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

Business models converge in decades-long trend

Steelhead, which started as Deutsch’s in-house production division, hosted Eminem’s album release campaign in 2017 and filmed two episodes of Modern Family this year. Steelhead

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.”

This story first appeared in the September 24, 2018, issue of Adweek magazine. Click here to subscribe.
@PatrickCoffee Patrick Coffee is a senior editor for Adweek.