choice amongst current directors in the Australian market. PETER MASTERTON - PLAZA FILMS: Probably it’s about right, and cer- tainly in proportion to the numbers of production companies in the US and the UK. GEORGE McKENZIE - ROBBER’S DOG: If you look closely at who shoots what in our region, the same names keep popping up again and again. The production game is all about your roster, the company with the best directors wins. So, the number of production companies is kind of irrelevant. MICHAEL RITCHIE - REVOLVER: I think it’s far more realistic now. I am sure that everyone would prefer less competition however there is less v CBNAT NOV-DEC2013_MASTER_CB-FEBRUARY-2007 19/11/13 5:27 PM Page 30
CBNAT SEPTEMBER 2013
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