Cost, Not Speed, Now the Top Measure of Production Operating Model, Report Reveals

No one production model is proving right for brands today, according to a new report, Global Content Production 2025, conducted by the World Federation of Advertisers (WFA) with their partner Claire Randall Consulting, a global production consultant. Many brands are re-evaluating their content models while they operate multiple ones simultaneously with the content landscape requiring tailored solutions at different touchpoints. Crucially, the report found that the percentage of spend on production has not returned to pre-pandemic levels.

The results are based on responses from 50 global brands, representing more than ten different industry sectors. Most respondents were senior marketing procurement experts and 49% of them have a global strategic role.

The report’s insights are wide-ranging and five key themes emerged:

- Many brands are evolving their production models, with no single preferred approach
- Many continue to rely on external parties for their production needs, while on-site models seem to have gained ground
- Excitement is building around gen AI, with gradual steps being taken on this journey
- Centralisation is trending back
- Social marketing is emerging as a top focus

The report shows that the production landscape has evolved significantly since the last WFA survey in 2021 and the sector looks to be undergoing changes in real time driven by factors such as pressure to produce and deliver a high volume of content, often within constrained budgets, and at speed.

“Brands are navigating the pressure to produce and deliver the required volume of content, often within constrained budgets and at greater speed. Clearly defined, centralised processes and fit-for-purpose technologies could support this. Advertisers also are re-evaluating their production models. However, resistance to change and other internal barriers remain key roadblocks, highlighting the increasing need to bring teams along on the journey,” said Claire Randall at Claire Randall Consulting.

AI is of course an emergent area of interest and brands are actively exploring how it can help their production needs and budgetary constraints. There’s no date from the previous WFA survey to compare against, demonstrating the nascency of the technology while signalling its potential. 

Speed is no longer the top priority when measuring the success of an advertiser’s production operating model – it’s cost. This is a change from 2021 when speed ranked top by a significant margin, followed by quality and cost. The reversal of the two metrics is indicative of the difficult global economic conditions under which brands and products operate today and are likely to continue for some time to come. 

“Many global brands have evolved their approach to content production in recent years, yet as our latest survey data suggests satisfaction remains mixed, indicating further changes ahead, particularly as AI accelerates transformation. This shift isn’t happening in isolation. Many organisations are navigating a broader restructuring to keep them competitive in an operating landscape that has never been more complex,” said Laura Forcetti, Director, Marketing Services Asia Pacific, and Global Sourcing, at WFA.

You can find the full report and learn more about the findings here.