It takes literal seconds for a potential customer to form an opinion of your brand and opinions that are already formed can be almost impossible to change. That’s why advertising remains such a valuable tool and, while what you have to say (the copy) can turn initial glimmers of interest into sales, you need that spark to ignite and it’s the images and videos that are going to fuel that ignition.
A production agency is where most brands and advertising agencies turn when they want help with a new video campaign and having an agency on speed dial that clicks with your workflow is going to dramatically improve the video production process. But what should you be looking for in a production agency? Let’s start with the basics.
What does a production agency do?
A production agency works on the process of producing video content for television, social media, corporate promotions, commercial or other media-related fields. This involves everything from scripting and location scouting to the logistics of a shoot, the shoot itself and potentially the post-production work too.
Of course, every agency is going to be a little different from the next. Whether it’s animation, commercials, music videos, feature films, or web content, different production agencies specialise in different fields of production. And that might be one of the first things to consider when choosing the right production partner for your project.
Choosing the right production agency
There are several factors to consider when casting your net out for a production agency.
Traditional of full-service?
Whether you want to go traditional or full-service really depends on two things – how hands-on or hands-off you want to be and what you can afford. A traditional (or technical) production agency only takes on specific parts of a project, whereas full-service agencies handle all elements from the early planning stages down to post-production.
Obviously, full-service agencies are going to charge more and offer more but you might want to hold on to a certain amount of creative license and might want to be more involved, so full-service isn’t always the best fit. It’s going to depend on your budget, your demands and what you want out of the process.
Checking the portfolio
Most top production agencies will present evidence of their work online either on their own website or right here at Creativepool. Before you reach out to the agency, go through their portfolio and see if it speaks to you. Do they have a specific style that appeals to you? Or is it the sheer breadth and variety of their work that jumps out?
Of course, if you’re comparing dozens of agencies all of the videos and images can bleed into one over time. So, try not to compare complete portfolios. Try focusing on one element and comparing that element across portfolios instead. For example, if you’re looking to create a live action TV spot that uses a lot of visual effects, compare similar spots across the various portfolios.
Contacting past clients
It can be time-consuming and a little tedious reaching out to former clients, but it could be time well spent. They will be able to tell you what it was like working with the agency and whether they’ll be the right fit for the workflow and culture of your team.
When browsing portfolios, make notes of the campaigns and ideas you really liked and reach out to the brands behind them. They might not want to talk to you, of course. But it’s worth a shot. Otherwise, you could search online for customer reviews. It’s not going to give you an evaluation quite as in-depth, of course, but it should at least give you a rough idea.
Considering experience and flexibility
Finally, you should look into the team itself. What kind of specialists do they employ and are there any particularly talented technicians and artists on staff whose work really leaps out at you? You’ll want a team that can listen and adapt to your needs, of course, but you also want a team that’s going to take a certain amount of pride and ownership over their work.
Innovation and creativity alongside efficiency, that’s the ideal balancing act when it comes to production. Finding that can be tricky and it can be even trickier to find one that suits the specific eccentricities of your project and your own team. But there are few things as frustrating as switching a production agency in the middle of a project. So take your time, do your research and always be clear with your goals and you’ll hopefully end up with a production partner for life.
Looking for a new production agency? There are hundreds of production agencies on Creativepool ready and waiting to help bring your ideas and your brand to life.
