Financial guidelines for production

Soni Strylund

Marketers are losing faith in advertising agencies’ ability to control production costs of traditional advertising (TV commercials), and are tending to move towards alternatives (rich media, etc.), taking production control into their own hands.

Financial Guidelines for Production

Soni StrylundGeneral Mills, Inc. & ANA Production Committee

In a recent survey conducted by the ANA, more than one third of all the major marketers said their advertising agencies are infected by “creative arrogance,” and that they often fail to produce work that is on strategy. One in every four marketers complained that, “production costs are out of line,” due to agencies' lack of leadership integration and best production practices. It would appear from this survey that marketers and ad agencies are at odds as they stand on the edge of a very slippery slope....

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