Broadcast Beat Magazine 2017 IBC Show - Page 49

The New Order Changes and Challenges in the new Content Production Process By T. Alex Blum, Founding Partner, Blum Consulting Partners / Los Angeles In many ways, today’s multi-platform world of advertising content delivery may feel like a free- for-all, but out of all the confusion, there are only two identifiable universal demands of this new norm that are driving the production issues which brands and agencies wrestle with daily. The first is the need to produce a large volume of content at scale for a wide range of media - and the second is the ability to deliver content at different levels of quality and price points for designated uses or media types. to define a diverse mix of deliverables and put in place efficient production processes that align with their needs. The Challenge One of the ways we support companies as they execute their creative vision is to suggest meth- odologies for producing these different kinds of assets and wrangling a range of processes into effective day-to-day production execution. Agencies and brands are managing the transition from an era defined by television commercials and print ads that reach the largest possible num- ber of consumers, to producing a broad range of content for multiple platforms that consumers can access at various touch points throughout their day. These two categories of deliverables each pres- ent very dif