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The Influencers

Brands Want It All, and They’re Finally Getting it

INFLUENCER: Following PepsiCo’s decision to take production in house, Frances Royle explains why it’s agencies that should be worried, not just production companies

Brands Want It All, and They’re Finally Getting it

PepsiCo recently announced an increased focus on its in-house film content development studio; Creators League Lab. The plan is for PepsiCo to start producing content but, in reality, they could quite easily start making their own commercials – a supposed threat to agencies and production companies alike.

The decision to take a significant amount of its content creation in-house isn’t really a surprise.  These days, brands want it all; faster, cheaper, higher quality output. Therefore In the current landscape, agencies and production partners have to be able to deliver against all three. If not, brands are going to do it themselves.

De-coupling has been on their agenda for years now, perhaps this could be the time to explore this seriously given the commercial and creative benefits. Brands are approaching creative on a project-by-project basis, increasingly casting aside the old model of agencies-of-record and picking the best creative and production partners as and when they need them. There aren’t any rules anymore and agencies should be worried as it signals yet another challenge for their production departments as well as independent production specialists. 

The pressure is ramping up. It’s time for agencies to adapt, change and embrace the current climate. We know that the demand for film content is forecast to grow substantially so there are huge opportunities for all.  However the approach to production simply has to be tailored for each project. There’s no doubt that brands want and will continue to enlist partnerships with creative businesses that can deliver both commercially and creatively. 

Exceptional craft? Great value? Rapid turn-around? Whether it’s brands, agencies or production partners, to stay relevant we have to be adaptable and be able find different approaches that deliver on all three elements. After all, aren’t we supposed to be the creative problem solvers?

Frances Royle is Founder of Royle Productions

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