Super Bowl spots and Cannes Lion-winning campaigns hog the spotlight in agency sizzle reels, but the work that runs on Instagram, Walmart or Instacart is what keeps the lights on. And demand among advertisers for combined performance media and creative production briefs is rising.
In response, agencies are reorganizing their production offerings to sync more closely with media briefs. Dentsu, for example, is set to launch a production solution it’s calling “Content Engine”, pulling media planning and activation from its media teams, and creative delivery from production house Tag into the same process.
“Clients are seeking a more analytical, systematic and outcome-based approach to production,” said Mark Knowles, chief technology officer at Tag. “We are seeing this being requested during the RFP process more and more, especially where we have media incumbency, but we are also proactively pitching this approach to the clients given the impact it’s able to have on performance, outcomes and commercials,” he said.
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