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.
These two categories of deliverables each pres-
ent very different challenges, yet it’s tempting
to imagine that one universal solution meets
the demands of their execution. This is partly
because “content production” is often used as an
umbrella definition covering production of every
kind of asset - from “how-to” videos to national
t