Shops Are Increasingly Pivoting to Production as the Race to Make Faster, Cheaper Content Heats Up

Business models converge in decades-long trend

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When Martin Sorrell revealed the long-term plans for his new venture, S4 Capital, earlier this month, he listed several key elements in the “advertising delivery chain,” including “content, data analytics, media planning and digital media buying.”

Notably absent from this list was the work of traditional creative agencies like the ones Sorrell acquired via hostile takeover some three decades ago.

The ex-WPP CEO’s $350 million purchase of digital production company MediaMonks, which forms the core of his new business, signaled a potential industry-wide shift as marketers place greater value on the production and postproduction work that turns a concept into a campaign.

“There’s absolutely no question that, over the last several years, more agencies and holding companies have been setting up production divisions,” said Dustin Callif, managing partner at Tool of North America.



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This story first appeared in the September 24, 2018, issue of Adweek magazine. Click here to subscribe.