The well minted phrase ‘education, education, education’ is not as trite as it seems.
I bang on about client education because in a service based industry where margins are tight and deadlines even tighter, the need for the commissioning client to understand how video is made has never been greater.
As demand for video increases, so the gulf in understanding about the video process and corresponding outcomes seems to grow.
And understanding how video is made is important because even in the online space, TV still sets the standard most corporates aspire to despite the budgets for online video being a poor second to TV spend.
Add to this the hefty whack a non-video production agency creams off, and you’re left with a meagre pot to make something that aspires to standards that have had proper investment.
Video is a process and a creative venture.
If a client wants the same look, feel and creativity that comes from the broadcast sector, then it should be prepared to pay for the time and experience it takes to make good advertising.