Over the last few years brands have faced radical changes to the way they spend their marketing budgets. They’re faced with having to produce more content to keep up with an increasingly digital culture. However, the budgets aren’t rising in line with the demand for content, so how can they generate the same (or ideally more) success from their advertising? The industry has been in fierce debate over how best to approach these changing budgets. Many have questioned whether traditional agency models can continue to service brand needs and an influx of new creative shops have emerged as a result. These companies are often shaking up the traditional supply chain, putting their arms around areas of creative, production and post in a bid to drive down cost. However, this is somewhat uncharted waters for the majority of brands and it’s important to know who can provide the golden triangle of speed, value and,
most importantly, quality. Constantin Bjerke, founder of lifestyle online video publication Crane.tv and awardwinning
production company and branded entertainment agency Cult, speaks with Patrick Murphy, founder of production consultancy Murphy Cobb Associates, about how advertisers and producers can be getting the most out of their budget - without sacrificing quality.