IPV has just released the report, The Future of Video for Creative Agencies By the World’s Leading Creative Agencies. The report provides an in-depth look at four of the world’s largest creative agencies, Foote, Cone, and Belding (FCB), Wavemaker, GMR and Mustache, and how they adapted to a sudden seismic shift in how their teams create and deliver client work by moving to a fully remote workflow model.
In the report, readers will gain an understanding of what is anticipated to be the new normal for agencies creating video content in the age of COVID-19 and beyond. Leading professionals from each agency share their approach to managing a complete 180° shift in the way their globally dispersed teams collaborate and manage content, implementing long-term solutions that will change the way they work forever.
This report examines the various challenges that creative teams have to overcome to match current and future demands for video content in a work from home environment, such as:
- Slow Wi-Fi further burdened by family members or housemates being online at home.
- Limited access to media files and footage from outside networks.
- Issues with software licenses on home equipment.
- Poor performance of home equipment, as compared to office workstations.
- Creative slumps as a result of not being able to meet in person and work physically together — for instance, quickly showing someone else a scene or clip or discussing an idea.
- Security concerns and permissions controls for files and media.
- Difficulty honing briefs, given a new inability to meet in person with colleagues and clients.
Key findings from the report include:
- 92 percent of digital marketers say video is an important part of their strategy, and those who use video see their revenue grow nearly 50 percent more quickly than those who don’t.
- 62 percent of agencies predict significant increases in their video production output and 34 percent predict similar rises in their online video creation services.
- 63 percent of teams want to use cloud-based tools to help them with video production to ensure business continuity in the future.
“For many agencies, the lock-down has been a time for discovering weaknesses and pain points, and finding solutions that will hopefully lead to a completely air-tight operation,” says Martin Coles, vice president of marketing at IPV. “The crisis has highlighted some glaring gaps in infrastructure; video production teams now recognise that media asset management is necessary to ensure business continuity in the future.”