In their first Shiny Talks of the year, Shiny explored why brands choose to go direct to production.
Looking at 3 case studies, moderator Pippa Bhatt (Growth Strategist & New Business Consultant at Coterie Consulting) discussed the topic with Helen Jones (Creative Director for Shelter), Bethany Easton (Senior Creative Producer), Tom Skinner (ECD at TikTok) and Luke Hammersley (Brand Expert). They covered questions such as why brand’s are outsourcing instead of using in-house resources, how brands evaluate and select the production companies and how much creative control brands get during the production process.
The case studies explored 3 instances when brands outsourced production: Shelter’s recent work with Knucklehead, a Charlotte Tilbury ad, commissioned directly with RSA and shot by Bailie Walsh and TikTok’s production outsourcing process.
Two key insights that were taken from the discussion was that production needs to get really curious about metrics and understand more about the brand’s media usage. Secondly, production partners are seen as a way to unlock creative magic.
Pippa Bhatt noted that “it was a pleasure to lead the discussion about working directly with brands and the opportunity for greater collaboration. There’s much to dive into and to have such an expert panel of speakers sharing detailed insights was a privilege.”
Caroline Bottomley, Shiny’s founder, mentioned that “…everyone was buzzing about how truly useful and insightful that talk was. Great speakers and a great discussion…”
This talk follows on from Shiny’s Showcase at Dentsu Creative in Manchester to kick of the year and their industry access event for new directors at No.8. Shiny is committed to providing opportunities for both directors and companies to learn how to navigate advertising production and promises many events to come this year.
Find out more about Shiny and their future events at https://www.shinyawards.com
