2017 in Review: Richard Glasson

In general, do you think 2017 has been a good year for creative advertising?

That depends on your perspective. In terms of creative work, 2017 has been a year like many others – notable high points and well-publicised low points. In terms of the shape of the creative industry and the commercial and competitive environment in which it operates, 2017 has been a year of huge change. Continuing to evolve to produce the best and most engaging work in the context of ever tighter budgets and greater content needs across both old and new channels, is a challenge to which the industry needs to rise. I’d say that was a work in progress.

What piece or pieces of work have impressed you most over the last year?

 It has to be the Rolex film to launch their sponsorship of the Academy Awards. As well as being a beautiful film, which celebrated the medium at the heart of the partnership, there was the wonderful coincidence of a sentimental clip of Bill Paxton in Titanic the day after his death.

What have been the biggest talking points of 2017 in the production arena?

2017 was a seminal year. The production world is changing at an astonishing rate and clients have decided that they want to contract directly with the companies making their work, and the new normal has become a triumvirate of creative, media and implementation agencies. This trend will continue and will drive substantial structural change across the agency landscape. It will give clients access to the best of what’s possible in production, while maintaining the creative integrity and quality that has to pervade ad communication in all forms.

In-house production, and agencies such as Hogarth, continue to be at the forefront of production minds. How has that situation evolved in last 12 months and should traditional production outfits still be concerned?

There are some serious misunderstandings and myths in the market about what constitutes in-house production and the nature of the relationships between companies such as Hogarth and their clients. We put in a production management platform for our clients that gives them access to production capabilities globally, some of which will be provided by our own employees, and some which will come through third parties we engage on their behalf. In-house is the old agency, studio model and our business is very different from that. We have direct relationships with clients, which allows us to act agnostically and collaboratively across their entire creative agency base. We see ourselves as supporters and enablers of a vibrant creative industry in a rapidly changing world.

 “…the new normal has become a triumvirate of creative, media and implementation agencies. This trend is set to continue…”

Do you think that the number of companies challenging the traditional method of production will continue to grow and how do you think that will affect the landscape of the production community?

The short answer is yes. We were a company that disrupted the market and we expect new disruptors to come in. Technology will continue to drive innovation and efficiency. Our challenge is to maintain and grow our pioneering spirit, to make sure we continue to offer clients a forward-looking model that takes advantage of what’s possible in the world of production. That requires investment in talent and technology, open-mindedness and increasing levels of expertise. 

What do you think the biggest talking points of 2018 might be?

If I knew the answer to that I’d head down to the betting shop right now! I think some of the themes are quite clear. The role and ambition of the online giants such as Google and Facebook; the new technologies which will drive relevance, speed and engagement; the emergence of new competitors into the marketing world; and how to use data wisely and effectively. There are so many, and I could go on, but the truism that change is the only constant has never been more accurate in our industry than it is right now.

What do you think the production sector’s New Year’s resolution should be?

To be an advocate of the creative industry and of the best work in everything we do and say. But always to keep on reforming and innovating.

What will be your own New Year’s resolution, work-related or otherwise?

That’s easy. My wife and I have a baby due in February, so my resolution is to be the best old dad I can be. I’m sure my teenage kids will be full of advice for me!