Find Your Inner Producer — Make Great Things Happen

Ideas are a dime a dozen. Talented people have great ideas all the time. It’s the ability to act on the ideas and turn them into tangible works of art and/or commerce that separates the pros from the All Pros.

This is one reason the meme “Every company is a media company” makes sense. Media companies and entertainment companies know how to run with an idea. They’re producers, and that’s what brands and their agencies need to be, as well.

According to Variety, ad agencies have long worked to produce various pieces of video content, even full-blown TV programs, but the growth of video platforms has heightened demand for those services.

“The agency model is evolving,” said Jon Hamm, chief creative and innovation officer of Momentum Worldwide. These days, Momentum has five or six programs in advanced stages of development. One series, “Full Circle,” created and written by playwright Neil LaBute debuted last month on DirecTV.

“The rise of digital media as a significant platform of engagement for brands and consumers is creating much more opportunity, and also creating a much greater need for content,” said Peter Tortorici, chief executive of GroupM Entertainment.

It would be logical to deduce that “a much greater need for content” also means a much greater need for content providers, also known as brand storytellers. The thing is, brands are not always clear about where to turn to bring their brand stories to life.

Do brands call on their ad-making buddies at the agency? Do they hire highly skilled but under-employed journalists? Or do brands work directly with a production company? All three options are viable, but I also see a greater need for hybrids with roots and capabilities in all three worlds.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.