Why Blurred Lines Are Not a 'Land Grab'

Ben Davies recently moved from agency-side to take up the role of executive producer/director of developement at production company, Furlined.

In our continuing look at how the current advertising landscape has changed, and continues to change, the former BBH and Droga5 staffer explains here why his move - along with many other things - can be traced to the blurring of lines between agency, production and post.

The last two decades have seen the advertising landscape challenged by a series of macro shifts, both financial and technological, alongside the proliferation of content needs and the continued development of a networked world. These challenges are driving the industry to develop new business models.

Two distinct trends have emerged: a downward pressure on finances, and an upward pressure on the sophistication of the work; sophistication being defined by the creative complexity of the idea and the chosen media platforms.

Budgetary pressures are most definitely a leading factor; all areas of the industry are subject to cuts, additional external and internal procurement scrutiny, more project based work and less AOR contracts, and the need to increase value. While this is not new, we continue to find solutions and transparency is key.

It is the technological advances and the social media revolution that has re-defined the meaning of content. The multitude of media platforms and the change in behavior of consumers brings our industry to this critical point.

In 2016 we find ourselves closer together than ever. What was traditionally a well-partitioned services spectrum has become a melee for agency, production and post production companies alike, to navigate. The smart companies will see this as an opportunity to collaborate and partner with each other.

There is no more of an exciting time to work in our industry. Focus must be put on creative sophistication and operational flexibility. The ‘blurring of lines,’ between agency, client and production, should not be seen as a 'land grab'.

As we all strive to meet the needs of our clients, deliver quality and impact people and culture in a positive way we must seize the opportunity presented; an opportunity to make smarter and more impactful work, an opportunity to partner with each other in new and energising ways, an opportunity to cross the boundaries of what it is to be a creative, the opportunity to seek out non-traditional forms of creativity and collaborate with talent from these spaces.

"The ‘blurring of lines,’ between agency, client and production, should not be seen as a 'land grab'."

The complexity of the creative needs, the scale of the thinking and the need for more is beyond one entity to do it all. The ‘blurring’ should be encouraged, we must all blur across our core skills, do what we do best. Those that develop these new and fresh partnerships across these blurs will elevate the creative product.

In this new environment where there is no established single sales channel, no defined or locked path to ideation, production or dissemination, the true way forward lies with creative and strategic thinking, partnerships and alliances.

"Looking forward we must create what audiences seek."

My own personal journey and transition to joining the Furlined team is thanks to the new landscape, which affords more choice. Creative and production talent, now have all avenues open to them, our value is huge and we can explore, express and make our choices based on the core values of our partnerships.

Looking forward we must create what audiences seek. Agencies, brands and production companies alike will be expected to raise the bar of creative sophistication and strategic thinking, moving closer to more authentic forms of engagement and entertainment…