Global Campus Case Study: Transcreation

One way to optimize spend and realize greater efficiencies in the ad production process is in versioning or Transcreation.

Here is a case study story on how one advertiser created a new solution for versioning their multi market TVCs and saved 91%!

Download the case study below.

Transcreation Case Study

ANA Ad Production Seminar: Nov. 12 & 13 in NYC

Every year, seven Subject Matter Experts at APR team up with the Association of National Advertisers (ANA) to present our ad production seminar over two days in NYC.

This year’s seminar takes an integrated approach to ad production by providing strategies for procuring the best deals within the ad production supply chain, including:

• Leveraging creative assets
• Setting up preferred vendor deals
• Optimizing your spend

Day one will include discussion on cost-drivers of producing content for TV, print/OOH, web videos, websites, mobile, social and banner ads and we’ll teach you how to introduce best practices to positively affect your production process and budgets.

On day two, we’ll discuss innovation and additional ways to address the ad production supply chain while identifying opportunities for the attendees to take action immediately.

Register today as space is limited.

DIGITAL ASSET MANAGEMENT: The Myth, The Challenge & The Opportunity

THE MYTH – Digital Asset Management is simply a technology implementation

The goal of Digital Asset Management is to make content available to its users. There are many technology providers that profess to have digital asset management systems, which is true only in respect to having built a tool that can store and manage content. Digital Asset management encompasses much more, including the initial (meta)data design based upon user requirements, the processes created for ingesting the content and the ongoing governance to ensure process compliance while keeping the eco-system current and relevant by continually adapting it to the needs of constantly changing organizational requirements, fostering the ability for organizations to leverage their content across all channels and all geographic regions.

THE CHALLENGE – Where is my content? Who has it?

Most organizations are facing an ever-increasing need to access and re-use content. Possible users include marketers and sales teams, websites, social media, ecommerce, e-mail campaigns, retail partners, corporate communications, in-store merchandising, dealers, distributors, etc. Access to available content is becoming more critical to everyone’s daily function. Content requested spans a wide gamut including videos (broadcast and non-broadcast), audio, logos, product imagery, animations, motion graphics, banner ads and other “objects” created for social and digital campaigns.

Without a reliable DAM solution, a significant amount of time and money is wasted every day trying to locate or being forced to re-create content. With today’s business requirement calling for nimble and responsive organizations, there is an unquantifiable cost from missed opportunities because an organization couldn’t react fast enough to a situation. With a greater need to share content on a global scale than ever before, this is becoming mission critical to many organizations. No longer can they afford to rely on a multitude of advertising agencies, vendors and suppliers to house and control their content.

THE OPPORTUNITY

A properly designed and executed DAM platform solution can provide a competitive advantage, eliminate redundant production spend, better empower employees to share available content while spending less time locating it, enable global communication and collaboration, and even work hand-in-hand with other systems that require content, automatically delivering the asset in the precise size and format to fit the intended use.

APR’s SOLUTION

APR has a team of Subject Matter Expert’s that can help you navigate through this terrain, taking the time to evaluate and understand the needs of your organization, and pair back the vast supplier landscape to a manageable number of technology platforms that best line up with your requirements. Once the technology is selected, we can manage the final configuration of the system to ensure the value obtained greatly exceeds the investment. If desired, we can also provide an ongoing center of excellence to provide the proper governance of the system. (Conversely, we can help set up a client-run COE).

 

Skip Powers, Senior Consultant / DAM Guru

Skip is a hands-on leader, bringing more than 20 years of experience developing customized solutions for clients that create value within their marketing operations and optimize their marketing supply chain. He applies his experience with a wide range of successful implementations to help clients achieve their goals.
His expertise encompasses global campaign implementation, automated implementation, digital asset management, workflow tools, on-site dedicated design teams and workflow optimization solutions across all media. With a focus towards driving a client’s top-line growth while reducing the overall cost of execution, Skip has successfully navigated even the most complex organizations and delivered solutions that are quickly embraced by the client teams, their agencies and suppliers.
Skip holds an MBA in finance from the University of Chicago—Booth School of Business, and a BBA in finance from Iowa State University.

