De-coupling TV ad production; a step too far? | ICP

TV ad production de-coupling; a step too far?

Wednesday May 30, 2012

I have seen steadily increasing interest from advertisers around the thorny and divisive topic of decoupling the creative from TV advertisement production. There are a number of examples of this ‘working’ (PepsiCo being the most conspicuous) but is there a problem in this decoupling paradise?

According to my conversations with people that certainly know, there is; namely that unless more advertisers adopt this approach the high calibre creative agencies will not be keen to work with the few that have. Chief among the reasons for this is that they may feel that the client lacks the corporate will to commit to a multi-year strategy when it is so obviously focused on short-term gains… Thoughts?


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