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Challenge of Producing for Multiple Platforms
Topic of Latest Heads of Production Meeting
By Anthony Vagnoni
SourceEcreative sponsored another Heads of Production meeting in New York on September 15, this one taking place at the offices of @radical.media on Hudson Street in SoHo. Twenty agency production executives gathered to discuss the difficulties involved in producing content in a media agnostic age that’s designed to run on multiple platforms. Also in attendance as guests were Jon Kamen, Chairman and C.E.O. of @radical.media, along with Geraint Owen of Superfad and Kat Egan and Daniel Arcana of Exopolis. The meeting was opened by Pamela Maythenyi, founder of SourceEcreative.
A number of hot button issues were discussed that revolve around the role that traditional agencies play in overseeing integrated client work that’s crossing boundaries between media platforms and agency assignments. Kamen, Owen, Egan and Arcana cited examples of how they’ve had to adapt the production process to meet changing client needs, demands and budgets—often creating customized solutions to production problems that involve areas of media distribution, formats (i.e., digital video versus traditional film production), workflow and talent. Agency production heads shared examples of different types of production work their respective departments are now handling, and explained the various challenges that these new deliverables are presenting them with.
A general consensus was that the agency production function is changing rapidly and remains in a state of flux, even as the need to deliver traditional broadcast spots for clients continues. Most of the production heads seemed in agreement that they’re going to have to actively explore new approaches to getting work produced for clients in order to meet changing market conditions, and that this process is going to require the involvement of just about every stakeholder in the process—clients, cost consultants, production and post companies, creatives, unions and guilds.
Photos from the meeting appear below.
Cathy Pitegoff of Euro RSCG with Fred Slobodin of Wunderman.
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Steve Pitsillos, left, and Bob Solano of Campbell-Ewald, Detroit.
Joe Guyt of Euro RSCG with Gary Grossman of Merkley & Partners.
@radical.media's Jon Kamen (left) making a point, while Pamela Maythenyi
of SourceEcreative and McCann Erickson's Jonathan Shipman listen.
Left to right: Bruce Wellington of BBH, Nadia Blake of Publicis,
Lisa Setton of BBH and Clair Grupp of JWT.
Left to right: Steve Pitsillos, Bob Solano, Deutsch's Guy Williams
and Wieden + Kennedy's Gary Kreig.
Steve Humble of The Martin Agency, left, with Arlene Fernandez
of Spike DDB and Eve Kornblum of Deutsch.
Pamela Maythenyi with Jon Kamen.
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