August 9, 2012
The recent announcement by the AANA on television production costs is simply a reflection on the rising importance of this category. It has also seen an increase in the use of either procurement production or production consulting resources, including TrinityP3.
The value of these Advertising Production Consultants is sometimes questioned, mainly by advertising agencies and production vendors who resist this level of evaluation. But often the perceived lack of value is because of the limited way the Advertising Production Consultant is engaged.
Advertising Production Consultants can either be used in the Foreground (working directly with agencies and sitting side-by-side with marketers during the process), or in the Background (to review bids and paperwork, review invoices, reconcile costs) or somewhere in between.
However, what is clear is the earlier the Advertising Production Consultant is involved, the more effective the outcome.
Advertising Production Consultants can add value in three main areas:
1. An industry subject matter expert advisor
As an industry expert they can:
2. An industry strategic expert advisor
Beyond production management and overview, the Advertising Production Consultant can be a strategic sourcing advisor to procurement. Production Consultants understand the market through experience and through managing multiple clients. These understandings can be shared to help Procurement identify opportunities and position the advertiser for the future.
These opportunities can include:
3. An expert glocal knowledge resource
Sometimes global and regional Procurement teams are challenged to get visibility local market production trends. Local markets tend to control and manage their own budgets and marketing/communications activities. An Advertising Production Consultant can help individual markets improve their production efficiency and at the same time provide regional or global Procurement with more visibility to spend and activity.
With a regional or global overview, Advertising Production Consultants are also better placed to be able to advise on production opportunities both local, regional and global that are outside of the remit of the marketing team and their agencies who often have a local market view.
Beyond simply assisting with the management of your advertising production, you can use a Production Consultant to gain traction in another market by offering this expertise as a resource, prove the value, and begin to establish productive relationships with the local markets. Then together you can identify opportunities on a local, regional and even a global basis.
What has been your experience with Advertising Production Consultants? Let us know where you have seen the vaue or not by leaving a comment here.