 

Video From the Experts: Integrated Production

Integrated Production is one of the most talked about trends in the advertising production world. While there are great benefits to integrating productions across media type, it’s not easy. APR Director of Digital Production, Amanda Goodspeed sheds some light on the trend and how APR can help in her “From the Experts” interview

Case Study: Digital & Social

As the leading advertising production management consultancy, we’re continually developing new ways for advertisers to optimize their spend and realize greater efficiencies across all media channels.

One channel that continues to grow is digital. With that growth, many advertisers are faced with challenges when it comes to standardization and transparency. Our digital practice is the largest in the industry and our Subject Matter Experts working in the social, mobile, interactive and banner space are proud to present our latest digital case study.

You can Download it free here: Case Study: Digital Rate Card and Social SOW Negotiation.

Recapping the 2014 Global Production Conference

Every year the Subject Matter Experts at APR gather together in our Home City of Denver for a week-long conference to work with and learn from one another.

This year, our team of over 95 experts from 22 cities worldwide focused on Global Production Strategies. What resulted was a series of Best Practices and Guidelines to help our clients optimize their production spends no matter where they produce! Here’s a quick look at our week together this past May.

Is Decoupling Really Worth It?

A lot has been said and written about decoupling in the last year. The trend of removing all or part of the production process from the traditional agency model has garnered a lot of attention as advertisers evaluate whether the practice will work for them.

At APR, we refer to decoupling as Client-Led Production and we work with many advertisers who have decoupled and/or recoupled. Our experience shows that there is more to think about than just taking over a few processes.

Our Chief Innovation Officer, Alex Blum, discusses this further in his latest White Paper. 

 

In Case You Weren’t in the South of France Last Week

Last week, APR Broadcast Subject Matter Expert Emanuela Cavazzini traveled from her office in Milan to the south of France for the 2014 Cannes Lions Festival. Emanuela was gracious enough to provide us with her thoughts on the Advertising Industry’s most spectacular week.

Cannes 2014 has been truly outstanding!

I love going to Cannes every year and this year was no exception. There were so many good ads to see, again! A few that really caught my eye were:

• The Sunday Times ‘Icons’: http://youtu.be/pZ8QuPgeHg8
• Schwartz ‘The Sound of Taste’: http://vimeo.com/83514724
• Lurpak’s ‘Cook’s Range’ (obviously): http://youtu.be/vmOr9I2JxZs
• Honda’s ‘Illusions’: http://youtu.be/UelJZG_bF98
• Nike’s ‘Make Every Yard Count’: http://youtu.be/JtxLmInvFcw
• Radio Euskadi ‘Obama’: http://youtu.be/UntY61rEGNM
• ‘First Kiss’: http://youtu.be/IpbDHxCV29A(Even watching it well after it broke on YouTube in May, I can see what a wonderfully original piece it is.)

Though no Grand Prix was awarded in the Film Craft category, the number of Gold’s was beyond the expectations of even the Film Craft Jury. The level of production excellence, the innovative work, and the progression of the art of storytelling was truly amazing this year.

What really struck me was the channel-flipping extravaganza of ‘Bob Dylan, Like a Rolling Stone’ from Israeli director Vania Heymann. This ad, shot for Sony Music out of Walter Pictures, New York and Pulse Films, London, recreated sixteen channels of TV programming with perfection. In fact, I wondered at first if it had been invisible, digital lip-synching to the real thing. Check it out here: http://video.bobdylan.com/desktop.html Technology is redefining film, language & content in exciting ways!

We always look to Cannes to provide a mirror on new trends within the industry. This year risk, provocation and humour with depth of feeling (rather than superficial sentimentality) were definitely the most resonate creative trends on display.

The two Film Grand Prix are a case in point: Harvey Nichols, ‘Sorry, I Spent it on Myself’ provided a fantastic way to smile at the human failing of greed http://youtu.be/ITyeI3YyYw8 and Volvo’s ‘The Epic Split’ had everything: the product at the heart of the spot, a spiritual dimension and Jean-Claude Van Damme sending himself up. Magnificent! http://youtu.be/M7FIvfx5J10

Learn more about Emanuela Cavazzini HERE

 

Thoughts from the APR Annual Meeting

Every year, the Subject Matter Experts at APR gather together for one week to share ideas and learn from one another. This year’s annual conference(our largest ever) saw many new faces. One of our newest additions to the APR Team is Fiona McBride, Managing Director, New York. Here is Fiona’s account of our Annual Meeting from May 12-16th.

