Germany's commercial directors launch DRCT association
Under the banner Directing Change Together it is the first-ever joint union to support and represent the professional concerns of commercial and branded content directors in the German Market.
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The newly formed union of commercial and branded content directors, DRCT officially announces its launch.
Under the banner Directing Change Together it is the first-ever joint union to support and represent the professional concerns of commercial and branded content directors in the German Market.
Their mission is to offer a platform that fosters exchange amongst its members while advocating for directors' interests in the wider industry.
With its currently more than 160 members, DRCT spans the gamut of directors in the German market, from commercials to branded content, from newcomers to international stars. (to the member overview)
DRCT is organised democratically. The honorary board, which acts on behalf of all, consists of five members and is formed every two years anew. Currently on the board are: Jessica Benzing, Hanna Maria Heidrich, Claas Ortmann, Elisha Smith-Leverock, and Micky Suelzer.
Elisha Smith-Leverock of DRCT says: "By nature of the job, directors are often lone wolves. We operate pretty separate from each other and don't often get the opportunity to compare notes. Let alone make a change together. This circumstance and the market's highly competitive nature lead to a non-transparent environment that can be hard to navigate for the individual."
Director Claas Ortmann from DRCT adds: "The process of pitching requires everyone involved to commit to countless hours of unpaid work without a full overview of the conditions of the pitch. Therefore, the founding of an association as a platform and common voice made perfect sense to us.”
"Us joining forces was long overdue. The exchange and increased solidarity with each other makes us stronger," says DRCT member Viviane Blumenschein. "I think being part of this change process is beautiful and important.”
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"As a newcomer, it is exciting to enter a market where steps are being taken towards fairer and more respectful ways of creative collaboration," says director Nicolás Bori.
DRCT member Christian Grüner says, "Everyone needs their tribe. A bunch of like-minded film nerds with the same passion will not only compete against each other, but from now on, we will compete together."
DRCT's first goal is to implement a pitch reform that strives for a transparent, fair and respectful pitch culture, including a call for a pitch fee as an acknowledgment of the creative labor and time invested in a pitch.
"Mutual trust and respect are the basis for good and creative cooperation within our industry. More often, however, we directors are finding exactly that amiss. For this reason, we want to see these basic values and rules around the pitch process for commercials and branded content. With the pitch reform, we advocate for fair pitch processes, more transparency, equal opportunities, respect and cooperation at eye level. This improves the outcome for all involved," says the directors association.
Director Alex Feil comments: "I think the pitch reform is great. It's not only a respectful appreciation of our time and creative input. The reform will also create a more sustainable environment for everyone in the industry."
Talks with the Produzentenallianz (Producers' Alliance - PA), Sektion Werbung (Advertising Section) are at an advanced stage, and a joint exchange with agency representatives is scheduled for the near future.
In addition to the Producers' Alliance, DRCT's supporters include all the major Directors Reps. across Germany.
