The document summarizes the changing nature of production for marketers in the 21st century. It discusses how production has transitioned from traditional channels like TV, print, and newspapers to a digital-focused model. Key points include the importance of managing digital assets, decoupling production tasks, and focusing on reusable digital content rather than one-off productions. The presenter provides an overview of how production has changed for different media channels and recommends tools to help marketers adapt to these changes.

1. marketing management consultants
Transforming Production
for the 21st Century
TrinityP3 Webinar Series
Presented by Christopher Sewell
23rd September 2015

2. marketing management consultants
What we will discuss today
• What is Production in the 21st century
• A Brief History of Previous Transitions in Advertising
• Current Challenges for Marketers
• An overview of production by Media channel.
• TV
• Print
• Printing
• Digital
• Traps for Marketers
• Tools for future proofing

3. marketing management consultants
What is Production in the 21st Century?
• In a digital world asset management and storage is
king and has to be held by marketing.
• It is not based on the wording shown in agency costs
that are a legacy from the halcyon days of advertising.
• A world where digital acronyms abound and cost is
based on complexity not a defined production strategy.
• Opportunities to reach and actively engage with
customers that were only dreamed of in the past.
• A seismic shift in production costs away from large TV
productions to test and modify digital delivery.
• The death spiral of the tradition commercial print
industry.
• A rebirth of the importance of the publishing model.

4. marketing management consultants
Transitions we have known
Old Presumption Today
The birth of
TV leading to
the death of
Radio
• Before TV radio was the
mainstay of mass
marketing.
• People would leave radio
as TV was a modern
replacement.
• Digital radio has
transformed the choice and
helped target the message.
• TV channel is under threat
on multiple fronts.
Newspapers
magazines
replaced by
digital
• Everyone’s daily diet of up
to date news.
• Job ads were rivers of gold
supporting industry.
• Specialist publications.
• Transition to digital will
happen over time.
• The rapid spread of mobile
usage has sped up
Newspapers demise.
Internet
Advertising
• Paid targeted media based
on consumer search
behaviour.
• Programmatic booking.
• Continuous growth and
increased level of
targeting.
• Apple’s new ad blocker
software sends tremors
thought the paid media
world.
• Too much cheap space
without relevant content.

5. marketing management consultants
Production Challenges for Marketers
• How to keep content generation costs in check for test
and learn deployment.
• As content gets more complex and files get larger so
how do you store and receive these assets?
• Where should building content sit? PR companies,
internally controlled, or an external service.
• Pressure from procurement to reign in costs.
• Managing and negotiating rights and releases across
multi-channels.
• What to decouple, when to do it and who to work with.
• How to transition away from print in an organised
manner.

6. marketing management consultants
An Overview of TV Production
The Past
• Talent and other fees charged
by each channel.
• Ownership of rights held by
originator.
• High production values
required in all cases.
• All production stages
specialised so end to end
production tightly held.
The Future
• Multi-channel buyouts required to
enable deployment of this content.
• Transfer of usage rights for all digital
channels under contract.
• Copyright remains with originator.
• Concept and creative ideas being
outsourced.
• Decoupling and software give clients
more options.
• Well managed high value TV commercials can still generate
ROI
• Digital is the only game in town
• Creating video content can be achieved by multiple suppliers

7. marketing management consultants
An Overview of Print Production
The Past
• Charging for ‘artwork’ items
that are not used.
• Capture in camera costs the
same but retouching climbing.
• Charges for resizing.
• High hourly rates for simple
tasks.
The Future
• Charging of either software or
labour not both.
• Single charge item for image
capture.
• Software replaces labour cost.
• More decoupling and off-
shoring.
• Size does matter. Repurposing costs are not transparent
• Old world cost centres still being used to maintain agency
revenue stream
• Photography and retouching costs misaligned

8. marketing management consultants
An Overview of Printing Production
The Past
• Long print runs.
• Print, store and distribute.
• Work directly with printers.
The Future
• If you cannot target don’t do it.
• Print on demand.
• Working with agnostic content
managers not print managers.
• High quality printing will survive
• Untargeted printing is declining quickly
• Research showing printing is effective is clouded by vested
interests

9. marketing management consultants
An Overview of Digital
The Past
• Design, produce, use and
discard.
• Agency producing all work
locally.
• Generating test versions
requires labour costs.
The Future
• Design, produce or repurpose,
use and reuse, recycle and
restore.
• Outsource or offshore backend
production.
• Use programme generated
testing strategies.
• Beware of the jargon. Ask for conversations in plan English
• All communication is digital so it is not a specialist service
• Movement from paid to owned media

10. marketing management consultants
Traps for Marketers
• Agencies deploying software that is not linked to their
core competency to lock in your business.
• ‘Digital’ in the name does not define an agency’s
abilities. Digital content is modern day publishing.
• Agreeing hourly rates does not help you control the
‘length of the string’.
• Be clear when setting video production budgets as
digital consumption is not the same as buying
TARP’s. Also set the budget when briefing creative.

11. marketing management consultants
Tools for the Future
• Stop viewing production in it’s traditional disciplines-
print, broadcast and digital. You advertise by media
channel but you generate digital content that is used
across video, podcast, blog post, social, newsletters etc.
• Invest in tools to create, store and manage assets. Do
this yourself so you own them.
• Examine the value you are getting after the idea is
generated. Decouple where there is no value being
added.
• Don’t expect a printer to help you stop printing things.
Work with a provider that is equally rewarded in any
channel.

12. marketing management consultants
In Summary
• 21st Century production is about digital, digital and only
digital
• Get ahead of procurement and plan what you can
decouple to reduce costs
• Collect and manage your own content
QUESTIONS?

13. marketing management consultants
TrinityP3 Webinar Series
October 7: How many agencies do you need and how to
get there
October 21: Aligning your digital marketing to marketing
November 11: Super charge your agency with incentive
based remuneration
November 25: The challenges for Marketers in a carbon
constrained future
For more information go to:
http://www.trinityp3.com/product-category/webinars/

14. marketing management consultants
For more information contact:
TrinityP3 Pty Ltd
Sydney
+612 9964 9900
Melbourne
+613 9682 6800
Hong Kong
+852 3478 3982
Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
Trinityp3.com/blog/
@TrinityP3
TrinityP3
TrinityP3.StrategicMarketingConsultants