P&G is seeking a new way to produce moving images for TV commercials and digital video that meets the demand of more flexible content, produces more content at a cost that is significantly lower than today’s average TVC in the US, meets production quality according to brand and initiative needs, and provides fiscal transparency (see details below). Submissions are due by October 13, 2014.
The television commercial production process has been essentially the same for the past 50 years. An advertising agency creates a storyboard, then they hire a good a director to shoot it as the marketing budget allows. This director works through a specific production company (as does a handpicked editor through a post-production company). The final copy is approved by the brand.
As the content needs become more diverse, the model for advertising production also needs to evolve. Further, the circumstances in which we operate have changed: 1) brands have increasing needs for more engaging content that is media-agnostic and not always will be produced specifically for TV, 2) marketing budgets must have an increasingly high return on investment. 3) production landscape is more complex than ever before and 4) production of content is now a less capital-intense industry, creating that space and opportunity for many new players to come to that marketplace.
We know that companies are already designing content/TV commercials that will meet the future needs of addressable TV/programmatics. Furthermore, our competitors are finding ways to dramatically reduce the costs of TV commercial and digital video production. We are excited to join with you and the overall industry to identify or co-create possible solutions to better meet future needs. This is what we hope to identify in this search.
We do not intend to change all P&G production process to one new “one size fits all” model. Rather we are looking to collect ideas, no matter if they can solve for a small or large portion of our needs today, as long as they fundamentally answer to our business need.
Complete Description of Need:
We are looking for a sustainable new way to produce moving images for TV commercials and digital video in a way that:
meets the demand of more flexible content that can be used beyond TV and the web. This could include real-time agility to meet future needs.
produces more content at a cost that is significantly lower than today’s average TVC in the United States – Beauty $273K; Household products $364K (based on the latest 4A’s survey data)
meets production quality according to brand and initiative needs, and
provides fiscal transparency
We know there are needed tools and skills (such as a camera and operator) that can’t be changed, but the overall approach is in consideration including new operational structures and/or use of new industries for this innovation project.
A new approach may represent a different process for how video assets are made today, different business models, commercial relationships or suggest different ways of interacting between P&G brands and partners.
Costs to produce the work will be substantially less than current costs
Range of visual quality needs can be met. We want to engage consumers in a meaningful way using the right quality for the brand and the specific job. This can range from a Vine video to a Super Bowl commercial.
Sustainable for the suppliers (i.e. the business model generates enough profit for them and attracts other clients)
Production is more flexible to meet needs of a portfolio of brands and initiatives or can be done in new, technologically-advanced ways to meet the future needs for customized content for programmatics
Can be scaled to:
any production of visual images (moving and still),
Current knowledge of space:
P&G Integrated Production Managers have a deep knowledge of the TV commercial production space. They know what is possible in today’s environment and current set-ups, such as:
traditional third-party production/post production company models,
newer models such as one-stop shops and production resources being offered by post production companies,
agency in-house production, and
user generated content.
P&G Purchases knows the current TV commercial production company landscape. They manage robust production and post-production preferred supplier programs, and stay connected with the companies who are on these lists. They also talk to other potential resources to determine whether or not we want to consider adding them to the programs.
Our process would be:
Reach out to the industry for ideas at a macro level. Submissions are due back to P&G by October 13, 2014.
Determine via identified decision makers which ideas will be pursued.
Approach those companies for a more micro view about how this might come to life. We will have a test brand and finite scope of work for them to shape their idea.
Learn from the tests.
If you have any leads on such innovations, please contact Debra Ruehlman, (email@example.com), by October 13, 2014.
Please note that only non-confidential information can be submitted for review.