廣告傳媒公司陸續開設內部視頻後期製作企業 Agency In-House Production Continues To Rise
In bbdo’s excessive-upward thrust office towering over shanghai’s xujiahui district, the organization celebrated the hole of flare,an in-house video content creation and production branch-off. Flare, which first launched out of bbdo’s london workplace in 2013, is now in 16 towns and 10 nations.consistent with the official handout Flare’s task is “to take BBDO suffessfully into the promotional video Hong Kong content area; to efficiently deliver BBDO brands’ need for constant video content”.
The growth of in-house agency video content creation and production in China follows a worldwide trend, where agencies and makes alike try to stay up with consumers’ insatiable demand for video content and manage costs at an equivalent time. While traditional production companies may view this development as a threat to business as was common , current Greater China BBDO CEO Tze Kiat Tan made clear the creation and formalization of in-house production is more about agencies and makes trying to stay up with the high demand for video content instead of stealing outside production companies work.
Last year a report done by Google found that the highest global brands upload a video every 18.5 minutes (Campaign Live). This suggests not every video produced may be a top-grade, million dollar budget TVC. The necessity for viral-video type production, rapid turn over, and lower budget video content is in demand. Creating an ‘in-agency’ production house perhaps then is sensible for giant and little agencies alike to satisfy these needs of the client.
For a much bigger agency like BBDO, the expansion and consolidation of an in-house production company like Flare is probably even more important for them to remain relevant and compete with smaller and sometimes more nimble digital agencies, which are similarly proliferating to fill this niche need for constant and fresh video content.
Flare’s contemporary workforce of 7 are normally replants from bbdo’s shanghai creative and production crew, apart from the appointed head of flare’s shanghai workplace yeweng wong and another new hire.Wong is Malaysian born and raised, with over ten years experience performing at 4A agencies in ny and last held the position as Design Director at Vogue studios in ny . Flare’s initial purpose is to raised serve the video content needs of BBDO’s existing clients but it’ll also hunt down clients independently, and has already started talking with Neutrogena which isn’t a BBDO client, Greater China Corporate Communications Manager Poi Yu confirmed.
BBDO Greater China CEO Tze Kiat Tan expressed that “Flare won’t replace the relationships and work that BBDO does with outside production companies and directors”, rather she says “Flare is here to help and make BBDO’s video content creation better and more adaptable to its clients’ needs”.
In an ever-cluttered and competitive video content market, the Flare team is trying to remain before the sport by uniquely positions itself inside the security net of a worldwide agency while pushing and exploring the boundaries as an independence video content and production company. Flare’s Shanghai party was brief but the space was crammed with youthful, positive energy, an honest sign for any start-up trying to win the hearts and minds of Chinese consumers.