Brands As Producers, Brands As Studios, Brands As Labels—That’s What It Takes To Compete In Today’s Mediascape

I sometimes call myself a content machine. Yet, Ground Zero’s Court Crandall deserves a higher distinction. We can call him a content god.
According to Adweek, Crandall–whose second film, A Lobster Tale, is released on DVD this week–sees a bright future for content in the agency world.

“I have no intention of jumping ship [for Hollywood],” said Crandall. “My hope is that divisions in other agencies starting with branded content and making a big PR deal out of little content will realize that agencies can do more. There are opportunities to build brands not just around product placement. I’d like to play a large part in the movement.”
“If anything, the connection between agencies and Hollywood is getting easier,” Crandall said. “There are more outlets for content.” Studios and networks “now see us as tapped into culture and more understanding that you have to deliver an audience.”

I know brand teams will debate this to no end. A marketer of tomato soup, for instance, might ask what business they have making films, or even videos they hope to see go viral. But the answer to this question and others like it, is right in front of our noses. Either it makes sense here, in this interactive soup, or it doesn’t. As an industry, we need to stop asking if it’ll play in Peoria, and start asking if it’ll play on the web.



About David Burn

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.