Whilst many production companies are talking about ‘decoupling’, we at Draw are actually doing it. Draw is one of the first production companies to work directly with major advertisers. And our experience has helped us establish solid procedures that we know lead to trouble-free productions. We have a proven track record in ‘direct to advertiser’ productions, as the case study below demonstrates.
The campaign for ‘Perfect Fit’, Mars Petcare’s new range of cat & dog food, comprises of four online infomercials, all of which were scripted, produced, directed, finished and delivered by Draw Pictures. Draw won the brief on the strength of its competitive budget and on its on-brief treatment. Such a production would normally require several months to complete, but by circumventing the traditional agency model of production, the schedule (from brief to final delivery) was compacted into just one month. Mars Petcare’s marketing manager was able to personally attend each stage of the production process to provide streamlined and instantaneous on-site feedback. The commercials were produced, end-to-end, in-house at Draw Pictures, using their own resources to shoot, edit, grade, title, compose music and mix audio. Draw even took control of all online compression requirements for Microsoft. The resulting campaign proved so successful that it was quickly adapted for pan-European use. Mars Petcare marketing manager, Tim Smith, was more than happy with the results: “The final films were 100% on-brief. Being involved in the production at a hands-on level was a real eye-opener into how much more impact direct involvement can have on suitability, schedule and budget.”
We respect the fact that agencies will always have a place in today’s changing media landscape. But it should be known that Draw can complement existing agency relationships by offering an alternative, ad-hoc approach to creative and production. When an advertiser feels they have a project where its roster agency can be taken out of the equation, unnecessary layers of communications and approvals are removed, leading to increased budgetary and time efficiencies, coupled with a greater degree of advertiser control.
Please also see the interview with Patrick Holtkamp in the recent Contagious article about Production De-coupling:
Contagious_The Production Company of the Future So, if you are an advertiser who wants to gain more control over its campaign whilst maximising budgets and schedules, please get in touch:
Patrick@drawpictures.co.ukPrevious Work & Client testimonials:Mars ‘Perfect Fit’:http://www.tailor-made-for-cats.co.uk/CatFilms.aspxSharon Inchley (Mars Planner): “
I didn’t realise we had said so much material and the clips of the cat are so excellent! All the videos are really good and clearly get our message across….”
Getty Images:http://www.pitchimpossible.com/uk/Chris Blakeston (Head of Film Sales): “
Great and very effective films. We are already starting to get feedback so we know it’s working….”
Here are links to some of the video blog sites and IPTV projects we are currently working on...
WAXmusicTV live music and artists showcases.
Cannes Fringe video blog about the world of advertising and coverage of all the major festivals
PopFringe Music videos and more
UMLO.TV IPTV
seeing is believing