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A collaborative approach to decoupling television advertising production
PRODUCTION AUDIT Undertake an audit of production requirements and costs to determine the areas and size of potential benefits.
RFI In consultation with the agency, prepare and review a list of potential productionpartners. Prepare the RFI based on the requirements identified in the audit.
IMPLEMENTATION & MANAGEMENT On appointment, manage implementation meetings with all stakeholders and agree roles, responsibilities and process management.
EVALUATION & ASSESSMENT Evaluate the RFI responses and meet with the shortlisted suppliers. Commence negotiations with the preferred suppliers.
Inputs - Production details from the previous year including: Agency estimates, Production Co. Estimates, Creative outputs – Masters, Spend details & Budgets, Marketing Plan / strategy for the next 12 months to 3 years, List of preferred agency suppliers: Directors / Prod Co., Post Companies, CGI, Animators, VFX, Casting, Audio & Music,
Outputs - Assessment of requirements – past and future, Identify the areas of opportunity, Develop a financial model to demonstrate the efficiencies, Propose decoupling models based on: Production Requirements, Marketing Strategy, Agency Roster Structure, Spend profile
Request For Information - RFI
Based on the decoupling model, an RFI is prepared for each area identified for review. This can include: Film directors / Production companies / Casting / post production CGI / Visual Effects / Animation / Editing / Audio / Music Composition / Dubs &Distribution The companies invited in each category is decided in consultation with the agencies. The number of suppliers required in each category is determined in order of importance by: the creative and production requirements, a sustainable financial model, to deliver the maximum identified benefit.
Beyond legal and financial requirements, the core of the RFI is developed and customised to assess the: depth of capabilities, scope of services, key personnel and current and preferred pricing.
Evaluation & Assessment
Capabilities - Each supplier must first and foremost meet the minimum compliance expectation of the RFI. Then you need to evaluate the breadth and depth of the services provided, particularly the volume of work proposed.
Chemistry - Chemistry is often overlooked in the process and yet it is essential as the production process is a continuation of the creative process. Face to face meetings are organised with shortlisted suppliers. These can include the agency creative and production leads.
Financials - It is important for suppliers to provide their usual rate card fees and then make an initial ‘preferred supplier’ offer. These become the base point for entering the negotiation process where specific volumes and pricings can be discussed and finalised.