Five ways production companies are evolving

Joseph Clift

There were many presentations from clients, media owners, tech firms and ad agencies at the 2014 Cannes Lions International Festival of Creativity. But the companies that deal with the last part of the creative process – production houses – had a lower profile.

One exception was a Forum session from mssngpeces (Missing Pieces), a self-described "integrated production company," that detailed how companies of this type have evolved over the past few years.

With media usage habits evolving so fast, and brands struggling to keep up, defining what the modern production company does "feels like hitting a piñata when the ground is shaking a bit," said Ari Kuschnir, mssngpeces' co-founder. But the necessity for such companies, that produce the content to be distributed across online and offline platforms, is not in doubt. "It's a world where profits are falling and lots of content is needed," he added. "Interactive video could be the future. Or maybe it's going to be about filmmakers with audiences – YouTube makers style – and Vine stars? We have never thought about issues like this before."