Glamorous, High Cost TV Commercial Production to End


Sullivan Higdon & Sink VP Creative Director and one half of the American Copywriter podcast team John January has weighed in on the recent Project Wannamaker study by The PreTesting Company which found creative effectiveness burns out after two to three weeks on the air.

In response to a blog post by Business Week's David Kiley which, in part, predicted a trend towards increasing offshore commercial production, January wrote, "Outsourcing production to India? Come on, kids. We can figure this out. Can't we? All it takes is open minds. Open-minded creatives, open-minded producers, open-minded production partners. So simple in pixels. So not simple in real life. But we'd better get our collective heads around this."

Kiley also mentions one agency is exploring how MTV produces so many high quality promotions and videos at low cost and how media shops, with their number crunching efficiencies are about to take on the bloated world of advertising production. Forget weblogs. That shift, if it sees light of day, is something to seriously ponder.

by Steve Hall    Aug-26-05   Click to Comment   
Topic: Opinion, Research, Television   

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But I dearly love spending a month in Santa Monica, strolling Montana Avenue and eating Puck's lunches. And so do my clients! What's the ad world coming to?

Posted by: David Burn on August 26, 2005 12:21 PM

Why can for example MTV do that? Because there are still lots of upcoming and talented 'agencies' who are willing to work for less just to have a chance to make their mark and hopefully move up in the world.

Posted by: emk on August 26, 2005 3:07 PM

MTV keeps its production costs low by paying interns as little as they can get away with. They also may be saving millions by not testing their promos ad-nauseam before they come out.

Posted by: Anonymous on August 29, 2005 12:01 PM

Corporates only consider profits and India ofer superior ROI.
The sad part is many American will lose their jobs and Corporate America has a moral duty to them.
Alos hwt I can understand is why can't Americnas handle competition?
This is the free market economy at work.
Many US firms have destroyed local industries in India by lowering prices.

Posted by: Sunil on September 10, 2005 7:01 PM