Over 90 APR team members from around the globe gathered for our annual meeting in beautiful snow-covered Denver. Yes, you read that correctly, snow in May. Luckily it melted the next day and the rest of week was sunny and 70 degrees. The theme for this year’s meeting was Global Production Strategy with a heightened emphasis on the knowledge provided by the APR subject matter experts from China, Europe, the Middle East, Russia and Latin America. What does “Global Production” really mean? To some clients it means producing assets that will be relevant worldwide, to others it means finding the best production centers for multiple versions of one concept that can run in multiple markets, and to others it means harnessing the best talent from around the globe to produce campaigns. To APR it means all of the above and more so we need to be experts in all areas in order to help our clients with the myriad of complexities, the best process, best efficiencies and best talent. The topics of discussion included: Talent:

• What are the legalities surrounding use of talent across national borders?
• Which countries have protectionist laws regarding talent?
• Which worldwide production centers have a wealth of talent from which to choose?

Socioeconomic considerations:

• What are the usual ways of conducting business in various countries?
• The effect of pirate economies vs. official economies on productions.
• Understanding the political stability of various production centers.

Education:

• Helping clients understand the protocol about producing in countries other than their own.
• Helping clients understand the ‘when, why and what’ of shooting outside of their own markets.

Trends:

• Preferred production partners
• Transcreation services
• Bundling of productions

And to provide a client’s point of view, Mark Huffman Executive Production Manager at Procter & Gamble was interviewed by Jillian Gibbs, our founder and CEO. They discussed the differences between Global productions and multi-national productions, what companies need to do to succeed at global productions and the value that global productions can realize. The APR team also benefited from a joint presentation on Negotiation Skills by Chad Orvis of MSEC and our very own CIO Alex Blum. Alex and Chad provided insight on how to determine, advocate for and achieve best results (or intended results) in a negotiation. Tips and tactics taught included knowing when to shut up, becoming a better listener, knowing when and why to ask questions and realizing that all good negotiations should really have a win – win outcome.

Lastly, the APR team was entertained on a daily basis by our own game show host, Ron Hacohen. Really, Pat Sajak and Alex Trebek had better look out. A good time was had by all, and, just as importantly, everyone left with a more thorough understanding of the complexities of Global Production.

Fiona McBride Managing Director, New York

Fiona has a strong footing in the world of account management, having honed her Strategic, Leadership and Client Relationship skills at some of the best known agencies in North America: Ogilvy, Cossette, MacLaren:LINTAS, and BBDO. She also has a strong entrepreneurial side having enjoyed running Amalgamated, a boutique agency in NYC. Fiona has extensive experience across many client categories including CPG, retail, fast casual and QSR restaurants, beauty, beverage, banking, confectionery and distilled spirits. She is especially proud of the business building creative work that she’s been involved with over the years. Before joining APR, Fiona was the Managing Director at Womenkind, President of Amalgamated, an EVP at BBDO New York and, Director of Client Services at BBDO Canada. Not all at one time of course!

Produce More Content, Change the Way You Think About It!

Ad Production Seminar

Register two and take a colleague for free!

We’re excited to announce that we’ve extended the special discount pricing for our ANA Ad Production Seminar coming up June 10 & 11 in NYC.

Register 2 attendees this week & get a 3rd attendee absolutely FREE! So, why not take a friend to this exciting two-day seminar and enjoy New York in the Summer time!

See what our CEO, Jillian Gibbs has to say about our Seminars!

View the Seminar Agenda

When:
June 10th & 11th (8:30-5:30pm)

Location:
599 Lexington Ave, 22nd Floor, NY, NY

Price:
ANA Members: $1,595
Non Members: $1,895

Register Here
(Then contact Kristen Farrell at the ANA:
212 455-8078, kfarrell@ana.net, to secure your free registration!)