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.
