“decoupling production” has been popular for several years in the advertising industry. Brands are increasingly seeking greater control, efficiency and transparency across their marketing spend, and decoupled production is a sure-fire way to achieve this.
however, with the rise in different platforms (outside of television, print, and radio), the benefit to having one agency control the production process in its entirety no longer makes sense. for example, just because an agency is great at ideation doesn’t necessarily make them the best choice for production or buying. this is where the decoupled approach comes in.
centralising production work under one main company brings many benefits:
1. creative freedom and quality
Once production is decoupled, brands have the freedom to generate ideas from wherever they choose; whether it be boutique agencies, internal teams, or even their audience.
2. expertise and focus
A specialist decoupled production company will bring a breadth and depth of production expertise and know-how that an agency can rarely match. Just as importantly, a decoupled production company is focused on amazing production, rather than splitting its focus between other disciplines.
3. cost control and transparency
Hiring a production company directly affords a company much more transparency into costs. Consolidating all production work under a single production company allows cost sharing across projects, and volume-based cost efficiencies.
4. global scale
In many cases, a decoupled production company will have access to a global network of resources that can be scaled up as the client’s demands and deadlines intensify. Brands can capitalise on the expertise decoupled production agencies have across multiple local markets, with resources that have a natural understanding of cultural nuances that might affect the messaging in that particular market.
5. speed
Never before has there been such a need for content than in this day and age. The traditional agency business model is selling hours, meaning they will generally take longer to adjust or change during the production process. Dealing directly with a decoupled production company, whose business model is to get it done as swiftly as possible, will almost always ensure quicker results.
6. brand integrity, efficiency and consistency
Using technologies like media asset management systems, a decoupled production company ensures a single “source of truth” repository for assets, maximising reuse and avoiding duplicate work. This also ensures brand integrity and consistency across content projects.
production decoupling
helping you take control of your productions
production process coupled to agency
when working with a conventional agency all production is controlled by the agency through the production department, most often coordinated by the agency account team.
this adds what are now unnecessary layers, complexity, time and money to the process
production process de-coupled from agency
once the production process has become decoupled from the agency it is much easier to brief, control and modify all parts of the process.
this results in cost and time savings, not to mention increased control of the final product
essentials of production decoupling
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