OB42: Pivoting or Progression
In the ever-changing landscape of the entertainment industry, OB42's journey has been a story of evolution, driven by a commitment to talent and an eye on the future.
Q> How have you pivoted your company from being known as a talent management agency to creating your own productions?
Otis> Our journey started long before the pandemic, and rather than pivoting abruptly, it has been a gradual, organic progression that has brought us to where we are today. At the core, our focus has always been talent. We believe in representing talent and putting them first, nurturing their creative potential. This unwavering commitment to talent has been the guiding principle since the beginning, and it's a philosophy that has shaped our every move.
Traditional TV advertising continues to be a thriving area for us as we’ve gained so much traction in this space, as our roster evolved and our reputation spread throughout the industry, our recently acclaimed spots for LIONSGATE+ with adam&eveDDB being a good example of that. However, understanding that it will play a smaller part in the future of advertising is an important part of our transitional strategy.
As we delved deeper into the industry, it became clear that talent required more than just representation. It’s essential that we offer them a comprehensive support system, one that would help them navigate the ever-shifting tides of the entertainment world. And so, the idea of offering production was born. We realised that relying on external support for production could be unpredictable and limiting. To truly provide the best for our talent, we needed to bring production in-house. This decision marked a significant step in our evolution.
But our vision extended beyond just representation and production. We aspired to create a home for talent - a place where their creative ambitions could flourish, their careers meticulously planned, and their projects executed flawlessly. We aimed to provide an all-encompassing solution that catered to every facet of their creative journey.
Developing our short-form content offerings came naturally, long-form content was a different undertaking altogether. Building credibility and influence in this space was going to take time, perhaps even a decade. This was a challenge we were eager to tackle, but not alone. We were fortunate to find partners who had already blazed this trail in both the UK and the US. Collaborating with like-minded individuals who shared our vision is incredible and adds an enormous amount of value. It's rare to find such complementary businesses, who are also long-term friends, in this industry. This partnership allowed us to elevate both OB42 and 42 to new heights, combining our talents and resources for mutual success.
Q> How do you re-brand and grow as a business in these challenging times?
Otis> Remaining relevant in an industry undergoing a seismic shift was paramount. The way people consume visual content has evolved dramatically. From quick social media posts that offer instant gratification to emotionally impactful long-form storytelling, the spectrum of content has widened. People have less patience for anything in between. User-generated content has become incredibly accessible, making it challenging for traditional content to compete. The days of average music videos on YouTube are dwindling. If content doesn't captivate quickly, it gets lost in the noise.
On a personal level, the relief of having partners to share the responsibility of running the business was immense. After years of single-handedly making major decisions and steering the ship in both the UK and the US, the weight was taxing, especially amid a global pandemic. The introduction of a chief operating officer to handle day-to-day operations was a game-changer and bringing six experienced partners on board, each with their unique talents and resources, supercharged our business.
Q> Give some examples of the biggest and the smallest challenges during this process.
Otis> Of course, challenges were part of the journey. Integrating two companies, each with its own talent roster, managers, agents, producers, and executive producers, was a substantial undertaking. While OB42 US was consolidated under one roof for efficiency, we were working towards a similar setup for OB42 UK. Nevertheless, we were already seeing opportunities spanning both territories in terms of talent and clients.
One of the most significant tasks during this process was assessing our talent roster. We needed to determine which talent would naturally fit our evolved business model and which might not be as relevant anymore. Our goal has always been to build long-term relationships with directors, but not all journeys unfold that way. Despite the challenges, we strive to retain and minimise turnover while nurturing talent with the drive and creative ambition to excel.
Q> What are the areas of expansion, where are you focussing and why?
Otis> Before expanding our horizons, we had to pinpoint the areas where we wanted to grow. This meant encompassing all forms of image creation, with a particular focus on long-form branded entertainment. We recognised the significant demand at the intersection between advertising and entertainment and aimed to bridge that gap effectively.
Q> What are your thoughts on the industry, where do you see things moving, and how is this impacting on the evolvement of your own business?
Otis> The transformation of the advertising industry is evident to all. The battle for consumer engagement now spans screens of all sizes, from TV screens to phone screens, landscape to vertical, and social media to streaming platforms. Brands are grappling with the challenge of commissioning long-form content. Now, we not only offer directing talent but also acting and writing talent to our clients. Our relationships with streaming platforms and commissioners enable us to package tangible, impactful content.
Few companies currently span the wide array of disciplines and formats that we do. We now consider ourselves an entertainment company, regardless of the format or platform. Engaging stories remain the cornerstone of capturing an audience's attention. Brands have a rapidly growing appetite for venturing into the realm of long-form TV and film, as the starting point for their campaigns. This is where they can attract quality engagement and create additional assets and activations to amplify their campaigns.
We feel fortunate to have forged a personal relationship with a company that aligns perfectly with our vision for success. It's a result of years of working in the industry and building meaningful connections. We've encountered like-minded individuals along the way, people we genuinely connect with. Sometimes, the right opportunity isn't immediately apparent, so embarking on separate journeys and then coming back together with newfound experiences and knowledge can be a powerful approach. This is precisely what has transpired for us. We've kept the dialogue alive over the years, and it eventually became clear that our paths were meant to converge.
In this exciting new phase of our journey, I look forward to collaborating with more industry professionals who share our passion and vision (there are already a few I have in mind). With our expanded offering, the possibilities are wide open, and we're thrilled to collaborate with talented individuals we love and respect. The future beckons with a whole host of opportunities, and we are ready to embrace them wholeheartedly!
